The International Council of Tourism Partners (ICTP) announced that the Philippine Department of Tourism has joined the alliance as a destination member. Wherever you choose to go in the Philippines, it’s the Filipinos that will make your holiday unforgettable. Lonely Planet calls them, “among the most ebullient and easy-going people anywhere,” and Forbes.com ranked them the friendliest country in Asia.

After three centuries under Spanish rule followed by 50 years of American influence, the Philippines is an Asian country unlike any other. Through a thick layer of Spain and America, you can glimpse the Filipino soul trying to express its unique cultural identity through creativity.

The Filipinos’ love sosyalan (socializing), dancing and music. From masquerades to mud fests, pilgrim processions to pageant parties, their island-style parties are open to everyone. Naturally artistic, you’ll see their penchant for color and craftsmanship even outside museums and galleries. It can be seen in their handicraft, design, fashion. It can be loud like their jeepneys or as clean as their embroidery, as brash as their tribal tattoos or as delicate as Lang Dulay’s weaving.

The Philippines distinct cuisine came from the comfort food that reminds Filipinos of family, home, and simple joys. Its many-layered flavors are expressed differently from kitchen to kitchen. Take the national dish, adobo (pork stewed in garlic, soy sauce and vinegar). It has as many recipes as there are islands in the Philippines. With islands so diverse, the Philippine culture is a buffet of fun and festivity.

It is against this delightful backdrop that PATA Travel Mart will convene from September 25-28, 2012 in the city of Manila at the SMX Convention Center - the largest private venue in the Philippines and one of the flagship establishments of the country’s MICE industry.

ICTP Chairman Juergen T. Steinmetz said: “We welcome the Philippine Department of Tourism to the ICTP alliance, and we are pleased that PATA has chosen to return to the Philippines after 34 years since the very first Travel Mart was held here. It was in 1978 when over 300 delegates assembled in Manila to experience Asia Pacific’s first industry trade event. ICTP is looking forward to this return event in this vibrant country.”