One Filipina voice rises at the 2025 Abu Dhabi International Book Fair

ABU DHABI, United Arab Emirates – As the literary world converges at the 2025 Abu Dhabi International Book Fair (ADIBF), one Filipina voice rises not just to inspire, but to advocate for literacy, and promote financial literacy.

Joanne de Guzman Rico, a financial empowerment advocate and author, shares her story with GMA Integrated News about her journey rooted in empathy, resilience, and a deep commitment to transforming the lives of Overseas Filipino Workers (OFWs) not only in the United Arab Emirates but also around the world.

Rico wrote two books, "To Inspire Other Filipina Women to Rise to the Challenge No Matter the Circumstance and Break the Glass Ceiling" published in the United States in 2022 and "It's Not What You Think: Cracking OFW Myths on Personal Finance" published in the UAE in 2023.

A powerful symbol of global Filipina excellence and resilience, Rico is a multi-awarded professional and was among the honored guests during the Philippine Reception at the 2025 ADIBF.

“It is both a personal triumph and a collective victory. Publishing internationally means that our stories, struggles, and victories are being heard and recognized beyond our shores. It is a major step towards breaking stereotypes and uplifting the global image of Filipina women all over the world,” Rico told GMA Integrated News.

In 2024, she was awarded as one of the Distinguished Women Achievers by De Montfort University, a global university headquartered in the UK.

A year ealier, she was named a global awardee for Outstanding Leadership at the Marketing 2.0 Conference in the UAE.

Recognized also as one of the 300 Most Influential Filipinos in the Gulf by Illustrado Magazine in 2020 and commended as one of the Most Influential Filipina Women in the World by the US-based non-profit Foundation for Filipina Women’s Network in 2021, Rico’s influence extends far beyond boardrooms and literary panels.

Her presence at the ADIBF as she joined the reception hosted by the Philippine delegation composed of Filipino authors, publishers, and officials from the National Book Development Board (NBDB) and the Book Development Association of the Philippines (BDAP) stood as a shining testament to her unwavering commitment to elevating Philippine literature and uplifting Filipino voices on the world stage.

“International book fairs create visibility, foster cultural exchange, and open collaborations that can catapult Filipino authors and advocates into global conversations. It is a powerful avenue to share our unique narratives with the world,” Rico said.

At a time when the Philippines is poised to make history as the Guest of Honor at the 2025 Frankfurter Buchmesse, Rico’s presence in the international literary platform serves as a reminder of the power of solidarity among Filipino writers.

Rico told GMA Integrated News that the presence of Filipino books at the ADIBF sends a strong message affirming the richness, depth, and universality of Filipino narratives.

By showcasing Filipino literature, the Filipino voices have something vital to contribute to the global conversations.

“It fills me with immense pride. It is a validation that Filipino literature has depth, richness, and global relevance. Seeing Books Philippines at the ADIBF sends a strong message that our stories matter and deserve a seat at the world’s table.” Rico said.

When asked how her presence along with the other Filipino authors and publishers inspire young Filipino readers and aspiring writers abroad, she stressed that representation matters.

“Representation matters. When young Filipinos see authors who look like them, who share their struggles and dreams, succeed on global platforms, they realize that their aspirations are possible. I hope our presence sparks confidence, creativity, and determination for the next generation of Filipino talents,” she said.

Raised in modest circumstances by a single mother and grandparents, Rico worked her way up from humble beginnings in Manila to becoming the Head of Marketing and Sales for Salma Rehabilitation Hospital, part of the Abu Dhabi Health Services Company.

A consistent A student, Rico graduated valedictorian in high school and Magna Cum Laude with a degree in Bachelor of Arts, Major in Philosophy at the College of Social Sciences and Philosophy from the University of the Philippines in Diliman.

With over 19 years of professional experience in Marketing and Brand Management in Qatar, United Arab Emirates, Oman and the Philippines, Rico has made it her mission to champion financial literacy among Filipino migrant workers.

