Sheikh Ahmed bin Saeed Al Maktoum, chairman of Emirates airline and group, with Philippine Department of Tourism Secretary Christina Garcia Frasco at the recent Arabian Travel Market in Dubai. ARCHIVE

The Philippines recorded an all-time high of P1.18 billion (Dh77.9 million) in tourism sales leads at the recent Arabian Travel Market (ATM) 2025 held at the Dubai World Trade Centre. The achievement, announced by the Tourism Promotions Board (TPB) on Monday (May 19), marks a 233 percent increase from last year’s sales performance and demonstrates the global market’s growing confidence in Philippine tourism. ATM was held from April 28 to May 1. Leading the Philippine delegation was Department of Tourism (DOT) Secretary Christina Garcia Frasco, who said the country was ready to welcome travelers from the Middle East and beyond. “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,” Frasco said during the opening of the Philippine Pavilion. “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 added. Joining the Philippine contingent were representatives from airlines, resorts, hotels, and travel agencies. Special envoys Kathryna Yu-Pimentel and Karen Santos also participated in the four-day event, which saw 55,000 visitors and 2,800 exhibitors from 166 countries. TPB chief operating officer Marga Nograles said, “We recognize the Middle East as a dynamic market seeking enriching family experiences and authentic cultural immersion.” She added, “To meet this demand, our Philippine delegation is ready to curate unique journeys for different kinds of travelers in the Middle East.” ATM, now in its 32nd year, is the leading B2B travel exhibition in the region. The Philippines’ participation underscored the country's strength as a top-tier destination and investment hub in Asia. ICA/Expat Media
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