The Philippines secured a record-breaking PHP1.18 billion in sales leads at the Arabian Travel Market (ATM) 2025 held at the Dubai World Trade Centre from April 28 to May 1.

In a news release issued by the Tourism Promotions Board (TPB) on Monday, it said the Philippine delegation, led by Department of Tourism (DOT) Secretary Christina Garcia Frasco, showcased the Philippines’ rich culture, natural beauty, and diverse tourism offerings.

During the opening of the Philippine Pavilion, Frasco expressed the country’s readiness to welcome more visitors from all over the world, including those from the Middle East and the Gulf Cooperation Council (GCC) countries.

“The Philippines is a nation on the rise, a country of 7,641 islands, each a doorway to beauty, opportunity, and connection —a destination where travelers from the Middle East and the GCC find not just luxury, but belonging,” she said.

“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.”

The TPB said the generated sales leads of PHP1.18 billion mark a 233-percent increase from last year, signaling renewed global confidence in the country’s tourism sector.

It said this milestone represents the highest sales achievement ever from this event.

Representatives from a wide range of Filipino travel and hospitality businesses joined the delegation, including travel agencies, resorts, hotels, and airlines.

Also present during the event were Special Envoy for Trade and Investments Kathryna Yu-Pimentel and Special Envoy for Culture and Arts Karen Santos.

This collective presence leveraged ATM as a platform to expand market access and showcase the Philippines as a top-tier tourism and investment destination.

ATM is the Middle East’s premier business-to-business (B2B) travel exhibition.

Now in its 32nd year, the event attracted over 55,000 visitors and 2,800 exhibitors representing 166 countries, highlighting the strong recovery of tourism, especially in the GCC region.

The TPB said the country’s participation demonstrated its strong presence in the global tourism arena, showing promising opportunities for inbound travel from key markets.

TPB chief operating officer Marga Nograles said high-value business meetings were also conducted at the Philippine Pavilion throughout the four-day exhibition.

She said these meetings forged new partnerships focused on the tourism sector stakeholders, such as those offering beach leisure, family holidays, and halal tourism to travelers from the Middle East, Europe, the Americas, Asia, and other regions.

“We recognize the Middle East as a dynamic market seeking enriching family experiences and authentic cultural immersion,” Nograles said.

“To meet this demand, our Philippine delegation is ready to curate unique journeys for different kinds of travelers in the Middle East and to promote the dynamic destinations found within our 7,641 islands.”

The DOT said the Philippines continues to solidify its position as a tourism powerhouse in Asia through strategic collaborations. (PNA)