Philippines Highlights Intellectual Property’s Role in Promoting Tourism and Culture at WIPO Geneva Exhibition

The Philippines is presenting a vibrant showcase of its intellectual property assets at the World Intellectual Property Organization (WIPO) headquarters in Geneva, linking IP with sustainable tourism, culture, and innovation. Running from July 7 to 15, the "IP in Sustainable Tourism" exhibition highlights renowned Filipino products such as Guimaras mangoes, Aklan Piña, and popular brands including Jollibee and Chickenjoy.

This exhibition is part of the Philippines’ chairmanship of the 2023 WIPO General Assembly and was organized by the Intellectual Property Office of the Philippines (IPOPHL) in collaboration with the Department of Tourism, the Philippine Permanent Mission to the United Nations and Other International Organizations, and the Design Center of the Philippines.

The exhibit aims to demonstrate how various forms of intellectual property—trademarks, geographical indications, patents, industrial designs, and copyrights—serve not only to protect cultural heritage but also to foster economic opportunities for local communities. IPOPHL Director General Teodoro C. Pascua emphasized, "Sustainable tourism is about valuing the knowledge, creativity, traditions and innovations that make its destinations and stories unique. Intellectual property helps ensure these stories remain authentic, protected and economically rewarding for the communities that keep them alive."

Among the featured Filipino brands are household names like Jollibee and its flagship product Chickenjoy, alongside SM Kultura, illustrating how trusted local brands contribute to the country’s tourism appeal. The exhibition also highlights collective marks such as Bikol Pili and Camiguin Lanzones, showcasing how community branding strengthens local industries and builds market recognition.

A key focus is on the Philippines’ registered geographical indications, including Guimaras Mangoes, Aklan Piña, Asin Tibuok salt, and T’nalak Tau Sebu textiles. These products, tied to specific regions, underscore the importance of geographical indications in preserving heritage and supporting regional economies.

The exhibition further spotlights green innovation with the University of the Philippines-developed Fish-I reef monitoring technology, as well as sustainable materials like Pinyapel (pineapple-based paper) and bamboo textiles. Filipino animation, audiovisual works, and digital creative content demonstrate how copyright protection supports destination branding and promotes Philippine culture on the global stage.

Visitors can engage with interactive digital touchscreens, play geographical indication matching games, experience sensory displays featuring local essential oils, and access educational materials detailing the country’s evolving IP system.

Cultural performances enrich the exhibition, featuring traditional dances and music from the T’boli and Igorot peoples, the Tinikling bamboo dance, Sinulog festival highlights, and Filipiniana fashion presentations. These elements offer delegates from WIPO’s 194 member states a comprehensive experience of the Philippines’ cultural and intellectual property wealth.

This exhibition not only celebrates Filipino heritage but also exemplifies how intellectual property can be a strategic tool for sustainable tourism and community-led economic development, positioning the Philippines as a dynamic player in the global IP landscape.