AICHI, Japan (Oct 2025) – The Philippines secured a significant PHP 349.9 million in sales leads from its participation in the recent Tourism Expo Japan (TEJ) 2025, demonstrating the strong and continued interest of the Japanese market in Philippine travel.
The four-day event, held from September 25 to 28 at the Aichi Sky Expo, served as a key platform for the Philippine delegation to showcase the country’s diverse tourist offerings to trade professionals and consumers alike. The final tally of sales leads, a substantial figure obtained by our editors in a press release, reflected the success of the country’s marketing efforts in one of its most important source markets for foreign visitors.
The Philippine delegation was spear-headed by the Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT). It included a comprehensive mix of tourism stakeholders, such as airlines, hotels, resorts, tour operators, and various government agencies.
Business-to-business meetings were the focus during the trade days from September 25 to 26. This allowed the delegates to establish critical partnerships and secure potential deals. The event shifted to consumer activities from September 27 to 28, where the delegation directly engaged with travelers planning their next international trips.
The Philippine booth was specifically designed to resonate with the Japanese market’s known interest in both historical sites and natural wonders. Featured destinations included the walled city of Intramuros, the world-famous beaches of Boracay, the geological formations of the Chocolate Hills, and the diving haven of Moalboal.
To further immerse visitors in Filipino culture, the booth featured the Philippine Travel Talk Show. Japanese content creators Bonnie the Star and Miyuu were featured, discussing Filipino cuisine and sharing their personal travel experiences in the Philippines. Furthermore, the LUMAD group held regular cultural performances, offering attendees a glimpse into the rich expressions of local communities. The stakeholders also sponsored a raffle draw for consumers, with prizes that included accommodations, tours, and flights to various destinations across the country.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles underscored the results. “The successful results from this year’s TEJ serve as solid proof of the Japanese market’s strong interest in visiting our country,” she stated. She noted that the participation gave the Japanese public an opportunity to “fully immerse themselves in our unique culture and to experience the genuine warmth of the Filipino people, encouraging them to visit and love the Philippines more.”
TEJ 2025, organized by the Japan Travel and Tourism Association (JTTA), the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO), gathered exhibitors from over 82 countries and regions. The event drew more than 127,000 trade professionals and visitors, cementing the Philippines’ presence in Japan’s largest travel marketplace.
The PHP 349.9 million in sales leads gained at the expo underlines a steady growth in interest from Japan and signals an evolving, partnership-centric strategy for the country’s international tourism promotion.
