There’s a lot of soft power, culture, and people at play for tourism in the Philippines, with influential women leaders at the helm. Among them is Maria Margarita Montemayor Nograles, COO of the Tourism Promotions Board (TPB), the marketing and promotions arm of the Department of Tourism (DOT).

Since starting her tenure in October 2022, Nograles has been a key figure in shaping the country’s tourism identity. She draws inspiration from Philippine President Ferdinand Marcos Jr, who, in his first State of the Nation Address, underscored that tourism would be a cornerstone of the nation’s recovery. His call to present an enhanced Filipino brand and identity to the world deeply resonated with her.

Nograles sees immense potential in building the Philippines’ brand through tourism, empowering people and communities through tourism. Prior to her appointment, Nograles was already active in promoting indigenous culture and communities as the founder and creative director of Kaayo Modern Mindanao, a clothing and accessories brand showcasing a curated collection of traditional weaves created by artisan women in Mindanao.

The social entrepreneur turned public servant credits DOT Secretary Christina Garcia Frasco and her mother, Mary Ann Maceda Montemayor, a key advocate for Mindanao’s culture and tourism, as inspiration. “They work tirelessly for the love of tourism,” says Nograles.

Soft power, strong impact

Since stepping into her leadership role, Nograles has played a vital role alongside Frasco in elevating Philippines tourism on the global stage, particularly through the launch of the ‘Love the Philippines’ campaign in 2023, which replaced the long-running ‘It’s More Fun in the Philippines’ slogan.

Maria Margarita Nograles spearheaded the Philippines' "Woven" campaign for World Expo 2025, showcasing Filipino culture, history, and craftsmanship with a rattan façade symbolising unity and tradition. Photo Credit: TPB

The campaign has gained global recognition, showcasing the country’s indigenous culture, natural wonders, and lesser-known gems like Zamboanga and Tawi-Tawi – destinations now featured prominently at international trade exhibitions.

Looking ahead, Nograles said that the TPB will focus its 13 key markets to the Philippines, chief among them being South Korea, Japan, Germany, the UK, Malaysia.

The dynamic leader is also at the forefront of organising TPB’s flagship events like the Philippine Travel Exchange (PHITEX) and MICECON. A growing crop of high-end hotels, venues, and improving infrastructure is steadily positioning the country as an emerging destination for business events.

For the upcoming World Expo 2025 in Osaka, the TPB is taking the lead for the Philippines’ first-ever participation, weaving in beauty and unique tapestry of Filipino culture and history with the rattan façade of the 900sqm exhibition under the theme of “Woven”. In 2026, the Philippines is also gearing up to host the ASEAN Tourism Forum in Cebu.

Pride, people, power

The numbers bear witness to the efforts. From 1 January to 15 December 2024, Philippine tourism has already earned around US$12.3 billion in revenue, while international sales figures surged 44.8% to reach US$194.8 million.

The campaign has gained global recognition, showcasing the country’s indigenous culture, natural wonders, and lesser-known gems like Zamboanga and Tawi-Tawi – destinations now featured prominently at international trade exhibitions.

Zamboanga, located in southern Mindanao, Philippines, is known for its rich cultural heritage, historical significance, vibrant festivals, stunning beaches, and diverse natural landscapes. Photo Credit: WikiCommons/ Bro. Jeffrey Pioquinto

“This achievement is a testament to our collective effort and the thriving community that we have built with our private tourism stakeholders,” said Nograles. “Tourism is everyone’s business.”

At the core of the Philippines’ tourism success remains its people – a strength that Nograles fully embraces. She believes the private sector is the key to amplifying the country’s tourism story.

“Unlike leaders who come and go, our private sector partners in the Philippines are here forever – this is their livelihood,” says Nograles. “Our private sector partners are our sales force, the ones who bring the Philippines to life.

The role of the TPB, she emphasises, is to empower these stakeholders, ensuring they have the tools and opportunities to showcase the country on a global scale.

“The brand is in all of us, who bring it to life,” Nograles affirms. ‘It’s time to take the Philippines, and our Filipino talent, to the world.”