DOT highlights farm tourism’s transformative potential at 8th Philippine International Farm Tourism Conference

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GENERAL SANTOS CITY — Department of Tourism (DOT) Secretary Christina Garcia Frasco reaffirmed the Philippine government’s commitment to sustainable development and inclusive economic growth through the promotion of farm tourism at the 8th Philippine International Farm Tourism Conference (PIFTC), held Tuesday (Feb. 25) at the KCC Mall in General Santos City, South Cotabato.

The ceremonial turnover of hosting duties from General Santos City to Baguio City for the next Philippine International Farm Tourism Conference led by Tourism Secretary Christina Garcia Frasco, International School of Sustainable Tourism Chair Mina Gabor, and General Santos Councilor Virgie Tiongson Llido.

The three-day conference, organized by the International School of Sustainable Tourism (ISST) in partnership with the DOT, brought together local and international experts, policymakers, farmers, and tourism stakeholders. The event aimed to highlight General Santos City’s potential as a leading destination for sustainable and innovative farm tourism practices.

In her keynote address, Secretary Frasco underscored the transformative potential of farm tourism in driving rural development, ensuring food security, and preserving the Philippines’ rich cultural heritage.

“At the heart of farm tourism lies a simple yet powerful idea: our farms are more than just places of production. They are living landscapes of culture, history, and sustainability—where traditions are passed down, innovation takes root, and communities find new pathways to prosperity,” Secretary Frasco said.

“Under the leadership of President Ferdinand R. Marcos Jr., we recognize farm tourism’s vital role in contributing to our nation’s prosperity. Guided by the National Tourism Development Plan, the DOT is committed to strengthening this sector through programs that empower local communities and promote sustainable agricultural practices,” she added.

With the theme “Innovations in Farm Tourism: Cultivating Growth and Sustainability,” the conference spotlighted success stories from across the country, including bio-diversified farming initiatives that have revitalized rural communities, such as General Santos City's grapes farming as an emerging industry.

Secretary Frasco reaffirmed the DOT’s dedication to positioning farm tourism as a vital pillar of the country’s tourism strategy. She also emphasized the importance of collaboration among government agencies, local government units, and private stakeholders to ensure the sector’s sustainability and growth.

“By embracing our agricultural heritage and unlocking new opportunities in farm tourism, we cultivate a future where agriculture and tourism bring prosperity to our rural communities—while preserving these vital livelihoods for generations to come,” she remarked.

Passing the torch: General Santos City to Baguio City

One of the conference’s highlights was the turnover of hosting duties from General Santos City to Baguio City for the next PIFTC installment.

Secretary Frasco, alongside ISST Chairperson and former DOT Secretary Mina Gabor and General Santos Councilor Virgie Tiongson Llido, presided over the ceremonial handover of hosting duties, underscoring the importance of continuity in the promotion of sustainable farm tourism across the Philippines.

Philippines to Host ASEAN Tourism Forum 2026

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Johor Bahru, Malaysia – In a significant milestone for Philippine tourism, The Philippines represented by Secretary of Tourism Christina Garcia Frasco formally accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during a ceremonial handover held at the Johor International Convention Center on January 20, 2025. The symbolic gavel was handed over to Secretary Frasco by Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture marking The Philippines' commitment to host this prestigious event.

The ATF is set to include the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of Cebu in January 2026.

Meanwhile, the preparatory meetings leading to the most prestigious gathering in ASEAN will be held in Manila and Boracay.

“As the Philippines takes on the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” Secretary Frasco said.

She highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer.

Secretary Frasco emphasized that “Cebu is a hallmark of unity — evincing what can happen when communities, businesses, and governments come together to create a tourism model that is both profitable and responsible”.

“The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.

Aside from the ASEAN meetings, a TRAVEX trade show, and various conferences will also be hosted by the Philippines as part of the ATF 2026.

The Philippines' upcoming hosting of the ATF follows the country's successful mounting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism.

Philippines as Vice Chair

Alongside her participation in the ASEAN Tourism Forum 2025, Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting, which was attended by tourism ministers from ASEAN member states Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, as well as representatives from Russia, Japan, India, and South Korea.

As the lead country coordinator for the development of the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations to fellow ministers aimed at fostering a tourism sector that drives equitable and sustainable economic growth for all.

“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honoring our heritage and culture,” said Secretary Frasco.

She also emphasized the Philippines’ commitment to work with its ASEAN neighbors to build a sustainable tourism industry, “where tourism is not only about counting visitors but measuring their spending, contributions, and impact upon our communities, driven by the primordial principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.”

The Tourism Chief of the Philippines also called ASEAN a “family.” “United by a shared vision for the mutual prosperity of our nations, we perpetuate the notion that tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, creating memories etched in the hearts of all who come upon our streets and shores.”

DOT’s Philippine Experience Program now on KLOOK

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The Department of Tourism (DOT) and Klook Philippines on Wednesday (Jan. 15) formally signed a partnership that would make travel experience in the country more accessible for all, highlighting curated tour packages of the Philippine Experience Program (PEP), a flagship tourism program that was developed and launched under the Marcos Administration.

