JUANDERCON 2025: Strengthening Philippine Tourism Through Education, Innovation, and Collaboration

 

The Philippine tourism and hospitality industry will be the spotlight as JUANDERCON 2025 is held on October 23–24, 2025, at Valle Verde Country Club, Pasig City — a two-day national convention to empower the nation's tourism industry through education, innovation, and cooperation.

Organized by Exlink Management and Marketing Services (Exlinkevents) and in partnership with the Junior Tourism and Hospitality Management Association of the Philippines (JTHMAP), JUANDERCON 2025 is a dynamic forum that connects tourism professionals, entrepreneurs, educators, and future leaders. The forum aims to promote and upgrade tourism marketers and professionals.

The convention will feature world-class speakers and thought leaders who will deliver concepts regarding tourism marketing, destination branding, leadership, and digital transformation.

Day 1 – Tourism Marketing

• Asec. Sharlene Batin, Department of Tourism – Keynote Address: "The Future of Tourism: Marketing in a Competitive World"

• Bobby Horrigan, CEO, Horrigan Hospitality – "From Boracay to the World: Crafting Global Destination Brands"

• Art Boncato, Group GM, Megaworld Hotels & Resorts – "The Psychology of Travel: Selling Dreams, Not Just Destinations"

• Panel Discussion: "What Employers Want: The Skills & Mindset Needed in Tourism Careers" with Arlene Alipio (DOT), Christina Aquino (Taylor University), and Arjun Shroff (PHILTOA), moderated by Dean Kathlene Apillado (JRU)

• Bertch Ian Namuag-Ranis, Managing Director, Fil-Global Immigration Services Corporation – "Growing Your Career Beyond the Philippines"

• Dean Henry S. Tenedero, St. Clare College – Closing Keynote: "NeuroWanderlust: Inspiring the Mind to Travel and the Heart to Serve"
  

Day 2 – Tourism, Hospitality & Leadership

• Mayor Vico Sotto, Pasig City – Keynote Address: "Transformational Leadership: Building Trust, Transparency, and Innovation"

• Ivannovich Dmitriv Agote, OIC-ARD, DOT-NCR – "Global Trends Shaping the Future of Travel and Hospitality"

• Eylla Gutierrez, OIC-Executive Director, Asian Institute of Management – "Smart Destinations: How AI is Rewriting the Future of Tourism Marketing"

• Philip Tiongson, GM for Data Science and Analytics, Havas Ortega – "Prosumer Report: The Rise of Mindful Traveling in the Philippines"

• Arch. Joey Rivas, Director, ROKID Philippines – "Enhancing Travel Experience Through Technology"

• Panel Discussion: "Leadership: From Island Hopper to Industry Leader

— Why Tourism Needs You Now!" with Liani Lou Miranda (JTHMAP National President 2019–2021) and Pio Sanchez (Director of Sales, El Nido Resorts), led by Jojo Villamin, JTHMAP Founder

• Malu Galang, FBSE Master Trainer – "Hospitality with a Heart: Servant Leadership in Tourism"

The convention shall also feature the JTHMAP Awards Ceremony, recognizing distinguished students, organizations, regions, advisers, and the coronation of the new JTHMAP Ambassadors.

"JUANDERCON 2025 is not merely a convention—it's a movement that will elevate Philippine tourism by shaping leaders who can inspire innovation, service excellence, and national pride," said Orly Ballesteros, Project Head. "We envision a new generation of tourism practitioners who are going to lead the Philippines to world recognition."

As the country's best convention of the tourism marketers and leaders of tomorrow, JUANDERCON 2025 places particular importance on the role of education, leadership, and cooperation in ensuring the competitiveness and dynamism of Philippine tourism.

For further details, log on to www.juandercon.com

NorthPhil Expo 2025 Opens at SMX: Discover Travel Deals, Culture, and New Destinations

Travel enthusiasts, industry professionals, and adventure seekers are invited to experience NorthPhil Expo 2025, officially opening today, October 15, at the SMX Convention Center Manila.

Running until October 18, this four-day event offers an exciting showcase of the Philippines’ northern travel destinations, exclusive travel deals, and rich cultural heritage. Organized by the Association of Tourism Officers of Central Luzon (ATOCEL) in partnership with the Philippine Exhibitions and Trade Corporation (PETCO), and held in cooperation with the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines, NorthPhil Expo brings together a dynamic mix of provincial tourism offices, tour operators, hotels and resorts, travel agencies, local artisans, and major tourism stakeholders—all under one roof.

