The Tourism Promotions Board (TPB) Philippines successfully concluded the Creative Tourism Conference (CTC), a landmark event that united tourism leaders, innovators, and creative visionaries to redefine the country’s tourism landscape. Hosted at the historic Metropolitan Theater, the conference sparked dynamic conversations on how creativity can elevate the Philippines as a global tourism hub.
With the theme “Crafting Pathways: Synergizing Tourism and Creativity,” the CTC showcased how Filipino ingenuity, culture, and artistry can drive growth, foster pride, and create opportunities for communities across the nation.
“We convene innovators, policymakers, and our dynamic youth to ignite the transformative power of creativity in shaping unique tourism products—ensuring Filipino stories live not only in our galleries, theaters, and museums, but also in the hearts and memories of every visitor,” said TPB COO Maria Margarita Montemayor Nograles.
Creativity as the Heart of Tourism
In her keynote, DOT Secretary Christina Garcia Frasco emphasized that Philippine culture and creativity are central to engaging travelers and boosting economic impact.
“When visitors experience our food, design, art, music, and crafts, they don’t just come here—they stay longer, spend more, and invest in the lives of our people,” Frasco said.
Sessions throughout the conference explored practical ways to leverage creativity in tourism. Garlic Garcia of VIU Philippines discussed content-driven and immersive tourism experiences as engines of economic growth, while Atty. Annette Gozon-Valdes of GMA Network highlighted storytelling as a catalyst for tourism innovation, citing historical series like Pulang Araw and Maria Clara at Ibarra.
Celebrated journalist and UN Women Goodwill Ambassador Karen Davila urged delegates to create inclusive, community-centered opportunities in tourism:
“Women don’t want charity. Women want opportunity. Women want to take the lead. When you hire and uplift women in tourism, the whole community is uplifted.”
Other thought leaders included NCCA Commissioner Dr. Ivan Anthony Henares, who spoke on empowering Filipino creatives globally; Jeremy Sy of Ayala Land, who shared strategies on destination branding and storytelling; and Janette Toral, who explored technology-driven solutions like AI itineraries and augmented reality maps for modern travelers.
Breakout sessions further delved into practical applications, covering theater and film tourism, production design, and storytelling techniques to inspire future travelers. Speakers included Fernando Josef, Jeremy Domingo, Dexter Santos, Pat Valera, Gino Gonzales, and Kerry Tinga.
Towards a Creativity-Led Nation
The conference culminated in a high-level panel discussion, “Towards a Tourism × Creativity-Led Nation,” featuring UNESCO Creative City leaders Marie Venus Tan (Baguio), Butch Carungay (Cebu), and Leny Ledesma (Iloilo), alongside DOT Director Dr. Paulo Tugbang. Moderated by Andrei Nikolai Pamintuan of the British Council Philippines, the panel emphasized how UNESCO recognition in crafts, gastronomy, and folk art can drive inclusive growth, attract investment, and solidify the Philippines’ leadership in Asia’s creative tourism scene.
Closing remarks by Manila City Mayor Francisco “Isko” Moreno Domagoso and Negros Occidental 3rd District Representative Javier Miguel “Javi” Benitez highlighted the importance of government support in sustaining creative-driven tourism programs and fostering collaboration across sectors.
“Creative tourism is one of the most exciting areas of development in the Philippines. I hope this conference will spark more collaborations, projects, and real outcomes for our tourism sector,” said Benitez.
A Defining Moment for Philippine Tourism
The CTC reaffirmed that the intersection of creativity and tourism will distinguish the Philippines on the global stage. By showcasing Filipino artistry—from crafts and cuisine to theater and technology—the conference emphasized inclusivity, placing women leaders, local artisans, and diverse voices at the forefront of tourism development.
The event’s success was made possible through the support of the DOT, TPB’s partners, and stakeholders including NCCA, Metropolitan Theater, City of Manila, Intramuros Administration, Primer Group of Companies, and The Travel Club.
