The Department of Tourism (DoT) marked 51 years of transformative growth, emphasizing sustainability alongside the Philippines' pristine beaches, vibrant culture and warm hospitality.
Established over 5 decades ago, the DoT had played a pivotal role in shaping the nation's tourism landscape, navigating challenges and triumphs alike with a steadfast dedication to showcase the country's natural beauty and cultural richness.
Under the leadership of Secretary Christina Garcia Frasco, the DoT had embraced innovation, sustainability and inclusivity, propelling the Philippines' tourism industry to remarkable heights.
Frasco extended gratitude to the department's dedicated employees and tourism stakeholders, acknowledging their pivotal role in elevating the Philippines' tourism sector.
"As we celebrate this milestone, we recognize the importance of building a tourism industry that is not only thriving, but also sustainable. It is only through unity, innovation and a shared vision that we can establish a tourism industry that preserves our cultural heritage, protects our natural resources and provides enriching experiences for travelers while ensuring the long-term prosperity of our communities," Frasco remarked.
"As we look [toward] the future, we must build a tourism industry that is not only thriving, but also sustainable. As we look to the future, let us rally our collective support [toward] creating a tourism landscape that is not only celebrated locally, but also admired globally, aligned with the vision to become a tourism powerhouse in Asia. We must also ensure that our efforts translate into meaningful livelihood opportunities for millions of Filipinos," Frasco highlighted.
The Philippines demonstrated resilience in its tourism sector, welcoming over 2 million international visitors and generating tourism receipts totalling P158 billion in the first quarter of 2024. This remarkable recovery reflected the collective efforts of the government, private sector and local communities in reviving the tourism industry and driving economic growth.
Frasco expressed optimism about the country's tourism recovery, aiming to achieve 7.7 million international visitors this year and following the strategic initiatives outlined in the National Tourism Development Plan 2023 to 2028.
"The Department of Tourism sees a positive trajectory for the country's international tourist arrivals this year. We are glad that the collaboration, collective effort and hard work are materializing into figures that are beneficial for the entire industry. We are hopeful that with more investments in tourism infrastructure as well as the much needed increase in connectivity as well as improvements in air, land and sea infrastructure and accessibility, the numbers can further increase," Frasco said.
Tourism challenge winners
President Ferdinand Marcos Jr. commended the winners of the DoT's Tourism Champions challenge, lauding the initiative for energizing tourism development across the nation. The initiative, aimed at encouraging local governments to participate in tourism development, showcased innovative infrastructure proposals.
In Luzon, Ambaguio, Nueva Vizcaya's Ambaguio Skyport – the 1st local paragliding "airpost terminal" — clinched first clinched first place. Envisioned as a tourism hub and paragliding headquarters, the Ambaguio Skyport aimed to empower local Indigenous communities, namely the "Kalanguyas and Ayangan" tribes and to establish Ambaguio as a benchmark for grassroots athletes and safe air sports tourism in the Philippines.
For Visayas, Tubigon, Bohol's Enchanted Ilijan Plug of Tubigon secured first place. Identified as the country's first volcanic plug, the project held significant tourism potential by establishing infrastructure to improve the socioeconomic condition and well-being of the Tubigon communities.
In Mindanao, DoT recognized Isabela City, Basilan's Lampinigan Sustainable and Natural Destination of the South: The Lampinigan Jetty Port and Leisure Development Project. Beyond the pristine white sand and jaw-dropping rock formation of Lampinigan Island, the heartbeat of this project was the people. Aiming to enrich tourism activities through community engagement, the project featured infrastructure facilities for the convenience of the tourists such as a jetty port, pavilion hall and view deck.
"I would like to congratulate the [DoT] for striking a rich vein of talent and tapping various stakeholders for innovative ideas that will energize and enhance tourism development in our country. Indeed, the best way to draw crowds is to [crowdsource] ideas and how to bring them in. The response to this Tourism Champions Challenge, I have been told, has been nothing less than overwhelming," the President said.
Marcos announced additional project funding, highlighting the government's commitment to foster innovation in tourism. Frasco described the event as a pivotal moment toward tourism transformation, aligning with the president's vision for sustainable and inclusive tourism development.
