PH aims to become a global tourism powerhouse

CEBU CITY – The Philippines aims to become a global tourism powerhouse, emphasizing collaboration and sustainable development, highlighting the country’s resilience and growth despite past challenges.

Department of Tourism (DOT) secretary, Christina Garcia-Frasco said this in her keynote message at the opening of the 10^th International Travel Festival (ITF) 2025, March 14 at the Grand Ballroom of the Waterfront Hotel Cebu. The Cebu ITF 2025 runs from March 14-16, 2025.

Frasco bared that in 2024, the Philippines saw 5.9 million international arrivals, generating P760B, a 126 percent recovery from the pandemic. Tourists stayed an average of 11 nights, with per capita spending at $2,073 USD. Cebu, a key destination, saw five million overnight arrivals, a 25 percent increase.

“The Marcos administration's investments in tourism infrastructure and sustainable practices have boosted the industry, employing 16.4 million Filipinos directly and indirectly. We continue to work with industry leaders, entrepreneurs, and travel enthusiasts to shape a resilient and competitive tourism sector,” Frasco said.

She expressed joy in joining ITF 2025 celebrations and mentions the resilience of the Filipino people in overcoming challenges and the importance of tourism as a vital economic force for the country, despite past calamities. She further acknowledged the dedication and commitment of tourism stakeholders in maintaining the industry's thriving destinations.

Frasco lauded the organizers of the ITF in Cebu for promoting the Philippines as a top tourism destination and credits the tourism stakeholders for the construction of tourist infrastructure funded by travel taxes.

“The economic impact of tourism in 2024 with 5.9 million international arrivals generated P760B and the Marcos administration's focus on tourism infrastructure resulted an increase in tourist spending and return visits that significantly employed 16.4M Filipinos directly or indirectly from the tourism industry,” Frasco said.

Cebu's Tourism Achievements 

The DOT secretary celebrates Cebu's role in Philippine tourism with overnight tourist arrivals reaching over 5 million, marking a 25 percent growth.   Cebu City welcomed 1.8 million overnight tourists, reflecting a nearly 20 percent increase in 2024.

Cebu's Mactan-Cebu International Airport, recently awarded in the 5-15 million passenger category as the best airport in the Asia-Pacific region brings pride to the country, with Cebu’s diverse tourism offerings, from historical sites to natural attractions, and the warm hospitality of its people.

Frasco also praised Cebu's innovative tourism programs, such as the Suroy-Suroy Sa Sugbo led by Governor Gwen Garcia that became the benchmark of the Philippine Tourism Experience Program.

Frasco lauded the ITF’s role in fostering partnerships and collaborations among tourism stakeholders mentioning the Travel Exchange and Tourism Students Day as platforms for nurturing future industry leaders and thanked the private sector's support in tourism recovery and transformation.

 

“We have outlined plans to present the Philippines as a destination that showcases its culture, heritage, and people to increase the value proposition of Philippine tourism. We are pushing for the Tourism Champions Challenge to strengthen Philippine tourism, emphasizing collaboration among national, local government units, and the private sector.” Frasco added. (Photos: MBCNewman)