“NorthPhil Expo 2025 is more than a trade show—it’s a celebration of travel, culture, and opportunity,” said Marissa Nallana, one of the event’s organizers.

“We’re proud to give visitors a space to connect, plan, and rediscover the beauty of the Philippines.”

What to Expect at NorthPhil Expo 2025:

• Provincial Tourism Booths showcasing top destinations and off-the-beaten-path gems

• Exclusive Travel Packages from leading airlines, cruise lines, hotels, and resorts

• Traders’ Area featuring regional crafts, delicacies, and souvenirs

• Live Cultural Presentations, interactive games, and raffle prizes

For businesses, the Networking Reception provides a valuable opportunity for tourism boards, corporate buyers, service providers, and tour operators to meet, collaborate, and forge strategic partnerships.

Who Should Attend? The expo is open to travel agents, tour planners, students, educators, corporate buyers, and leisure travelers looking for fresh ideas, unbeatable deals, and travel inspiration. Admission is free and walk-ins are welcome.

Don’t miss your chance to explore, connect, and experience the best of Northern Philippines—all in one place!

Catriona Gray joins the Best of Taiwan Experience at the Taiwan Excellence Pavilion at SMX Convention Center

 

Group photo of VIPs at the Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines.

From left: Ms. Marilou Walohan Ampuan (Al Hajj President/Founder/CEO, Universal Islamic Center, Inc.), Representative Wallace Minn-Gan Chow (Taipei Economic and Cultural Office in the Philippines - TECO), Mr. James Huang (Incumbent Chairman, Taiwan External Trade Development Council — TAITRA), Catriona Gray, Mr. Wilson Tecson (Board of Directors, Manila Economic and Cultural Office - MECO), Mr. Simon Wang (President and CEO, President and CEO, TAITRA), Mr. Benedict M. Uy (Executive Director, Department of Trade and Industry – Foreign Trade Service Corps – DTI-FTSC)

 

The Taiwan Expo 2025 exhibition has offcially opened today in the Philippines at the SMX Convention Center and will be open to the public until September 19. 

The Taiwan Excellence Pavilion was one of the exhibits presented, displaying innovative products while carrying the theme: “Inspiring Tomorrow: Solutions for a Brighter Life.” Miss Universe 2018, Catriona Gray, hosted a meet and greet, as well as a live autograph signing session to fans and visitors of the Taiwan Excellence Pavilion.

Key delegates of leading Taiwan institutions were also present at the press conference for the launch of the Taiwan Excellence Pavilion in the Philippines, such as Mr. Simon Wang, the President and CEO of the Taiwan External Trade Development Council (TAITRA); Ms. Josephine Shun, the Director of the Economic Division of the Taipei Economic and Cultural Office of the Philippines (TECO).

Mr. Simon Wang shared his message on the pavilion. “On behalf of TAITRA, we are proud to bring Taiwan’s spirit of innovation and excellence to the Philippines through the Taiwan Excellence Pavilion. All these products combine smart design, advanced technology, and practicality, highlighting that Taiwan is really committed to creating solutions that improve lives while setting high standards of quality.”

Ms. Josephine Shun also spoke about Taiwan’s initiatives to improve everyday living for all. “The Taiwan Excellence Pavilion embodies our belief in Taiwan that innovation must serve humanity by creating sustainable, meaningful improvements to daily living. We, at TECO, are proud to support the Pavilion by bringing together Taiwan’s most outstanding brands on a global stage, fostering collaboration and showcasing how our innovations can shape a brighter future.”

 

 

Miss Universe 2018, Catriona Gray, saying hello to fans as she goes on a tour of the Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines, held at the SMX Convention Center.

Meet and Greet with Miss Universe 2018, Catriona Gray, at the Taiwan Excellence Pavilion

After going on a quick tour around the Taiwan Excellence Pavilion with Mr. Simon Wang and Taiwan Excellence’s Fu Bear, Catriona Gray made a special guest appearance in the press conference for the official launch of the pavilion. The beauty queen also hosted a free meet and greet and live autograph signing session, that was attended by many fans and visitors of the Taiwan Excellence Pavilion.

