Creative Tourism Conference sparks conversations on how we can make travel experiences more enticing

Tourism Secretary Christina Garcia Frasco, in her keynote address, proudly shares how much this perspective has resulted many developments in recent years. This includes the naming of three Unesco Creative Cities: Baguio for crafts and folk art, Cebu for design and Iloilo for gastronomy. Recently, the Philippine Creative Tourism Congress successfully held 20 workshops and dialogues, proving creative tourism as a vital driver for economic growth. Lastly, the Philippine Pavilion at Expo 2025 in Osaka paid tribute to the excellence of Filipino artistry, craftsmanship and design with its cultural programming and curation that highlighted the country’s diverse visual and performing arts.

In pursuing a strategy to leverage Philippine culture and creativity as the strongest asset in the global tourism market, Secretary Frasco shared how much this benefits local communities.

“When visitors experience our food, our design, our art, our music, our crafts, they do not just come here. They stay longer, they spend more and they invest in the lives of our people,” she said.

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These same forces of artistry and innovation were reflected in the themes explored during the plenary assembly. Garlic Garcia, head of content at VIU Philippines, explored the role of content tourism and immersive experiences in driving economic growth.

Annette Gozon-Valdes, senior vice president of GMA Network, painted a vivid picture of the power of media and storytelling as catalysts for tourism innovation. She cited GMA’s historical series Pulang Araw and Maria Clara at Ibarra as examples of how Filipino stories can bring our heritage closer to modern audiences, spark national pride and enhance cultural tourism. 

Meanwhile, celebrated journalist and UN Women Goodwill Ambassador Karen Davila compelled delegates to create concrete opportunities that would enable inclusive, community-centric tourism initiatives.

“Women don’t want charity. Women want opportunity. Women want to take the lead. Women are hardworking. Before they spend on themselves, they spend on their responsibilities. When you hire and uplift women in tourism, the whole community is uplifted,” Davila said.

In a series of powerful plenary sessions, National Commission for Culture and the Arts (NCCA) commissioner for the subcommission on cultural heritage, Ivan Anthony Henares, underscored the growing importance of linking creativity and tourism in empowering Filipino creatives on the global stage. Jeremy Sy, head of leasing brand experience and strategy at Ayala Land, tackled the art and science of destination branding and storytelling. E-commerce advocate Janette Toral spoke on technology-led solutions such as artificial intelligence (AI) itineraries and augmented reality maps to reimagine the modern traveler’s journey. 

Breakout sessions further spotlighted practical applications—from theatre and film tourism with leaders Nanding Josef (Tanghalang Pilipino), Jeremy Domingo (Repertory Philippines) and esteemed theatre directors and playwrights Dexter Santos and Pat Valera, as well as production design insights by award-winning designer Gino Gonzales. Kerry Tinga emphasised storytelling as a tool for inspiring the next wave of travellers.

Read more: Meet Zig Dular, the mind behind ‘Maria Clara at Ibarra’

The conference culminated in a high-level panel, “Towards a Tourism × Creativity-Led Nation”, featuring Unesco Creative City leaders Marie Venus Tan (Baguio), Butch Carungay (Cebu) and Leny Ledesma (Iloilo), alongside DOT director Paulo Tugbang. Moderated by Andrei Nikolai Pamintuan of the British Council Philippines, their dialogue reinforced how Unesco recognition in crafts, gastronomy and folk art can fuel inclusive growth, attract investment and cement the Philippines’ leadership in Asia’s creative tourism landscape.

The conference concluded with closing messages delivered by Manila City Mayor Isko Moreno and Negros Occidental 3rd District representative and chair of the special committee on creative industries Javier Miguel “Javi” Benitez, who both recognised the vital role of government support in sustaining creative-driven tourism programmes.

Moreno expressed his strong support towards the CTC initiative, “We’re very excited that you’ve done this. We, as the city government and your capital, are 100 per cent in support of your aspirations and visions for this conference. And I hope that this will bring more tourists, particularly to our city.”

Benitez shared the same enthusiasm, saying that creative tourism is one of the most exciting areas of development in the Philippines at the moment. Benitez closed the conference with a powerful call for meaningful dialogue and cross-sector collaboration: “I truly hope that this conference will only open more collaborations, projects and actual outcomes for the tourism sector, utilising our country’s creative assets.” 

In an age of meaningful travel, the two-day conference affirmed that the convergence of creativity and tourism will set the Philippines apart in the tourism landscape. By spotlighting Filipino artistry and innovation—from crafts to cuisine, from theater to technology—the conference underscored inclusivity, placing women leaders, local artisans and diverse voices at the center of discussions on tourism’s evolving needs.

The success of the CTC was made possible through the support of the DOT and TPB’s network of industry partners, including the NCCA, Metropolitan Theater, City of Manila, Intramuros Administration, Primer Group of Companies and The Travel Club.

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