MANILA, Philippines — The Tourism Promotions Board (TPB) Philippines held its annual
Pasasalamat gathering on 10 December 2025 at the TPB offices in Pasay City. Bringing together
journalists, content creators, and industry partners, the event celebrated a year of shared
storytelling and strengthened collaboration. Led by TPB Chief Operating Officer Maria Margarita
Montemayor Nograles, the event served as a tribute to the individuals and organizations that
continue to shape the world’s understanding of the Philippines.
In her address, COO Nograles acknowledged the role of the media in uplifting the country’s image
and amplifying the voices of local communities, especially in a year marked by unprecedented
challenges.
“No one can define the Philippines better than Filipinos,” Nograles shared. “So much of how the
world sees our country—its heart and its beauty—begins with the narratives you help build.”
Despite a series of disruptions brought by storms and other crisis events, Nograles emphasized that
“the Philippines remains blessed with breathtaking natural wonders that cannot be found anywhere
else in the world.” With 7,641 islands operating at different rhythms, she highlighted how many
destinations remained safe, open, and welcoming throughout the year.
Global Recognition Amid Challenges
Even as communities navigated recovery, 2025 became a remarkable year for the Philippines in the
global spotlight. Filipino destinations and talents captured worldwide attention: From the Michelin
Guide honoring Filipino culinary excellence to Olivia Rodrigo proudly embracing her Filipino
heritage, amplifying cultural pride globally.
At Expo 2025 Osaka, the Philippine Pavilion—anchored in community, craftsmanship, and
sustainability—earned the prestigious BIE Silver Plaque for Exhibition Design.
“While the year brought its share of difficulties, the world also saw the very best of us,” Nograles
said. “These recognitions matter. They influence perception just as strongly as headlines do.”
Each guest at the event received a limited-edition Expo 2025 Osaka hoodie, once exclusive to
Pavilion’s HABI shop and no longer available to the public—a gesture of gratitude for the media’s
continued support.
Strengthening Filipino Tourism Through Meaningful Programs
COO Nograles also highlighted TPB’s key initiatives designed to uplift communities and promote
sustainable, immersive travel.
The Community-Based Tourism (CBT) program continues to champion artisans, weavers, and
cultural practitioners—connecting them with markets, capacity-building opportunities, and
platforms that protect heritage while strengthening livelihoods.
Domestically, the TPB expanded the Philippine Motorcycle Tourism (PMT) program through its
nationwide circuits, along with promoting cyclo-tourism as a sustainable, immersive way to
experience the country’s landscapes while on a bike. The Regional Travel Fair remained a vital
platform for promoting local destinations across Luzon, Visayas, and Mindanao.
Through the Domestic Tourism Invitational Program, TPB members gained firsthand understanding
of destinations—enhancing their ability to design accurate, competitive packages while adopting
best practices directly from communities.
“These programs reflect one vision,” Nograles noted, “to champion travel that is meaningful,
community-rooted, and sustainable—experiences that honor both our people and our landscapes.”
TPB’s Strong Performance in 2024–2025
Nograles also highlighted the Tourism Promotions Board’s strong performance over the past two
years. In 2024, TPB operated with a ₱2.49-billion budget and achieved a 97.97% utilization
rate—the highest in the agency’s history.
This efficiency translated into ₱22.5 billion in actual sales, ₱4.2 billion in media values, and nearly
20,000 B2B meetings with global buyers. The agency’s work garnered multiple accolades, including
being named Best National Tourism Organization in Asia by TTG Asia for the third consecutive year
and being honored by TripZilla as Sustainability Leader of the Year.
TPB was further recognized by the Department of Finance for its dividend remittance to the
National Government. At the GCG Annual Awarding Ceremony, the agency was cited as one of the
Most Improved GOCCs for CY 2024 and received the award for Best Sustainability Initiatives,
underscoring TPB’s commitment to sustainable operations and governance.
Looking ahead, TPB is preparing for the ASEAN Tourism Forum 2026, where the Philippines will host
and lead TRAVEX, the region’s premier B2B travel trade platform.
A Call for Continued Partnership
In closing, COO Nograles emphasized the irreplaceable role of media and creators in shaping global
perception.
“You are the bridge between what happens and how the world understands it,” she said. “Your
stories shape confidence. Your work shapes perception. And together, we shape the future of
Philippine tourism.”
TPB encouraged partners to stay engaged, collaborate more closely, and join upcoming programs
designed to support accurate, compelling, and meaningful storytelling about the Philippines.
“This gathering is only the beginning,” Nograles added. “Let’s continue building this story together.”
The Lifestyle Tita 