With the unveiling of the latest collaboration between the DOT and one of Asia’s leading platforms for experiences and travel services comes a pioneering roster of PEP tours on the platform offering tours across the country. It also aims to accelerate the digitalization of Philippine tourism.

Now available on Klook are must-experience destinations including a Culture, Heritage & Arts Tour in Calabarzon, where travelers will discover the captivating Pagsanjan Falls, and cultural landmarks like the connective Pinto Art Museum and the historical Villa Escudero.

Also available is the Culture, Heritage & Adventure Tour in Bicol, where one can embark on an ATV adventure to Mayon Volcano and sample the delicious Bicolano cuisine, highlighting the wonders found south of the capital in Luzon.

Up north, the Culture, Heritage & Arts Tour in the Ilocos Region offers visitors to the breathtaking UNESCO World Heritage City to discover the Philippines’ Spanish colonial history. During the tour, participants will also get the chance to interact with locals and savor local specialties like empanadas and tupig.

For those looking to explore the Visayas region, travelers can look into visiting Silay City, known for its well-preserved Spanish colonial architecture and heritage houses, as well as its fresh and delectable seafood through the Culture, Heritage & Arts Tour in Western Visayas.

To round up the pioneering set of tours is an exclusive experience highlighting the beautiful sights, history, and traditions of Palawan in the Culture, Heritage & Arts Tour in Palawan, through the Palawan Special Battalion WW-II Memorial Museum, Binuatan Weaving Creation workshops, and the Butterfly Garden.

On top of the PEP curated tours the partnership also looks to integrate the DOT’s Tourist Rest Areas (TRAs) on Klook and initiate exploratory partnerships with the Mactan-Cebu International Airport and Clark International Airport through the endorsement of the DOT.

Tourism Secretary Christina Garcia Frasco and Klook President and Co-Founder Eric Gnock Fah led the ceremonial signing of Strategic Alliance and Memorandum of Agreement between the DOT and Klook, with Tourism Assistant Secretary Sharlene Zabala-Batin and Klook General Manager for Philippines and Thailand Michelle Ho as witnesses.

Tourism Secretary Christina Garcia Frasco

“With this partnership with Klook, the Philippine Experience Program will now be carried on the Klook platform. The Philippine Experience Program is a flagship initiative of the Marcos administration, whereby, we are translating the President's vision of reintroducing the Philippines to the world, not just from a one-dimensional lens of fun and adventure, but also from the highly diversified lens of our Filipino identity that can very well be seen in in our culture, our heritage, our stories, immersions into our communities, our gastronomy, and all the other experiences that you can have in our destinations. Carrying the Philippine Experience Program on Klook will also equalize tourism opportunities among our destinations, which is the advocacy of the Department of Tourism,” Secretary Frasco said.

Tourism Assistant Secretary Sharlene Zabala-Batin and Klook General Manager for Philippines and Thailand Michelle Ho

From Klook's end, the global platform’s co-founder shared his excitement about this new endeavor.

Klook President and Co-Founder Eric Gnock Fah

“At Klook, we believe there are countless adventures, unique experiences, and cultural treasures still waiting to be discovered. Here in the Philippines, with its stunning natural wonders and the warmth and vibrancy of its people, we are excited to partner with the Department of Tourism to bring even more of these incredible experiences to Filipinos and travelers around the world,” Gnock Fah said.

Klook will also continue hosting a series of regional roadshows to encourage more travel operators to take advantage of its technology and have a global reach.

Over the years, Klook has been an active partner of the DOT. The first partnership was during the pandemic for training seminars on social media marketing and product development; the rolling out of Intramuros Pass to give travelers exclusive access to attractions and activities inside the award-winning Walled City; and the marketing collaboration with the Tourism Promotions Board on the Love the Philippines Campaign.

At present, Klook has over half a million experiences on its platform, catering to over 2,700 destinations nationwide.

Inspired By Love, DOT Unveils Murals Featuring Breathtaking Sites, Rich Biodiversity

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The Love Biodiversity mural by Island Artists Boracay displays the world-renowned island’s main attractions and rich wildlife. Photo by the Department of Tourism

Driven by the passion to let future generations witness the beauty of the Philippines, the Department of Tourism (DOT) unveiled a series of murals that featured not only breathtaking tourist sites across the country but also its rich natural wonders.

From July to October 2024, DOT’s regional offices led their respective celebrations of “Love Inspired: The Philippines, a Canvas of Biodiversity” in 16 locations, all popular tourist destinations.

The events, also called Love Biodiversity Day 2024, highlighted the launch of murals made by local artists and activities that raised the awareness of tourism stakeholders and local communities about taking care of the environment.

Among the tourist spots that joined the event was the world-famous beach and dive destination Boracay, which takes pride in its powdery white sand and crystal-clear waters.

The Love Biodiversity 2024 mural along Magsaysay Boulevard in Tacloban City that DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing called a “visual road trip to Eastern Visayas.” Photo by the Department of Tourism

Made by Lito Panganiban and Japs Avelino of Island Artists Boracay, their mural showed the island’s various attractions like the sandcastle, the Boracay Keyhole, Willy’s Rock, and the paraw sailboat, as well as the island’s wetland and marine residents like the sea turtle and clownfish.

