Marcos admin cites tourism as key growth driver ahead of SONA

The Marcos administration has reaffirmed the tourism sector’s critical role in national development, with the industry contributing 8.9 percent to the Philippines’ gross domestic product (GDP) and supporting 6.75 million direct jobs in 2024.

According to the Department of Tourism (DOT), the sector’s Tourism Direct Gross Value Added (TDGVA) rose to %u20B12.35 trillion last year, marking an 11.2 percent increase from the %u20B12.12 trillion recorded in 2023.

Tourism Secretary Christina Frasco emphasized the importance of a "holistic approach" to tourism development during a recent event in Cebu City, underscoring the balance between economic opportunity, cultural integrity, and inclusive infrastructure.

Despite falling short of international arrival targets, strong domestic tourism helped buoy the industry. Data showed that domestic tourism expenditure reached %u20B13.16 trillion in 2024, exceeding pre-pandemic levels of %u20B13.14 trillion in 2019. International tourism spending also climbed to %u20B1699 billion, up from %u20B1600 billion before the pandemic.

In a pre-SONA interview, Leechiu Property Consultants Director for Hotels, Tourism, and Leisure Alfred Lay noted the strength of the domestic travel market. “Our domestic tourism is really strong and it's envied across the region,” Lay said, urging both the government and private sector to enhance tourism experiences and marketing strategies to attract more foreign travelers.

Lay also suggested visa policy liberalization—particularly for Chinese tourists—as a means of boosting visitor numbers. He noted that Chinese travelers account for nearly half of Asia’s outbound tourism market.

Under the Marcos administration, the DOT has been diversifying its tourism offerings to include medical, culinary, and Muslim-friendly experiences. Frasco cited the growing interest from Muslim-majority markets such as Malaysia, Indonesia, Saudi Arabia, and the United Arab Emirates, with the Philippines welcoming over 613,000 tourists from these countries in 2024—a 24 percent year-on-year increase.

The DOT continues to coordinate with stakeholders to expand air connectivity and improve access to key destinations. Frasco said these efforts aim to ensure the country remains competitive and welcoming on the global stage.

“These are not isolated programs,” she said. “They are part of a unified effort to ensure that the Philippines is not just beautiful or fun, but authentic, respectful, and competitive globally.”