Department of Tourism (DOT) Secretary Christina Garcia-Frasco said tourism is the country’s lifeline for recovery and resilience, calling tourism leaders and stakeholders “storytellers of hope” during the World Travel Market (WTM) 2025 in London.

Frasco commended the industry’s dedication and creativity, saying its collective strength continues to inspire optimism and unity among Filipinos.

“Amid all the other types of news out there, we remain, all of us, storytellers of hope. That is both our calling and our duty as Filipinos,” she told delegates at the Ministers’ Summit held alongside WTM in partnership with UN Tourism and the World Travel and Tourism Council.

She said tourism goes beyond travel as it serves as a platform for national recovery and community rebuilding, especially in the wake of recent natural calamities.

“Tourism must help drive sustainable recovery, innovation, and community empowerment. Sustainability for us is not mere theory, it is our lifeline,” she said.

Frasco noted that tourism remains a strong pillar of the economy, contributing nearly nine percent of the gross domestic product (GDP), supporting over 6.5 million Filipinos, and generating more than 450 percent in returns for every peso invested.

Under President Ferdinand “Bongbong” Marcos Jr., Frasco said the DOT continues to promote inclusive growth and local development through infrastructure improvements, expanded social protection for tourism workers, and strengthened support for micro, small, and medium enterprises (MSMEs).

Frasco led the country’s largest delegation to WTM 2025 where she showcased diverse tourism offerings under the “Love the Philippines” campaign.

Philippine Ambassador to the United Kingdom Teodoro L. Locsin Jr. highlighted the country’s strong tourism rebound and noted that UK arrivals rose by 5.36 percent in 2024 while overall recovery reached 90.71 percent as of October.

“Beyond the numbers, these stories of renewed confidence and partnership reflect the combined strength of government leadership, the vision of the Department of Tourism, the creativity of the Tourism Promotions Board, and the steadfast collaboration of our private sector,” Locsin said.

The Philippine Pavilion at WTM 2025 featured the country’s top destinations, including the beaches of Boracay and Palawan and the heritage cities of Cebu, Iloilo, and Vigan.

It also highlighted the highland attractions of Bukidnon and Benguet along with the dive and wellness sites of Anilao, Tubbataha, Bohol, and Camiguin.