Philippines Highlights Intellectual Property and Cultural Heritage at WIPO General Assembly in Geneva

The Philippines is leveraging the global platform of the World Intellectual Property Organization (WIPO) General Assembly in Geneva to promote the country’s intellectual property (IP) portfolio, cultural heritage, and innovations as key drivers of tourism, exports, and sustainable economic development.

The exhibition titled “IP in Sustainable Tourism” runs from July 7 to 15 at WIPO Headquarters. It is spearheaded by the Intellectual Property Office of the Philippines (IPOPHL) in collaboration with the Department of Tourism (DOT), the Philippine Permanent Mission to the United Nations and Other International Organizations, and the Design Center of the Philippines. This initiative coincides with the Philippines’ chairmanship of the 2026 WIPO General Assembly.

The showcase aims to demonstrate how intellectual property rights strengthen the country’s competitiveness by safeguarding Filipino brands, indigenous products, creative industries, and technological innovations. It also highlights the economic opportunities IP creates for local communities.

“Through this exhibition, the Philippines demonstrates that sustainable tourism is also about valuing the knowledge, creativity, traditions and innovations that make its destinations and stories unique,” said IPOPHL Director General Teodoro C. Pascua. He added, “Every destination has a story, and intellectual property helps ensure that these stories remain authentic, protected and economically rewarding for the communities that keep them alive.”

Featured prominently are some of the Philippines’ most iconic brands such as Jollibee, Chickenjoy, and SM Kultura. These brands exemplify how Filipino companies have become integral to the country’s tourism identity and global brand recognition.

The exhibition also highlights regional products protected through collective marks, including Bikol Pili and Camiguin Lanzones. These community-based branding efforts help producers increase market value while supporting local livelihoods.

A centerpiece of the display is the Philippines’ registered geographical indications (GIs), such as Guimaras Mangoes, Aklan Piña, Asin Tibuok, and T’nalak Tau Sebu. These products are distinguished by qualities, heritage, and reputations closely tied to their places of origin.

Visitors to the exhibition are introduced not only to these products but also to the cultural traditions, landscapes, and communities behind them. This approach underscores how intellectual property can transform local heritage into sustainable tourism and export opportunities.

The exhibition further features Philippine innovations in green technology. Notably, it includes the University of the Philippines-developed Fish-I Technology, a patented reef-monitoring system that supports marine conservation. Eco-friendly materials such as Pinyapel and bamboo-based textiles, which promote sustainable manufacturing, are also showcased.

Interactive digital displays allow attendees to explore Philippine destinations through multimedia presentations, geographical indication games, sensory exhibits featuring Philippine essential oils, and educational materials explaining the country’s evolving intellectual property system.

Traditional cultural performances enrich the exhibition experience, featuring T’boli and Igorot heritage, the Tinikling dance, Sinulog festival highlights, and Filipiniana fashion, all of which celebrate the Philippines’ rich cultural diversity.

The WIPO General Assembly, held annually, convenes representatives from the organization’s 194 member states to shape international intellectual property policies and enhance cooperation on innovation, creativity, and economic development.

The Philippine delegation’s exhibition at the WIPO headquarters in Geneva exemplifies the country’s commitment to leveraging intellectual property as a strategic asset for sustainable tourism and inclusive economic growth.