The Tourism Champions Challenge, in collaboration with the Tourism Infrastructure and Enterprise Zone Authority, aimed to unleash the potential of cities and municipalities across the Philippines, empowering local communities to propose projects that enhance tourism experiences, provide economic opportunities and promote environmental stewardship.
Gastronomy tourism
Secretary Frasco represented the Philippines at the third World Tourism Industry Conference in Seoul, South Korea, emphasizing the economic and cultural benefits of gastronomy tourism in the Asia Pacific region. The event underscored the importance of culinary experiences in attracting tourists and fostering cultural exchange.
"Gastronomy tourism is not just about indulging in delicious food; it also has immense economic and cultural benefits for the Asia Pacific region. This form of tourism attracts visitors from all over the world, creating opportunities for local businesses, farmers, artisans and the like. It stimulates job creation [and] preserves cultural heritage [and] culinary traditions that have been passed down through generations," Frasco said, highlighting the significance of events such as the World Tourism Industry Conference and the Seoul International Travel Fair in acknowledging the "immense potential of culinary experiences in attracting tourists and fostering cultural exchange."
Secretary Frasco and Republic of Korea Ministry of Culture, Sports and Tourism Minister Yu In Chon discussed enhancing tourism ties between the Philippines and Korea, affirming its commitment to mutual tourism development.
They discussed how they could enhance the enduring connection between both nations, especially in tourism exchange. Minister Yu praised the Philippines as a favored destination among Koreans, citing their robust visits and strong interest in Philippine offerings such as sun and beach, and nature-inspired sites.
They both expressed their commitment to deepen tourism cooperation, including signing a new memorandum of understanding on Tourism Cooperation for 2024 to 2029, affirming the shared desire to advance mutual tourism development and explore collaborations in culture, sports and the arts.
2024 World Travel Awards
The Philippines contended for seven awards at the 2024 World Travel Awards, showcasing its excellence in various tourism categories in Asia.
Nominations included Asia's Leading Beach, Dive and Island Destinations with Intramuros and Boracay among the contenders. The DoT was also up for recognition as Asia's Leading Tourist Board.
Secretary Frasco emphasized the significance of these nominations in showcasing the country's diverse tourism offerings. Last year's achievements, including the World's Leading Dive Destination and the Global Tourism Resilience award, reflected the country's commitment to excellence in tourism.
The DoT envisioned a tourism industry that celebrated Filipino identity, promoted cultural exchange and fostered global connectivity. "Our goal is to position the Philippines as a top destination for travelers seeking authentic and immersive experiences," Secretary Frasco said.
"Through innovation and creativity, we will continue to showcase the best of what our country has to offer, inviting visitors to explore our rich heritage and diverse landscapes," she added.
Frasco called for unity and determination in building a brighter future for Philippine tourism, emphasizing resilience and global competitiveness. The DoT's 51st anniversary served as a testament to the enduring spirit of collaboration and innovation that defined the Philippines' tourism industry. From its inception to the present day, the DoT has been guided by a shared vision of promoting the Philippines as a premier tourist destination, showcasing its natural beauty, rich culture and warm hospitality to the world.
DoT looked forward to a future filled with promise and possibility. With a renewed focus on sustainability, inclusivity and excellence, the Philippines was poised to emerge as a global leader in tourism, offering unforgettable experiences and endless opportunities for travelers from around the globe.
"Let us forge ahead with determination and enthusiasm, knowing that our effort today will shape the tourism industry of tomorrow, making the Philippines a top destination for travelers seeking sustainable, authentic and memorable experiences," she said.
Guided by the vision of the Marcos administration and through the approved National Tourism Development Plan 2023 to 2028, DoT was confident that it would sustain its goals for the industry not only in terms of attracting visitors to come to the country and entice them to travel but ultimately, but to give more employment to Filipinos.
"We are grateful as well to our partners both from the public and private sectors for continuously helping the DoT in realizing its goals [toward] sustainable tourism development. Together, let us honor the past achievements, embrace the present challenges and build a brighter future for Philippine tourism that is anchored on the distinct Filipino brand and one that is sustainable, resilient and globally competitive," Frasco added.