“It is such an honor to be here today at the Taiwan Excellence Pavilion. Witnessing these innovative solutions from Taiwan inspires me in looking forward to a better tomorrow. I hope that Filipinos will seize every opportunity that’s available to them here at the pavilion, and that we all take home the empowering spirit from seeing a brighter future together as Taiwan and the Philippines.” The beloved pageant queen spoke on the significance of the Taiwan Excellence Pavilion in the Philippines.

Catriona Gray joined in on the Gimme Five Parade around the entire Taiwan Expo, stopping by to explore the variety of booths representing different Taiwan industries and services.

 

Representatives of leading Taiwan brands and institutions posed for a group photo after presenting their products on the first day of the Taiwan Excellence Pavilion. From left to right: Mr. Joseph Aquino (Zyxel Networks), Mr. George Pascua (Team Group), Ms. Josephine Shun (Director of the Economic Division, TECO), Mr. Simon Wang (President and CEO, TAITRA), Ms. Jacqueline Hsiao (Vinxper Life), and Ms. Charge Lu (HEPTY).

Product Presentations at the Taiwan Excellence Pavilion at Taiwan Expo 2025

Visitors of the pavilion on September 17 were also able to attend the product presentations given by key representatives of leading Taiwan brands. The presentations featured messages from the following delegates of esteemed Taiwanese institutions and companies: Ms. Jacqueline Hsiao — Vinxper Life, Mr. George Pascua — Team Group, Mr. Joseph Aquino — Zyxel Networks, Charge Lu — HEPTY.

 

Filipinos visiting the Taiwan Excellence Pavilion, currently in exhibition at Taiwan Expo 2025 in the Philippines, at the SMX Convention Center.

All products currently exhibited at the pavilion come from a diverse range of industries such as sustainable technologies, advanced medical devices, and smart machines for fitness and leisure. Products and activities are arranged under three themed categories: Comfortable Life, Smart City, and Greener Future— representing Taiwan’s commitment in innovating solutions to improve the quality of life for all.

Besides the product exhibits, visitors were also able to participate in interactive activities, meet and take pictures with Taiwan Excellence’s Fu Bear, and receive free gifts from the Taiwan Excellence Pavilion.

 

Taiwan Excellence Pavilion @ Taiwan Expo 2025 at the SMX Convention Center

The Taiwan Excellence Pavilion at Taiwan Expo 2025, held at the SMX Convention Center, continues its exhibition until September 19. Experience pioneering solutions and products from Taiwan that are driving a brighter tomorrow and explore collaboration opportunities for your business through interacting with the services firsthand and meeting with delegates of leading Taiwanese companies. For more information on the Taiwan Excellence Pavilion at Taiwan Expo 2025, visit the Facebook page of Taiwan Excellence PH: https://www.facebook.com/TaiwanExcellence.ph.

 

Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines also presents the participation of the following Taiwan-Excellence awarded brands: Apacer, ApexBio, Atunas Sports, Chimei Motor Electronics, CyberTAN, Heartway Medical, HEPTY, InWin Development Inc., LCW, LUFTQI, MacroHI, Mecom, MicroBase, Sheng Yuan Electric, Team Group, Transcend, Vinxper, WebComm Technology, Yee Jee Technology, and Zyxel Networks.

LOHAS Days with Taiwan Excellence begins, Plus! Free Meet and Greet with Catriona Gray at SMX Convention Center on Sept17

 

Group photo of brand representatives for LOHAS Days. From left to right: Fu Bear, Arnold Wilson (Anytime Fitness Asia Corporate), Sky Pichay (JK Fitness), Anne Constantino (Anytime Fitness Asia Corporate), Armin Lavilla (Aropec), Ms. Josephine Shun (Director of the Economic Division, TECO), Mr. Alex Lai (Director, Taiwan Trade Center, Manila), Markki Stroem, Catriona Gray, Steve Chen (Starbia), Jacqueline Hsiao (Vinxper)

Taiwan Excellence successfully concluded its 3-day event, LOHAS Days from September 12 to 14 at Ayala Malls Market! Market!, promoting a Lifestyle of Health and Sustainability (LOHAS) among Filipinos. The event kicked off with an exciting appearance by Miss Universe 2018, Catriona Gray, as she shared her experience as a Taiwan LOHAS Advocate.

Key representatives from Taiwan institutions and brands were also present in the event, such as Ms. Josephine Shun, the Director of the Economic Division at Taipei Economic and Cultural Office of the Philippines (TECO) and Director Alex Lai of Taiwan Trade Center, Manila (TAITRA Manila)..