“This vibrant mural showcases the region's lush flora and fauna, majestic landscapes, and vital marine environments, serving as a poignant reminder of our unique biodiversity,” according to the DOT’s Region 6 or Western Visayas office.

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing (middle), Clark Development Corporation President and CEO Agnes Devanadera (third from right), DOT-Region 3 Director Richard Daenos (second from right), and other guests join hands as they present the mural made by Placid Studio displayed at Clark Museum. Photo from Facebook/Department of Tourism – Region 3 Office

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing (left) and former DOT – Ilocos regional director Joseph Francisco Ortega unveiled the Love Biodiversity 2024 mural in the municipality of Bauang. The painting shows a thriving mangrove forest with a walkway, as well as La Union’s popular product grapes. Photo by the Department of Tourism

Aside from being an award-winning destination including Asia’s Leading Luxury Island Destination in the World Travel Awards 2024, Boracay is “home to numerous native species of trees such as Narra, Ipil, Kubi, Antipolo, Isis, Sakat, Balakat, Katmon, and Bakawan Dagat,” as well as “344 bird species (both native and migratory), 55 reptile species, around 39 bat species, 51 frog species, and 25 species of medium and large-sized mammals, all adding to the rich and vibrant marine life of the area,” said DOT-Region 6 Director Crisanta Marlene Rodriguez.

The emerging tourism and events hub Clark in the province of Pampanga, also known as the culinary capital of the Philippines, participated in the mural reveal.

The mural created by artists from Placid Studio “honors the region's biodiversity, featuring the pawikan of Morong, Bataan, mole cricket (kamaru) of Pampanga, Acacia trees and crows of Clark, the Aeta community, Mount Pinatubo, and the waterfalls of Aurora,” according to information from the Tourism Promotions Division of the Clark Development Corporation.

It also carried the DOT’s tourism slogan “Love the Philippines.”

The DOT’s flagship campaign Love the Philippines is prominently displayed in the Love Biodiversity 2024 mural made by Paschal Artista. The painting, found at the Anilao Port in the municipality of Mabini in Batangas, features the rich marine life in the waters of Anilao. Photo by the Department of Tourism

Meanwhile, Tacloban City in Leyte province – which was among the areas leveled to the ground by Super Typhoon Yolanda (Haiyan) in 2013 – also hosted a mural for Love Biodiversity Day 2024.

Located along the scenic Magsaysay Boulevard, which faces Cancanato Bay, local artists Kim Clinton Gonzales and Andrew Abainza finished the majority of the mural, which was later on finished by local and national government officials and other guests by painting more elements during the launch itself.

The mural “featured various protected landscapes and seascapes, including Biri Larosa, Calbayog-Pan-As Hayiban, Samar Island Natural Park, Guiuan, as well as the San Juanico Bridge, Mt. Naliwatan, Lake Danao, Mahagnao Volcano, Cuatro Islas, and Sogod Bay,” said a report from the Philippine Information Agency.

DOT Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisubming even called the artwork “a visual road trip to Eastern Visayas.”

In Mindanao, the culture-rich regions of Davao and the SOCCSKSARGEN area hosted two murals that showed the island’s diverse flora and fauna, including the Philippine eagle.

The 18-meter Love Biodiversity Day 2024 mural in Region 11 can be found inside the Mt. Hamiguitan Natural Science Museum, and made by members of the Kwadro-Uni Arts and Outdoors Club of the Davao Oriental State University, according to the DOT’s Davao Region. It shows the panoramic view of Mt. Hamiguitan, seemingly being guarded by a Philippine eagle on top.

“The mural depicts the diverse flora and fauna of Mt. Hamiguitan. It also serves as a testament to Davao Region's commitment to continuing its efforts to preserve and cultivate its rich biodiversity,” it said.

Meanwhile, the 50-meter portion of the Surallah-Lake Sebu Road in South Cotabato was transformed into a canvas by members of the Kudlit South Cotabato and Ko’Gon Visual Artists of Koronadal, which “showcases the breathtaking biodiversity of South Cotabato and the natural wonders of Lake Sebu, reminding us of the importance of protecting these treasures,” said the DOT’s SOCCSKSARGEN office.

Aside from the inauguration of Love Biodiversity Day 2024 murals, select DOT regional offices also held activities engaging both officials and stakeholders to become more involved in preservation and sustainable tourism.

In Dipolog City, Zamboanga del Norte, where the mural for Region 9 or Zamboanga Peninsula was unveiled, guests took part in the coastal cleanup along Dipolog City Boulevard.

Officials and tourism stakeholders also planted more than 200 seedlings of mangroves during the launch of the Love Biodiversity Day 2024 murals in the province of La Union and Iligan City, Lanao del Norte. According to CURMA, a group that advocates primarily the conservation of sea turtles and joined the launch in La Union, mangroves can help “prevent soil erosion, protect fish landing zones, enhance biodiversity, and absorb carbon. "

Guests were also taught to weave hats made of coconut leaves during the Love Biodiversity Day 2024 mural unveiling in Batanes, among the Philippines’ most breathtaking destinations.

