The Philippines generated over PHP436 million in sales lead at the 2024 World Travel Market (WTM) held in London, the Department of Tourism (DOT) said Monday.

The Philippine delegation secured a total of 466 sales leads and 41 onsite bookings during the Nov. 5 to 7 event, the DOT said.

The sales lead marked an increase of over PHP178 million from last year’s participation.

The delegation, led by the DOT and the Tourism Promotions Board, was the country’s largest since the pandemic, composed of 22 private sector exhibitors, including tour operators, destination management companies and hotels and resorts.

They were joined by representatives from the Aklan Provincial Government, the Tourism Infrastructure and Enterprise Zone Authority and the Philippine Retirement Authority.

The Philippine Pavilion attracted attention from major media outlets and key tourism stakeholders.

On top of the usual sun and beach destination, the Philippines also showcased its unique experiential travel offering through packages focused on cultural immersions, festivals, the creative arts, health and wellness, gastronomy and other offerings.

“Today’s travelers seek immersive experiences, evolving from years like seeing to a quest for authentic experiences, and this is precisely what we are able to offer in the Philippines,” DOT Secretary Christina Garcia Frasco said in a statement.

During the event, the delegation offered interactive booth activations, including the Paoay Church photo booth, traditional hair threading demonstrations, Filipino coffee presentations and snack samplings.

Also featured were vibrant performances and fashion walks from renowned Filipino designer Randy Ortiz.

The Philippines’ sustained presence at the WTM 2024 London aligns with trends in the United Kingdom’s outbound travel market, which is projected to reach USD90.46 billion in 2024, according to Future Market Insights. (PNA)