TOURISM Secretary Christina Frasco lauded the dedication of tourism stakeholders in Cebu for helping the tourism sector grow amid global challenges. She also expressed her gratitude for their role in ensuring the country remains a top destination for both local and international visitors.
“I am blessed to lead an industry where the private sector continues to apply its commitment, its dedication, its passion, its service and its sacrifice to ensure that our destinations continue to thrive,” said Frasco during the opening of the three-day 10th International Travel Festival (ITF), which concluded on Sunday, March 16, 2025.
Organized by Cebu-based MyEventology, the ITF 2025 featured over 170 exhibitors at the Waterfront Cebu City Hotel and Casino. The event serves as a platform for industry leaders, tourism professionals and travel enthusiasts to explore new opportunities, foster collaborations and celebrate the vibrancy of Philippine tourism.
Frasco encouraged stakeholders to take an active role in shaping the future of Philippine tourism.
“As we embark on this exciting chapter for Philippine tourism, I invite all of you, our industry leaders, entrepreneurs, travel enthusiasts to continue working together in shaping a resilient and competitive tourism sector. Let us take inspiration from our nation’s beauty and diversity and channel our collective energy into shaping a tourism industry that uplifts lives, preserves our heritage and proudly showcases The Philippines to the world,” she said.
Garcia reaffirmed the Department of Tourism’s (DOT) commitment to supporting stakeholders, ensuring that Philippine tourism is not just about adventure and leisure but also about sustainable development and economic transformation.
“What you do and what you champion changes lives. We, at the Department of Tourism, cherish our relationships with the private sector and we truly appreciate all the hard work that you have put in and all the support that you have given our government to ensure that tourism not only recovers from the ravages of the difficulties that we have faced, but rather transforms into a destination not just for fun and adventure, but a destination to love,” Frasco said.
PH attracting quality tourists
Garcia reported that 2024 marked a milestone for Philippine tourism, with 5.9 million international arrivals generating P760 billion in visitor receipts, reflecting a 126 percent recovery from the Covid-19 pandemic.
Notably, the Philippines recorded the highest per capita tourist spending in Asean at $2,073 per visitor, underscoring the growing appeal of high-value tourism.
Garcia said this signifies that the Philippines is now attracting high-quality tourists, generating greater revenue for stakeholders and creating more job opportunities for Filipinos.
Visitors are also staying longer, with the average length of stay increasing from nine nights in 2019 to 11 nights in 2024. Data also showed that 70 percent of tourists coming to the country are repeat visitors.
Meanwhile, domestic tourism remains the industry’s foundation, with the World Travel & Tourism Council ranking the Philippines No. 1 in Asean for domestic tourism performance, valued at $66.2 billion.
Tourism’s impact extends beyond leisure, as it continues to be a key economic driver. The Philippine Statistics Authority reported that 16.4 million Filipinos are employed directly and indirectly by tourism, a testament to the industry’s role in transforming lives.
Cebu’s critical role
Cebu, in particular, remains at the heart of the country’s tourism achievements, registering five million arrivals in 2024, a 25 percent growth from the previous year. Cebu City alone welcomed 1.8 million visitors, marking a 20 percent increase.
“Cebu, long considered a cornerstone of Philippine tourism, plays a crucial role in the country’s tourism achievements,” said Frasco.
The province’s diverse tourism offerings, strong stakeholder collaboration and world-class infrastructure — such as Mactan-Cebu International Airport, recently awarded Asia Pacific’s Best Airport in its category (five to 15 million passengers per annum) — continue to bolster its position as a premier destination. / KOC