Tourism Secretary Christina Garcia Frasco renewed her call for stronger public–private cooperation as the Department of Tourism (DOT) engaged members of the Tourism Congress of the Philippines (TCP) during their 2025 Annual National Meeting on Tuesday, 25 November, at Lanson Place, Mall of Asia in Pasay City.

“As I’ve always said from the very beginning, I reach out my hand of collaboration to all of you. Don’t hesitate to let me know how better we can improve tourism in the Philippines. 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,” Frasco said in her keynote address.

Frasco emphasized that the DOT and TCP are aligned in strengthening competitiveness, expanding economic opportunities, and ensuring that tourism growth benefits workers, businesses, and communities. She thanked the TCP for its consistent engagement with the department since 2022.

A major part of her message centered on the confirmation that the Senate version of the 2026 national budget restores P1 billion for tourism promotions after two straight years of cutbacks. Frasco said the DOT is shifting to a people-driven and industry-informed approach, stressing that the 2026 allocation will be shaped by private sector priorities rather than spending dictated solely by the government.

She described the strategy as a “people’s budget” and urged TCP members to be vocal in identifying priority markets and promotional strategies so that government spending directly benefits tourism enterprises and destinations. She added that tourism promotions in 2026 will be designed with — not only for — the private sector.

Frasco also urged the public to take a broader view of tourism performance, saying success should not be judged by international arrivals alone. She noted the continued strength of domestic tourism, pointing to projections by the World Travel & Tourism Council placing domestic tourism at USD 70 billion in 2025 and the 134 million domestic trips recorded by the Philippine Statistics Authority in 2023. She added that tourism now employs nearly 7 million Filipinos, indirectly benefits more than 16 million, and contributes almost 9 percent of GDP, generating P3.86 trillion in receipts in 2024.

Frasco reported advances in tourism infrastructure and services, citing the completion of 14 Tourist Rest Areas nationwide, the P255-million rollout of tourism projects under the Tourism Champions Challenge for 15 LGUs, and nearly P400 million scheduled for release in Cycle 2. She also highlighted continuing investments in tourism talent and innovation, such as the Joint Administrative Order with CHED directing travel taxes toward tourism students in public schools and the Tourism Startup Challenge, which supports student-led projects in digital tourism and destination development. Visitor support systems have also expanded through multilingual call center services and the training of more than 8,000 tourist police, auxiliaries and barangay tanods.

She added that connectivity improvements are underway with the privatization of NAIA, airport upgrades in Bohol, Iloilo and Laguindingan, and new or upcoming routes linking the Philippines to San Francisco, Paris, Delhi, Brisbane and Ho Chi Minh City. The Philippines is also set to host the ASEAN Tourism Forum and the UN Tourism Global Gastronomy Forum in 2026.

The TCP Annual National Meeting gathered leaders from accommodations, travel and tours, transport, MICE, tourism estate development, academe, and government.