The Philippines has made a courageous return to the World Travel Market (WTM) London 2025, the world’s most influential travel and tourism event, sending a powerful message that sustainability is a “lifeline” and a lived reality, not merely a concept, even as the nation grapples with the impacts of recent natural disasters.
Led by Tourism Secretary Christina Garcia Frasco, the Philippine delegation showcased the nation’s unwavering spirit and commitment to responsible, inclusive, and sustainable tourism. This resolve is particularly poignant given the ongoing challenges, from typhoons in Cebu to recent earthquakes.
“Our country is currently facing a typhoon, and it has been doing so for many months now, not to mention other disasters such as earthquakes. Therefore, this conversation is more relevant now than ever,” Secretary Frasco stated during the prestigious Ministers’ Summit at WTM, held in association with UN Tourism and the World Travel & Tourism Council (WTTC).
Secretary Frasco emphasized that for Filipinos, sustainability is deeply rooted in resilience, hope, and unity. “Sustainability for us is not mere theory; it is our lifeline. We pursue tourism that is people-centered and future-centric, knowing that millions depend on our collective ability to protect and strengthen our destinations for generations to come.”
The 2025 participation debuts a major upgrade with a 330 sqm Philippine Pavilion themed “Love the Philippines Experience”. The pavilion offers attendees an immersive taste of Filipino culture and hospitality, featuring:
Filipino Wellness Traditions
Local Coffee Tastings
Cultural Showcases that reflect the creativity and warmth of the Filipino people.
Reaffirming Partnerships and Future Focus
The Philippine contingent includes the Tourism Promotions Board – Philippines and 27 exhibitors from the public and private sectors, all united in reaffirming the country’s vision.
The UK remains one of the Philippines’ top source markets for visitors. Recognizing emerging global trends, the Philippines continues to align its tourism strategies with a focus on sustainable, digital, and experience-driven travel.
The nation’s presence at WTM London proves that even in times of great challenge, the Filipino story remains one of strength, faith, and love for our country, continuing to rise on the world stage with courage and compassion.