Other “Love Biodiversity Day 2024” murals were also launched at the diving site in Anilao Batangas, in the province of Marinduque which is said to be the geographical center of the Philippines, in the “abaca capital of the Philippines” Catanduanes, in the “summer capital of the Philippines” Baguio City, in Dumaguete City in Negros Oriental known as the “center of learning in the South,” in the province of Agusan del Sur rich in natural attractions and wildlife, and in Arroceros Park that is known to be the “last lung” of Philippine capital Manila.

The DOT pointed out that its regional offices “are the number one proponents of sustainable tourism in the Philippines, along with concerted efforts from the private sector.”

Assistant Secretary Quisumbing declared that each unveiled mural “serves as a powerful reminder of our collective commitment to conservation, emphasizing that every action counts in preserving our environment.”

“By making small changes in our daily lives—such as adopting a more sustainable lifestyle and supporting local conservation efforts—we have the power to foster positive change together,” she said.

She added the public – including tourists, officials, and other stakeholders – “can redefine tourism by making it a force for good.”

LOVE DIVING: DOT launches Philippine Dive Experience in Anilao, Batangas

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The maiden Philippine Dive Experience was formally inaugurated with the symbolic Banging of Air Tanks, led by Tourism Secretary Christina Garcia Frasco alongside esteemed members of the diplomatic corps in Anilao, Mabini, Batangas on Thursday (November 27) to reinforce the Philippines’ position as a premier global destination for diving and marine biodiversity exploration.

(From left to right) Vietnam Ambassador Lai Binh and wife Mme. Nguyen Thuy, Thailand Ambassador Tull Traisorat, Malaysia Ambassador Malik Melvin, New Zealand Ambassador Dr. Catherin McIntosh, India Ambassador Harsh Kumar Jain and wife Mme. Vandana Jain, DOT Secretary Christina Garcia Frasco and her son, Bangladesh Ambassador F. M. Borhan Uddin, South Korea Ambassador Lee Sang Hwa and wife Mme. Lee Eun Hwa, Laos Ambassador Sonexay Vannaxay, and Sri Lanka Ambassador Chanaka Talpahewa show the “love” gesture during the launch of the first Philippine Dive Experience program in the popular dive destination Anilao in Mabini, Batangas on November 28, 2024. Photo by the Department of Tourism

The tourism chief was joined by high-ranking diplomats including South Korean Ambassador to the Philippines H.E. Lee Sang Hwa, Bangladesh Ambassador to the Philippines H.E F.M Borhan Uddin, Indian Ambassador to the Philippines H.E. Harsh Kumar Jain, Lao-PDR Ambassador to the Philippines H.E. Sonexay Vannaxay, Malaysian Ambassador to the Philippines H.E. Malik Melvin, New Zealand Ambassador to the Philippines H.E. Catherine McIntosh, Sri Lanka Ambassador to the Philippines H.E Chanaka Talpahewa, Thailand Ambassador to the Philippines H.E. Tull Traisorat, Vietnam Ambassador to the Philippines H.E. Lai Binh, as well as diplomatic and consular corps from Cambodia, China, France, Indonesia, and the United States of America.

DOT Secretary Christina Garcia Frasco introduces the Philippine Dive Experience program, saying “The Philippine dive experience is not just about exploring the depths of our oceans. It's about celebrating the depth of our culture, the strength of our partnerships and the warmth and love of the Filipino people.” Photo by the Department of Tourism

The DOT celebrated a banner year for Philippine diving, earning the title of World’s Leading Dive Destination for the sixth consecutive year at the World Travel Awards. The country also received accolades such as Best Dive Destination at the TripZilla Excellence Awards and Best Diving Destination at the Diving Resort Travel Show.

DOT Secretary Christina Garcia Frasco (middle, in white attire) shows the “love” sign while her fellow DOT officials, those from the local government of Mabini municipality and Batangas province, and ambassadors from Vietnam, South Korea, Malaysia, Sri Lanka, New Zealand and India, among others, cheer on during the launch of the inaugural Philippine Dive Experience program in popular dive destination Anilao in Mabini, Batangas on November 28, 2024. Photo by the Department of Tourism

Certified divers explored Anilao’s vibrant underwater landscapes, including the LOVE Reef—an artificial reef created through community-driven conservation efforts. Non-divers were introduced to the underwater world through guided scuba experiences, offering an immersive glimpse into the Philippines’ marine treasures.

A coastal cleanup at Anilao Pier emphasized the DOT’s commitment to sustainable tourism.

Samsung harnesses AI-powered health for Filipinos with the Galaxy Watch Marathon It’s happening in Manila on October 6 and in Cebu on November 24

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Samsung Philippines is thrilled to help Filipinos break through their fitness limits as the official title sponsor of two of the country’s premier running events: the Galaxy Watch Manila Marathon and the Galaxy Watch Cebu Half-Marathon. This is the second time that Samsung and Runrio have banded together to nurture the growing running culture in the country, with the AI-powered Galaxy Watch as the fitting wellness partner of runners nationwide.

Organized by RUNRIO and in partnership with the Department of Tourism (DOT), the Galaxy Watch Manila Marathon is happening on October 6 at the SM Mall of Asia Complex, featuring a route that takes racers through iconic landmarks and vibrant neighborhoods to celebrate the metro’s rich heritage and dynamic spirit. 

