Summer is just around the corner, and if there is one simple, concrete way Filipinos can show support for local tourism, it is this: book at least one vacation within the country this year — and book it early.

Today is as good a day as any to do so. Airline operators continue to offer lower fares for passengers who plan ahead, while hotels and tour operators roll out advance-booking discounts that benefit both travelers and local businesses. Beyond the savings, early booking helps tourism stakeholders — many of them small and medium enterprises — manage demand, staffing, and cash flow more effectively as peak season approaches.

Since Jan. 28, discussions at the ASEAN Tourism Forum (ATF) 2026 in Cebu have once again placed tourism at the center of regional economic recovery and cooperation. High-level officials from across Southeast Asia met to shape a shared tourism roadmap under the theme “Navigating Our Tourism Future, Together.” The forum gathered around 5,000 delegates to Cebu alone, bringing immediate benefits to hotels, transport providers, artisans, tour operators, and micro-entrepreneurs — a clear example of how tourism growth can be felt on the ground.

Tourism Secretary Christina Garcia-Frasco has repeatedly emphasized the people-centered nature of Philippine tourism. The sector currently supports 16.4 million Filipino workers, making it one of the country’s largest sources of employment. Since 2022, more than 444,000 Filipinos have received tourism-related training, including 144,000 in specialized skills such as tour guiding, gastronomy, dive operations, and retail services. This nationwide upskilling effort reflects a deliberate push to build a resilient, professional, and inclusive tourism industry — one that relies not only on foreign arrivals but also on domestic travelers.

International recognition continues to shine a spotlight on Philippine destinations. In 2025, the country once again earned top honors at the World Travel Awards, including its seventh consecutive win as Asia’s Leading Dive Destination, eighth as Asia’s Leading Beach Destination, and recognition as Asia’s Leading Island Destination. Boracay claimed a back-to-back win as Asia’s Leading Luxury Island Destination, while Clark Freeport Zone was named Asia’s Leading Meetings and Conference Destination. Prestigious travel magazine Condé Nast Traveler also ranked Boracay, Palawan, and Siargao among Asia’s top islands in its 2025 Readers’ Choice Awards.

Yet despite these accolades, 2025 was a challenging year for Philippine tourism. Calamities, budget constraints, and travel alerts issued in the second half of the year affected inbound travel. Foreign visitor arrivals reached 5.6 million as of December, roughly the same level as 2024 and still below pre-pandemic figures. While some markets declined, others — including the United States, Canada, Australia, and several European countries — showed robust growth.

These realities underscore why domestic tourism matters more than ever. Local travelers provide stability when global conditions become uncertain. Every peso spent on a local trip circulates within communities, sustaining livelihoods and helping businesses weather downturns.

Supporting tourism does not require grand gestures. It can start with one family choosing a Philippine destination for their summer break — a beach in the Visayas, a surf town in Mindanao, a heritage walk in Manila, or a mountain retreat in Luzon. As the Philippines strengthens its “Love the Philippines” campaign and hosts major international events like ATF 2026, locals have an equally important role to play.

Booking a local vacation today is not just a personal getaway. It is a vote of confidence in Filipino destinations, Filipino workers, and an industry that continues to uplift communities — one trip at a time.