TPB Hosts “Pasasalamat 2025,” Honors Media Partners and Celebrates a Year of Collaboration, Creativity, and Community

COO Marga Nograles welcomes guests at the Pasasalamat 2025 event.

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Travel, Blogs, Culinary
11 Dec 2025
8 mins
Out of Town Blog
Melo Villareal

Author: Melo Villareal

MANILA, Philippines — The Tourism Promotions Board (TPB) Philippines hosted its much-anticipated annual Pasasalamat gathering on 10 December 2025 at its headquarters in Pasay City. The event served as a spirited convergence for journalists, dynamic content creators, and crucial industry partners. Throughout the afternoon, lively conversations and meaningful exchanges highlighted the gathering, which was designed […]

Out of Town Blog

TPB Hosts “Pasasalamat 2025,” Honors Media Partners and Celebrates a Year of Collaboration, Creativity, and Community

MANILA, Philippines — The Tourism Promotions Board (TPB) Philippines hosted its much-anticipated annual Pasasalamat gathering on 10 December 2025 at its headquarters in Pasay City. The event served as a spirited convergence for journalists, dynamic content creators, and crucial industry partners. Throughout the afternoon, lively conversations and meaningful exchanges highlighted the gathering, which was designed to honor a year rich in compelling storytelling and collaborative achievements. TPB Chief Operating Officer Maria Margarita Montemayor Nograles led the festivities, personally thanking the vital contributors—both individuals and organizations—whose dedication and creativity have continually shaped global perceptions of the Philippines and promoted its unique stories worldwide.

COO Marga Nograles welcoming guests at Pasasalamat 2025 Event

During her heartfelt address, COO Nograles sincerely acknowledged the media’s essential role in not only elevating the nation’s standing on the international stage but also amplifying the diverse voices of local communities. She emphasized that this partnership was particularly significant during a year characterized by unique and often daunting challenges, underscoring the importance of unity and resilience through collective storytelling.

“No one can define the Philippines better than Filipinos,” Nograles shared. “So much of how the world sees our country—its heart and its beauty—begins with the narratives you help build.”

Despite a series of disruptions brought by storms and other crisis events, Nograles emphasized that “the Philippines remains blessed with breathtaking natural wonders that cannot be found anywhere else in the world.” With its 7,641 islands, each vibrant with life and operating at its own unique rhythm, she highlighted how many destinations remained safe, open, and welcoming throughout the year. From pristine white-sand beaches and lush, emerald mountains to crystal-clear turquoise waters and hidden lagoons, the Philippines continues to captivate visitors. Even during adversity, the warmth and hospitality of its people ensure travelers always feel at home amidst the country’s unparalleled beauty.

Global Recognition Amid Challenges

Even as communities worked tirelessly to recover from past challenges, 2025 proved to be an extraordinary year that put the Philippines at the center of the global stage. Celebrated Filipino destinations drew waves of international tourists, while talents from across the archipelago inspired admiration worldwide. The distinctive flavors and innovative presentations of Filipino cuisine earned Michelin recognition, underscoring the nation’s rise as a culinary hotspot. Meanwhile, international pop sensation Olivia Rodrigo, embracing and showcasing her Filipino heritage with pride, became a beacon for cultural appreciation, uplifting narratives of identity and unity on the world’s stage.

At Expo 2025 Osaka, the Philippine Pavilion stood as a testament to the nation’s vibrant spirit. Rooted in the values of community, handcrafted artistry, and an unwavering commitment to sustainability, the pavilion captivated visitors and judges alike. It ultimately earned the prestigious BIE Silver Plaque for Exhibition Design, recognizing its outstanding concept and execution.

“While the year brought its share of difficulties, the world also saw the very best of us,” Nograles said. “These recognitions matter. They influence perception just as strongly as headlines do.”

As a gesture of deep appreciation for the media’s unwavering support, each event guest received a special, limited-edition Expo 2025 Osaka hoodie. Previously exclusive to Pavilion’s HABI shop and now unavailable to the public, the hoodie has become a rare and coveted keepsake, underscoring the event’s expression of gratitude.

Strengthening Filipino Tourism Through Meaningful Programs

COO Nograles highlighted the Tourism Promotions Board’s impactful initiatives to uplift Filipino communities and promote a more sustainable, immersive travel experience.

Through its Community-Based Tourism (CBT) program, the TPB supports local artisans, skilled weavers, and esteemed cultural practitioners. CBT connects these tradition-bearers with broader markets and offers capacity-building programs, including workshops on business development and digital skills. It also creates platforms—such as trade fairs and exhibitions—that safeguard cultural heritage and strengthen community livelihoods.

On the domestic scene, the TPB enhanced the Philippine Motorcycle Tourism (PMT) program by mapping out extensive nationwide riding circuits. These routes encourage adventure-seekers to explore scenic backroads and discover off-the-beaten-path attractions. The Board also actively promoted cyclo-tourism, enabling visitors to experience the Philippines’ landscapes on two wheels, fostering adventure, sustainability, and deeper engagement with local environments. The Regional Travel Fair further cemented its role as a vital marketplace, showcasing hidden gems and unique cultural offerings from Luzon, Visayas, and Mindanao.

Additionally, the Domestic Tourism Invitational Program allowed TPB members to explore emerging destinations directly. This hands-on exposure improved their ability to design compelling, accurate tour packages and adopt the best tourism practices, all while building genuine connections with local communities.

“These programs reflect one vision,” Nograles noted, “to champion travel that is meaningful, community-rooted, and sustainable—experiences that honor both our people and our landscapes.”

TPB’s Strong Performance in 2024–2025

Nograles emphasized the Tourism Promotions Board’s exemplary achievements and vibrant activity over the past two years. In 2024, the TPB worked with a P2.49-billion budget and achieved a milestone 97.97% budget utilization rate, setting a new record for the agency.

The TPB’s strong performance resulted in P22.5 billion in actual sales revenue, P4.2 billion in media value from extensive exposure, and facilitated almost 20,000 B2B meetings with international buyers and tourism stakeholders. The agency garnered multiple industry honors, including being named Best National Tourism Organization in Asia by TTG Asia for the third consecutive year and earning TripZilla’s Sustainability Leader of the Year recognition, underscoring its commitment to sustainable tourism initiatives.

Additionally, the Department of Finance recognized TPB for its notable dividend remittance to the National Government. During the GCG Annual Awarding Ceremony, the TPB was recognized as one of the Most Improved Government-Owned and Controlled Corporations (GOCCs) for 2024 and received the Best Sustainability Initiatives award, further underscoring its commitment to accountability, responsible operations, and good governance.

Looking ahead, TPB is preparing for the 2026 ASEAN Tourism Forum, where the Philippines will host and lead TRAVEX—the region’s flagship B2B travel trade platform, fostering greater collaboration and new business opportunities.

A Call for Continued Partnership

As she concluded, COO Nograles underscored the crucial, irreplaceable role of media and creators in shaping not just public opinion but also how global audiences interpret, understand, and react to unfolding events.

“You are the bridge between what happens and how the world understands it,” she said. “Your stories shape confidence. Your work shapes perception. And together, we shape the future of Philippine tourism.”

TPB encouraged partners to stay engaged and strengthen collaboration by joining upcoming programs that support accurate, engaging, and meaningful storytelling about the Philippines.