Cover Tourism Secretary Christina Garcia Frasco represents the changing face of Philippine tourism on the global stage (Photo: Courtesy of DOT)
Tourism Secretary Christina Garcia Frasco represents the changing face of Philippine tourism on the global stage (Photo: Courtesy of DOT)
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Philippine tourism is buzzing with activity, and Christina Garcia Frasco is at the forefront of it all
The tourism industry has become a dynamic force in the Philippines’ economic growth, contributing over 8.6 per cent to the gross domestic product and employing over 6.21 million Filipinos. More than numbers, however, it’s a pride of place and culture that anchors Christina Garcia Frasco to her mantle as Secretary of the Department of Tourism (DOT).
Since she began her tenure, the DOT has focused on developing the country’s tourism portfolio beyond its lauded beaches and natural wonders, veering away from the status quo and highlighting its vast experiential offerings. Several ongoing projects that establish the archipelago as a deep treasure trove awaiting further exploration colourfully showcase the abundant reasons to love the Philippines.
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“We continue to be in a strategic partnership with the private sector to elevate the Philippines as a premier destination for high-end tourism,” says Frasco. For one, the DOT is working with the Department of Transportation to refine and expand the ports that greet tourists upon arrival, accommodating increased visitor flows and ensuring a seamless travel experience. Subsequently, projects like the Philippine Experience Program (PEP) will then guide their journey through the archipelago.
A flagship initiative of the DOT, the PEP offers high-value travellers curated experiences that delve into Filipino culture, heritage, landscapes and arts through partnerships with local tour operators and luxury hospitality providers. These bespoke packages span diverse themes such as gastronomy, living cultures, creative arts and pilgrimage tourism, enabling guests to “experience Filipino culture in an authentic yet premium manner”, as Frasco puts it.
Eco-conscious travellers in search of meaningful experiences have much to reap and love about the Philippines’ unparalleled biodiversity and extraordinary natural resources. The DOT is supporting sustainability via eco-tourism initiatives and conservation efforts, centred around its farms and world-renowned dive sites that combine responsible travel and luxury. Set to be the yardstick for all of the Philippines’ well-loved destinations, this will help ensure that each place is responsibly taken care of for generations to appreciate. Frasco adds, “These immersive and sustainability-driven experiences offer a compelling and impactful journey into the heart of the Philippines’ natural beauty.”
Read more: Love the Philippines: Exploring the best of Luzon, The Visayas and Mindanao
The invitation to “Love the Philippines” is extended to gourmands worldwide, too. This year, the country hosted the first United Nations Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific, where delegates from over 40 countries celebrated Filipino flavours and explored tourism’s role in promoting and sustaining culinary heritage. “Food plays a central role in every Filipino’s life,” says Frasco. “Through our food, we tell our story. We narrate the victories of our people, homeland and history.”
The Philippines has also made its mark in the global Slow Food movement. In alignment with sustainable tourism values, the DOT participated in Terra Madre Salon del Gusto, a major international event that emphasises “good, clean and fair food”. Plans are underway for the Philippines to host the 2026 Asia edition.
See also: These are the most iconic Filipino dishes from Negros, Ilocos, Pampanga, and more
With this, the Philippines is set to be a global hub for Meetings, Incentives, Conferences and Exhibitions (MICE) by hosting significant international events, including the recent UN Tourism Joint Commission Meetings in Cebu which attracted over 600 international delegates. These efforts are supported by advanced conference facilities and a growing roster of high-end accommodations, making the country an ideal choice for upscale corporate and cultural events.
Above Christina Frasco speaks at the International Health & Wellness Tourism Congress in October 2024, which brought together delegates from 38 countries to discuss the potential of medical tourism (Photo: Courtesy of DOT)
Christina Frasco speaks at the International Health & Wellness Tourism Congress in October 2024, which brought together delegates from 38 countries to discuss the potential of medical tourism (Photo: Courtesy of DOT)
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The international accreditation of multiple major health institutions in the country, from dentistry to aesthetics and beyond, has likewise made the Philippines a compelling option for medical tourists seeking specialised care. Soon, the DOT is also opening a medical concierge and lounge at Manila’s international airport.
Beyond healthcare, the DOT is set to launch Marhaba, the Philippines’ first Halal-certified beach cove in Boracay. This project includes transforming 13 properties into Muslim-friendly Accommodation Establishments (MFAEs). Frasco shares that this initiative, coupled with the DOT’s broader Halal tourism strategy, adds a unique dimension to the Philippines’ luxury tourism portfolio and appeals to the growing market of Muslim luxury travellers worldwide.
These strategic initiatives, driven by the DOT’s continuous efforts, paint a captivating picture of a luxury haven that is well and ready for a global audience. Indeed, when exploring the Philippines, one is sure to fall deeply in love.
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Trained as a student journalist, Mac’s knack for writing was a serendipitous discovery. Years later and she can’t imagine doing anything else. When she isn’t typing away on a story, she revels in being lost in a new city, revisiting a cosy film or sitcom, and idling away with her dogs.
