The Philippines has once again demonstrated its status as one of Asia’s premier tourism destinations by clinching a total of eight recognitions at the 31st World Travel Awards (WTA). This is the first time the country hosted the prestigious travel and tourism awards gala ceremony through the combined efforts of the Department of Tourism and its attached agency, the Tourism Promotions Board (TPB) Philippines.
During the Asia & Oceania Gala Ceremony 2024 at the City of Dreams held on Tuesday (Sep. 3), the Philippines was honored as Asia’s Leading Dive Destination for the sixth consecutive year since 2019, as it bagged the titles of Asia’s Leading Beach Destination and Asia’s Leading Island Destination.
Some of the country’s top destinations also took center stage at this year’s WTA, with the historic Walled City of Intramuros recognized as Asia’s Leading Tourist Attraction, while Boracay nailed the title of Asia’s Leading Luxury Island Destination, and Cebu as Asia’s Leading Wedding Destination.
Meanwhile, a special award was given to DOT Secretary Christina Garcia Frasco recognizing the tourism chief for her transformational leadership in tourism, citing her “outstanding contributions to tourism governance” and “vision, tireless dedication, and the tangible impacts of her initiatives have set a new benchmark in tourism leadership, not just in the Philippines but across Asia and Oceania.”
“The past two years have been a period of incredible growth and transformation for the Philippines. Under the leadership of our President Ferdinand R. Marcos Jr, we have embarked on a path of dynamic tourism development, investing heavily in infrastructure, improving connectivity across our 7,641 islands, enhancing the overall tourism experience, and most importantly, investing in our greatest asset, our people. The Filipino people, with their innate warmth, resilience, and passion, are at the heart of Philippine tourism. They are the embodiment of the essence of our culture, the genuine smiles, the unparalleled service, and the authentic experiences that leave a lasting impression upon every traveler. We are committed to empowering our people with the skills, the support, and the opportunities that they need to consistently deliver world-class tourism experiences,” Secretary Frasco said in her speech.
As may be recalled, Frasco has led a series of innovative programs upon taking the helm of the DOT as part of her shared commitment to President Ferdinand R. Marcos, Jr.’s vision to transform the Philippines into a tourism powerhouse in Asia.
“We have responded to the challenges that we have faced with courage and innovation, harnessing the strength of our culture and heritage and turning them into unique, unforgettable experiences. Through diversification, we are now expanding to new horizons, enhancing and expanding our offerings beyond sun, sea, and sand to include wellness and health, adventure, cruise, halal, cultural, and culinary experiences,” the DOT chief added.
The Philippines also bagged the Asia’s Leading Marketing Campaign 2024 award for Love the Philippines campaign.
Last year, the Philippines also bagged several awards at the 30th WTA, including the first-ever Global Tourism Resilience award, which the country proudly shared with four other nations.
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A display of world-class performances and Filipino talent highlighted the WTA gala, attended by government officials, industry leaders, and international media, and awardees from over 23 countries across Asia and Oceania.
The event gave a glimpse to Manila's vibrant metropolis, where business and leisure travelers alike are offered a preview of the rich tapestry of Philippine culture, history, entertainment, and nightlife—from exploring the Walled City of Intramuros to discovering artisan markets and Manila’s thriving arts scene.
In her speech, Secretary Frasco emphasized the critical role tourism plays in the Philippines and affirmed the country’s readiness to host more global events like the WTA.
“Tourism is not just a driving force for our economy. It is a force for good for our country. The sector has created millions of jobs for Filipinos and empowered our local communities. We are determined to expanding tourism opportunities further by focusing on quality and sustainable tourism, ensuring that every visitor leaves with a deeper appreciation for the beauty and diversity of our nation. Today, the Philippines stands ready to host global events of all scales while maintaining our local charm and authenticity. We are a nation that rises to challenges, innovates with passion, and embraces every opportunity with optimism, exerting every effort towards our country becoming a tourism powerhouse in Asia,” the DOT chief said.
As a response, WTA Founder Graham Cooke shared an optimistic outlook on the global tourism industry. He said that in the Philippines, the country is targeting to welcome 7.7 million international visitors or near its pre-pandemic record in 2019.
“This would be nothing short of an outstanding achievement, and it's a testament to the hard work, resilience and the ambition of the Department of Tourism and the nation's resurgent private sector,” Cooke said.
“So, a formal welcome to the 31st Annual World Travel Awards, I will formally acknowledge the importance of the tourism sector to both regional and global economies, for making this incredible evening possible,” the WTA Founder added, expressing gratitude to the DOT, national government agencies, and private sector partners, who made the Philippines’ successful hosting of the WTA possible.
“I would also like to thank again each and every one of you here this evening; you have been recognized by our global voting audience as the leaders of tourism excellence. I know that your commitment to becoming the very best will, in turn, serve to drive up the standards across the industry and will raise the collective benchmark. It is only by always striving to improve, to conduct our business better, with greater customer care, compassion, and only by working together can we ensure that the travel industry continues to develop and prosper,” he added.
Established in 1993, the WTA aims to acknowledge, reward, and celebrate excellence across all sectors of the tourism industry. Today, it is regarded as the industry’s ultimate hallmark of quality, with winners setting the benchmark to which all others aspire.
Each year, WTA covers the globe with a series of regional gala ceremonies staged to recognize and celebrate individual and collective success within each key geographical region.
The hosting of the gala ceremony in Manila marked the fourth leg of WTA’s Grand Tour 2024, a global search for the finest travel and tourism organizations covering six continents.
For more information on the WTA and complete list of 2024 winners, please visit the official WTA website.
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