As an agency attached to the Department of Tourism for the Philippines, the Tourism Promotion Board (TPB) Philippines markets and promotes the country both domestically and internationally as a world-class tourism and meetings, incentives, conferences, and exhibitions (MICE) destination.
Q&A WITH TOURISM PROMOTION BOARD PHILIPPINES
This is in strategic partnership with private and public stakeholders to deliver a unique, high-value experience for visitors, significantly contributing to increased arrivals and investment in the country.
We speak to Maria Margarita Montemayor Nograles, COO of TPB, who tells us about the ways in which the board is championing the Philippines as a world-class, premier destination for every traveller.
Can you talk us through the origins of TPB and its initial vision?
Maria Margarita Montemayor Nograles, COO (MMMN): TPB was first established as the Philippine Convention Bureau in 1976 before being renamed the Philippine Convention and Visitors Corporation (PCVC) in 1987. The primary goal of this institution was to boost tourism in the country by encouraging organisations to hold congresses and conventions in the Philippines.
In 2009, PCVC was restructured as TPB Philippines through the Tourism Act 2009. TPB still upholds PCVC’s previous objective and has the additional responsibility of marketing the Philippines domestically and internationally as a major global tourism destination.
What are your organisation’s current goals?
MMMN: Our vision has always been to showcase the Philippines as a world-class destination for leisure and business travellers. There is so much to see and experience in our country, and there are many reasons to love the Philippines. Our unique artistry, the stories of our communities, and breathtaking natural beauty are nothing short of wonderful, and these gifts are meant to be shared with the world.
This year, TPB also aims to assist the Philippine Department of Tourism (DOT) in achieving at least 7.7 million international visitors in the country. We surpassed our initial target last year, so we are optimistic that we will be able to reach or even exceed our target this year, especially now that our promotions are in full swing.
“Our unique artistry, the stories of our communities, and breathtaking natural beauty are nothing short of wonderful, and these gifts are meant to be shared with the world”
Maria Margarita Montemayor Nograles, COO, Tourism Promotion Board Philippines
How do you market the Philippines as a destination?
MMMN: The 7,641 islands of the Philippines are brimming with natural wonders and breathtaking scenery above and below ground. Our rich cultural heritage, shaped by different influences over centuries, adds a depth of experience to any visit.
In line with the DOT’s seven-point agenda for equal promotions, we are committed to promoting the Philippines as a destination that offers remarkable experiences on all its islands. TPB strives to highlight the unique attractions and activities each island offers, ensuring that no matter where you go in the Philippines, you’ll discover something unique and worthwhile.
We also take great pride in the warmth and friendliness of our Filipino people, who make every visit feel like home. This genuine hospitality sets the Philippine experience apart from any other. Thus, we market the country as a destination where you can experience world-class hospitality, whether relaxing in a hotel, dining in a restaurant, or travelling from one island to another.
How do you promote off-season travel?
MMMN: Although the Philippines is renowned as a tropical paradise, there are plenty of activities that travellers can enjoy during the rainy season. Diving is one of the experiences people can enjoy all year round in the Philippines, with some of the best diving spots offering good visibility even during the wetter months. Our surfing attractions have also become popular in the off-season because the rain helps turn our crystal blue waters into towering waves.
The off-season also offers travellers a chance to experience the wellness services that the Philippines has to offer. Travellers can take this opportunity to relax their bodies through a traditional Filipino massage called ‘hilot’ or stay in wellness resorts where experts can provide treatments tailored to their needs.
Likewise, we collaborate with our members to create comprehensive packages that take you through our stunning islands and destinations safely, come rain or shine. Regarding promotions, we strategically place adverts on various digital and out-of-home platforms to ensure the Philippines remains a top-of-mind destination for travellers. This helps you plan your visit to our shores, regardless of the season.
Are there any interesting projects in the pipeline you wish to highlight?
MMMN: This is an exciting time for the Philippine tourism industry because numerous events are lined up in the country. TPB is already preparing for institutional events such as the Philippine Travel Exchange (PHITEX), MICE Conference (MICECON), and the Regional Travel Fair (RTF), which will be held later this year.
