THE Tourism Promotions Board (TPB) said the Philippines generated P1.18 billion in sales leads at the Arabian Travel Market (ATM) 2025, up 233 percent from P354 million earned the preceding year.
TPB in a statement on Monday said this represents the highest sales generated from the Arabian Travel Market, the leading tourism business-to-business event in the Middle East.
The 21 private sector exhibitors in the 129-square meter Philippine Pavilion showcased the country’s must-visit locations and curated experiences at the ATM held April 28 to May 1 at the Dubai World Trade Centre in the United Arab Emirates, TPB added.
It said the Philippines also hosted high-value business meetings and new partnerships among travelers from the Middle East, Europe, the Americas, and Asia. These are in beach leisure, family holidays, and halal tourism.
In her remarks, TPB Chief Operating Officer Marga Nograles said the Philippines recognizes the Middle East “as a dynamic market seeking enriching family experiences and authentic cultural immersion” and is “ready to curate unique journeys for different kinds of travelers in the Middle East.”
Now on in its 32nd year, ATM featured stakeholders that promote more than 3,000 products and destinations, TPB said.
The event also welcomed over 55,000 visitors and 2,800 exhibitors from 166 countries, highlighting strong tourism recovery, particularly in the Gulf Cooperation Council (GCC), it added.
The TPB said the Department of Tourism (DOT) has strengthened partnerships with the Middle East, with the signing of a memorandum of understanding with Emirates to promote the Philippines as a leading global destination.
To establish more Muslim-friendly accommodations in the country, the DOT also facilitated a Memorandum of Understanding (MOU) with Robinsons Hotels and Resorts, following the MOU with Megaworld Hotels and Resorts in ATM 2024.
In a statement on Sunday, the DOT said it saw growing numbers of tourists from the Middle East and the GCC, particularly coming from expat communities in the region with an average of not less than 500 to 800 percent growth rate in terms of international tourism arrivals. It, however, did not cite the number of arrivals.
