The Philippines showcases a range of experiential destinations

ITB Berlin News caught up with Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board (TPB) Philippines

Authentic experiences is at the core of The Philippines tourism offer at ITB Berlin 2025.

The Philippines and its 7,641 islands provide an overwhelming variety of attractions and options to travellers. What are you presenting at ITB Berlin 2025? 
The Philippine Experience Program (PEP) is a cultural, arts, and heritage initiative designed to promote the richness of our 7,641 islands. Guided by the vision of the President Ferdinand “Bongbong” Marcos Jr. and the Tourism Secretary Christina Garcia-Frasco as part of the Department of Tourism’s 7-point agenda, the programme ensures equal promotion for both our renowned and emerging destinations. While we continue celebrating our award-winning sites, PEP expands the spotlight to lesser-known regions, fostering greater awareness and appreciation of their unique offerings.

PEP is also highlighting the depth of the Filipino identity through thematic experiences, including food and gastronomy, pilgrimage and wellness, festivals, living cultures, and heritage. This initiative invites travellers to discover our stories, traditions, and artistry.

The Philippines Experience Program (PEP) is a cultural, arts, and heritage initiative designed to promote the richness of our 7,641 islands.

You mentioned the development of lesser-known areas. Can you give some examples? 
For instance, in Luzon, Casa San Pablo in Laguna offers a sample of real Filipino cuisine and craft, while Sumlang Lake in Albay is an eco-tourism venture undertaken by the community with tourists travelling by bamboo rafts while appreciating Mayon Volcano.

In Visayas, tourists can go to the Hawaiian-Philippine Company in Negros Occidental, the nation’s oldest existing sugar mill with traditional production of muscovado sugar. In Iloilo, Sol Y Mar Ecofarm is a mix of agritourism and indigenous weaving of textiles.

In Mindanao, Bukidnon’s Kumaykay River Farm is perfect for glamping, horse riding, and river adventure, while Zamboanga City’s Yakan Weaving Village maintains the textile tradition of the Yakan tribe.

Are there any new eco-friendly destinations in the Philippines?
There are a lot, but if I had to give one example, I would say Palawan. Known as the Philippines’ “last ecological frontier,” it has one of the world’s longest navigable underground rivers. The Palawan Biosphere Reserve is also home to pristine rainforests, marine biodiversity hotspots, and stunning geological landscapes. The province is a model for conservation and sustainable development.

What kind of digital tools and advice can you give to travellers to enjoy the Philippines? 
The Tourism Promotions Board developed the “Travel Philippines APP“. In partnership with the Department of Tourism (DOT), the Travel PH APP helps visitors find must-visit spots and hidden gems, across Luzon, Visayas, and Mindanao, connecting them with tour operators and local guides. The app also allows tourists to plan their dream trips and save important travel documents for a seamless travel experience. It provides valuable resources for tour operators, travel agents, and the B2B market. This app. is available on most App Stores and explains all the reasons to love the Philippines.

Hall 26 / Stand 100

Cebu, at the heart of the MICE industry in 2026

An increasingly attractive destination for the MICE industry thanks to new transport infrastructure and many new luxury and first class resorts, Cebu will be the focus of business and MICE travel in 2026. The Philippines will hold the chairmanship of the ASEAN Tourism Forum (ATF) in 2026, including the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of Cebu in January 2026. The preparatory meetings leading to the prestigious gathering in ASEAN will be held in Manila and Boracay. In addition to the ASEAN meetings, the Philippines will also host the TRAVEX trade show and various conferences as part of ATF 2026.