The recently concluded Philippine Travel Mart 2024 saw the emergence of NextGen travelers – mindful travelers who embrace the ideas of sustainability, digitalization, inclusivity, and health and wellness.

The Philippine Tour Operators Association (PHILTOA) successfully gathered nearly 300 exhibitors including tour operators, tourism offices, travel agencies, airlines, hotels and resorts during the 35th Philippine Travel Mart held on the first weekend of September at the SMX Convention Center promoting the country’s 7,641 sun-kissed islands and present the richness and diversity of the country’s tourism offerings.

Moreover, the event also provided special offers, deals and discounts for advance booking of their next adventures in the Philippines and even abroad.

The longest-running travel event was made more memorable with the recent recognitions from the World Travel Awards 2024 held on September 3 where the Philippines won a lot of awards including Asia's Leading Dive Destination 2024, Asia's Leading Beach Destination 2024 and Asia's Leading Island Destination 2024.

"These awards reflect not only the world-class beauty of our country, but also the dedication and passion of every single one of you in this room,” Tourism Secretary Christina Garcia Frasco said during her speech at the opening of PTM 2024.

"The Philippines is now the number one destination for domestic tourism in Southeast Asia, according to the World Travel and Tourism Council," Frasco added, noting the important role of the PTM in promoting local tourism in the last three decades.

Aside from Frasco, in attendance were Maria Margarita Montemayor-Nograles, chief operating officer at the Tourism Promotions Board Philippines, tourism officers, PHILTOA officers led by president Arjun P. Shroff, dignitaries and envoys from different countries, sponsors, and partners. 

The 2024 PTM was aptly themed, “Love the NextGen Tourism” as “it encompassed the spirit of innovation and collaboration that drives our tourism industry."  

"We must embrace a new era of tourism that is sustainable, inclusive and technologically advanced. We must also harness the power of technology to enhance the traveler experience while simultaneously protecting our natural and cultural heritage," Shroff said.

Beautiful pavilions, sensory experiences

Beautiful and gigantic pavilions gave attendees a delightful preview of what they can expect from different Philippine destinations while also providing sensory experiences — guests got a chance to see, hear, touch, smell and taste what each place has to offer — from the abundance of lanzones and pomelo at Camiguin and Davao booths, the Iligan City lechon people lined up for, to the melodic notes of the kulintang played live at the Cotabato area, and gorgeous weaves from different corners of the country.

My personal favorites were the cultural dance curated by the Calabarzon for the song, “Ang Pipit” by Asia’s Queen of Songs Pilita Corrales, and the booths featuring different regions from the Visayas offering a diverse range of interactive displays and exhibits. Each booth showcased intricately woven crafts, paintings, jewelry, and accessories for purchase, as well as samplers of regional delicacies and travel packages to the islands’ pristine beaches and under-the-radar tourist destinations. And why not? My personal travels this year from March to August have been in the Visayas: Iloilo-Guimaras, Bacolod, and Cebu, save for Zamboanga in February.

Of course, I missed Eastern Visayas which I had traveled extensively before the pandemic. That’s why I was just ecstatic to have the chance for a catch up with regional director Karen Tiopes who mentioned her upcoming plans for her region such as seeking legislation to become the culinary destination in the Philippines. This is aside from its established image as an adventure and historical site with its many caves, water sports, and extreme adventures.  

I visited the booth of Gigantes Island which was giving away the lowest rate promotion for a day’s visit for less than P1,000. You can still avail of the promo by visiting www.gigantesisaland.com. It was my first time on the island in March 2024 and I wish to visit again next year. 

One day wasn’t enough to visit the 300 exhibitors and sponsors and book all the travels you may want. Take heart, DOT has launched the Philippine Experience: Heritage, Culture, and Arts Caravans. These caravans are designed to highlight lesser-known destinations, showcase local heritage, arts, and crafts, and foster a deeper appreciation for our rich cultural diversity. 

By creating new opportunities in different regions, the tourism department, together with TBP, PHILTOA, and other stakeholders, aim to distribute the benefits of tourism more evenly, drive growth in local economies, and protect our natural and cultural assets for future generations.