Tourism Promotions Board Philippines PBM Japan Hits Milestone Php 1.08 B Sales Leads Across Nagoya, Osaka and Tokyo

Tokyo- Officials from the Tourism Promotions Board (TPB), the Department of Tourism (PDOT), and key Philippine tourism stakeholders pose together during the Philippine Reception at Swissôtel Nankai Osaka, launching the three-city business mission.

The Tourism Promotions Board (TPB) Philippines, together with the Philippine Department of Tourism (PDOT), successfully concluded the Philippine Business Mission (PBM) in Japan 2026, generating a record-breaking PHP 1,081,110,019.00 in reported sales leads. This figure represents a 168.63% increase from the PHP 402,451,123.60 sales leads secured during PBM in Japan 2025.

The Philippine delegation traversed Osaka, Nagoya, and Tokyo from August 3 to 7, 2026 to strengthen tourism linkages and drive visitor arrival growth from Japan. Across the three cities, PBM successfully facilitated 1,284 strategic business-to-business (B2B) meetings, with Tokyo delivering the highest reported sales leads at PHP 596,310,196.20 from 600 sessions.

Philippine sellers at the business-to-business (B2B) sessions with Japanese buyers in the Osaka leg of PBM Japan 2026.

PBM features destination seminars, B2B engagements, and networking receptions. As one of the TPB’s flagship tourism initiatives in Japan for over 16 years, it plays a vital role in positioning the Philippines as a top-of-mind destination for Japanese travelers.

A total of 39 Philippine seller companies were represented by 65 delegates spanning major hotel chains, luxury resorts, integrated properties, destination management companies, and direct air carriers.

The Philippine Delegation at Shangri-La Tokyo gather for the strategic briefing session during PBM Japan 2026.

Mr. Hirokazu Sotoyama, Chief Representative, Japan Tourism Investments and Business Development Philippine Department of Tourism (PDOT).

The Visayas region held the largest concentration of participating sellers, alongside key properties from Metro Manila, Luzon, and Mindanao. The delegation offered Japanese buyers rich destination diversity, highlighting premier locations such as Manila, Cebu, Bohol, Boracay, Palawan (including El Nido, Coron, and Puerto Princesa), Siargao, Ilocos Sur, and key MICE hubs.

Attendees at the Osaka Leg of PBM Japan 2026 showcase official “Love the Philippines” promotional tote bags in front of backdrops featuring the Bohol Chocolate Hills and Intramuros.

The event also coincided with the milestone celebration of 70 years of diplomatic relations between the Philippines and Japan, underscoring tourism as a foundational pillar of the two nations’ bilateral friendship.

“PBM in Japan 2026 has proven to be a powerful driver of growth in one of our key source markets,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “By generating over ₱1 billion in sales leads, our private and public sector partners have demonstrated the immense potential of Philippine tourism. As we commemorate 70 years of diplomatic relations with Japan, these meaningful B2B connections reinforce our commitment to deepening partnerships and welcoming more Japanese travelers to discover more reasons to love our islands.”

Performers take the stage against the “Love the Philippines” backdrop during the final networking dinner, offering Japanese travel trade executives an authentic preview of Philippine arts, culture, and hospitality.

Travel trade stakeholders from the Philippines and Japan celebrate the success of PBM Japan 2026.

Building on the success of PBM in Japan 2026, TPB also wrapped up the Philippine Business Mission to Greater China 2026, which traversed Hong Kong, Xiamen, and Shanghai. The two business missions reinforce the Philippines’ strong market presence and commitment to expanding travel trade partnerships across East Asia.