The Philippines is poised to make waves at the upcoming Arabian Travel Market (ATM) 2024, held from May 6th to 9th, 2024, at the Dubai World Trade Centre. This premier travel and tourism event presents a golden opportunity for the Philippines to showcase its breathtaking landscapes, diverse cultural experiences, and innovative tourism initiatives to a global audience, particularly the booming travel market of the Middle East.
A Renewed Commitment to Innovation and Sustainability
Under the theme “Empowering Innovation – Transforming Travel through Entrepreneurship,” the Philippines will demonstrate its dedication to pushing the boundaries of tourism. Attendees can expect to see the country leveraging cutting-edge solutions such as:
- Contactless Engagement Devices: Interactive tools will provide a safe and convenient way for visitors to explore the Philippines’ tourism offerings.
- Prominent Exhibitor Portal Presence: Strategic advertising within the ATM online platform will ensure maximum visibility for the Philippines’ tourism attractions and experiences.
- Travel Philippines App Promotion: The official tourism app will be prominently featured, offering visitors a user-friendly platform to plan their dream Philippine vacation.
By embracing innovation and sustainability, the Philippines aims to solidify its position as a leading tourist destination at the forefront of responsible travel practices.
Expanding Presence, Targeting Growth
Building on the success of previous participation, the Philippines is amplifying its presence at ATM 2024. Here’s what to expect:
- Larger Booth Space: The Tourism Promotions Board (TPB) Philippines has secured a 90-square-meter booth, providing ample space to showcase the country’s diverse tourism offerings.
- Strategic Partnerships: Collaboration with 16 leading seller companies, including hotels, tour operators, and destination management companies (DMCs), will ensure a comprehensive representation of the Philippine tourism industry.
- Targeted Audience: Marketing efforts will focus on attracting visitors from the Middle East, particularly the affluent markets of the GCC (Gulf Cooperation Council) countries.
With this strategic approach, the Philippines aims to capitalize on the growing demand for international travel within the Middle East and establish itself as a top-of-mind Asian destination for discerning travelers.
A Quote from the TPB Chief Operating Officer:
Maria Margarita Montemayor Nograles, TPB’s Chief Operating Officer, emphasizes the significance of the Middle Eastern market:
This statement underscores the Philippines’ commitment to fostering stronger ties with the Middle East travel industry and attracting a new wave of visitors eager to explore the country’s unique charm.
A High-level delegation Spearheads the Mission
Leading the Philippine delegation is a team of distinguished individuals representing various government and tourism sectors.
- Department of Tourism (DOT) Secretary: Maria Christina Garcia Frasco will spearhead the delegation, highlighting the government’s commitment to tourism development.
- Undersecretary and Assistant Secretaries: Myra Paz Valderrosa-Abubakr, Verna Buensuceso, and Rica Bueno will provide support and expertise.
- TPB Chief Operating Officer: Maria Margarita Montemayor Nograles will represent the Tourism Promotions Board.
- Select Members from the House of Representatives: Their presence demonstrates the government’s unified approach to promoting Philippine tourism.
This high-level delegation underscores the importance the Philippines places on its participation in ATM 2024 and its dedication to establishing strong partnerships within the global travel industry.
A Powerhouse Collaboration: Showcasing the Best of the Philippines
The Philippine booth at ATM 2024 will be a vibrant hub showcasing the country’s diverse tourism offerings through partnerships with 16 private sector co-exhibitors. These companies represent a broad spectrum of the Philippine tourism industry, including:
- Hotels: Annset Holidays, Inc., Bellevue Hotel, El Nido Resorts, The Farm at San Benito, Lalaguna Villas Luxury Dive Resort and Spa, Lihim Resorts, El Nido by Araw Hospitality Group, The Manila Hotel, Megaworld Hotels & Resorts, and Okada Manila.
- Tour Operators: Ark Travel Express, Biyaheko.ph, Boracay Adventures Travel N Tours, CTph Tours, and Rajah Travel Corporation.
- Destination Management Companies (DMCs): VIA Philippines Travel Corporation, and Atmosphere Resorts and Spa.
