The Department of Tourism (DoT) opened its 2026 agenda by calling for stronger public-private cooperation, as Secretary Christina Garcia Frasco addressed the Tourism Congress of the Philippines (TCP) during its 2025 Annual National Meeting on Tuesday.

Frasco stressed the need for unity in her keynote address at Lanson Place, saying, “I’ve always said from the very beginning, I reach out my hand of collaboration to all of you.”

“We’re here to work with you, and we’re here under the common aspiration and desire to see Philippine tourism elevate its rightful status in the ASEAN and the world,” she added.

The secretary confirmed a major victory for the industry: the Senate version of the 2026 national budget restores P1 billion for tourism promotions, following two consecutive years of significant budget reductions.

Frasco announced a fundamental shift in strategy, confirming the 2026 promotions budget will be “driven almost entirely by industry insight.” She described the plan as a “people’s budget,” stressing that promotions will be developed with the private sector, not just for it.

She also urged TCP members to be “very, very vocal and judicious” in submitting their priority markets, products, and promotional strategies to ensure government spending provides tangible benefits for local businesses and destinations.

The secretary also called for a wider appreciation of the tourism sector’s success, noting performance must not be judged solely on international arrivals as she highlighted the country’s strong domestic tourism, which the World Travel & Tourism Council projects will reach $70 billion in 2025, placing the Philippines as the top domestic tourism market in ASEAN.

Tourism now employs nearly 7 million Filipinos and contributes almost 9 percent of Gross Domestic Product (GDP), with P3.86 trillion in receipts recorded in 2024.

Frasco detailed ongoing work to strengthen tourism infrastructure and services, including the completion of 14 Tourist Rest Areas (TRAs) nationwide, which offer clean restrooms and MSME spaces.

The DoT’s Tourism Champions Challenge has awarded P255 million to 15 local government units, with nearly P400 million set for release in Cycle 2 for new infrastructure proposals as the department is also investing in human capital through a Joint Administrative Order with the Commission on Higher Education that directs travel taxes toward tourism students in public institutions, and it continues to train thousands of tourist police and auxiliaries.

Frasco added that crucial improvements in connectivity are underway, citing the privatization of Ninoy Aquino International Airport and upgrades at gateways like Bohol and Iloilo.

New and upcoming routes include services to and from San Francisco, Paris, Delhi, Brisbane, and Ho Chi Minh City. Looking ahead, the Philippines will host the ASEAN Tourism Forum and the UN Tourism Global Gastronomy Forum in 2026.