The Philippine Delegation at ATM 2025.
The Philippines made a powerful impression at the Arabian Travel Market (ATM) 2025, held from April 28 to May 1 at the Dubai World Trade Centre. Spearheaded by the Tourism Promotions Board (TPB) and the Department of Tourism (DOT), with the support of Special Envoys for Trade and Investments Kathryna Yu-Pimentel and for Culture and Arts Karen Santos, the Philippine delegation showcased the country’s tourism potential on the global stage.
This year’s participation yielded exceptional results, generating ₱1.18 billion in sales leads—a 233% increase from 2024 and the highest sales figure the country has ever achieved at ATM. The milestone reflects renewed global confidence and interest in the Philippines as a premier travel destination.
Now in its 32nd year, ATM is the Middle East’s leading B2B travel and tourism exhibition. The 2025 event welcomed more than 55,000 visitors and 2,800 exhibitors from 166 countries, underscoring the region’s robust tourism rebound. Over 3,000 destinations and travel products were featured during the four-day exhibition.
Special Envoy of the President to the United Arab Emirates (UAE) for Trade and Investments Ma. Anna Kathryna Yu-Pimentel, TPB COO Maria Margarita Montemayor Nograles, DOT Secretary Christina Garcia Frasco, Philippine Ambassador to the UAE His Excellency Alfonso Ferdinand Ver, Consul General Marford Angeles, and Special Envoy of the President to the UAE for Culture and Arts Karen Santos led the ribbon cutting.
The Philippines showcased its offerings through a 129-square-meter pavilion, which became a hub for high-value business meetings and cultural exchange. Designed to reflect the country’s vibrant heritage and natural beauty, the space attracted interest from travel professionals across the Middle East, Europe, the Americas, and Asia. Discussions focused on key tourism sectors, including beach and leisure travel, family holidays, and halal tourism.
DOT Secretary Christina Garcia Frasco led the delegation of 21 private sector exhibitors, joined by TPB Chief Operating Officer Maria Margarita Montemayor Nograles. In her opening remarks, Secretary Frasco highlighted the Philippines’ readiness to welcome travelers from the Middle East and GCC countries.
“The Philippines is a nation on the rise—7,641 islands that offer beauty, opportunity, and connection,” Frasco said. “For travelers from the Middle East and the GCC, we offer not just luxury, but a sense of belonging. These regions are vital partners as we build a future of sustainable and inclusive tourism.”
Echoing this sentiment, TPB COO Nograles emphasized the strategic importance of the Middle East market. “Travelers from this region seek meaningful cultural experiences and memorable family journeys. Our delegation is well-prepared to offer unique and immersive trips across our islands,” she said.
The participation of Special Envoys Yu-Pimentel and Santos further reinforced the country’s commitment to strengthening ties with the Middle East in trade, tourism, and cultural development.
The Philippine delegation included a diverse group of stakeholders from airlines, hotels, resorts, and travel companies such as Philippine Airlines, Cebu Pacific, Crimson Hotel and Resort, El Nido Resorts, Megaworld Hotels & Resorts, and many others. Their presence at ATM 2025 helped expand market access and promote business opportunities for Filipino tourism enterprises.
Further cementing the country’s position as a rising tourism powerhouse, the DOT signed a memorandum of understanding (MOU) with Emirates to jointly promote the Philippines as a global destination. The department also facilitated an MOU with Robinsons Hotels and Resorts to increase Muslim-friendly accommodations in the country—building on a similar agreement with Megaworld Hotels and Resorts signed at ATM 2024.
These partnerships align with the DOT’s long-term goal of fostering a more inclusive and accessible tourism environment for all travelers. The Philippines’ success at ATM 2025 not only boosts its global reputation but also sets a promising course for the country’s sustainable and diversified tourism growth.