People-centered tourism services are now available at the Ninoy Aquino International Airport (NAIA) Terminal 3 following the launch of the Department of Tourism’s (DOT) first-ever Transit Tours and Medical Concierge, a flagship initiative under the administration of President Ferdinand R. Marcos Jr.

President Marcos Jr., together with First Lady Louise Araneta Marcos and Tourism Secretary Christina Garcia Frasco, led the ceremonial ribbon-cutting of the new tourism initiatives on Tuesday, December 16.

The President welcomed the launch of the programs, which were developed through a public-private partnership aimed at improving the overall travel and transit experience of tourists while meeting global standards and highlighting Filipino service.

“Mga kababayan, sinasalamin ng mga repormang ito ang kaya natin gawin kung patuloy na magtutulungan ang pamahalaan, ang pribadong sektor at sa para sa pagpapabuti ng ating serbisyo para sa mga pilipino. May these efforts inspire deeper collaboration among stakeholders, stronger institutions across all sectors and developments that place people at the center of governance,” Marcos said.

Tourism Secretary Frasco said the Transit Tour program builds on the Philippines’ hop-on-hop-off bus tours, offering layover passengers curated cultural experiences while creating immediate opportunities for local tour guides, transport providers, and tourism enterprises in Metro Manila.

The Medical Tourism Concierge, meanwhile, is designed to assist travelers seeking medical and wellness services by providing guidance and connecting them with trusted healthcare partners, anchored on Filipino care and professional excellence.

“The initiatives today will continue to create jobs, work, livelihood, and open opportunities for Filipinos. Under President Marcos and the vision of Bagong Pilipinas, we continue to modernize our gateways to work better for people and compete confidently on the global stage. When we elevate the visitor experience, we create livelihood for Filipinos and present the Philippines with confidence to the world,” Frasco said.

The First Couple and Frasco, together with New NAIA Infrastructure Corp. (NNIC) President Ramon S. Ang, also unveiled the All-Filipino Food Hall and Mezzanine Food Hall at Terminal 3.

The newly opened food areas feature local brands and regional dishes from across the country under the concept “Tambayan at iba pa,” offering travelers improved spaces to dine, rest, and experience Filipino flavors. The All-Filipino Food Hall houses 15 home-grown brands, while the Mezzanine Food Hall includes 17 standalone restaurants and cafes.

“For some travelers, this will be their first taste of Filipino food. For others, it may be their last before leaving the country. Either way, it's a chance to share something distinctly Filipino. Mezzanine food hall adds even more dining options, giving passengers greater choice and convenience at Terminal 3,” Ang said.

Tourism and industry stakeholders expressed support for the new initiatives, citing their potential to enhance the country’s appeal as a tourism and medical travel destination.

St. Luke’s Hospital President Dennis Serrano reaffirmed the medical sector’s backing for medical tourism, describing the launch as a milestone for Philippine healthcare on the global stage.

“It is our opportunity now to show the world that medicine in the Philippines is, if not better than, the rest of the world. Our doctors are better with the rest of the world, and we are the only ones who can give the kind of care, the kind of nursing care and Philippine care that is worldly known in medicine,” Serrano said.

Wellness Tourism Association of the Philippines President Catherine Turvill called the initiatives a “dream come true,” noting the opportunity to highlight diverse Filipino wellness traditions.

“As we can see, the Philippines is beautiful and represents so many stories. As we have seen from the beautiful presentations of the different dances, the Philippines is full of so many heritage which we can highlight, and that's what the Filipino brand of wellness is all about. We're not just talking about one brand, we're talking about highlighting the different Filipino brands of wellness which come across the different islands,” Turvill said.

Gan Advanced Osseointegration Center Chairman Steven Mark Gan described the programs as a “transformative initiative” that positions the Philippines as a global destination for medical and wellness tourism.

“It is an honor to stand in the Department of Tourism for the inauguration of the Medical Tourist Concierge and transformative initiative that positions the Philippines as a true global destination for medical, dental, and wellness care,” Gan said.

Avignon Clinic President Benedict Sy also expressed continued support for the DOT’s programs.

"I remember just a few months back, this was just a concept (Medical Concierge), but now we are very happy that it is finally manifest," Sy said.

Philippine Airlines Vice President for Corporate Affairs Salvador Britanico said the initiatives reimagine how transit passengers and medical tourists are welcomed into the country.

“The Philippine Transit Tours and the Medical Tourism Concierge are timely and innovative programs that reimagines how we welcome international travelers to our country. Connecting transit passengers, as we call it, are now given the opportunity to experience a curated glimpse of Metro Manila, our culture, our heritage, and most importantly, our Filipino care and hospitality,” Britanico said.

Cebu Pacific Air Marketing Director Michelle Eve De Guzman likewise cited the importance of the programs in shaping positive first impressions for arriving travelers.