Meanwhile, the Galaxy Watch Cebu Half-Marathon on November 24 will start and end at the City di Mare by Filinvest and allow participants to appreciate the scenic seascape of Cebu as they pass through the Cebu-Cordova Link Expressway, the country’s longest and tallest bridge.

To help runners learn the fundamentals of competitive running and train for the races, Samsung has also launched the Galaxy Watch Run Club, uniting aspiring racers with a kickoff event in Makati City. The six-session program aims to boost performance and camaraderie through training and fitness challenges, with their performances advanced metrics from the Galaxy Watch Ultra and Watch7.

These devices have an advanced Dual Frequency GPS system that lets users map out routes and track real-time positioning, as well as functions that help track performance, like the Watch Ultra’s Multi-sports Tile which tracks multi-course workouts for a triathlon - from swimming to cycling to running. Also, the Galaxy Watch7 is tailored for everyday wellness with over 100 workout tracking options and personalized fitness plans through its Workout Routine feature.

Members of the Galaxy Run Club also get exclusive discounts on these devices, further enriching their training experience. The club is also expanding to Cebu - runners that complete three sessions earn 20% off their marathon registration, while those completing five sessions unlock exclusive merchandise or a free slot in the Manila or Cebu runs.

Delivering Better Wellness on your Wrist with Galaxy AI

The Galaxy Watch Ultra is the ultimate fitness companion, featuring a Titanium Grade 4 frame and 10ATM water resistance, ideal for extreme conditions, while its Dynamic Lug System enhances comfort for activities from deep-sea swimming to high-altitude cycling.

Additionally, new Functional Threshold Power (FTP) for cycling measures maximum cycling power in 4 minutes using AI-powered metrics tailored to you, while the Quick Button allows instant workout starts, function customization, or activating an Emergency Siren. It also boasts the longest battery life in the Galaxy Watch series, lasting up to 100 hours in Power Saving and 48 hours in Exercise Power Saving mode.

Meanwhile, the Galaxy Watch7 also delivers comprehensive health insights, including advanced sleep analysis and the FDA-authorized Sleep Apnea feature. Real-time heart rate monitoring, ECG, and Blood Pressure (BP) tracking are all included, providing users with a deeper understanding of their health.

These advanced, in-depth monitoring and tailored insights are made possible thanks to a BioActive Sensor that offers increased accuracy and comprehensive readings. For the first time, Galaxy Watch7 even allows users to conveniently track advanced glycation end products (AGEs) with an AGEs Index. Strongly influenced by diet and lifestyle, AGEs reflect your overall biological aging process and provide an indication of metabolic health.

"Samsung aims to inspire users to improve their lifestyle with Galaxy AI being in our mobile and ecosystem devices, providing Filipinos with personalized insights to enhance their wellness routines," said Samsung Electronics Philippines Head of Mobile Experience Blue Avelino. "We're also excited to foster fitness communities, as seen in our Run Club launch and participation in the Manila Marathon and Cebu Half-Marathon, reflecting our commitment to the running community."

Purchase the Galaxy Watch Ultra and Galaxy Watch7 40mm and 44mm this September and get a free band or get up to 30% off with every purchase of select Galaxy smartphones. Then join Samsung in celebrating health and fitness at the upcoming Manila and Cebu Half-Marathon by signing up at the official websites: Manila Marathon and Cebu Half-Marathon. For more information on Galaxy Watches, visit www.samsung.com/ph/.

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DTI Fair Trade Permit No. FTEB-198741 Series of 2024

DTI Fair Trade Permit No. FTEB-198741 Series of 2024

TPB hosts Pasasalamat 2024, an Exclusive Media and Influencers Appreciation Day

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The Tourism Promotions Board (TPB) Philippines organized a one-of-a-kind Thanksgiving event for its media partners and content creators on 18 January 2024 at the BGC Immersive Exhibit in Taguig City, an event dedicated to expressing gratitude for their unwavering support of the tourism industry and their attendance and coverage of TPB events throughout the year.

Photo from Tourism Promotions Board Philippines

Guests witnessed an immersive experience of the country’s tourism campaign “Love the Philippines” from a tableau of cultural performances from Luzon, Visayas, and Mindanao to a visual-auditory 180-degree experience with the Philippine Virtual Tours. The main hall had a 360-degree immersive screen, showing a vibrant and interactive presentation of TPB Chief Operating Officer Maria Margarita Montemayor-Nograles on the agency’s 2023 achievements and upcoming programs.

“The keys to any successful endeavor are strong partnerships and collaboration. We hope that we can continue to count on your support as we promote our beautiful country together. Thank you for being part of our 2023 journey and we look forward to sharing more of our country’s amazing stories so we can show the world all the reasons to see and love the Philippines,” said TPB COO Nograles.

Department of Tourism (DOT) Secretary Christina Garcia Frasco, in her keynote remarks, lauded Nograles’ exemplary leadership in tourism promotions towards the agency’s outstanding achievements in 2023. She also emphasized the crucial role of the media and social media in promoting the country’s tourism brand and recognized their power to disseminate positive news about the country. She underscored how influencers play a vital role in destination marketing, inspiring travelers worldwide to explore both renowned and lesser-known tourist destinations.