 While the Taiwan government is building its vision of a Healthy Taiwan, the nation is also known as the Bicycle Kingdom and one of the top three fitness equipment exporters in the world. With leading fitness brands such as Giant and Johnson Fitness, Taiwan is at the helm of championing better health and wellness for all.

Filipinos enjoying free spin class at the Taiwan Excellence LOHAS Days event

LOHAS Days Event at Market! Market!

Hundreds of Filipinos were able to experience the best of Taiwan’s brands and products for all three days of the event. Attendees also moved their bodies by joining free fitness sessions such as spin class, Body Jam, and Pilates. After an exciting round of fitness class, participants showed their appreciation for Taiwan’s leading health initiatives through chanting “Go Healthy with Taiwan” together. Visitors were also able to enjoy interactive activities and win freebies from Taiwan.

Mr. Reymond delos Reyes, Founder and Chief Operating Officer of Growth Circle International, shared enlightening messages for every day of the event on building business partnerships with Taiwan brands. Taiwan Excellence’s Fu Bear was also present during the event, spreading its cheerful mission of giving high fives to hundreds of Filipinos at the mall.

Filipinos posing for a group photo spelling out “Taiwan” after participating in a free spin class at the LOHAS Days event.

In an interview with a visitor of the event, a Filipino millennial shared her experience at LOHAS Days. “I’ve always admired Taiwan for their tourist areas and their trendy food; but for this weekend, I was able to learn that they’re a country that I can also admire for their health and eco-friendly efforts. After taking the free spin class and interacting with sustainable products all the way from Taiwan, I’m definitely sharing the spirit of LOHAS to my family, friends, and even coworkers!”

Banner image of the Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines, to be held at the SMX Convention Center this September 17 to 19

What’s next for Taiwan Excellence?

Taiwan Excellence continues the initiative driving innovation and sustainability as the Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines officially launches on September 17 to 19. Miss Universe 2018, Catriona Gray, is set to make a special appearance with a free autograph signing session and meet and greet.

Held at the SMX Convention Center, visitors will be able to experience leading Taiwan products that are driving a Comfortable Life, Smart City, and Greener Future. Attendees will also be able to win free gifts from Taiwan. Fu Bear will also be present at the pavilion, continuing its initiative for “Give Me Five! A better life.” to attendees.

Filipinos are highly encouraged to visit the Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines, happening on September 17 to 19 at the SMX Convention Center. For more information, visit Taiwan Excellence PH on Facebook: https://web.facebook.com/TaiwanExcellence.ph

 

Taiwan Excellence Pavilion to Exhibit 20 Premier Taiwanese Brands at Taiwan Expo 2025 in the Philippines

After its circuit across different countries this year, Taiwan Expo 2025 will finally make its landing in the Philippines at the SMX Convention Center this September 17-19. Among the exhibitors at the expo is the Taiwan Excellence Pavilion, with the theme titled “Inspiring Tomorrow: Solutions for a Brighter Life” at the helm. The pavilion is set to exhibit 20 Taiwan Excellence-awarded brands and 39 products that are dedicated to improving everyday life. Along with the display, the pavilion will be featuring special activities such as an opportunity to meet with the special guest of the Taiwan Excellence Pavilion: Miss Universe 2018, Catriona Gray.

Meet with Miss Universe 2018 Catriona Gray and Taiwan Excellence’s FuBear

On the first day of Taiwan Expo 2025 in the Philippines, attendees will have a chance to attend a meet and greet session with Miss Universe 2018, Catriona Gray at the Taiwan Excellence Pavilion. The international beauty queen and humanitarian will make her appearance at the pavilion to highlight the collaboration of Taiwan and the Philippines in creating and distributing solutions to improve quality of life for all. FuBear, the Taiwan Excellence mascot, is also set to appear in all three days of the expo, extending his mission of giving one million high fives to visitors of the Taiwan Excellence Pavilion.

Product Exhibit at the Taiwan Excellence Pavilion at Taiwan Expo 2025

Visitors of the pavilion will be able to interact firsthand with Taiwan Excellence-awarded products and will be given the opportunity to build valuable partnerships between their businesses and the renowned Taiwanese companies present at the pavilion.

On September 17, those present at the Taiwan Excellence Pavilion will have the special opportunity to attend the official opening program for the pavilion, featuring messages from delegates of esteemed Taiwanese institutions and companies—such as the following: Vinxper, Team Group, Zyxel Networks, and HEPTY.

