President Ferdinand “Bongbong” R. Marcos Jr. has approved the five-year national tourism development plan (NTDP) that will serve as a blueprint for the Philippines to lure more foreign visitors, Tourism Secretary Christina G. Frasco announced on Tuesday, May 16.

“The NTDP shall serve as the blueprint and development framework for the tourism industry for the duration of the Marcos administration,” said Frasco.

“We are very grateful to our president for articulating very early in his administration his priority for tourism development. And this has resulted in a convergence among government agencies as far as giving full support to the development of the industry recognizing the losses that have ensued as a result of the pandemic and various calamities,” she added.

Frasco said the NTDP lays out the tourism department's seven objectives, which revolve around the important pillars of growth and are thought to provide the Philippines a "fighting chance at becoming a tourism powerhouse."

“And therefore these objectives involve not simply the promotion of the Philippines which we will continue domestically and internationally but also more importantly addressing the essential issues of tourism development, including the development of infrastructure, connectivity, as well as digitalization, the equalization of tourism, development, and promotion, the enhancement of overall tourism experience as well as the strengthening of tourism governance,” she explained.

Frasco said the NTDP will provide a guide for the country’s regions to spread the countrywide development through tourism, adding that Filipinos will be given a chance to get tourism employment through the development of “tourism circuits.”

Frasco thanked the President for approving the country’s 2023-2028 NTDP.

“[W]e are very much are looking forward to instituting all of the programs and plans under his administration all towards the goal of ensuring that our fellow Filipinos are able to enjoy gainful employment and livelihood as a result of the success of the tourism industry and to position the Philippines in a primary role in the ASEAN and the world,” said the tourism chief.

Meanwhile, the tourism chief announced that the DOT will launch in a few short weeks the Philippine Experience which “gives our fellow Filipinos an opportunity to experience not just our destinations but also reintroduce them to the heart and soul of the Filipinos through our festivals, our food and the like.”

“This is just one of the many programs under the Marcos administration that aims to maximize domestic tourism, recognizing its strength to support our economy as well as to usher in more international tourists,” she added.

Asked on whether there is a change in the country’s marketing strategy, Frasco said the main change is that “the focus the DOT will be to highlight the heart and soul of the Filipino that is evident in our culture, our festivals, our food, the local products of our small and medium enterprises are living cultural heritage.”

“The Department of Tourism has not yet come out with an enhanced tourism slogan as that as a country brand, I assure you you’ll love it,” she said.