Amid the fierce competition in the Asean region, Tourism Secretary Christina Garcia Frasco continues to set the standard for global excellence in the industry, according to Global Tourism Business Association (GTBA) president Michelle Taylan.

“And as we host this year’s ASEAN Tourism meet in Bangkok, it is fitting that Secretary Frasco represents the country, our tourism gem facing the region’s formidable counterparts, being the Philippines’ standard of excellence in the global tourism arena,” she said.

Beginning 28 January, the Philippines will host the ASEAN Tourism Forum 2026, marking a significant milestone for Philippine tourism, being part of the Philippine Chairmanship of ASEAN 2026.

Frasco is expected to highlight the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty of Cebu.

Effective for years

Taylan said Frasco, being at the helm of the Department of Tourism, has been working tirelessly to promote sustainable tourism awareness programs.

“Even if our tourism destinations suffered devastation during the wrath of natural calamities, Frasco was the beacon of hope for tourism stakeholders and frontliners,” she said.

“Frasco initiated rehabilitation and conservation projects following the Cebu killer flood and the devastating earthquakes. That said, the GTBA sees her genuine concern for the country’s tourism industry and its players,” Taylan added.

Tourism growth

“Projects including the continuous rehabilitation of Boracay, the community-based ecotourism in Bohol, the promotion of eco-tourism and adventure tourism, pushing for responsible and sustainable tourism, and the promotion of cultural and heritage tourism, truly no one can do it but Secretary Frasco,” Taylan said.

With Frasco at its helm, the tourism industry, according to the Philippine Statistics Authority, is expected to grow at a 10.8-percent compound annual growth rate from 2025 to 2035, reaching $38 billion by 2035.

In 2024, the country welcomed 5.95 million foreign visitors, generating P760.5 billion ($13.1 billion) in revenues.

12.6-M tourists by 2028

Key tourism indicators show a steady increase in inbound tourism, with 8.3 million visitors in 2019 and 12.6 million projected by 2028.

Domestic trips are also expected to rise, from 122.1 million visits in 2019 to 165.8 million by 2028.

The tourism industry is a significant contributor to employment with 5.7 million jobs in 2019, projected to reach 7.2 million by 2028.

The National Tourism Development Plan 2023-2028, conceptualized by Frasco, aims to increase tourism revenue to P6.157 billion by 2028, promote sustainable tourism practices, and develop infrastructure, including roads, bridges, and waste management systems.

Under Frasco, the Philippines was named Asia’s Leading Beach Destination for the 8th time; Asia’s Leading Dive Destination for the 7th consecutive year; Asia’s Leading Island Destination; Boracay as Asia’s Leading Luxury Island Destination for the second straight year; the Clark Freeport Zone as Asia’s Leading Meetings and Conference Destination; and the Philippines as the Best Port of Call 2024 for welcoming hundreds of cruise ships.