The Tourism Promotions Board (TPB) Philippines has concluded the Creative Tourism Conference (CTC), which brought together tourism leaders and creative visionaries to chart a new path for Philippine tourism. The conference, held from September 3-4, 2025, emphasized the importance of combining creativity and tourism to unlock growth, pride, and opportunity. The conference aimed to create unique tourism products that not only showcase Filipino stories in galleries, theaters, and museums but also in the hearts and memories of every visitor. The event aimed to harness the ingenuity of Filipinos to redefine the country’s place on the world stage.
In her keynote message, Department of Tourism (DOT) Secretary Christina Garcia Frasco shared that the agency is pursuing a strategy to leverage Philippine culture and creativity as its strongest asset in the global tourism market. “Because this deepens engagement with travelers, and that which ensures greater yield for our communities. When visitors experience our food, design, art, music, and crafts, they do not just come here. They stay longer, spend more, and invest in our people’s lives,” Frasco said.
A graphic summary of the opening ceremony led by DOT Secretary Christina Garcia Frasco, TPB COO Maria Margarita Montemayor Nograles, NCCA Chairman Victorino Mapa Manalo, and DTI Director Lilian Salonga.
These same forces of artistry and innovation were reflected in the themes explored during the plenary assembly. Garlic Garcia, Head of Content at VIU Philippines, examined the role of content tourism and immersive experiences in driving economic growth.
Atty. Annette Gozon-Valdes, Senior Vice President of GMA Network, painted a vivid picture of the power of media and storytelling as catalysts for tourism innovation. She cited GMA’s historical series ‘Pulang Araw’ and ‘Maria Clara at Ibarra’ as examples of how Filipino stories can bring our heritage closer to modern audiences, spark national pride, and enhance cultural tourism.
Meanwhile, celebrated journalist and UN Women Goodwill Ambassador Karen Davila compelled delegates to create concrete opportunities to enable inclusive, community-centric tourism initiatives.
“Women don’t want charity. Women want opportunity. Women want to take the lead. Women are hardworking. Before they spend on themselves, they spend on their responsibilities. When you hire and uplift women in tourism, the whole community is uplifted,” Davila said.
In a series of powerful plenary sessions, National Commission for Culture and the Arts (NCCA) Commissioner Dr. Ivan Anthony Henares underscored the growing importance of linking creativity and tourism in empowering Filipino creatives globally. Jeremy Sy, Head of Leasing Brand Experience and Strategy at Ayala Land, tackled the art and science of destination branding and storytelling. E-commerce advocate Janette Toral spoke on technology-led solutions such as artificial intelligence (AI) itineraries and augmented reality maps to reimagine the modern traveler’s journey.
Breakout sessions further spotlighted practical applications—from theater and film tourism with leaders Fernando Josef, Jeremy Domingo, Dexter Santos, and Pat Valera, to production design insights by award-winning designer Gino Gonzales. Kerry Tinga, Lifestyle Asia’s chief of editorial content, emphasized storytelling to inspire the next wave of travelers.
The conference culminated in a high-level panel, “Towards a Tourism × Creativity-Led Nation,” featuring UNESCO Creative City leaders Marie Venus Tan (Baguio), Butch Carungay (Cebu), and Leny Ledesma (Iloilo), alongside DOT Director Dr. Paulo Tugbang. Moderated by Andrei Nikolai Pamintuan of the British Council Philippines, their dialogue reinforced how UNESCO recognition in crafts, gastronomy, and folk art can fuel inclusive growth, attract investment, and cement the Philippines’ leadership in Asia’s creative tourism landscape.
The conference concluded with closing messages delivered by Manila City Mayor Francisco “Isko” Moreno Domagoso and Negros Occidental 3rd District Representative and Chair of the Special Committee on Creative Industries Javier Miguel “Javi” Benitez, who both recognized the vital role of government support in sustaining creative-driven tourism programs.
Domagoso strongly supported the CTC initiative, “We’re very excited that you’ve done this. As the city government and your capital, we are 100% in support of your aspirations and visions for this conference. And I hope that this will bring more tourists, particularly to our city.”
Benitez shared the same enthusiasm, saying that creative tourism is one of the Philippines’ most exciting development areas. Benitez closed the conference with a powerful call for meaningful dialogue and cross-sector collaboration: “I truly hope that this conference will only open more collaborations, projects, and actual outcomes for the tourism sector, utilizing our country’s creative assets.”
In an age of meaningful travel, the two-day conference affirmed that the convergence of creativity and tourism will set the Philippines apart in the tourism landscape. By spotlighting Filipino artistry and innovation—from crafts to cuisine, from theater to technology— the conference underscored inclusivity, placing women leaders, local artisans, and diverse voices at the center of discussions on tourism’s evolving needs.
The success of the CTC was made possible through the support of the DOT and TPB’s network of industry partners, including the NCCA, Metropolitan Theater, City of Manila, Intramuros Administration, Primer Group of Companies, and The Travel Club.
