The Philippines has landed an estimated P1.18 billion in potential tourism deals during this year’s Arabian Travel Market (ATM) in Dubai, marking the country’s biggest haul from the event to date, the Tourism Promotions Board (TPB) confirmed.
Held from April 28 to May 1 at the Dubai World Trade Centre, ATM 2025 brought together over 2,800 exhibitors from 166 countries and welcomed more than 55,000 attendees. The Philippines’ 129-square-meter pavilion featured 21 private sector partners, including major players like Philippine Airlines, Cebu Pacific, New World Makati Hotel, Robinsons Hotels and Resorts, The Lind Hotels, and Quasar Travel & Tours.
These exhibitors promoted the country’s top destinations, family-friendly getaways, and halal tourism packages aimed at Muslim travelers—an area the Department of Tourism (DOT) is actively developing. This year’s sales leads showed a 233% surge compared to last year’s figures.
“This milestone represents the highest sales achievement ever from this event, signaling renewed global interest and confidence in Philippine tourism,” the TPB said in a statement.
Tourism Secretary Christina Frasco underscored the importance of strengthening ties with the Middle East and Gulf Cooperation Council. “The Middle East and GCC are not just important markets for us, they are true partners in building a future of sustainable, inclusive, and meaningful tourism,” she said, noting that the Philippines offers more than luxury—it offers belonging.
TPB Chief Operating Officer Marga Nograles added that the delegation’s goal is to provide “unique journeys” that highlight the cultural richness and diversity of the country’s 7,641 islands.
The Philippine delegation was also supported by Special Envoys for Trade and Investments Kathryna Yu-Pimentel and for Culture and Arts Karen Santos, reinforcing the nation’s commitment to tapping into the global travel market through strong public-private collaboration.
