The past few years have tested the very foundations of global tourism. For the Philippines, an archipelagic nation whose lifeblood is travel, hospitality, and human connection, the challenges have been both profound and transformative. We faced not only closed borders and halted flights, but also the deeper question of how tourism must evolve—to be more resilient, more purposeful, and more human-centred in a rapidly changing world.
Today, Philippine tourism stands at a pivotal moment. Climate change, rising travel costs, infrastructure gaps, and evolving traveller expectations compel us to rethink how we build, market, and sustain our industry. Across ASEAN, we recognise shared challenges—climate risks, poly-crises, air connectivity limitations, a lack of skilled tourism workers, and the need for real-time, data-driven decision-making—all of which are formally identified in our regional planning processes. These realities are not setbacks to us; they are calls to action.
Rebuilding with purpose: The Department of Tourism’s strategic response
At the Department of Tourism (DOT), we have embraced this moment as an opportunity to transform the Philippines into a tourism powerhouse—one anchored on sustainability, innovation, and inclusive growth.
We have focused on strengthening tourism infrastructure and improving air connectivity; investing in human capital through continuous skills training; accelerating digitalisation and data-driven governance; promoting health, wellness, gastronomy, and cultural heritage tourism; and advancing sustainable, resilient, inclusive, and globally competitive tourism in response to the global shift toward meaningful and purposeful travel.
Central to this shift is the Philippine Experience Program—our nationwide heritage, culture, and arts caravan that provides immersive, community-based experiences. The Philippine Experience Program allows travellers to engage deeply with local communities, showcasing distinctly Filipino stories across all regions and strengthening our identity-driven brand of tourism.
I am pleased to report that in 2024, the tourism sector generated more than 13 billion US dollars in inbound visitor expenditure, according to the latest Philippine Statistics Authority data. Tourism employment rose to 6.75 million jobs, up 6.1 per cent from 2023, accounting for 13.8 per cent of national employment. Our industry contributes 8.9 per cent to the country’s GDP.
Smarter borders, seamless journeys
COVID-19 accelerated the need to modernise borders and the traveller experience. From the One Health Pass, the eTravel portal was born—a consolidated system for border control, health monitoring, and tourism data collection. It enables us to track travel flows on a daily basis while bringing convenience and safety for travellers.
Our lenient visa-free policy further supports seamless travel. By expanding visa-free entry and lengthening allowable stays, we aim to attract more international visitors—from holidaymakers and digital nomads to long-stay retirees—who contribute significantly to local economies.
Infrastructure that serves the traveller—and the community
Tourism is not only about destinations but about the journey—and journeys require care. Recognising this, we established the DOT–TIEZA Tourist Rest Areas (TRAs), acknowledging that clean and safe restrooms were the number-one traveller priority. These TRAs are strategically located across the country and co-managed with local governments to ensure sustainability and shared accountability.
At the same time, our Route Development Programme, driven by analytics on arrivals, load factors, and spending, successfully reopened and launched routes to several international destinations—bridging communities to global opportunities.
Empowering people: The heart of tourism
No destination is complete without its people. Our Filipino Brand of Service Excellence programme has trained close to 400,000 tourism front-liners nationwide, ensuring that our growth translates into warmth, dignity, and world-class Filipino service for every traveller.
We upgraded our National Accommodation Standards, embedding sustainability indicators—from energy efficiency and waste reduction to cultural promotion and local employment— ensuring that growth never comes at the expense of heritage or the environment.
Through our Tourism Champions Challenge, we empower local governments to design tourism projects based on measurable outcomes: employment, arrivals, and return on investment—transforming ideas into credible, fundable projects that uplift communities.
A new kind of traveller has emerged
Post-pandemic, travellers are no longer content with simply seeing places—they want to feel them, understand them, and be transformed.
This global shift gave rise to our flagship campaign: Love the Philippines.
As we have articulated: “Love the Philippines reflects the global trend of seeking connection and purpose in travel… We aim to position the Philippines as not just a destination, but as a place where journeys transform into stories of discovery, connection, and lasting memories.”
These efforts—including immersive programs like the Philippine Experience Program—align with the realities of post- COVID travel behaviour.
What we see today is not merely a return of tourism, but its rebirth.
Love the Philippines: A call to feel, not just see
Our call is to love the Philippines—an earnest invitation for the world to discover not only the beauty of our natural destinations but also the strength of our culture, history, heritage, flavours of Filipino food, and the vibrancy of our festivals and traditions.
Love the Philippines is more than a slogan; it is a national call to experience the heart and soul of our country.
This campaign has resonated globally, earning recognition as Asia’s Leading Tourism Marketing Campaign and helping position our dive sites, beaches, and destinations, such as Boracay, Cebu, and Manila, as leading attractions in the region. These honours belong to every Filipino who embodies our hospitality and storytelling spirit.
Intra-ASEAN: From neighbours to a shared destination
Our vision extends far beyond our shores. As Lead Country Coordinator for the ASEAN Tourism Strategic Plan (ATSP) Post-2025, the Philippines is helping shape a region anchored on resilient tourism, seamless and accessible travel, empowered tourism workers, sustainable development, and digital transformation.
We advocate for seamless intra-ASEAN travel, common visa frameworks, and deeper aviation cooperation—not as luxuries, but as necessities, especially for an archipelagic nation where connectivity defines our reality.
As I have emphasised:“The Philippines has championed connectivity… being an archipelagic nation compels us to ensure that our 99% dependency on international air travel is thoroughly addressed.”
A shared future rooted in love
The future of tourism is no longer about volume alone—it is about value. It is about people. It is about stories. It is about purpose.
And this is where Love the Philippines finds its deepest meaning.
Our campaign is not only about inviting the world to our shores but also about reminding ourselves—and our ASEAN neighbours—that tourism is a force for good. It rebuilds lives. It sustains communities. It tells the stories that connect humanity.
Through deeper intra-ASEAN cooperation, we can truly fulfil the promise of being a destination for every dream and every traveller.
The Philippines stands ready—not just to welcome the world, but to journey with it. And through Love the Philippines, the Philippine Experience Program, and our progressive visa-free policies, we offer not just beaches and islands, but a nation’s heart, heritage, and hope.
