In a significant move to bolster the Philippine tourism industry, the Department of Tourism (DOT) has been actively engaging with various sectors to enhance infrastructure and promote destinations across the country. This strategic alignment is crucial as tourism continues to play a pivotal role in the nation’s economic growth. Recently, Tourism Secretary Christina Garcia Frasco led the oath-taking ceremony for the newly elected officers of the National Association of Independent Travel Agencies (NAITAS), emphasizing the importance of partnerships in advancing tourism. Additionally, Secretary Frasco met with newly appointed Transportation Secretary Vivencio “Vince” Dizon to strengthen collaboration between the DOT and the Department of Transportation (DOTr), focusing on improving connectivity and transport infrastructure.
On March 4, Secretary Frasco administered the oath to the new NAITAS officers, including National President Florence Rivera, Vice President (External) Joseph Chua Jr., Treasurer Cashmere Tablang, and Auditor Ailene Pamintuan. The Board of Trustees includes Rynah Ventura, Maxima Ramos, Lalaine Bringuelo, Nema G. Ocon, Emmylou Sison, Anna Lisa Ayo, April Kitagawa, Angelita Santos, Myra Roldan, and Marites Salva. This event underscored the DOT’s commitment to fostering strong partnerships with tourism stakeholders, ensuring continued collaboration in advancing the country’s tourism industry.
Secretary Frasco expressed her gratitude to NAITAS for its unwavering support and acknowledged its vital role in helping the industry overcome challenges. She emphasized the shared vision of elevating Philippine tourism under the leadership of President Ferdinand Marcos Jr. Discussions also highlighted NAITAS’ upcoming advocacy projects and organizational changes.
In another significant development, Secretary Frasco met with Transportation Secretary Vivencio “Vince” Dizon to enhance collaboration between the DOT and DOTr. The meeting focused on improving connectivity and enhancing the country’s transport infrastructure to boost tourism. Key areas of collaboration include the existing Memorandum of Agreement to enhance airports and seaports, the DOT’s training of airport personnel on the Filipino Brand of Service Excellence, and decongestion of the Ninoy Aquino International Airport (NAIA) through regional flight distribution.
Secretary Dizon affirmed his support for incorporating Filipino elements in airport design and service standards, which they previously piloted in NAIA Terminal 2. This initiative aims to give airports a unique sense of place, reflecting the country’s culture and identity.
The DOT also presented plans to expand its Hop-On Hop-Off Bus Tours and establish Medical Concierges at airports to assist tourists and promote medical tourism. The joint promotion of the “Love the Philippines” campaign in gateways was also discussed, with Secretary Dizon expressing his support for the initiative.
The DOT’s strategic initiatives are designed to position the Philippines as a premier global tourism destination by 2025. These include enhancing tourism infrastructure through targeted investments, developing key destinations, and promoting Filipino culture and gastronomy. The Philippine Experience Program (PEP) has successfully showcased the country’s heritage across regions and is set for nationwide expansion.
Infrastructure improvements are a critical component of these efforts. The DOT, in partnership with the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), is funding local government-proposed tourism projects through the Tourism Champions Challenge. This initiative aims to improve accessibility and quality of tourism services nationwide.
Additionally, the installation of hyperbaric chambers and tourist aid facilities in key destinations like Boracay and Siargao will enhance visitor safety and satisfaction. The construction of the UN Tourism Academy in Cebu will position the Philippines as a hub for sustainable tourism education.
Tourism infrastructure development has a significant economic impact, contributing to local economies and creating job opportunities. Improved infrastructure results in increased spending on local businesses, stimulating economic growth. The Philippine hotel sector is poised for significant growth, driven by increased international arrivals and government efforts to modernize key infrastructure.
In 2024, international arrivals reached 5.95 million, with a record-high tourist expenditure of P760 billion. This growth indicates that visitors are staying longer and spending more, signaling a robust recovery in the market. Colliers projects that international arrivals will increase to 7.7 million in 2025, with a steady annual growth rate expected to raise hotel occupancy rates and average daily rates.
As the tourism industry continues to evolve, the collaboration between the DOT and DOTr, along with partnerships like NAITAS, will be crucial in ensuring that the Philippines remains competitive in the global tourism market. With a focus on enhancing infrastructure and promoting destinations, the future of Philippine tourism looks exceptionally bright.
By Jeoff “Jopay” Tuano-Solas / Contributor