In attendance were esteemed guests including DOT Undersecretary Ferdinand Jumapao, media, influencers, content creators, and travel bloggers. The Ramon Obusan Folkloric Group also delivered a lively performance in the immersive halls.

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About TPB Philippines

An attached agency of the Department of Tourism, the Tourism Promotions Board (TPB) is dedicated to promoting the Philippines both domestically and internationally as a world-class tourism and MICE (Meetings, Incentives, Conferences, Exhibitions) destination. TPB collaborates closely with private and public stakeholders to provide an exceptional, high-value experience for visitors, contributing significantly to increased tourist arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

Philippines gears up to participate at ASEAN Tourism Forum 2024 in Lao PDR

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The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) are gearing up to present the Philippines’ rich and diverse tourism offerings at the ASEAN Tourism Forum (ATF) 2024 on January 22 to 27 in Vientiane, Laos.

The ATF is a cooperative regional effort to promote the Association of Southeast Asian Nations as one tourist destination. With the theme "Quality and Responsible Tourism - Sustaining ASEAN Future," the Philippines is poised to showcase its tourism offerings and highlight its resolute commitment to sustainable and responsible tourism practices.

"The ASEAN Tourism Forum is an excellent opportunity for the Philippines to present our distinct tourism offerings to a global audience while also highlighting our efforts to promote sustainable tourism,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “We are optimistic that ATF 2024 will be a springboard to significantly drive tourism growth and collaboration within the ASEAN region.”

ATF 2024 will serve as a platform to drive discussions among government bodies and private sector organizations on advancing sustainable tourism and eco-friendly practices in the ASEAN region. Alongside these discussions, the forum will also host a three-day Travel Exchange (TRAVEX) from January 24 to 26 to facilitate business-to-business meetings and trade and promotion of ASEAN destination products and services.

At TRAVEX, the Philippine delegation will be represented by 15 local exhibitors from the airline industry, hotels and resorts, tour operators/destination management companies, and convention center. Notable exhibitors in the accommodation sector include the Lihim Resorts, El Nido by Araw Hospitality Inc., Best Western Plus Metro Clark, Bluewater Maribago Beach Resort, Jpark Island Resort & Waterpark Mactan Cebu, Tambuli Seaside Resort and Spa, Araneta Hotels Inc. (Novotel Manila Araneta City), AJ Coffee and Bed (Kaulayaw Coffee), and ALI Makati Hotel Property Inc - Raffles and Fairmont Hotel Makati.

Tour operators and destination management companies include Quasar Travel and Tours, Uni Orient Travel Inc., Marsman Drysdale Travel, Inc., Annset Holidays Inc., and CTPH Tour. SMX Convention Center, one of the country’s MICE suppliers, will also join the exhibitors’ lineup, while the airline industry will be represented by the Philippine Airlines.

Moreover, the Philippines will present comprehensive updates on the country's tourism industry during a media briefing session slated on January 24.

In a bid to amplify the Philippines’ presence on the global stage, the TPB and DOT will host a late-night function for international buyers, Philippine private sector sellers, and international media attendees on January 26 where guests will savor a blend of traditional Philippine and Laos cuisine while enjoying spectacular cultural performances.

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About TPB Philippines

An attached agency of the Department of Tourism, the Tourism Promotions Board (TPB) is dedicated to promoting the Philippines both domestically and internationally as a world-class tourism and MICE (Meetings, Incentives, Conferences, Exhibitions) destination. TPB collaborates closely with private and public stakeholders to provide an exceptional, high-value experience for visitors, contributing significantly to increased tourist arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

TPB’s PHITEX program wins National Tourism Initiative of the Year

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The Tourism Promotions Board (TPB), the marketing and promotions arm of the Department of Tourism (DOT), was recently honored with the National Tourism Initiative of the Year-Philippines award in recognition of its conduct of the 2022 Philippine Travel Exchange (PHITEX), the country's largest government-organized travel trade event. The Gov Media Awards, presented by Gov Media Magazine and held in Singapore, recognizes the most outstanding government projects and initiatives in the Asia Pacific region. This year’s entries were evaluated by an elite panel of experts, including leaders from World Bank and ADB.

Philippine Department of Tourism Secretary Christina Garcia Frasco and Tourism Promotions Board COO Maria Margarita Montemayor Nograles during the Philippine Travel Exchange (PHITEX) 2022

"We are one with the TPB in appreciation of this international recognition for PHITEX, which reflects the successful collaboration of government and the private sector under the shared tourism governance envisioned by the Marcos Administration," Tourism Secretary Christina Garcia Frasco, who is also Chairman of the TPB Board said on the award received by the DOT's marketing arm.

“This recognition is an honor for us at the Tourism Promotions Board Philippines and is a triumph that we dedicate to all tourism stakeholders who continually work hard to contribute to the growth of the tourism industry and economy. This will only spur us in our commitment to making the Philippines a tourism powerhouse in Asia,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

Gov Media stated that TPB’s remarkable organization of PHITEX was lauded for its role in promoting responsible tourism and driving growth in the Philippine tourism industry. The projects awarded serve as catalysts for transformative change and have significant implications for the well-being of billions of people living in Asia and beyond.

