Honoring Media Partners and celebrating a year full of fruitful collaboration, creativity, and community, The Tourism Promotions Board (TPB) held its annual Pasasalamat gathering last December 10, 2025, at the TPB offices in Pasay City. From journalists to content creators and to industry partners, the event was a celebration of a year of shared storytelling and strengthened collaboration. Led by the TPB Chief Operating Officer, Maria Margarita Montemayor Nograles, the event was a tribute to every individual and organization that continues 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
2025 was the year that became remarkable for the Philippines in the global spotlight—from the Filipino destinations and talents capturing worldwide attention, to the Michelin Guide honoring Filipino culinary excellence, and to Olivia Rodrigo proudly embracing her Filipino heritage, it all amplifies the cultural pride of the Filipinos globally.
Another honorable achievement was the Philippine Pavilion being able to anchor community, craftsmanship, and sustainability, earning the prestigious BIE Silver Plaque for Exhibition Design at the Expo 2025 in Osaka, Japan.
“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 and immersive travel.
Championing artisans, weavers, and cultural practitioners, the Community-Based Tourism (CBT) program continues to connect them with markets, capacity-building opportunities, and platforms that protect heritage while strengthening livelihoods.
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 in their entirety 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 a 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.
The Department of Finance further recognized TPB 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.”
