BAGUIO CITY — Baguio City accounted for nearly 73 percent of tourist arrivals in the Cordillera Administrative Region (CAR) last year despite economic pressures, shifting travel trends, climate risks and sustainability challenges, according to the Department of Tourism (DoT)-Cordillera.

DoT-Cordillera Regional Director Jovita Ganongan said the region recorded 1,586,890 tourist arrivals last year, with Baguio attracting 72.92 percent of visitors. The combined domestic and international arrivals generated more than P8 billion in tourism revenue.

Ganongan attributed the region’s continued visibility to sustained marketing efforts, including international promotions, digital campaigns and participation in global tourism events. She, however, emphasized the need to diversify tourism offerings by promoting gastronomy, wellness, ecotourism, cultural heritage and community-based destinations across the region.

She also highlighted improvements in destination readiness through infrastructure and service upgrades, including the completion of more than 223 kilometers of tourism roads, the rehabilitation of Burnham Park, expanded public Wi-Fi access, workforce training and accreditation programs.

Several destinations and establishments, including Tabuk City, Baguio Country Club, and Le Monet Hotel, also received tourism recognition from the Association of Southeast Asian Nations.

During the Hotel and Restaurant Association of Baguio’s annual general assembly at Baguio Country Club, Ganongan introduced the DoT’s latest tourism campaign, "Discover More to Love," which aims to encourage year-round domestic travel and longer visitor stays through curated local experiences.

She urged tourism stakeholders to develop multi-destination packages, promote regional cuisine, collaborate with local artists and adopt sustainable business practices.