Tourism industry ‘wary, jittery’ over reported Frasco departure amid ASEAN hosting

Tourism stakeholders expressed concern after President Ferdinand Marcos Jr. appointed Christina Frasco as Presidential Adviser for Sustainable and Resilient Communities, a move that shifts her from the helm of the Department of Tourism while the Philippines prepares for key tourism engagements tied to the Association of Southeast Asian Nations.

The Presidential Communications Office confirmed the appointment, adding that the Department of Tourism will temporarily be headed by Officer-in-Charge Undersecretary Verna Buensuceso.

Industry leaders said the leadership transition raised immediate questions about who will steer the Department of Tourism’s ASEAN-related initiatives and ensure continuity of programs already underway.

Several tourism executives described the timing of the change as unsettling.

“Why have a transition in the middle of ASEAN?” one stakeholder told DAILY TRIBUNE, referring to the ongoing regional tourism activities involving the Philippines.

Sources from hotel groups and tourism sales and marketing organizations said parts of the tourism sector are now “wary,” “jittery,” and “sad” over the development.

Tourism stakeholders also described Frasco’s leadership using two words that repeatedly surfaced among industry players: “visionary” and “transformative.”

Within the Department of Tourism, sources said some officials were emotional following the announcement, with several undersecretaries allegedly seen in tears.

Private sector stakeholders likewise expressed disappointment, saying several initiatives and programs launched under Frasco were still in progress.

Michelle Taylan, founder and president of the Global Business Tourism Association, said industry players had seen firsthand how much work Frasco invested in the job.

“We feel sad. We feel it’s a loss,” Taylan told DAILY TRIBUNE.

“Even from the start, we saw how hard she worked. She was the one pushing things forward. She worked nonstop. We hoped she could have finished her term because it was already nearing the point where the projects she started could have been completed properly,” she added.

Taylan also said the tourism sector had hoped Frasco would remain in office long enough to complete ongoing initiatives.

She said it would have been better if the secretary had been allowed to use her remaining time in office to continue her work, noting that several projects were already nearing completion.

“Before any change takes effect, it would have been better to use the remaining time so the secretary could still perform her duties. I’m sure she still had many things she could accomplish in her remaining days. It’s unfortunate because things will start all over again even though her term was already nearing completion — another waste of time, money, and effort,” Taylan said.

Maria Paz Alberto, chairperson of the Pacific Asia Travel Association and president of Ark Travel Express Inc., said Frasco’s leadership would leave a lasting mark on the tourism industry.

“The strategic leadership of Secretary Christina Garcia Frasco will always be remembered by many of us — tourism stakeholders, industry practitioners, and the local communities whose lives she has touched,” Alberto told DAILY TRIBUNE.

She noted that Frasco steered the country’s tourism strategy toward a more inclusive and decentralized direction.

Rather than focusing solely on traditional destination marketing, Alberto said Frasco introduced initiatives such as the Philippine Experience Program, which highlights cultural heritage and local traditions as tourism assets.

Through the program, travelers were encouraged to explore emerging destinations across the country, helping stimulate local economies beyond traditional tourist hotspots.

“In my 41 years as a travel agent and tour operator, I must admit that many of the places highlighted today were destinations I had never personally visited before,” Alberto said.

“She pushed tourism toward smaller cities and towns — places that even many Filipinos had yet to discover.”

Alberto also cited the Department of Tourism’s focus on improving “tourist touchpoints,” including the construction of Tourist Rest Areas nationwide to enhance traveler comfort and safety.

She said the department also advanced digital transformation initiatives aimed at simplifying travel processes and providing easier access to tourism information.

Frasco’s administration also promoted a “whole-of-government” approach, strengthening coordination among agencies to address infrastructure gaps and unlock tourism potential across regions, including Mindanao.

Alberto added that the department expanded efforts to develop Halal tourism and strengthen the country’s medical tourism framework to attract new international markets.

Another achievement, she said, was improving air connectivity across the archipelago, with more airlines flying domestic routes and additional international carriers launching services to the Philippines.

She also pointed to the historic arrival of the MICHELIN Guide in the country, which recognized more than 100 restaurants and helped place the Philippines on the global gastronomic map.

“This milestone gave our talented chefs and local restaurants the opportunity to show the world that the Philippines is also a destination rich in culinary excellence,” Alberto said.

Gains during Frasco’s tenure

The leadership transition comes after the tourism sector recorded several milestones in 2025 under the Department of Tourism.

Among the major achievements was the historic arrival of the MICHELIN Guide in the Philippines, which recognized 108 establishments in Manila and Cebu, including one Two-Star, eight One-Star, 25 Bib Gourmand, and 74 MICHELIN-Selected restaurants.

The country also hosted the first Terra Madre Asia and the Pacific in Bacolod City, bringing together chefs, producers, policymakers, and advocates to promote sustainable food systems across the region.

The DOT also rolled out its 2024–2028 Food and Gastronomy Tourism Roadmap and launched Local Market Tourism as a new sub-product aimed at strengthening cultural and culinary tourism offerings.

The department likewise hosted SALAAM 2025 Expo, a Muslim travel trade show that generated about P1.8 million in sales, highlighting the potential of Halal and Muslim-friendly tourism.

Preparations have also been underway for major global tourism engagements, including the ASEAN Tourism Forum 2026 in Cebu and the United Nations Tourism Global Forum on Gastronomy.

According to the DOT, a total of 19 new international direct flight routes were launched in 2025, linking Philippine gateways such as Manila, Cebu, Clark, Iloilo, and Kalibo with cities across Asia, Oceania, North America, and Eastern Europe.

The department also introduced new tourism initiatives such as the Transit Tour Program and Medical Concierge Services designed to enhance the travel experience and support the country’s medical and wellness tourism sector.

Tourism infrastructure and workforce programs were also expanded, including support for tourism workers affected by calamities and assistance for micro, small, and medium enterprises through the Turismo Asenso Loan Program.