As global travel continues to surge, the Philippines is poised to reaffirm its place as a world-class tourist destination at the World Travel Market (WTM) London on November 4-6, 2025 at Excel, London, United Kingdom.
WTM London is one of the most influential global events for the travel and tourism industry, bringing together thousands of exhibitors and buyers from 184 countries. This year, the Tourism Promotions Board (TPB) Philippines and the Department of Tourism will showcase the country’s tourism strengths to more than 43,000 expected attendees.
Tourism Secretary Christina Garcia Frasco and TPB Chief Operating Officer Maria Margarita Montemayor Nograles will lead the Philippine delegation in presenting the country’s latest tourism developments and unique travel experiences.
A Philippine delegation of 27 tourism stakeholders from the private sector composed of destination management companies, tour operators, and accommodation providers will be joining the annual tourism event. The list includes Annset Holidays, Inc., Asiaventure Tours and Travel Inc., Biyaheko.com
UK Travel Trends
The United Kingdom remains one of the Philippines’ top source markets, currently ranking eighth with a recorded 126,301 visitor arrivals as of October 1, 2025.
According to Market Research Future, the UK Travel and Tourism Market is projected to expand at a compound annual growth rate (CAGR) of 7.84% from 2024 to 2035, driven by digital innovation, sustainability priorities, and increasingly personalized travel experiences.
UK travelers are becoming more digitally driven, relying on online platforms for destination research, bookings, and itinerary planning. At the same time, demand continues to rise for responsible tourism experiences and accommodations that contribute positively to the environment and local communities.
Current research also points to significant growth potential in areas such as augmented and virtual reality for destination discovery, eco-friendly tourism products, and AI-powered personalization that enhances the overall travel experience.
These trends present ongoing opportunities for destinations like the Philippines to align with market expectations and strengthen their competitive position in the UK outbound travel sector.
Philippine Stand: Love the Philippines Experience
The 330 sqm Philippine stand invites visitors into a multisensory journey that brings to life the country’s diverse offerings. Guests can experience a traditional hilot session, an introduction to Filipino wellness heritage, along with a coffee tasting showcasing distinct local brews from the provinces of Benguet, Batangas, and Davao del Sur.
“Through this experience, we aim to bring a piece of home to London—from our timeless healing traditions to the rich taste of our coffee. Beyond the sights and sounds, we want visitors to truly feel the warmth, creativity, and soul of the Filipino people. This is an invitation to rediscover what makes the Philippines unforgettable,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
Apart from the activations, the Philippine stand will highlight the country’s colorful weaving traditions and natural wonders like the Banaue Rice Terraces, and the idyllic landscapes and seascapes of of Cebu, Bohol, Bicol, South Cotabato, Batangas, Palawan, and Aklan.
With the long-term goal of increasing tourist arrivals, tourism receipts, and investment opportunities, the Philippines’ participation in WTM London strengthens market presence in Europe while generating new business collaborations with tour operators, online travel agencies, digital platforms, travel media, and content creators, among others.
