How a World Trade Center License Fuels International Convention and Exhibition Activity

Pamela D. Pascual, Chairman and CEO of WTC Metro Manila, knows what it takes to position a business at the heart of global commerce. In a recent video, she shared how acquiring a WTC license from WTCA has not only elevated WTC Metro Manila's brand, but also catalyzed its long-term economic impact on the Philippines.

A Vision for International Trade

Back in 1996, when WTC Metro Manila was purpose-built, there was a clear and pressing need in the Philippines: a world-class exhibition venue that could place Filipino businesses on the international map. Pascual saw the WTC license not just as a brand, but as a tool to create enduring economic opportunity.

That vision continues to thrive today. By hosting global trade shows and industry events in sectors like construction, automotive, manufacturing and agriculture, WTC Metro Manila has become a launchpad for local companies and a magnet for foreign trade organizers.

A License that Unlocks Access

Pascual emphasizes that a WTC license is not merely symbolic. It's a business asset. But beyond the brand, it's the global WTCA network that delivers enduring value. WTC Metro Manila leverages this global network to facilitate business matchmaking, international meetings and trade partnerships across borders.

With connections spanning nearly 100 countries/territories, WTCA empowers license holders to build lasting trade relationships. This is especially critical for convention and exhibition centers, which rely on attracting international organizers and attendees. 

International Branding Matters

Pascual's leadership extends well beyond WTC Metro Manila. She is an active member of the global business community, serving on the board of the Union des Foires Internationales (UFI) and as president of the Philippine Association of Convention/Exhibition Organizers and Suppliers Inc. (PACEOS). Her global insights reinforce a key point: international branding matters.

She explained how the WTC brand signals trust and global standards to investors, exhibitors and government stakeholders alike. It's not just an emblem on the building; it's a declaration of purpose.

For property developers and convention center operators, the WTC license can serve as the differentiator that accelerates investor confidence and opens doors to cross-border collaborations.

“With the introduction of WTC Metro Manila, we were able to create the market/industry for exhibitions. We couldn’t have done it any better without arming ourselves with a globally renowned trademark, which is the WTC brand. Twenty-seven years down the road and we are still here; very profitable,” said  Pamela D. Pascual.

A Blueprint for International Business Success

Whether you're aiming to attract multinational tenants, bring in foreign direct investment or support local businesses with global ambitions, WTCA provides a ready-made framework for success.

The value proposition is clear: increased visibility, access to a curated global network and alignment with a mission that transcends commercial real estate to impact national economies.

To learn more about the WTCA's licensing process and how it can elevate your next development or economic initiative, visit join.wtca.org.

Watch the full video here.