From its native roots to international recognition, the Philippines proudly took heart stage on the Journey Each day Media (TDM) Journey Commerce Excellence Awards Asia 2025, the place the Tourism Promotions Board (TPB) Philippines captured two prestigious honors. TPB’s flagship MICE Philippines 2024 marketing campaign, “We Take Your Enterprise to Coronary heart,” was named Tourism Board Marketing campaign of the Yr, whereas its Group-Based mostly Tourism (CBT) Advertising and marketing Enhancement Program earned the coveted Group Initiative of the Yr award. Collectively, these accolades spotlight the nation’s rising affect in each enterprise occasions and sustainable tourism throughout Asia.
His Excellency Medardo Macaraig (second from left), Philippine ambassador to Singapore, and Ms. Renee Gayle Chua (heart), Second Secretary and Consul, Head of Cultural Part of the Philippine Embassy in Singapore, pose with Journey Each day Media writer Tim Charlton (left) after receiving TPB’s awards
The awards ceremony came about on November 25 on the Marina Bay Sands Expo & Conference Centre in Singapore, the place Philippine Ambassador to Singapore Medardo Macaraig obtained the honors on behalf of TPB.
‘MICE Philippines: We Take Your Enterprise to Coronary heart’ is a daring branding marketing campaign that portrays enterprise occasions as deeply human experiences. It highlights the creativity of Filipino artists and the welcoming nature of service professionals, emphasizing ardour, storytelling, and nationwide delight throughout all facets.
As early as 2010, TPB started laying the groundwork for an bold MICE initiative, envisioning a platform that might unite studying, innovation, and enterprise era. This imaginative and prescient took root within the Phil-Incentive Advertising and marketing Convention, which later developed into the Philippine MICE Convention (MICECON). Through the years, MICECON has turn into one in all TPB’s flagship institutional occasions. At this influential gathering, trade leaders, planners, and stakeholders come collectively to share insights, sharpen their experience, and forge strategic partnerships.
In 2021, on the peak of the pandemic’s disruption to international journey, TPB reimagined what resilience might appear like for the MICE sector. The end result was MICECONNECT, a devoted hosted-buyers program designed to rebuild confidence, stimulate demand, and create direct linkages between suppliers and high-value patrons. Whereas MICECON elevates information {and professional} capabilities via conferences, boards, and academic classes, MICECONNECT focuses on focused enterprise matching and negotiations, giving stakeholders an area to translate concepts into concrete offers. Right this moment, the 2 occasions transfer in a complementary rhythm: one shapes abilities and thought management, the opposite generates markets and solidifies enterprise alternatives. Collectively, MICECON and MICECONNECT have turn into the foundational pillars that paved the best way for the launch of MICE Philippines: We Take Your Enterprise to Coronary heart—a nationwide banner that embodies the nation’s dedication to distinctive service, heartfelt hospitality, and world-class MICE experiences.
In the meantime, the Group Initiative of the Yr award honors TPB’s Group-Based mostly Tourism (CBT) Program, a rigorously structured four-phase initiative anchored in inclusivity and empowerment. It begins with immersing within the communities—listening to their tales, understanding their traditions, and figuring out their wants and aspirations. From these insights, TPB co-creates capacity-building applications tailor-made for artisans, cultural practitioners, and native tourism gamers. These classes typically cowl abilities enhancement, product improvement, interpretation and storytelling, fundamental enterprise administration, and market-readiness, guaranteeing that communities are geared up not solely to welcome guests but additionally to handle development responsibly.
As communities construct their capabilities, they’re regularly launched to broader audiences via curated interactions with media, content material creators, key opinion leaders, and different tourism stakeholders. These engagements give native champions a platform to inform their very own tales, showcase their crafts, and spotlight the distinct experiences their locations supply. Over time, they’re linked to home and worldwide tourism markets, creating extra secure and sustainable livelihood alternatives. By way of this program, weaving collectives, conventional craftsmen, indigenous communities, and rising tourism locations have gained larger visibility and market entry whereas safeguarding their cultural identification and passing their heritage to the subsequent era.
These sustained and collaborative efforts now span a number of areas throughout the Philippines, supporting communities in Western Visayas, Bicol, CALABARZON, Zamboanga Metropolis, Lake Sebu, Northern Samar, Sorsogon, and the Cordilleras. Every group brings its personal colours, textures, and narratives—from handwoven textiles and age-old rituals to nature-based adventures and farm experiences—making a wealthy tapestry of choices for vacationers. This yr, the CBT Program prolonged its attain to Siargao and Palawan, two of the nation’s most iconic island locations, additional broadening the influence of community-driven tourism and guaranteeing that native residents are energetic beneficiaries of the tourism worth chain.
Welcoming the popularity, TPB Chief Working Officer Maria Margarita Montemayor Nograles famous that the awards mirror not solely the group’s strategic work but additionally its people-centered strategy.
“These honors affirm the center of what we do. In MICE, we present that the Philippines is a vacation spot the place collaborations develop and enterprise turns into private. In community-based tourism, empowering native storytellers and artisans strengthens not solely livelihoods, but additionally the identification we share with the world. We’re grateful for this recognition, which validates applications constructed on collaboration, cultural delight, and genuine connections,” she shared.
For Ambassador Macaraig, the twin win carries significance past the ceremony.
“This recognition is a proud second for the Philippines. It speaks to the creativity of our tourism professionals, the dedication of our companions, and the resilience of our communities. Most of all, it displays how the Philippines continues to shine as a rustic of heat, expertise, and hospitality. On behalf of the Philippine authorities, we prolong our gratitude to Journey Each day Media for honoring the work of our tourism trade.”
The TDM Journey Commerce Excellence Awards Asia is extensively thought to be one of many area’s most prestigious and influential trade recognitions, highlighting organizations which might be driving the way forward for journey. The awards honor distinctive achievement and innovation throughout various sectors, together with accommodations, airways, airports, cruise strains, tour operators, expertise platforms, and nationwide tourism boards. For TPB, receiving two awards from this program marks a standout yr, characterised by larger worldwide visibility, deeper connections with native communities, and a extra substantial presence in international markets.
These honors be part of TPB’s increasing roster of worldwide accolades, amongst them the TTG Journey Awards 2025, the GovMedia Convention & Awards 2024, and the TripZilla Excellence Awards. Collectively, these distinctions affirm TPB’s skill to ship impactful and sustainable tourism initiatives, domesticate sturdy trade partnerships, and uphold a sustained dedication to inclusive, community-centered tourism that creates shared worth for each vacationers and host communities.
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