Unmatched Filipino warmth and MICE capabilities fuel Philippines’ top tourism ranking

According to Tourism Secretary Christina Frasco, to sustain the industry’s gains, the tourism department is leading new initiatives, including experiential tourism and the diversification of tourism products. THE Philippines’ top ranking as the leading destination for domestic tourism in Southeast Asia is credited by the Department of Tourism (DOT) to its unique competitive edge: the exceptional warmth of its people and the renowned Filipino hospitality that attracts tourists to come back. “Filipinos are really unparalleled as far as their ability to provide warmth, hospitality, love and where we treat every guest as our family,” DOT Secretary Christina Garcia-Frasco told the BusinessMirror during the 35th Philippine Travel Mart (PTM) grand opening ceremony on Friday, at SMX Convention Center in Pasay City. Secretary Garcia-Frasco highlighted the Philippines’ readiness to host meetings, incentives, conferences, and exhibitions (MICE) events, citing the recent World Travel Awards (WTA) in Manila as a prime example of the country’s tourism success. The Philippines secured eight awards at this year’s WTA, including Asia’s Leading Dive Destination for the sixth consecutive year since 2019. Additionally, the country was honored as Asia’s Leading Beach Destination and Asia’s Leading Island Destination. Intramuros was named Asia’s Leading Tourist Attraction, Boracay received the title of Asia’s Leading Luxury Island Destination, and Cebu was recognized as Asia’s Leading Wedding Destination. The “Love the Philippines” campaign, launched in mid-2023, also won the award for Asia’s Leading Marketing Campaign 2024. Frasco also highlighted the country’s well-established convention centers and accommodations, noting that these, combined with the unmatched hospitality, enhance the overall appeal of the destinations. In addition to its renowned hospitality, the tourism secretary pointed out that the Philippines offers a diverse range of tourism experiences. Beyond its “famous sun, sand, and sea,” the country boasts adventure tourism, gastronomy, arts, health and wellness, and sports tourism, all of which she said contribute to unforgettable visitor experiences. In 2023, the Philippines attracted over 5.45 million travelers, and by September 5, 2024, more than 4 million arrivals had already been recorded, indicating a strong and sustained interest in the country, according to the tourism chief.As of August 2024, the country reported over P362 billion in international visitor receipts, achieving a recovery rate of more than 111 percent compared to 2019. “This financial rebound underscores the growing appeal of the Philippines and the robust recovery of the tourism sector,” she said.Tourism remains a vital driver of the Philippine economy, contributing 8.6 percent to the GDP in 2023 and generating a total of P3.36 trillion in domestic and international visitor receipts. Frasco noted that the tourism sector has seen its highest growth rate in 24 years, with a 47.9 percent increase in tourism direct gross value added (TDGVA), according to the Philippine Statistics Authority (PSA). Additionally, the Bangko Sentral ng Pilipinas (BSP) reported a net trade surplus in travel services amounting to $2.4 billion in 2023. “Longer stay, higher spend, more livelihood, more income for our tourism stakeholders,” Frasco said. According to Frasco, to sustain the industry’s gains, the tourism department is leading new initiatives, including experiential tourism and the diversification of tourism products. She said, “We are moving beyond traditional tourism by inviting travelers to engage with the Philippines on a deeper level through our local communities, our arts, our cuisine, and our everyday life,” she said. 35th Philippine Travel Mart At the grand opening of the 35th Philippine Travel Mart (PTM), themed “Love the Next Gen Tourism,” which saw participation from key executives, partner brands, and regional tourism directors, Philippine Tour Operators Association (Philtoa) President Arjun Shroff emphasized that the theme bridges cultures, shapes the future, and paves the way forward. “As we navigate a world transformed by unprecedented challenges and opportunities, we must embrace a new era of tourism that is sustainable, inclusive, and technologically advanced,” Shroff stated. “We must also harness the power of technology to enhance the traveler experience while simultaneously protecting our natural and cultural heritage,” he added. Frasco commended Philtoa and the PTM as the “longest-running and most dynamic interactive expos of Philippine destinations.” She noted that since its inception three decades ago, the PTM has been a vital platform for showcasing the country’s diverse tourism offerings to the world, attracting both trade and consumer markets, and solidifying the Philippines’ reputation as a top travel destination. Notably, the PTM achieved P240 million in event sales in 2023, underscoring its significant impact on the tourism industry. Meanwhile, in a media interview, Frasco emphasized the importance of dealing with accredited tour operators, travel agencies, and establishments to avoid scams for travelers. She noted that partnerships with Philtoa are highly valued, as they have made significant efforts to collaborate with the DOT on ongoing and current accreditation processes.