All products to be exhibited at the pavilion come from a diverse range of industries such as sustainable technologies, advanced medical devices, and smart machines for fitness and leisure. Besides the product exhibits, visitors will also be able to participate in interactive activities and receive free gifts from the Taiwan Excellence Pavilion.

Products and activities are arranged under three themed categories: Comfortable Life, Smart City, and Greener Future—representing Taiwan’s commitment in innovating solutions to improve the quality of life for all.

Taiwan Excellence Pavilion @ Taiwan Expo 2025 at the SMX Convention Center

Experience pioneering solutions and products from Taiwan that are driving a brighter tomorrow this September 17-19 at the Taiwan Excellence Pavilion in Taiwan Expo 2025, taking place at the SMX Convention Center in Pasay City. Explore collaboration opportunities for your business through interacting with the services firsthand and meeting with delegates of leading Taiwanese companies.

For more information on the Taiwan Excellence Pavilion at Taiwan Expo 2025, visit the Facebook page of Taiwan Excellence PH: https://www.facebook.com/TaiwanExcellence.ph.

Taiwan Excellence Pavilion at Taiwan Expo 2025 in the Philippines also presents the participation of the following Taiwan-Excellence awarded brands: Apacer, ApexBio, Atunas Sports, Chimei Motor Electronics, CyberTAN, Heartway Medical, HEPTY, InWin Development Inc., LCW, LUFTQI, MacroHI, Mecom, MicroBase, Sheng Yuan Electric, Team Group, Transcend, Vinxper, WebComm Technology, Yee Jee Technology, and Zyxel Networks.

Experience “Healthy Taiwan” with Catriona Gray at Taiwan Excellence LOHAS Days in Market! Market!

 

Be part of LOHAS Days, the 3-day event by Taiwan Excellence to promote a Lifestyle of Health and Sustainability (LOHAS), is set to take place in Ayala Malls MARKET! MARKET! this September 12 to 14. Miss Universe 2018, Catriona Gray, will be making her debut as an official Taiwan LOHAS advocate in the event.

 

What LOHAS Means in Taiwan

 

In Taiwan, the Lifestyle of Health and Sustainability (LOHAS) has evolved into a national movement often referred to as Healthy Taiwan—a culture where wellness and sustainability are inseparable:

• Bicycle Kingdom – globally recognized for world-class bicycles and a cycling lifestyle that promotes fitness and green transport.
• Advanced Medical Solutions – a leader in health innovation, from cutting-edge medical technology to holistic healthcare.
• Mindful Living – wellness and regular exercise are integrated into everyday routines, shaping healthier communities.
• Eco-Friendly Habits – Everyday actions like bringing reusable cups are rewarded, making sustainability part of daily life.

Through Taiwan Excellence, the spirit of Healthy Taiwan now reaches the Philippines—encouraging Filipinos to embrace small, practical steps toward a healthier and more sustainable future.

  

What to Expect in LOHAS Days

With the theme, #ActivateTWPH, attendees will be able to activate their Lifestyle of Health and Sustainability through a diverse range of LOHAS-oriented activities.

 

FuBear interacts with you onsite

A better life doesn’t always come from drastic changes, but from small, genuine connections and simple acts of kindness. Give Me Five, the signature gesture of FuBear, is both an invitation and a starting point for a better life. Meet FuBear onsite, give FuBear Five and join the interactive activities for a chance to win gifts from Taiwan Excellence!

 

 

 

Free Fitness Class

This is a once-in-a-lifetime experience to join a fitness class right inside Market! Market!. Here are examples of the workshops and group activities to be expected at LOHAS Days:

·        Body Activate: Spin Class

·        Mindful Living: Yoga Class

·        Beauty Activate: Pilates Class

 

All activities during the event are free of charge. Besides the workshops, attendees are also invited to freely explore the exhibits of premiere Taiwanese brands and products that abide by the values of LOHAS.

 

Explore the innovative products from Taiwan

At LOHAS Days, visitors can discover exciting innovations from 17 leading Taiwanese brands, showcasing 30 award-winning products that bring health, fitness, and lifestyle closer to everyday life. Highlights include:

·        ATUNAS Green Fitness Series: This series includes a yoga roller, yoga brick, massage grid ball and peanut ball, which are made from 100% recycled material.

