MANILA, Philippines — Following the confirmed attendance of more than 120 international delegates in the country for Franchise Asia 2011, the Philippine franchising sector is very optimistic of the prospects this global event will contribute to the economy as it expects to generate P50 billion worth of businesses until 2016.

Scheduled on September 19-25 at the SMX Convention Center, Franchise Asia 2011 will bring in delegates from the member countries of the World Franchise Council (WFC) and the Asia Pacific Franchise Confederation (APFC) for the twin meetings of the two world umbrella organizations.

To date, 25 countries have confirmed their attendance, namely: Australia, Brazil, Britain, Canada, China, Czech Republic, Denmark, France, Germany, Hungary, India, Indonesia, Italy, Japan, Korea, Lebanon, Malaysia, Mexico, Netherlands, New Zealand, Russia, Singapore, Taiwan, Turkey, and the USA.

Organized by the Philippine Franchise Association (PFA) and co-presented by PLDT SME Nation and PLDT Alpha Enterprise, Franchise Asia 2011 is seen as this year’s biggest and most important event in Asia.

Aside from the international meetings, other highlights of Franchise Asia 2011 include: the International Franchise Conference (Sept. 22-23), a high-level educational forum featuring leading international experts and speakers; the International Franchise Expo (Sept. 23-25), a one-stop shop for the best business opportunities ranging from established and successful brands to new and promising franchise concepts – in food, retail and service – both homegrown and international; and, Educational Sessions and Seminars (Sept. 24-25), a learning venue for would-be franchisors, franchisees and international master franchisees. Special rates await the on-line registrants at www.franchiseasia2011.com.ph.

“For years now, we have been positioning the Philippines as the ‘franchise hub of Asia.’ Franchise Asia 2011 gives us a perfect opportunity to affirm that position as this event will provide a gateway for international brands to enter the 650 million ASEAN market through the Philippines,” WFC Chair Samie Lim said.

PFA, the country’s leading advocate in promoting franchising as a tool for economic development, has been instrumental in the continued growth of the sector, registering gains even during the global financial slump.

“The Philippine franchising sector flourished when the global market was on a downturn, with most of our members sustaining their roll-out plans even outside the country,” PFA Chairman Robert Trota said.

“With the huge exposure Franchise Asia 2011 will provide Filipino franchises, more homegrown concepts will have the opportunity to take the big leap and follow other Pinoy brands who have been successful in their overseas ventures,” Trota, who is also Max’s Restaurant President, added.