The recent Tourism Expo Japan in Aichi proved a landmark event for Philippine tourism, generating nearly PHP 350 million in potential sales. This dynamic showcase combined the best of the Philippines’ heritage, nature, and vibrant communities. Among the bustle of business meetings and public engagement, the archipelago’s allure shone brightly, promising increasing footfall from the Japanese market.
The Philippines took centre stage at the recent Tourism Expo Japan (TEJ) 2025, captivating visitors and industry professionals alike with its breathtaking destinations and rich cultural heritage. Held from 25 to 28 September at the Aichi Sky Expo, the four-day event provided a vibrant platform for the country’s tourism stakeholders to showcase the best of the archipelago, securing an impressive PHP 349.9 million in sales leads.
Led by the Tourism Promotions Board (TPB) Philippines in partnership with the Department of Tourism, the Philippine delegation brought together representatives from airlines, hotels, resorts, tour operators, and government agencies. The first two days focused on business-to-business meetings, fostering strong partnerships and collaborations, while the final two were dedicated to engaging directly with consumers eager to explore the Philippines.
The Philippine booth was a sensory delight, featuring attractions that resonate deeply with the Japanese market’s love for history and natural wonders. Highlights included iconic sites such as Intramuros’ storied walls, the pristine beaches of Boracay, the otherworldly Chocolate Hills, and the vibrant marine life of Moalboal.
The booth buzzed with energy through the Philippine Travel Talk Show, where popular Japanese content creators Bonnie the Star and Miyuu shared their experiences of Filipino cuisine and culture, sparking enthusiasm among attendees.
Adding to the vibrant atmosphere, the LUMAD group delivered captivating performances, offering a heartfelt glimpse into the traditions and spirit of local communities.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles expressed delight at the outcome: “The successful results from this year’s TEJ serve as solid proof of the Japanese market’s strong interest in visiting our country. Our participation allowed them to fully immerse themselves in our unique culture and experience the genuine warmth of the Filipino people, inspiring more to visit and fall in love with the Philippines.”
TEJ 2025, organised by the Japan Travel and Tourism Association, the Japan Association of Travel Agents, and the Japan National Tourism Organization, brought together over 82 countries and regions, welcoming more than 127,000 trade professionals and visitors. The Philippines’ stellar performance further solidifies its position as a must-visit destination in Japan’s largest travel marketplace.
Reflecting both steady growth and a forward-looking approach, the Philippines continues to promote inclusive, meaningful tourism partnerships. Through the remarkable efforts of TPB and its partners, the country is well-positioned to welcome more travellers eager to explore its natural beauty, rich heritage, and warm hospitality.
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