The Philippine Department of Tourism (DOT) announced its attendance at this year’s World Travel Market (WTM) slated for this week in London.

In a statement issued on Friday, 1st November, DOT officials pointed out how the event scheduled for 5th to 7th November would serve as an opportunity to invite more tourists from the European market, especially as it makes up a huge percentage of the foreign visitors to the country.

Currently, the United Kingdom leads as the top European source of visitors, ranking as the Philippines’ ninth-largest source market, with 128,660 arrivals recorded from 1st January to 31st October 2024.

As the UK outbound travel market rebounds, it presents a valuable opportunity for the Philippines.

As of 1st November, the number of international visitors to the Philippines has reached 4,879,022, less than 3 million away from the DOT’s year-end target of 7.7 million arrivals.

With UK tourists increasingly seeking destinations that offer value for money and experience, the DOT is confident the Philippines’ diverse landscapes, rich history, and immersive travel experiences align well with the market’s preferences.

What the Philippines aims to present

At the WTM London, the DOT said its delegation would showcase the country as a premier global destination.

According to tourism secretary Christina Frasco: “With our largest delegation of tour operators, hotels, and resorts since the pandemic, the DOT and the Tourism Promotions Board (TPB) Philippines are strategically positioned to strengthen international partnerships and solidify the Philippines as a premier destination in the global tourism market, reaffirming our commitment to transforming the country into a tourism powerhouse in Asia.”

Frasco will lead the Philippine delegation to WTM 2024, together with TPB chief operating officer Maria Margarita Nograles. They will be accompanied by 22 private sector tourism stakeholders.

The WTM is one of the leading global business-to-business events for the travel industry, bringing together tourism professionals, government ministers, and international media to showcase innovations in travel and tourism.

At its 2023 edition, WTM London hosted more than 40,000 travel professionals from 184 countries, solidifying its reputation as the leading platform for industry innovations and opportunities.