The Philippine Delegation at the Philippine Business Mission to Japan 2025.
TOKYO, JAPAN—The Philippine Business Mission (PBM) to Japan successfully concluded its 2025 run with an impressive PHP 262,826,123.60 in sales leads. This figure is a 43.08% increase from the PHP 183,684,192 sales leads generated in PBM Japan 2023. Held on June 9 and 11 in Osaka and Tokyo, the mission explored new market opportunities and forged strategic partnerships to further boost Japanese tourist arrival to the Philippines.
The event featured business-to-business meetings, travel seminars, and networking receptions, beginning at Imperial Hotel Osaka and culminating at The Prince Park Tower Tokyo. The Philippine delegation included 46 sellers in Osaka and 42 in Tokyo, representing a wide range of tourism enterprises, including integrated tour operators, luxury beach resorts, leading hotels, eco-wellness destinations, and the airline industry. Over the course of both legs, PBM generated 1,282 business deals with 185 Japanese buyers across both cities.
Since its inception in 2005, PBM remains one of the Tourism Promotions Board (TPB) Philippines’ flagship initiatives in partnership with the Department of Tourism (DOT). It continues to play a vital role in expanding the Philippines’ visibility and market share in Japan, which currently stands as the country’s third largest source of foreign visitors.
TPB COO Maria Margarita Montemayor Nograles during the Philippine Seminar at PBM Osaka.
The 2025 edition renewed PBM’s call to discover the Philippines as Asia’s most diverse island destination. “We deeply value Japan’s sustained interest in the Philippines’ natural beauty and our shared vision for immersive, meaningful, and sustainable tourism,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
Nograles also emphasized that this year’s mission reflects a collaborative effort between the Philippines and Japan to rebuild and deepen meaningful partnerships in tourism.
“The enthusiastic turnout and the business deals generated at PBM underscore Japan’s position as one of our most valued markets. Through PBM, we promote our destinations, strengthen trust, and invite Japanese guests to rediscover the richness and diversity of the Philippines,” she added.
Productive business-to-business meetings at the Philippine Business Mission to Japan 2025 generated PHP 262 million in sales leads.
The Philippine delegation featured a strong representation of the country’s hospitality and tourism stakeholders, led by key accommodation partners such as AyalaLand Hospitality, bai Hotel Cebu, Diamond Hotel Philippines, Fili Hotel NUSTAR Cebu, Goldberry Suites & Hotel Cebu, Hotel 101 Group, Hotel Luna, Makati Diamond Residences, Marco Polo Plaza Cebu, Newport World Resorts, Novotel Manila Araneta City, Okada Manila, Raffles and Fairmont Makati Hotel, Savoy and Belmont Hotel Mactan, Solaire Resort Entertainment City, Solaire Resort North, The Manila Hotel, and Waterfront Hotels and Casinos.
The mission also saw the participation of hotels and resorts including Amorita Resort, Badian Island Wellness Resort, BE Hotels and Resorts, Bluewater Resorts, Bohol Beach Club, Costabella Tropical Beach Hotel, Crimson Hotels and Resorts, Henann Regency Resort and Spa, Jpark Island Resort & Waterpark Cebu, Paradise Garden Resort Hotel & Convention Center Boracay, Plantation Bay Resort and Spa, Shangri-La Mactan Cebu, Sheraton Cebu Mactan Resort, Solea Hotels & Resorts, Tambuli Seaside Resort and Spa, The Bellevue Hotels and Resorts, The Lind Boracay, and The Reef Island Resort Mactan.
Meanwhile, travel agencies and tour operators were represented by Amazing Trails Travel Co. Ltd, Attic Tours Phils Inc., Grand Country Tours and Travel, and PGS Travel and Tours Inc. Philippine Airlines and Cebu Pacific represented the airline industry.
The public sector also participated in support of the delegation, including the Tourism Infrastructure and Enterprise Zone Authority, DOT Region III, DOT Region IV-A, DOT Cordillera Administrative Region, DOT Region V, DOT Region VI, and DOT Region VII.
Building on the success of PBM Japan, TPB is bringing the next leg of the PBM roadshow to the cities of Busan, Daejeon, and Seoul, South Korea in November 2025.
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ABOUT TPB
The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.
Reference:
Maria Nedalin L. Miranda
Acting Division Chief
Media Relations and Communications Division
[email protected]
