TOKYO, Japan — The Philippines is making a strong impression at Tourism Expo Japan 2026, held at Tokyo Big Sight, with a delegation of 13 tourism sellers led by Undersecretary Stanley K. Ng and Tourism Attaché Niel Ballesteros. The first two trade days brought together Japanese buyers and Philippine partners for business meetings and product presentations.
A Platform for Business and Connection
The trade program culminated in the Philippine Networking Reception hosted by Honorable Mylene G. Albano at The Kudan, the Official Residence of the Philippine Ambassador to Japan. Organized by the Tourism Promotions Board Philippines, the reception provided a relaxed setting for conversations beyond the exhibition floor.
Japanese industry partners, the Philippine delegation, and tourism officials exchanged ideas on bringing more Philippine destinations and travel experiences to the Japanese market. These high-level interactions build confidence among Japanese travel agencies and airlines, potentially leading to increased direct flights and travel investments between the two countries.
Showcasing the Best of the Philippines
The Philippine booth at G36, East Hall 2, has been a hub of activity throughout the expo. Destination showcases, wellness experiences, live performances, travel talks, and interactive activities have drawn steady crowds. The delegation is highlighting the country's diverse offerings, from pristine beaches and heritage sites to culinary adventures and community-based eco-tourism.
This strategy helps direct tourist traffic to emerging provinces and lesser-known destinations across Luzon, Visayas, and Mindanao. Distributing economic opportunities more evenly outside major urban centers supports inclusive growth and regional development. Local businesses, transportation providers, food vendors, and hospitality establishments all stand to benefit from increased Japanese visitor spending.
Public Days Open September 26-27
The Philippine booth will open its doors to the public on September 26 and 27. Visitors can expect destination showcases, wellness experiences, live performances, travel talks, and interactive activities. The public is invited to say hello and discover the many ways to love the Philippines.
Japan remains one of the Philippines' top sources of high-spending international tourists. Securing business deals with Japanese tour operators brings direct foreign spend into the country, sustaining employment across hospitality, aviation, local guiding, cultural performance, and community-based eco-tourism. The expo serves as a vital gateway for strengthening these economic ties.
A Celebration of Filipino Heritage
Beyond business transactions, the expo is a celebration of Filipino heritage and hospitality on a major global stage. Live performances and wellness demonstrations promote the country's rich cultural traditions, fostering pride in local heritage. The Philippines' participation reinforces its reputation as a welcoming, vibrant destination for Japanese travelers.
The collaboration between the Tourism Promotions Board, local sellers, and diplomatic officials underscores the importance of sustained international engagement. As the expo continues, the Philippine delegation remains focused on building lasting partnerships that will benefit communities across the archipelago. The event runs through September 27 at Tokyo Big Sight.
