The Department of Tourism (DOT), in partnership with the Philippine Hotel Owners Association (PHOA), launched the Philippine Hotel Industry Strategic Action Plan (PHISAP) on Wednesday, Oct. 16, to address the projected demand for 456,000 hotel rooms by 2028.
DOT Secretary Christina Garcia-Frasco said the PHISAP, unveiled at the Westin Manila, is crucial for the future of the Philippine tourism industry and was developed collaboratively with various stakeholders, including government agencies and hotel operators.
Drawing from insights gathered during her listening tour two years ago, she emphasized the urgent need for a comprehensive framework to guide the industry.
“We must set our targets high and pursue ambitious goals for them. It is projected that by 2028, there will be a room demand of over 456,000 room keys,” Frasco said, highlighting the importance of prompt actions to prevent missed opportunities in expanding infrastructure and capacity.
The strategic plan is anchored on six key pillars: target, time, tourist route, trust, technology, and talent, which are designed to transform the industry in response to evolving demands.
In 2023, the accommodation sector significantly contributed to the tourism landscape, representing 16.2 percent of the P2.09 trillion tourism direct gross value added (TDGVA) and 23.3 percent of the 6.21 million tourism jobs.
Frasco noted the tangible impacts of collective efforts that have transformed the lives of 1.45 million accommodation workers, thanking hotel operators for their commitment to Philippine tourism.
Despite these achievements, challenges persist, particularly regarding accessibility and accommodation infrastructure, which are crucial for enhancing the overall tourism experience.
“The United Nations Tourism Organization emphasizes that seamless connectivity and adequate infrastructure are vital for destination success,” she added.
Frasco commended the accommodation sector's adoption of smart technologies and sustainable practices, stressing the importance of continuous trust-building and employee well-being.
“Sustainability, hygiene, and safety are key factors in winning travelers' trust,” she asserted, underscoring the government’s efforts to position the Philippines as a safe and reliable destination.
Support for PHISAP was echoed by PHOA leaders, with PHISAP Chairman Francis Gotianun and PHOA President Arthur Lopez highlighting the importance of collaboration in enhancing the competitiveness and sustainability of the hotel sector.
Lopez expressed appreciation for the longstanding partnership with DOT, noting that PHISAP offers essential guidance for hotel investments and aims to create a more inclusive and globally competitive industry.
Key tourism leaders and DOT officials attended the launch, reinforcing the commitment to establishing a resilient tourism ecosystem in the Philippines that meets the demands of today’s travelers while preparing for future opportunities.