President Marcos announced on Monday he is supporting the “experiential tourism” initiative to better market the Philippines’ as a premier travel destination, thereby boosting the tourism sector’s contributions to national economy.
With 7,641 islands rich in culture, heritage, and natural beauty, the archipelago is poised to offer more immersive experiences that go beyond traditional tourism, the Chief Executive said in his third State of the Nation Address (SONA) at the Batasan Pambansa, Quezon City.
Mr. Marcos outlined a comprehensive plan to enhance the overall tourist experience, ensuring the “wholesome and hospitable Filipino brand” is felt at every touchpoint, from arrival to departure.
He said the government will put more efforts towards incorporating diverse themes such as food, culture, heritage, arts, education, halal and Islamic traditions, diving, cruises, farm and eco-tourism, and even sports.
To support the revival and growth of tourism in local communities, Mr. Marcos stressed the need to elevate the “one town, one product” (OTOP) policy.
He encouraged local government units to seek the optimal number of high-quality products and services that showcase their unique history, traditions, and talents.
“Filipino creativity and ingenuity will unlock the untapped potential of these new facets of Philippine tourism,” President Marcos said.
Significant improvements to infrastructure are also underway. He said the Ninoy Aquino International Airport (NAIA) is set to accommodate 48 flights per hour to serve additional local and international routes, catering to over 62 million passengers annually.
President Marcos reported that more than 70 airport and seaport development projects have been completed nationwide, with an additional 350 projects scheduled for completion by 2028.
Noteworthy expansions include the General Santos Airport and Bicol International Airport, with their capacities increased by 300- and 500-percent respectively.
The Batangas Port Passenger Terminal Building—a key gateway to the MiMaRoPa region, as well provinces in Visayas and Mindanao—now accommodates 8,000 travelers simultaneously.
President Marcos lauded the institutionalization of the Public-Private Partnership (PPP) mechanism, which will facilitate strategic investments in major projects under the “Build Better More” program. He cited the NAIA privatization as a prime example.
“Through this partnership, our foremost aerial gateway is now primed for a revitalization. Once considered as among the worst and most stressful airports in the world, it will soon be a world-class international airport that we can be proud of,” he said.
Mr. Marcos also acknowledged key improvements in air transport because of the shift to paperless immigration and customs procedures through the E-Travel system, which will become a normal practice in the future.
“Soon, the piloted E-Gates will be standard fixtures at airports, to further facilitate ease of mobility during departures and arrivals. With all these said, the implementation of the Philippine E-Visa will be next in our digital transformation agenda,” according to the President.
Editor’s Note: This article has been updated. Originally posted with the headline “SONA 2024: Marcos eyes implementing ‘experiential tourism.'”
