Department of Tourism (DOT) Secretary Christina Frasco underscored the agency’s commitment to advancing the country’s tourism in 2025.
“With optimism and unwavering belief in our vision under President Marcos, and with the invaluable support of our stakeholders, the DOT will execute programs that not only enhance our global standing but also deliver tangible benefits to every Filipino,” Frasco said.
She highlighted the industry’s growth in key metrics such as tourism employment and revenues, emphasizing their transformative impact on Filipino livelihoods and communities.
Frasco acknowledged challenges that hampered international arrivals, including visa delays, economic pressures, and geopolitical issues.
Despite these hurdles, the DOT pushed for reforms, such as the Cruise Visa Waiver program and the implementation of e-visa systems for key markets like India.
It also shifted its focus from sheer visitor numbers to quality tourism indicators, including longer stays, repeat visits, and increased spending.
International visitor receipts reached P712 billion from January to mid-December 2024, up from 2019’s P600 billion.
Meanwhile, the average tourist stay increased from 9 nights in 2019 to over 11 nights in 2024, with 70 percent of visitors being repeat travelers.
According to the April 2024 Labor Force Survey, tourism employed 16.4 million Filipinos, accounting for 34 percent of the nation’s workforce.
CALABARZON led employment figures at 2.9 million, followed by NCR and Region III, each with over 2.5 million workers.
“These numbers underscore tourism’s critical role in generating livelihoods and uplifting communities nationwide,” Frasco said.
The DOT was optimistic of generating $66.2 billion by end-2024. In 2023, the World Travel and Tourism Council (WTTC) recognized the country as Southeast Asia’s largest domestic tourism market with values of $52.1 billion.
“We will continue to excel in the numbers that matter, ensuring Philippine tourism remains a source of pride and a testament to the strength of our heritage and identity,” she said.
