CEBU CITY – The Philippines is banking on targeted measures to lure in more Russian tourists.

Tourism Secretary Christina Garcia Frasco said these measures include direct charter flights and Russian-language guide training.

“From chartered flights with direct access to Kalibo from the region, welcoming our Russian visitors and widening options for our destinations, to language training in our Russian language for tour guides, to responding to what many Russian tourists increasingly seek, we are developing study programs as a public travel product combining leisure with practical learning,” Frasco said during the 5th Meeting of ASEAN Plus Russian Federation Tourism Ministers on Friday, Jan. 30, at Nustar Resort and Casino here.

Frasco said the Philippines’ approach reflects the need to rebuild traveler confidence through reliable connectivity, clear information, consistent standards, and skilled human capital capable of delivering world-class visitor experiences.

“From the Philippine perspective, we are pursuing concrete initiatives that reflect this approach,” Frasco said.

Direct flights via Iraero Airlines started transporting visitors from Russian cities like Irkutsk and Khabarovsk to Kalibo in the Philippines last October.

Frasco pointed out that the Philippines is also developing study programs as a travel product, responding to the growing interest among Russian tourists in experiences that combine leisure with practical learning.

She said the meeting was important as travel continues to sustain livelihood and renew trust through human encounters.

“When visitors are welcomed with dignity and return home with respect for the places and people they have met, tourism becomes a steady form of people-to-people diplomacy,” she said.

According to Frasco, the ASEAN and the Russian Federation share significant opportunities for cooperation, but said the lessons of recent years underscore the need to build confidence in travel systems to ensure tourism can rebound and flourish.

After this year’s meeting, Frasco said discussions on the ASEAN-Russian Federation Tourism Work Plan for 2026 and beyond will focus on sustainable tourism, digital transformation, innovation, stronger capacity building and knowledge exchange, and joint promotion to present destinations more coherently and with greater impact.

“The Philippines encourages a candid and constructive exchange focused on concrete deliverables for our peoples,” Frasco said.

Nikita Kondratyev, director general of the Department for Multilateral Economic Cooperation and Special Projects of the Russian Federation, thanked the Philippines for hosting the meeting.

“I would like to thank the Philippines for the warm hospitality and welcome here,” said Kondratyev.

The Russian delegation assured its support for the finalizing the ASEAN-Russian Federation Tourism Work Plan for 2026-2030.

Kondratyev said initiatives under the plan would help provide more accessible and seamless travel, particularly given the popularity of ASEAN destinations among Russian tourists.

“Taking into account the popularity of the ASEAN countries among the Russian tourists. The actions under this plan will contribute to providing an accessible and seamless travel,” said Kondratyev.