The Philippine Business Mission to Japan generated P263 million in sales leads this year, an increase of 43 percent from the P183.7 million in the PBM-Japan 2024, the Tourism Promotion Board said on Thursday.
In a report, the board said the mission held on June 9 and 11 in Osaka and Tokyo resulted in 1,282 business deals, with 185 Japanese buyers across both cities.
The board said the Philippine delegation included 46 sellers in Osaka and 42 in Tokyo.
Local tourism enterprises which joined the mission included integrated tour operators, luxury beach resorts, hotels, eco-wellness destinations, and the airline industry.
The promotion board added the event featured business-to-business meetings, travel seminars, and networking receptions at the Imperial Hotel Osaka and The Prince Park Tower Tokyo.
The mission focused on tapping new market opportunities and forging strategic partnerships aimed at increasing Japanese tourist arrivals to the Philippines, the board said.
The PBM remains one of the promotion board’s flagship initiatives in partnership with the Department of Tourism (DOT) and plays a vital role in expanding the Philippines’ visibility and market share in Japan.
Japan is the country’s third largest source of foreign arrivals, with 378,935 visitors in 2024, DOT statistics showed.
The board said the next leg of the PBM roadshow will be held in the cities of Busan, Daejeon, and Seoul, South Korea in November 2025.
