THE Tourism Promotions Board (TPB) has been able to raise the profile of the Philippines and a number of local destinations through its recent travel fairs.
At last month’s Philippine Business Mission (PBM) in Japan, 1,284 strategic business-to-business (B2B) meetings were held in Osaka, Nagoya, and Tokyo and generated some P1.08 billion in sales leads, according to a news statement. The TPB said this was a 168.63 percent increase from the leads secured in the same event last year.
TPB is the marketing arm of the Department of Tourism (DOT), and Japan is among the board’s 13 key source markets for tourists. Under the General Appropriations Act of 2026, the TPB is targeting the arrival of 6.98 million foreign tourists from these 13 markets this year.
Arrivals up from Japan
The PBM was held from August 3 to 7 to strengthen tourism linkages and drive visitor arrival growth from Japan. Of the total sales leads generated, Tokyo delivered the highest at P596.31 million from 600 sessions.
The business mission also highlighted 70 years of diplomatic relations between the Philippines and Japan, which underscored tourism as a pillar of the two nations’ bilateral relations.
From January to August this year, visitors from Japan reached 350,191, up 0.76 percent, year on year, as per DOT data from e-travel forms. These are arrivals by country of residence and includes Filipinos living in Japan. Based on their passports of nationality, Japanese tourists from all parts of the globe reached 310,196 in the same period. No comparative data was available.
Aside from the B2B meetings, PBM also featured destination seminars and networking receptions. ‘As one of the TPB’s flagship tourism initiatives in Japan for over 16 years, the PBM plays a vital role in positioning the Philippines as a top-of-mind destination for Japanese travelers,’ said TPB Chief Opearting Officer Ma. Margarita Montemayor-Nograles.
Sixty-five delegates representing 39 Philippine sellers attended the PBM. These included major hotel chains, luxury resorts, integrated properties, destination management companies, and airlines.
The Visayas region was the most represented among the participating sellers, as per the TPB. Japanese travelers buyers were offered a diverse number destinations such as Manila, Cebu, Bohol, Boracay, Palawan (including El Nido, Coron, and Puerto Princesa), Siargao, Ilocos Sur, and key hubs for MICE (Meetings Incentives Conventions Exhibitions).
Empowering local biz
‘PBM in Japan 2026 has proven to be a powerful driver of growth in one of our key source markets,’ said Nograles. ‘By generating over P1 billion in sales leads, our private and public sector partners have demonstrated the immense potential of Philippine tourism. As we commemorate 70 years of diplomatic relations with Japan, these meaningful B2B connections reinforce our commitment to deepening partnerships and welcoming more Japanese travelers to discover more reasons to love our islands.’