Philippines Celebrates Dual Victory at Asia Travel Trade Excellence Awards in Singapore, Here’s All You Need to Know

Published on December 19, 2025

On November 25, 2025, the Philippines proudly left its mark in the tourism industry in the region, bagging two major awards at the Travel Daily Media (TDM) Travel Trade Excellence Awards Asia 2025. The Tourism Promotions Board (TPB) Philippines received the award for “Tourism Board Campaign of the Year” for its MICE (Meetings, Incentives, Conferences, and Exhibitions) flagship program “MICE Philippines: We Take Your Business to Heart,” alongside the award for “Community Initiative of the Year” for the Marketing Enhancement Program of its Community-Based Tourism (CBT) Project. This achievement does not only show the country’s growing power in the MICE industry but its focus on responsible and inclusive tourism.

Philippine Ambassador to Singapore, Medardo Macaraig, received these awards on behalf of TPB, marking a moment of pride for the country. This achievement not only reflects the country’s ability to combine creativity, local knowledge, and business acumen but also signifies that a sustainable and globally competitive tourist industry could be constructed in this manner.

Revolutionizing MICE: A Campaign Built on Filipino Excellence
The award-winning MICE campaign, launched in 2024, has redefined how business events are perceived in the Philippines. Titled “MICE Philippines: We Take Your Business to Heart,” the campaign emphasizes a unique approach to MICE events that focuses not just on logistics and infrastructure but on the human experience. This people-centered vision is anchored in Filipino creativity, storytelling, and service excellence, transforming business gatherings into memorable, heartfelt experiences.

The campaign’s success builds on over a decade of groundwork, starting in 2010 with key initiatives such as the Philippine MICE Conference (MICECON) and the MICECONNECT hosted-buyers program introduced during the pandemic. These programs laid a strong foundation for MICE in the Philippines, combining skills development with market-building efforts to position the country as a prime destination for global business events.

The “We Take Your Business to Heart” initiative has proven to be an effective marketing tool, emphasizing the nation’s warmth and hospitality as integral to successful business interactions. The campaign’s success at the Travel Daily Media awards further strengthens the Philippines’ reputation as a destination where business becomes personal, fostering meaningful connections through Filipino culture and values.

Sustainable Tourism Through Community-Based Initiatives
In addition to its achievements in the MICE sector, the TPB’s commitment to sustainable tourism has also been recognized with the “Community Initiative of the Year” award. The CBT Marketing Enhancement Program focuses on empowering local communities by integrating their cultural narratives into the tourism experience. This program has been instrumental in transforming local artisans, cultural practitioners, and emerging destinations into sustainable tourism hubs, allowing them to thrive while preserving and sharing their unique heritage.

The program follows a four-phase approach, starting with understanding the local community’s needs and stories. This is followed by capacity-building for artisans and cultural practitioners, enhancing their skills and marketability. The third phase involves connecting these communities with media, key opinion leaders, and industry stakeholders to broaden their exposure. Finally, the program links these communities to domestic and international tourism markets, ensuring their inclusion in the global tourism landscape.

The CBT Marketing Enhancement Program has already had a profound impact, supporting communities in regions such as Western Visayas, Bicol, CALABARZON, Zamboanga City, Lake Sebu, Northern Samar, Sorsogon, and the Cordilleras. This year, the program expanded its reach to Siargao and Palawan, two of the country’s most iconic destinations. Through this initiative, local communities are empowered with sustainable livelihoods that not only preserve cultural traditions but also attract a new wave of responsible tourists who seek authentic, immersive experiences.

A People-Centered Approach to Tourism
Maria Margarita Montemayor Nograles, TPB’s Chief Operating Officer, expressed her pride in the recognition, attributing the wins to a strategic vision and a deep commitment to people-first tourism. She emphasized that the MICE campaign positions the Philippines as a destination where business meets personal connections, while the CBT program continues to strengthen local communities by enabling them to share their stories and cultures with the world.

Ambassador Macaraig echoed these sentiments, describing the dual win as a proud moment for the country. He highlighted the creativity and resilience of Filipino tourism professionals, partners, and communities. This recognition further underscores the Philippines’ enduring reputation for warmth, talent, and hospitality, traits that continue to captivate international visitors.

Global Recognition: A Step Towards Inclusive and Competitive Tourism
The Travel Daily Media (TDM) Travel Trade Excellence Awards are among the most respected industry accolades in Asia, honoring organizations and initiatives that shape the future of tourism. The Philippines’ dual victory at this prestigious event is a testament to the country’s growing stature in global tourism, particularly in areas such as business events, sustainable tourism, and community-based development.

For the TPB, this recognition adds to a growing list of international accolades, including wins at the TTG Travel Awards 2025, the GovMedia Conference & Awards 2024, and the TripZilla Excellence Awards. These awards reflect the country’s ongoing commitment to tourism excellence and its capacity to adapt to changing global trends while staying true to its cultural roots.

Impact on the Philippines’ Tourism Industry
The recognition at the TDM Travel Trade Excellence Awards has significant implications for the Philippines’ tourism sector. The awards serve as an endorsement of the country’s ability to effectively engage in both traditional tourism promotion and more contemporary, sustainable approaches. As the world’s tourism industry becomes more focused on sustainability and community-based initiatives, the Philippines stands out as a model for integrating these values into its broader tourism strategy.

The success of the MICE campaign has not only positioned the Philippines as a leader in the business events sector but has also opened the door for greater international collaboration. Likewise, the CBT Marketing Enhancement Program demonstrates how tourism can serve as a powerful tool for community empowerment, preserving cultural heritage, and supporting local economies.

Building a Bright Future for Philippine Tourism

The recognition of the TPB by the TDM Travel Trade Excellence Awards is indicative of the Philippine progress when it comes to both business tourism and community-based sustainable development initiatives. Now with the MICE Philippines campaign bringing the world of business directly into the depths of Philippine-friendly tourism and the CBT Marketing Enhancement Program developing the local community, the future for Philippine tourism is looking brighter.

Moving forward as a tourism-friendly country like the Philippines, these awards are a demonstration that we are a resilient and resourceful people who remain steadfast in our pursuits to develop a tourism industry that is inclusive, sustainable, and globally competitive. It is not just a victory for the TPB but for the country as a whole, as we display the collaborative efforts put in by the people of the Philippines in sharing their world with the rest of the world.