The Department of Tourism (DOT), under the leadership of Secretary Christina Garcia Frasco, vows to deliver more tourism gains for the country following the President’s pronouncement on the need to implement a “multifaceted strategy” for the sector.
With the challenges and evolving landscape of the industry post-pandemic, the President said that the focus has now shifted to experiential tourism which encompasses almost the entire tourism-value chain.
“While our resurgence in this all-important sector is being observed, pre-pandemic data present to us a great challenge that we must surpass; it is a challenge that is well within our grasp. Our infrastructure and digital reforms to the development of tourism sites and the enhancement of the overall tourist experience are all calculated to boost the productivity of the tourism sector. While doing so, we shall interpose the wholesome and hospitable Filipino brand in all the key tourism touchpoints, from tourist arrival all the way to departure,” the President said in his 3rd State of the Nation Address (SONA) at Batasang Pambansa Complex, Monday (July 22).
“But the tourism challenge has already evolved and now requires a multifaceted strategy. The focus now is on experiential tourism. Food, culture, heritage, the arts, education, Halal, Islamic traditions, dive, cruise, farm, and ecotourism, even sports, have now become potent subjects and products of a nation’s tourism,” the President emphasized.
As a response, Tourism Secretary Christina Garcia Frasco reaffirms the DOT’s commitment to bringing more benefits for the country's tourism industry.
To note, the Department continues to roll out the Philippine Experience Program (PEP) that aims to reintroduce the various tourism offerings through a cultural tourism circuit focused on heritage, culture, and the arts, with components of food and gastronomy, pilgrimage, wellness, among others. It also instills a sense of pride and patriotism among Filipinos, highlighting as well the need to promote lesser-known destinations.
The rollouts were made in the regions of Ilocos, Calabarzon, Mimaropa, Bicol, Western Visayas, Davao, Northern Mindanao, Zamboanga Peninsula, and SOCCSKSARGEN.
“The Department of Tourism wholeheartedly supports and stands behind President Ferdinand R. Marcos, Jr., as he once again reaffirms his prioritization of tourism during his 3rd State of the Nation Address,” Secretary Frasco began.
“I agree with the President’s pronouncement that “the tourism challenge has already evolved and now requires a multifaceted strategy” and that “we shall interpose the wholesome and hospitable Filipino brand in all the key tourism touchpoints, from tourist arrival to departure.” This resonates with our ongoing efforts to promote our culture and identity and aligns perfectly with the strategic direction we have been actively pursuing, anchored on the National Tourism Development Plan 2023 to 2028. We take pride in showcasing the diverse offerings of Philippine tourism through programs like the Philippine Experience Program, The Philippine Eatsperience, The Filipino Brand of Service Excellence Training Program, Tourist Rest Areas, and the development of specialized tourism segments such as Dive Tourism, Gastronomy Tourism, Cruise Tourism, and Halal Tourism, among others,” she said.
Streamlining of travel processes
Secretary Frasco has likewise expressed support in advancing tourism-related policies, particularly for incoming visitors as these further boost arrivals, revenues, and most importantly, jobs.
“I applaud the President's directive to implement E-visa services for important source markets such as India, recognizing the transformative impact this initiative will have on our country's tourist arrivals as it streamlines and simplifies the visa application process, making it more convenient for visitors to travel to the Philippines,” she said.
“In 2023, the tourism industry exceeded expectations and registered record-breaking numbers contributing an 8.6 percent share to the country’s gross domestic product (GDP), marking the highest growth rate in Tourism Direct Gross Value Added in the 24 years of the Philippine Statistics Authority’s (PSA) compilation of this data. Total inbound and domestic visitor receipts totaled Php 3.367 trillion showing an over 100% recovery of 2019 receipts and a remarkable 75.3% increase from 2022. Most importantly, Tourism generated 6.21 million jobs for Filipinos,” the tourism chief added.
The tourism chief noted that this pivotal initiative underscores the government’s commitment to enhance the visitor experience in the country further.
Modernization of gateways
As the President also mentions the importance of modernizing the country’s airports and seaports, the DOT also believes this pronouncement from the President himself will elevate the overall quality of service, particularly for incoming and domestic visitors.
With the privatization of the Ninoy Aquino International Airport (NAIA), the President said that the country's main gateway can soon accommodate 48 flights per hour, and can cater to 62 million passengers every year.
Regional airport and seaport development projects have also been completed which also improved the number of passengers they can accommodate, according to the President.
“Investing in modernizing our airports not only improves connectivity and accessibility but also elevates the overall service quality for travelers, bolstering the Philippines' appeal as a premier tourism spot in the region,” the tourism chief said.
In fact, as part of the DOT’s medical tourism offering, the Department, in partnership with its infrastructure arm, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), will establish a medical concierge and lounge at NAIA so that potential patients and medical tourism delegates that will come into the Philippines may be provided with end-to-end services, including comfortable rest spaces, personalized welcome and escort and concierge services, expedited visa and customs clearance, and a one-stop shop for medical inquiries and tourism advice.
Tourism also said that the completion of tourism roads and bridges linking provinces, as mentioned by the President in his SONA, will further solidify domestic tourism as a core of the industry.
“Through these endeavors, and collaborative initiatives under the inspiring leadership of President Marcos, we are dedicated to showcasing to the world the many reasons to Love the Philippines,” the Secretary said.
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