Since its establishment in 1996, PHITEX has played a vital role in fostering business partnerships and showcasing the diverse array of Philippine tourism destinations. In 2022, PHITEX adopted the theme "Embracing Responsible Tourism" to emphasize the significance of safe, smart, and sustainable travel practices. Despite the challenges posed by the COVID-19 pandemic, PHITEX successfully hosted over 116 foreign buyers, comprised of 53 physical attendees and 63 virtual participants from 32 countries that actively participated with 206 Philippine sellers composed of 96 physical attendees and 110 virtual participants during the Travel Exchange (TRAVEX).

Said participants represented travel agencies, tour operators, hotels and resorts, MICE operators, and airlines. Key markets such as Korea, Malaysia, and China were well-represented, with 77% of buyers coming from source markets and 39% from opportunity markets.

The fruitful discussions in TRAVEX generated an estimated revenue of Php 190,143,651.00 (US$3.496m) based on the sales lead forms submitted by the Philippine sellers.

TPB has announced that the next PHITEX will be held in September this year in Cebu. This year's event will feature a two-day Face-to-Face Travel Exchange (TRAVEX), PHITEX Educational Program (PEP), and Pre and Post-Event Tours for Buyers, targeting quality buyers and sellers.

Love the Philippines draws widespread support

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Widespread support has poured in for the country’s freshly-released enhanced tourism campaign, Love the Philippines.

News5 reported that social listening tool Sprinklr recorded 59.1 million approval emotions from the public and a combined 28.9 million smile, happy, and appreciation emotions on the Love the Philippines campaign in the last 24 hours as of 4:50PM of Thursday (Jun 29).

Former Senator and Department of Tourism (DOT) Secretary Richard GORDON, the brains behind the successful “WOW PHILIPPINES campaign, manifested his support, saying that he found the enhanced campaign "instantly appealing".

In a report, he said that Love The Philippines is "catchy and easy to recall", adding that the phrase also "provides a double-meaning call for Filipinos to love the country more than just its physical wonders but also the people’s good traits. He said it is also a statement of appreciation for the Philippines experienced by tourists."

United States Ambassador to the Philippines Marykay L. Carlson also expressed her support to Love The Philippines through a tweet, manifesting her personal love for the Philippines since she came here as diplomat.

“Almost one year since I arrived and I already have lots of reasons to #LoveThePhilippines—the food, the culture, and definitely the people,” she said.

National government officials have also conveyed their support to the enhanced tourism campaign.

“I love it!”, Senate President Juan Miguel “Migz” Zubiri was quoted by a news report, complimenting the branding campaign as “clear and concise”.

Posting “Love the Philippines” on her Instagram, Senator Loren Legarda said that there are countless ways to love about the country, and expressed her full support to the newly launched campaign.

Former Senate President Pro Tempore and now House Deputy Speaker Ralph G. Recto, who described the Philippines as a destination like “garden of roses”, also aired his support through a statement.

“A rose by any other name would smell as sweet. As a travel destination, Philippines is a garden of roses. I support the DOT’s new campaign,” the House Deputy Speaker enthused.

Meanwhile, Senator Grace Poe recognized the efforts of the DOT to lure more tourists to visit the Philippines. 

Senator Francis "Chiz" Escudero encouraged the public to “support it instead of criticizing it outright”.

Tourism achievements in numbers

Half into this year, the DOT has already recorded 2.67 million international visitor arrivals as of June 29, 2023, 2.44 million of this are foreigners. This year, the Department is targeting a baseline of 4.8 million international tourist arrivals.

South Koreans remain the top source of foreign markets with 665,757 travelers to the Philippines, followed by the United States (509,526), Australia (128,232), Japan (127,139), and Canada (123,439).

In 2022, the industry contributed 6.2 percent to the country's Gross Domestic Product (GDP) having churned in PHP1.87 trillion in tourism revenues.

DOT Secretary Christina Garcia Frasco expressed her gratitude to the public and to all officials who have given widespread support for Love the Philippines.

In a television interview addressing the question of some whether Love the Philippines is a “demand” from tourists, the DOT chief said that love is not demanded as it is a natural thing that must emanate from the heart.

On the aspect of tourism, by reflecting the bountiful assets of the Philippines—from its natural wonders to its heritage, traditions, and culture–into Secretary Frasco said she has high hopes that the campaign will reawaken love for the country.

“You cannot “demand” love. It is a natural thing that must emanate from your heart. “Love the Philippines” goes to the heart of every Filipino that loves their country. You can no more force one person to love their country in the same way that you cannot force them to love themselves, or somebody else. It is a natural feeling that must come from your heart. And we truly believe that in reflecting our love of country in our new tourism tagline, we would be able to reawaken in our fellow Filipinos their own love of country,” she said.

Further, Secretary Frasco said that the tagline is also the Philippines’ “love letter to the world”, giving international tourists an opportunity to discover and know more about the Philippines, beyond the promotions and stories done in the past primarily focused on fun, reiterating that there is so much more that the Philippines can offer from its heritage, culture, history, food, experiences, and especially the love and warmth of the Filipino people.

