Led by the charming and hardworking Marga Nograles as its COO, the Tourism Promotions Board (TPB) Philippines takes us through its accomplishments in 2023, and its immediate and long-term plans to further promote the Philippines as a world-class tourist destination.
By ALEX Y. VERGARA
When Maria Margarita “Marga” Nograles came on board as Chief Operating Officer (COO) of the Tourism Promotions Board (TPB) Philippines in October 2022, her main thrusts and goals for the country’s tourism efforts here and abroad were clear. And everything is anchored on her vision to further promote the Philippines as a world-class destination.
“There’s so much to see and experience in our country and a lot of the reasons to love the Philippines,” says the country’s chief thought leader when it comes to the development of marketing and promotions activities that highlight the best of the country.
“Our unique artistry, the stories of our communities and breathtaking natural wonders that we have are nothing short of amazing and these gifts are meant to be shared with the world. I’ve also focused on aligning existing programs with this vision, ensuring that every region and province has a significant place in our initiatives and events.”
To people unfamiliar with the TPB’s mandate, the board serves as the marketing arm of the country’s Department of Tourism (DOT).
According to Nograles, as a vital attached agency of DOT, TPB operates as a government-owned and controlled corporation, with a core mandate to champion the Philippines as a premier leisure, MICE and investment destination.
“We play a pivotal role in marketing the nation and work collaboratively with both public and private sectors,” she says.
Even before Nograles assumed office, TPB, she shares, already has several noteworthy programs that are aligned with her vision. It’s about channeling these efforts not only towards popular destinations, but also towards uncovering the country’s hidden gems. She and her team, she assures, continue to collaborate with both private and public sectors, including LGUs, to ensure that all the country’s regions and provinces are integral to TPB’s programs and calendar of events.
To date, the board has organized, participated in and supported over 200 programs, events and tours, generating over P6.2 billion in sales leads and the equivalent of more than P1 billion in media values. Through its collective efforts, the TPB, Nograles shares with pride, has also managed to bag several awards for the country this year alone.
This includes a recent recognition given by TTG Asia naming TPB as Best National Tourism Organization of the Year, Sustainability Leader of the Year (from Tripzilla) and Most Improved GOCC by the Governance Commission for GOCCs. PHITEX 2022, an initiative of TPB, was also recognized as National Tourism Initiative of the Year by the Gov Media Awards.
Going into specifics, Nograles shares some of the campaigns and promotions the TPB has so far spearheaded under her watch. “Our diverse programs include participation in trade and consumer shows globally. Record-breaking sales in events like the Arabian Travel Mart, generating over a billion pesos in sales leads, and hosting the inaugural Luxury Connections event, generating, this time, over P600 million in sales leads are, modesty aside, indicative of our success. Our campaigns are crucial in driving conversions, translating to increased tourist arrivals and receipts.”
All these efforts are guided by clearly defined objectives designed not only to further boost the country’s tourism, but also set it apart from other countries’ promotional thrusts.
“The focus of our campaigns now is to highlight the diversity, equity and inclusivity in our framework. This means letting the world know that no matter what you love to do and who you love to do things with, you have a place in the Philippines. Coming from the insight that travelers are looking for destinations that provide them with varied cultural and authentic interactions, which the Philippines is truly rich in.”
A clear vision coupled with dynamic campaigns will ensure continuous development in the tourism sector.
“Short-term, we are looking to continue stimulating our growth by strategically participating in trade events that yield the best results and empowering our tourism stakeholders to be excellent representations of our industry,” says Nograles.
Long-term, we see the value in not only supporting but also advocating for DOT’s seven-point agenda, especially on the aspect of equalizing tourism promotion opportunities. We believe that this will help us fulfill the mission of the President to establish the Philippines as a tourism powerhouse in Asia.”
This seasoned and well-traveled marketing executive with an eye for what’s beautiful and what works is undaunted by the challenges that may lie ahead as TBP forges on.
Drawing inspiration from Michelle Obama, Nograles quotes the former US first lady on how she views likely obstacles that may come between her and her dream for Philippine tourism. “The only limit to the height of your achievement is the reach of your dreams and the willingness to work for them.”
Now that we’ve all but put the pandemic behind us, including the untold disruptions it has wrought on the country’s tourism efforts, Nograles is feeling optimistic. She has every reason to.
“My optimism stems from personally witnessing the incredible offerings of our country and experiencing the superb and world-class services we provide,” she concludes. “The Filipino brand of service remains our top asset globally. Supported by an exceptional team and guided by the clear vision of Tourism Secretary Christina Frasco, there are abundant opportunities to showcase why the Philippines is a destination to love.”
