The Philippines made a significant impact at the Tourism Expo Japan (TEJ) 2025, held from September 25 to 28 at the Aichi Sky Expo. This four-day event, which combined trade and business days with consumer activities, offered a key opportunity for Philippine tourism stakeholders to engage with global markets. This year, the event resulted in PHP 349.9 million worth of sales leads, reinforcing the Philippines as a top travel destination and showcasing the power of international collaboration in tourism.
A dynamic delegation, driven by partnership
Led by the Tourism Promotions Board (TPB) Philippines, a key agency responsible for promoting the country both domestically and internationally, the Philippine delegation was diverse and highly focused. TPB, in partnership with the Department of Tourism (DOT), works to forge strategic alliances across the public and private sectors. This approach was central to the Philippines’ success at TEJ, as the delegation included representatives from airlines, resorts, tour operators, and government entities. The delegation’s participation in business-to-business meetings on September 25 and 26 allowed them to establish valuable connections with potential partners. Meanwhile, consumer activities on September 27 and 28 offered a direct line to travelers, further promoting the country’s attractions. Adding excitement to the booth, the Philippine delegation sponsored a raffle offering prizes like flights, tours, and accommodations to top destinations in the Philippines.
Cultural experiences at the heart of the booth
At the heart of the Philippines’ presentation was a focus on cross-cultural exchange. The booth was designed with the Japanese market in mind, emphasizing the country’s unique blend of historical landmarks and natural wonders. Featured destinations included Intramuros, Boracay, the Chocolate Hills, and Moalboal—places that resonate with Japanese tourists’ interests in both culture and nature.
A key part of the booth experience was the Philippine Travel Talk Show, which featured Japanese content creators Bonnie the Star and Miyuu. These influencers not only shared their personal experiences in the Philippines but also introduced the audience to Filipino cuisine, offering a deeper connection to the culture. Performances by the LUMAD group gave visitors a taste of the diverse cultural expressions that are central to Filipino communities, making the booth a lively and engaging space for all who visited.
“Our participation in TEJ 2025 was an incredible success,” said Maria Margarita Montemayor Nograles, TPB Chief Operating Officer. “It clearly shows the strong interest of the Japanese market in visiting the Philippines. It’s about offering an authentic cultural experience that resonates with visitors and gives them a genuine sense of what makes the Philippines so special.”
Strengthening the Philippines-Japan relationship
TEJ 2025, organized by the Japan Travel and Tourism Association (JTTA), the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO), brought together exhibitors from over 82 countries and regions. With more than 127,000 visitors in attendance, it provided the Philippines with an ideal platform to further cement its presence in Japan’s thriving travel market.
As Japan and the Philippines share a deep and longstanding relationship, events like TEJ serve as essential milestones in cultivating mutual understanding and opening doors to new opportunities for travel and business.
Through events like TEJ, TPB continues to build and expand its efforts in global tourism promotion, particularly in Japan, where tourism has seen consistent growth. The country’s impressive PHP 350 million in sales leads this year reflects not only a steady growth in interest but also the evolving approach to tourism marketing, one that prioritizes inclusivity, cultural exchange, and long-term international partnerships.
A focus on continued cross-cultural engagement
The success of the Philippines’ participation in TEJ highlights the importance of fostering cross-cultural engagement to drive tourism forward. As Japan and the Philippines share a deep and longstanding relationship, events like TEJ serve as essential milestones in cultivating mutual understanding and opening doors to new opportunities for travel and business.
“The Filipino people’s warmth and our rich cultural heritage are among the main reasons why Japan continues to show interest in our country,” added Nograles. “We look forward to welcoming more Japanese visitors and deepening our connection through tourism, creating more pathways for collaboration and exchange in the future,” she concluded.
