The Philippines secured P2.83 billion in sales leads from international travel and tourism events in 2024, according to the Department of Tourism (DOT).
Tourism Secretary Christina Frasco emphasized the DOT’s commitment to promoting the country’s diverse attractions and its thriving tourism industry.
“In the Philippines, we offer experiential tourism that reflects our unique identity, culture, and heritage. Our National Tourism Development Plan [NTDP] is built on showcasing the richness of our diverse offerings, from stunning beaches and world-renowned dive spots to majestic mountains, vibrant cities, traditional crafts, performing arts, health and wellness retreats, sports, and a rich gastronomic scene. Above all, we take pride in the diversity of our people,” she said.
Frasco said the DOT’s active participation in global events such as the Arabian Travel Market, ITB Berlin and the World Travel Market London, alongside domestic initiatives like the North Luzon Travel Expo, Central Philippines Travel Expo and Mindanao Tourism Expo, contributed much to the growth of the industry.
To cater to the varied interests of visitors, the DOT is continuously expanding its tourism portfolio, promoting established attractions and emerging destinations with great potential, she said.
She said the multi-pronged approach ensures a multidimensional experience for every traveler, raising the country’s reputation as a must-visit destination.
The DOT’s cultural tourism initiatives also reached new heights through the Philippine Experience Program (PEP), said Frasco.
The program highlights the nation’s heritage to life, covering 11 regions, 31 provinces, 31 cities, and 46 municipalities.
By fostering deeper connections between travelers and communities, the PEP highlights the unique stories and traditions of the Philippines, she said.
The DOT plans to expand the PEP by creating additional cultural packages easily accessible online and through tour operators.
The department is working with major tourism associations such as the Philippine Tour Operators Association (PHILTOA), the Pacific Asia Travel Association (PATA), the National Association of Independent Travel Agencies (NAITAS) and Guide to the Philippines.
Frasco said the partnerships would help transform the PEP caravans into curated travel packages that appeal to both local and international tourists.
The DOT will also team up with Klook, a leading online travel platform, to ensure that Philippine Experience packages are highly discoverable and accessible to travelers worldwide.
