From its native roots to international recognition, the Philippines proudly took middle stage on the Journey Every 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 12 months, whereas its Neighborhood-Primarily based Tourism (CBT) Advertising Enhancement Program earned the coveted Neighborhood Initiative of the 12 months 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 (middle), Second Secretary and Consul, Head of Cultural Part of the Philippine Embassy in Singapore, pose with Journey Every day Media writer Tim Charlton (left) after receiving TPB’s awards
The awards ceremony happened 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 formidable MICE initiative, envisioning a platform that will unite studying, innovation, and enterprise technology. This imaginative and prescient took root within the Phil-Incentive Advertising Convention, which later developed into the Philippine MICE Convention (MICECON). Through the years, MICECON has grow to be considered one of TPB’s flagship institutional occasions. At this influential gathering, business leaders, planners, and stakeholders come collectively to share insights, sharpen their experience, and forge strategic partnerships.
In 2021, on the top 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 consumers. Whereas MICECON elevates data {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 now, the 2 occasions transfer in a complementary rhythm: one shapes expertise and thought management, the opposite generates markets and solidifies enterprise alternatives. Collectively, MICECON and MICECONNECT have grow to be 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 Neighborhood Initiative of the 12 months award honors TPB’s Neighborhood-Primarily based 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 expertise enhancement, product improvement, interpretation and storytelling, primary enterprise administration, and market-readiness, making certain that communities are geared up not solely to welcome guests but in addition to handle development responsibly.
As communities construct their capabilities, they’re progressively 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 related to home and worldwide tourism markets, creating extra steady and sustainable livelihood alternatives. By this program, weaving collectives, conventional craftsmen, indigenous communities, and rising tourism locations have gained higher visibility and market entry whereas safeguarding their cultural id and passing their heritage to the subsequent technology.
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 affect of community-driven tourism and making certain that native residents are lively 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 in addition its people-centered strategy.
“These honors affirm the guts 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 in addition the id 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 Every day Media for honoring the work of our tourism business.”
The TDM Journey Commerce Excellence Awards Asia is extensively considered one of many area’s most prestigious and influential business recognitions, highlighting organizations which might be driving the way forward for journey. The awards honor distinctive achievement and innovation throughout various sectors, together with inns, airways, airports, cruise traces, tour operators, expertise platforms, and nationwide tourism boards. For TPB, receiving two awards from this program marks a standout yr, characterised by higher worldwide visibility, deeper connections with native communities, and a extra substantial presence in international markets.
These honors be a 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 capacity to ship impactful and sustainable tourism initiatives, domesticate sturdy business 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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