YEARENDER: DOT describes 2024 as ‘year of recovery and growth’ in Philippine tourism

As 2024 draws to a close, the Department of Tourism (DOT) celebrates a year defined by resilience, recovery, and progress.

Significant strides have been made in revitalizing the Philippine tourism sector, setting the stage for sustained growth and global recognition.

Under the leadership of DOT Secretary Christina Garcia-Frasco, the department successfully navigated the ongoing impacts of the pandemic, laying the groundwork for a tourism industry rooted in sustainability, cultural preservation, and inclusive growth.

In her year-end message, Frasco expressed pride in the sector’s achievements and reiterated the continuous efforts to elevate Philippine tourism to new heights.

“2024 was a year of recovery and growth, and we are now on the path to making the Philippines a premier global destination, with a focus on sustainability, cultural preservation, and inclusive growth for all Filipinos,” she said.

Resilient recovery and economic impact

The year opened with renewed optimism as Philippine tourism welcomed over 5.6 million international visitors, surpassing expectations and marking a major milestone in the sector's rebound.

Tourism receipts for 2024 reached an impressive P7.12 billion, underscoring the industry’s pivotal role in the nation’s economic resurgence.

DOT's global marketing campaigns played a key role in restoring the Philippines’ prominence on the world stage.

At the World Travel Market (WTM) 2024 in London, the Philippine delegation garnered enthusiastic attention, showcasing the country’s diverse offerings—from eco-tourism to adventure travel experiences.

The event paved the way for new international collaborations, further elevating the Philippines’ reputation as a premier destination for leisure, business, and cultural tourism.

Frasco and her team emphasized the importance of sustainable tourism and the promotion of emerging destinations, messages that resonated with global tourism professionals and stakeholders alike.

Sustainability at the forefront

With global conversations around climate change intensifying, sustainability took center stage in the DOT’s agenda.

The department’s “Green Destinations” program certified over 50 local tourist spots for their commitment to sustainable practices, reflecting the department's dedication to responsible tourism.

Innovative initiatives, such as eco-friendly resorts in Palawan and solar-powered buses in Bohol, demonstrated how environmental preservation and tourism growth can go hand in hand.

“We’re not just thinking about today, but about the long-term future of tourism in the Philippines,” Frasco said.

“It’s about ensuring our natural wonders remain pristine for generations to come while building an ecosystem that benefits the environment, the economy, and our people.”

Culture and Heritage

Cultural preservation also took a central role in the department's initiatives.

The “Kultura Pilipinas” campaign, which highlights Filipino arts, crafts, festivals, and culinary traditions, gained traction throughout 2024.

This effort not only bolstered domestic pride but also raised global awareness and appreciation of the country’s rich cultural heritage.

Collaborations with the National Commission for Culture and the Arts (NCCA) led to the revitalization of historical landmarks, while partnerships with the Department of Agriculture expanded agri-tourism initiatives.

Regions like Benguet, Bohol, and Mindanao saw an influx of visitors attracted by immersive farm-to-table experiences, blending culture with tourism.

“Cultural and heritage tourism is not just about celebrating the past but also empowering communities,” Frasco said, emphasizing the integration of local traditions into the broader tourism experience.

Global recognition and strategic partnerships

The Philippines’ global standing in tourism was further solidified in 2024.

For the seventh consecutive year, the country was named Asia’s Leading Dive Destination at the World Travel Awards, a testament to the Philippines’ natural beauty and eco-tourism appeal.

Strengthening its international ties, the DOT fostered collaborations with the United Nations World Tourism Organization (UNWTO) and the Pacific Asia Travel Association (PATA).

These partnerships opened new doors for international exposure, ensuring the Philippines remains top-of-mind for global travelers.

The newly launched Tourism Exchange Initiative facilitated knowledge-sharing among global tourism professionals, enhancing the Philippines' stature as a leader in the industry.

Looking ahead: 2025 and beyond

As 2024 ends, the DOT sets its sights on 2025, with plans to usher in another transformative year for the sector.

Central to this vision is the Philippine Tourism Digital Transformation Initiative, which aims to introduce innovative technologies to enhance visitor experiences, streamline services, and strengthen marketing efforts.

The department is also preparing for major infrastructure projects, including new airports, upgraded seaports, and expanded road networks.

These developments will improve access to existing destinations and unlock new tourism opportunities across the country, benefiting local economies and communities.

“We’ve made significant strides in 2024, but the work is far from over. In 2025, we’ll be ready to scale new heights,” Frasco said, expressing optimism for the year ahead.