“In 2009, I flew to the Middle East as an Overseas Filipino Worker (OFW), taking on a marketing role in a private hospital. Coming from a family that knows what the word “struggle” is all about, my primary aim was to earn enough so that I could secure the future of the people I love most,” she said.

“Thoughts about their happiness was what kept me going as I went through countless days of loneliness, tears, exhaustion and pain. Life abroad is not as glamorous as people would think,” she stressed.

Her 2023 book, "It’s Not What You Think: Cracking OFW Myths on Personal Finance," is a practical and heartfelt guide that helps OFWs manage their hard-earned money, break free from debt, and escape the cycle of earning fatigue.

More than a book, it’s a movement — one that empowers OFWs not just to survive, but to thrive.

Rico stressed that the pieces of advice she put into her book were crafted from the lessons she learned from her own experiences as a long time OFW investor.

“There are millions of stories of Filipinos who left their homes and set out onto unfamiliar territories in pursuit of a better life for themselves and their families. With their earnings flowing in as remittances, Filipino migrant workers contribute a huge amount of money to their families and the country’s overall economic growth. Sadly, although they have invested so much of their blood, sweat, and tears in their jobs abroad, many of them still come home to financial instability and with very little savings,” she said.

Rico highlighted in her book the ugly realities about the fate of many OFWs who still struggle to live hand-to-mouth and heavily in debt due to lack of sound financial management.

“A lack of financial literacy also leads to unsound money practices such as not saving and not expanding sources of income. When unforeseen circumstances such as emergencies or sudden termination from work occur, the OFW is unprotected and left without a back-up plan,” she said.

She added, “When armed with the right knowledge and mindset, not only can OFWs simply avoid financial instability, but they can also as well reach the dream lifestyles they have for themselves and their families.”

In her book, she also highlighted the importance of obtaining a proper education as the foundation of sound money management.

“Achieving financial stability does not happen overnight but in small and steady wins. Sharpen your mind and have a steadfast heart, the journey begins now,” she told the audience in her book. Rico, an academic scholar, is the eldest of four siblings who took the role of a “little mother” when their parents separated. She learned the value of leadership at a young age because of her experiences.

Because of her past, her advocacy is deeply personal, and purpose driven.

Proceeds from her book launches have supported World Vision Philippines to which she has been a sponsor for almost two decades.

Philippine Book Industry

Meanwhile, the Philippine book industry has joined the Middle Eastern literary landscape as it returns to the ADIBF for the second time this year.

Held at the Abu Dhabi National Exhibition Center (ADNEC) from April 26 to May 5, the stall for Books Philippines is located in Hall 8.

Led by NBDB, in collaboration with the BDAP, the Philippine delegation brings a vibrant and diverse selection of titles—ranging from literary fiction and children’s books to graphic novels and academic works.

Virgie Nicodemus, Project Manager of NBDB, told GMA Integrated News that they are bringing around 300 book titles from Filipino authors and publishers.

Nicodemus said the publisher-delegate proudly represents their publishing house, united in their goal to share Filipino stories with global readers.

“Actually, this is our second time to participate in the Abu Dhabi International Book Fair with a bigger booth. Unlike in the past years, our presence wasn’t that felt because we never had this representation but now, we return here hoping to penetrate the market, get more rights for our books especially yung contents ng mga books natin swak sa mga needs ng Arab community like family values, culture, upbringing at iba pa,” Nicodemus said.

Nicodemus said that the Philippines' growing presence in international book fairs aligns with its historic role as Guest of Honour at the 2025 Frankfurter Buchmesse, the world’s largest and oldest book fair.

Philippine Ambassador to the UAE Alfonso Ferdinand Ver said that the embassy is proud to support the BDAP and the NBDB in the international book fair held in Abu Dhabi as it reinforces the collective goal of the Philippine booth organizers to bring to a wider audience book from Filipino authors which share stories about our history and cultural heritage.

“As the adage goes, books take us places. With about a million Filipinos in the United Arab Emirates, the Philippine booth is a breath of fresh air and a wave of nostalgia for kababayans who wish to reminisce and be instantly transported back to the Philippines,” Ver told GMA Integrated News. — BAP, GMA Integrated News