The Philippines used the launch of its pavilion at the World Travel Market (WTM) 2025 to underscore tourism’s role in national recovery, with Tourism Secretary Christina Garcia Frasco calling industry stakeholders “storytellers of hope” amid recent disasters affecting the country.

In her keynote address, Frasco urged tourism players to recognize tourism not only as travel and leisure, but as a catalyst for rebuilding communities affected by calamity and hardship.

“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,” Frasco said during the event.

Her remarks were framed against the backdrop of Typhoon “Tino” and a magnitude 6.4 earthquake that struck Cebu, causing severe flooding, displacement, and damage to heritage sites and tourism infrastructure. Frasco, a Cebu native, emphasized that tourism must contribute to long-term recovery, resilience and sustainability.

At the Ministers’ Summit held alongside WTM 2025 in partnership with UN Tourism and the World Travel and Tourism Council (WTTC), Frasco stressed that sustainable tourism is essential for national stability.

“Sustainability for us is not mere theory, it is our lifeline. We pursue tourism that is people-centered and future-centric, knowing that millions depend on our collective ability to protect and strengthen our destinations for generations to come,” she said.

Frasco noted that tourism remains one of the Philippines’ strongest economic pillars, contributing nearly nine percent to GDP and supporting more than 6.5 million jobs. She also pointed to a more than 450 percent return on investment in tourism initiatives.

“Beyond these numbers is a lasting truth that through every challenge, tourism, strengthened by this collaborative partnership between government and the private sector, and our people, has remained a source of stability and hope for our nation,” she said.

Under President Ferdinand Marcos Jr., the Department of Tourism is prioritizing infrastructure improvements, Tourist Rest Areas, expanded support for local governments through the Tourism Champions Challenge, social protections for workers, and stronger programs for MSMEs and community-based tourism.

The Philippine delegation, composed of public and private sector representatives, showcased new tourism experiences under the country’s “Love The Philippines” branding. Philippine Ambassador to the United Kingdom Teodoro L. Locsin Jr. noted improving visitor numbers, with the country reaching a 90.71 percent recovery rate from pre-pandemic arrivals as of October.

The Philippine pavilion highlighted major tourism draws, including beaches in Boracay and Palawan, cultural heritage centers in Cebu and Vigan, highland attractions in Bukidnon and Benguet, and dive destinations such as Anilao and Tubbataha.