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COMMITMENT TO INNOVATION As the country steps confidently into 2025, the TPB’s unwavering commitment to innovation, collaboration and sustainable tourism continues to lay the foundation for a thriving industry. FILE PHOTO
THE Tourism Promotions Board (TPB) Philippines kicked off 2025 with its annual "Pasasalamat" (thanksgiving) event at the historic Centro de Turismo Intramuros on Jan. 27.
Celebrating the vital role of media professionals and content creators, the evening reflected on TPB's key achievements and milestones in tourism promotion.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles shared impressive statistics — in 2024, the agency generated over P11.3 billion in sales leads, a 44.8 percent increase from the year before.
Stars such as Timothy Granaderos from "13 Reasons Why," Nico Santos from "Crazy Rich Asians," Broadway's "Aladdin" star Josh de la Cruz and Korean actor Kim Ji Soo were lauded for their significant contributions to elevating the Philippines' global presence.
Renowned music icons like LANY were also celebrated for fostering the vibe of a transformative and vibrant cultural hotspot.
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Likewise, the TPB's Community-Based Tourism Marketing Enhancement Program has effectively empowered local communities to highlight their unique cultural and natural assets.
At the tail end of her presentation, Nograles also shared that the TPB is in the final stretches of its preparations for World Expo Osaka, which opens on April 13. This global platform presents a unique opportunity to showcase the Philippines' rich tourism offerings, attract sustainable investments and drive economic growth.
