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 10th International Travel Festival (ITF) 2025, March 14 at the Grand Ballroom of the Waterfront Hotel Cebu. The Cebu ITF 2025 ran from March 14-16, 2025.
Frasco bared that in 2024, the Philippines saw 5.9 million international arrivals, generating P760-billion, a 126 percent recovery from the pandemic. Tourists stayed an average of 11 nights, with per capita spending at $2,073 USD (roughly P118,828).
“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.
The DOT chief expressed joy in joining ITF 2025 celebrations, mentioning 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 stakeholders for the construction of tourist infrastructure funded by travel taxes.
Cebu’s tourism achievements
The DOT chief celebrated Cebu’s role in Philippine tourism with overnight tourist arrivals reaching over five million, marking a 25 percent growth. Cebu City welcomed 1.8 million overnight tourists, reflecting a nearly 20 percent increase in 2024.
The Mactan-Cebu International Airport was recently recognized as the best airport in the Asia-Pacific region in the 5-15 million passenger category, highlighting Cebu’s diverse tourism offerings, from historical landmarks to natural attractions, along with 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,” she added.