Following the turbulence of the corruption maelstrom that dominated much of last year and the start of 2026, the Marcos administration seeks to get back on the fast-growth track by revitalizing the tourism industry.

Tourism chief Secretary Christina Garcia Frasco is not only pushing for improved connectivity and infrastructure but also for tourism products that will keep foreign visitors wanting to return to the country and the region.

“During the ASEAN Tourism Forum (ATF) 2026, we discussed tourism products with our counterparts. Our tourism circuits will revolve around cruise tourism, and we also offer heritage and culture, gastronomy, health and wellness, nature, and adventure,” according to Frasco.

He said the idea of visiting a beach in the Philippines and then having a cultural experience in another ASEAN country presents huge opportunities.

In an interview on the last day of the ATF 2026, held in the Queen City of the South, Frasco said ASEAN would strengthen gastronomy tourism, noting that it also supports local farmers, fisherfolk, and even small businesses.

“We will also elevate what makes the ASEAN distinct. Gastronomy tourism is not only an experience, but it is also identity and livelihood, sustaining farmers, fishers, artisans, and small enterprises, and keeping tourism rooted in culture and community,’’ she said.

Also, Frasco has been advocating for the creation of a regional visa modeled on the Schengen visa in Europe, which would facilitate travel to all of Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Vietnam and Timor-Leste with a single travel document.

One region, single visa

The unified visa project was in line with the concept of integration and unity highlighted in this ATF 2026 theme, “Navigating Our Future, Together,” which envisages all member countries working together to stimulate economic growth within the regional bloc.

The ASEAN Secretariat said nations in the bloc welcomed 144 million international visitors last year, an increase of 13.4 percent from 2024, with nearly 48 million from within the region, according to official figures.

Further, ASEAN’s tourism economic contribution remains substantial, as the sector generated close to $400 billion in 2024, or almost 10 percent of the region’s total GDP of almost $4 trillion.

Moreover, the sector of the region contributed millions of jobs, close to 42.5 million workers in 2026, benefitting tourism workers, micro, small and medium enterprises, the youth, and women.

Good marketing strategy

Frasco, being at the helm of the Department of Tourism, was among the leaders who crafted a formidable marketing strategy, a unified approach that would further boost 11 members of the economic community.

“The ASEAN Marketing Strategy clearly propounds the marketing of ASEAN as a unified, high-quality, and single destination. So, no country will be left behind in marketing,” according to the tourism chief.

“Included is ASEAN support for familiarization tours, the use of influencers across destinations, and highly product-specific marketing aimed at attracting defined global segments. Through the respective technical working groups and in coordination with ASEAN centers, this marketing strategy will continue,” she said.

Frasco pertains to one of the outcomes of the momentous 29th Meeting of ASEAN Tourism Ministers, which took place last Thursday.