The Department of Tourism (DOT) concluded a transformative year with the successful implementation of key programs and initiatives that strengthened the industry.
The department expects international visitor arrivals to reach 7.7 million in 2024, up from 5.45 million recorded in 2023 on sustained recovery of various industries from the pandemic.
DOT Secretary Christina Frasco said, however, tourism should go beyond attracting visitors to include livelihood creation, employment generation and the economic resilience of destinations.
The DOT expanded its focus to ensure that tourism programs not only yield short-term impacts but also contribute to the medium- and long-term sustainability of destinations.
Diversifying products
In 2023, the DOT diversified its tourism offerings to include gastronomy, health and wellness, dive tourism and cultural heritage. These efforts have fostered a multidimensional approach to market and product development, strengthening the industry’s resilience against disruptions.
Adding to this is the Philippines’ positioning as a culinary powerhouse with notable achievements in various cities. Angeles City was named Asia’s Leading Emerging Culinary Destination. Bacolod City was declared the hub for Slow Food in Asia and is set to host the Asia-Pacific Terra Madre conference in 2024. Iloilo City was honored as a UNESCO Creative City for Gastronomy. These recognitions highlight the country’s growing reputation as a global leader in gastronomy tourism.
Integration of technology
The DOT pioneered the incorporation of artificial intelligence (AI) in the tourism sector, aligning its efforts with the national AI strategy.
Establishments that adopt technology-driven innovations in accommodation standards are now incentivized. AI-powered customer service tools, such as virtual assistants in hotels and resorts, have been introduced to enhance the visitor experience. AI applications are also being used to manage foot traffic at popular attractions, ensuring better crowd control and safety.
Through collaboration with private sector stakeholders, the DOT has accelerated the adoption of smart technologies to provide a seamless and modern tourist experience.
Upgraded infrastructure
The modernization of airports and seaports has significantly enhanced accessibility for tourists, while expanded road networks and improved tourist amenities have further enriched the visitor experience. Efforts to increase international and domestic routes and flights have made the Philippines a more attractive destination for both global and local travelers.
The DOT has championed green investments by funding sustainable tourism projects that prioritize environmental conservation. These initiatives aim to balance increased tourist activity with the preservation of the country’s natural and cultural resources.
2025 Vision
As part of the 2025 strategic plan, the DOT will focus on expanding digital platforms to provide real-time tourism information and streamline services for travelers. It also plans to empower local communities by integrating small and medium enterprises into the tourism value chain, thereby fostering inclusive economic growth.
Furthermore, the DOT intends to deepen international collaboration by building partnerships with local governments and international stakeholders to develop innovative and resilient tourism programs.
Sustainable growth
The DOT’s approach aligns with President Ferdinand Marcos Jr.’s Bagong Pilipinas initiative, positioning tourism as a transformative force for national development. Frasco reiterated the DOT’s commitment to a tourism framework rooted in resilience, sustainability and inclusivity.
“We envision a tourism industry that fosters cultural understanding, sustains peace and brings joy to generations to come. By embracing sustainability and innovation, the Philippines is poised to deliver unforgettable experiences, transform lives, and cement its place as a premier global destination,” Frasco said.