·        AROSPEC Premium Super-Stretch 2-piece Wetsuit: A two-piece option with separate tops and bottoms—making it easier to mix and match while choosing the right fit for any age or body type.

·        BESV Folding e-Bike: The PSF1 smart folding e-bike folds easily, weighs just 18.3 kg, and is perfect for city rides.

·        JKFITNESS AeroWork Desk Treadmill: Treadmill that lets you walk while working, combining productivity with wellness.

·        Vinxper Adjustable Electric Wine Aerator: Mixes wine with varying amounts of air to achieve the desired flavor and aroma.

 

LOHAS Days Event At Ayala Malls MARKET! MARKET!

Take part in the movement to a healthier and more sustainable lifestyle by joining the LOHAS Days event by Taiwan Excellence. Activate a better lifestyle this September 12-14, taking place at Ayala Malls MARKET! MARKET! in Taguig City.

For more information on LOHAS Days, visit the Facebook page of Taiwan Excellence PH: https://www.facebook.com/TaiwanExcellence.ph.

LOHAS Days also presents the participation of the following Taiwan Excellence-awarded brands: Acer, Acer Fashion, Annie’s Way, Aromase, Aropec, ASUS, ATUNAS, BESV, Derma Angel, FECA, Giant, Hepty, JKEXER, Johnson, Makalot, STARBIA and Vinxper.

Visa-Free Entry for Filipino Tourists Extended Again, Taiwan Tourism Administration Forms Delegation to Join Philippine Travel Expo and Promotion Events

 

Taiwan recently announced a one-year extension of the visa-free entry policy for Filipino travelers to Taiwan (until July 31, 2026). In response, the Taiwan Tourism Administration, swiftly organized a Taiwan tourism delegation comprising 50 representatives from 25 organizations, including the Taichung City Government, travel agencies, hotels, and airlines. The delegation will travel to the Philippines from July 11 to 13 to participate in the Travel Madness Expo (TME) 2025.

                                                                                                                                                                           According to the latest data from the Taiwan Tourism Administration, the visa-free policy has significantly boosted travel from the Philippines. In Q1 of 2025, arrivals from the Philippines reached 146,581—an impressive 29% increase compared to pre-pandemic levels, making the Philippines the fastest-growing source market globally and the largest source market in Southeast Asia.

 

At TME, the Taiwan Tourism Administration will set up a "Taiwan Pavilion" themed around its Tourism Brand 3.0 campaign, “Taiwan – Waves of Wonder.” The pavilion will use vivid colors and playful elements to showcase the charm of Taiwan across all four seasons. Highlighted within the pavilion are popular Instagram-worthy landmarks such as Taipei 101, Taichung’s Rainbow Village, the Taiwan International Balloon Festival in Taitung, and the Morning Hot Springs of Green Island—inviting Filipino visitors to take memorable photos while experiencing Taiwan's rich and diverse travel appeal.

To amplify the impact of this year’s promotion, the Taiwan Pavilion has invited top Filipino influencers, including Carl Chuidian (The Chui Show) and well-known travel vlogger Mommy Haidee. Both will share their firsthand travel experiences in Taiwan, along with must-try cuisine and attractions. Their appearances are expected to generate significant buzz and draw more Filipino travelers to choose Taiwan as their top travel destination.

In recent years, travel from the Philippines to Taiwan has continued to surge. Taiwan’s close proximity, short flight time, diverse cuisine, and distinctive attractions—especially the high-speed rail system, which the Philippines lacks—are all key factors in attracting Filipino tourists. In 2024, Taiwan welcomed 467,000 Filipino visitors, the highest among all Southeast Asian countries. The growth momentum continues in 2025, with a 25.38% increase in arrivals during January to March compared to the same period in 2024. The Philippines now ranks as Taiwan’s top Southeast Asian source market and sixth globally, demonstrating remarkable performance.

 

To further strengthen Taiwan–Philippines tourism industry cooperation and attract more Filipino travelers, in addition to participating in the TME, the Taiwan tourism delegation will also host promotional events in Iloilo (the Philippines’ 4th largest city) and Cebu (the 2nd largest city) on July 15 and 16. These events will bring together over 100 key travel professionals, airline representatives, and mainstream media. They will showcase Taiwan’s newest attractions and tourism incentives, aiming to sustain and expand the strong growth in Filipino visitor arrivals and open up new opportunities for Taiwan’s tourism in the Southbound market.