CEBU, Philippines — As the Philippines continues to navigate economic and global challenges, the nation’s tourism industry has emerged stronger than ever, driven by resilience, strategic investments, and the collaborative efforts of the public and private sectors.
“More resilient and determined than ever, we champion Philippine tourism as a vital economic force—powering employment, infrastructure, and sustainable growth,” declared Department of Tourism (DOT) Secretary Christina G. Frasco during her keynote speech at the International Travel Festival (ITF) 2025, held at the Waterfront Cebu City Hotel and Casino.
Frasco emphasized the private sector's unwavering commitment, not only to the recovery but also to the robust growth of Philippine tourism.
She acknowledged the invaluable contributions of tourism stakeholders in enhancing the country’s global standing, underscoring that the industry's success is built on the dedication of its people.
Highlighting a landmark achievement, Frasco revealed that 2024 marked a historic year for Philippine tourism, with the sector achieving a remarkable 126% recovery from pre-pandemic levels.
She attributed this success to the Marcos administration’s focus on infrastructure development, enhanced tourist experiences, and strategic investments.
International visitor spending reached unprecedented heights, with tourists staying an average of 9 to 11 nights and spending a record-breaking $2,073 per visitor. At the same time, domestic tourism remained a cornerstone of the economy, contributing an estimated $66.2 billion in economic value and solidifying the Philippines’ status as a premier Asian destination.
This tourism boom has also spurred significant employment growth, with the sector now directly and indirectly supporting 16.4 million jobs for Filipinos.
“What we do—and what we champion—not only transforms lives but also strengthens communities and uplifts entire regions,” Frasco remarked to industry leaders and exhibitors at ITF 2025.
As the heart of the nation’s tourism resurgence, Cebu continues to lead with its rapid recovery. In 2024, Cebu City alone welcomed 1.8 million overnight visitors, drawn by its wide array of attractions, from world-class diving spots and heritage landmarks to luxury resorts and adventure tourism.
Frasco also spotlighted the success of “Suroy-Suroy Sugbo,” Cebu Province’s flagship experiential travel program, which has inspired other provinces to launch their own immersive tourism initiatives under the National Philippine Experience Program.
Infrastructure investments remain pivotal to the sector’s growth. Through the DOT’s “Tourism Champions Challenge,” the Philippines aims to further improve tourism-related infrastructure, strengthening its position as a dominant force in Asian tourism.
Public-private partnerships continue to play a crucial role, with events like ITF 2025 serving as platforms to foster collaboration and unlock new opportunities. Beyond leisure, the Philippines envisions itself as a destination offering meaningful, transformative travel experiences.
“While challenges remain, we are steadfast in promoting green initiatives and sustainable tourism anchored on responsible travel,” Frasco affirmed, citing the ongoing efforts of the National Ecotourism Council to safeguard the country’s natural and cultural treasures for future generations.
With its remarkable recovery, strategic investments, and commitment to sustainability, the Philippines is poised not just to reclaim its position on the global tourism map, but to rise as one of Asia’s leading destinations.
Now in its 10th year, the International Travel Festival, organized by Eventology, has cemented its reputation as one of the largest travel exhibitions in Cebu, bringing together tourism stakeholders from across the Philippines. — (FREEMAN)