Philippines promotes cultural tourism and trade partnerships at WTM London

by · TTG asia

The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DoT) led a delegation of 28 tourism exhibitors to World Travel Market (WTM) London 2026, held from November 3 to 5, to strengthen international trade partnerships and promote Philippine tourism experiences.

The delegation comprised destination management companies, tour operators and accommodation providers seeking to connect with international buyers and expand their market reach.

Officials from the Philippine DoT and TPB Philippines, alongside tourism industry representatives, government officials and guests, at the ribbon-cutting ceremony for the Philippine Pavilion at WTM London 2026

The 330m² Philippine Pavilion hosted business-to-business meetings alongside culinary presentations, craft demonstrations and cultural performances showcasing the country’s tourism offerings.

London-based Filipino chef Chris Joseph of Kasa and Kin presented Philippine cuisine, while Slow Food Iloilo highlighted the country’s coffee heritage and local producers.

The Philippines’ culinary profile has also gained attention through the 2027 Michelin Guide Manila and Environs & Cebu, which features 127 establishments, including 27 new entries.

Cultural activities included palm-leaf weaving demonstrations, showcasing the traditional puni craft associated with Bulacan, and performances by London-based Filipino dance company Lahing Kayumanggi.

Through these presentations, TPB sought to encourage the development of culinary tours, craft workshops and community-based tourism experiences that could be incorporated into travel itineraries.

Alongside its trade engagement, TPB is planning to integrate an AI-powered virtual travel assistant into the Travel PH App to support destination discovery and itinerary planning.

The Philippines’ participation at WTM London also provided opportunities to gather market insights and develop partnerships with international travel businesses.

TPB COO Maria Margarita Montemayor Nograles said: “WTM London provides an opportunity for our tourism stakeholders to connect directly with international buyers and industry partners.

“Through our participation, TPB aims to expand market access for Philippine tourism enterprises, creating pathways for sustainable growth, stronger business opportunities, and long-term benefits for local communities.”