Likewise, we are also organising exciting projects that are in the pipeline. In July, we will launch a campaign targeting business travellers aligned with the “Love the Philippines” branding. This will strengthen our country’s status as a premier destination for businesses to hold events.
The Philippines will also host the prestigious World Travel Awards Ceremony 2024 during PHITEX in September. We are also getting ready to participate in World Expo 2025, where we will showcase the best of the Philippines and our people.
Why, in your opinion, should someone visit the Philippines?
MMMN: Our tourism campaign calls for people to “Love the Philippines” because we believe that travellers will discover various attractions and experiences that they will love in the country, no matter what their interests may be.
Adventure seekers can discover thrilling activities in our country’s high mountains and deep blue seas. At the same time, other travellers can unwind from their busy days by joining wellness retreats or relaxing by our white sand beaches. Food lovers can also enjoy a feast in Iloilo City, our UNESCO Creative City of Gastronomy, or savour freshly cooked ingredients in our seafood and farm-to-table restaurants.
On top of that, you will be greeted by the friendliest people you will ever meet wherever you go. With our world-class service, who would not love a visit to the Philippines?
What are some of the country’s most unique landmarks?
MMMN: The Philippines boasts several unique landmarks that hold historical significance.
UNESCO World Heritage Sites that have withstood the test of time and bear witness to our country’s rich history include the Walled City of Intramuros in Manila, the Rice Terraces of the Philippine Cordilleras in Northern Luzon, and the Historic City of Vigan in the Ilocos region. The Chocolate Hills in Bohol, recently hailed as the Philippines’ first UNESCO Global Geopark, adds to the country’s long list of iconic landmarks.
Apart from historical sites, our country is also blessed with stunning islands that consistently rank among the best in the world. A few examples are Boracay, which is known for its white sand beaches and romantic sunsets; Palawan, which has clear blue waters surrounded by towering limestones; and Cebu, which has a rich marine life that both snorkellers and divers would love to witness.
What trends are transforming the tourism industry in the Philippines, and how are you utilising them?
MMMN: Several significant trends are shaping the travel landscape in the post-COVID-19 pandemic setting. Data shows a growing interest in leisure travel, unique cultural experiences, bespoke wellness services, and venturing to less-visited destinations.
Digitalisation is also a major factor in transforming the Philippine tourism industry. Thus, we at TPB offer a membership programme that can equip tourism stakeholders with the skills and knowledge they need in this digital era.
Our programme offers access to market intelligence so members can utilise data-driven insights to ensure that their offerings resonate well with travellers’ growing preferences, providing them with tailored and enriching experiences that capture the unique essence of the Philippines. The programme also offers training on digital marketing to help tourism stakeholders promote their services and products globally.
In addition, TPB also launched the enhanced Travel Philippines app, which makes it easier for tourists to look for destinations and activities in our country’s different regions. The app features accredited hotels, resorts, and tourist guides, making it easy for travellers to plan their vacations with a few taps.
There is also greater demand for luxury travel in the Philippines. TPB seized this opportunity by organising events that allow our local tourism stakeholders to partner with international businesses catering to luxury travellers. We also promote our top-of-the-line establishments and private resorts on magazines and media platforms, providing a glimpse of the exclusive and tailored experiences that await in the Philippines.
What challenges does the tourist industry in the Philippines face?
MMMN: People only know the Philippines as a beach or dive destination, for which we have received multiple recognitions. However, there are more amazing things to discover in our country – our culinary offerings, UNESCO World Heritage Sites, natural wonders, and unique living traditions that tourists will experience and love.
Are you optimistic about the future of the tourism industry in the Philippines?
MMMN: I’m optimistic because I’m backed by a wonderful team and guided by the clear vision of the Secretary of Tourism, who empowers me in my mission to carry out TPB’s mandate.
I have also seen the amazing things our country offers and experienced the superb, world-class level of service we provide. At the end of the day, Filipino hospitality will always be our number one asset as we compete in the global tourism industry. On top of that, multiple local destinations also win international awards every year, serving as a testament to the Philippines’ beauty. Due to these factors, I do not doubt that many travellers will want to visit and fall in love with the islands.
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