In a separate online interview with Facts First with Christian Esguerra, veteran advertising executive Matec Villanueva shared the same observation.

“From the ground up, the first question is always: sino ba ang kinakausap ko? Who is my target audience? The target audience mo, in this case as I understand, would be foreign tourists kasi ang tiningnan din pala nila is yung kalaban in the regions,” Villanueva said.

“So, what they are trying to do is that they are trying to encapsulate that message to something that is inspiring, something that is catchy. Therefore, they come up with what we call the big idea. But the big idea is actually based on a consumer insight or your target insight,” she added.

To Secretary Frasco, the launch of “Love the Philippines” was based on the demands of the industry after the devastating COVID-19 pandemic. This, as what was once a global health emergency has changed travelers’ motivations, preferences, and behavior, leading to what is now referred to as “the changed traveler.”

The advertising executive also realized this in the enhanced tourism campaign.

“Tatlong taon tayong nakalockdown. Iba ang turista before the pandemic. Iba ang turista ng after the pandemic. Nag-iba 'yung pananaw nila kasi before the pandemic, people are already traveling, enjoying, and then suddenly you can’t move for three years,” Villanueva said.

Building love as a concept

Love The Philippines as a concept, Secretary Frasco said, was conceived with careful consideration of the results of extensive market research and studies.

According to a market research released by Euromonitor, one of the world’s leading independent providers of strategic market research, travelers are seeking new and authentic real-world experiences, which means immersing in other cultures, seeking curated experiences that are unique or out of the ordinary.

Further, travelers want to find a connection to love, and the word “love” has always been primarily associated with the Philippines. Based on Brandwatch, one of the world's most trusted social media monitoring and analytics applications, the word “love” is frequently mentioned in high volume globally with total mentions of 140.4K (previously 92.24K) and a reach of 91.21M (previously 59.72M).

The enhanced tourism campaign, Secretary Frasco said, was designed to highlight more of what there is to love about the Philippines.

“What food do they love? What destination do they love? What experience do they love in the Philippines? It’s also an opportunity for our foreign friends from all over the world to discover so much more beyond the surface that we have scratched in how we have marketed the Philippines thus far,” Secretary Frasco said.

In an interview, Villanueva also said: “In this age of communication, ang advertising ngayon is always based on research because access to information, access to data. Now apparently, the group who did this, even the group (who conceptualized) the It’s More Fun in the Philippines had data supporting them when they came out with It’s More Fun in the Philippines. Apparently, DOT says tourists who came to the Philippines, the feeling when they came here, nag-exceed ang expectations nila. They were happy with what they experienced kasi nga tourism is an experiential thing. When they took a deep dive sa mga social media, into the internet, nakita nila na ang expression ng tao ng satisfaction o yung exceeding expectations was’t fun, it was love,” she emphasized.

“The verbalization of the enjoyment was love,” she added.

Philippines hits 260M negotiated sales, bags recognition at the ITB Berlin 2023

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Buoyed by the country’s participation in the recently concluded Internationale Tourismus-Börse (ITB) in Berlin, the Department of Tourism (DOT) and its attached agency, the Tourism Promotions Board (TPB) Philippines, as of this writing, recorded an impressive estimate of Php 260 million worth of negotiated sales from more than 300 business meetings during the 3-day networking event.

The aforementioned figures show the Philippines’ strong demand in the world’s largest travel and tourism trade fair, further brightening the prospects for the local tourism industry’s recovery and for the country’s positioning as a tourism powerhouse in Asia.

“We brought the biggest Philippine delegation to the ITB Berlin 2023 with the intention of showcasing the best of the best of our country and our culture, and to reintroduce to the world our greatest asset: the warmth and hospitality of the Filipino people. The optimism and excitement with which all of this was received shows the world that the possibilities are endless for the potential of Philippine tourism to transform under the Marcos administration,” said Tourism Secretary Christina Garcia Frasco.

The Philippine delegation included tour operators, online travel agencies, travel websites and communities with 26 co-exhibitors, showcasing the country’s natural beauty and rich culture to over 160,000 guests.

TPB COO Maria Margarita Montemayor Nograles cited that the positive outcome of the Philippines’ participation in ITB Berlin strengthened the country’ position to be a world-class tourist destination. “We are proud to bear witness once again at how ITB continues to live up to its reputation for being the largest travel trade show in the world. I am so happy to share that the Philippines truly championed in giving the world a view into our distinct and diverse destinations, culture and heritage in this momentous event,” TPB COO Nograles added.

Further bringing home accolades, the two cities in Negros Occidental, Sagay and Bago won in the Green Destination Story Awards for its inspirational initiatives for sustainable tourism. With its entry, “Mangrove Forest Protection through Community-based EcoTourism Project”, Sagay placed second in the Nature and Scenery Category and won the People’s Choice Award while Bago City’s entry, “Reviving the Majestic Diversity of Bago Watershed” took the third spot in the Environment and Climate Category.

The event highlighted the Philippines rich culture and sustainable tourism with its weavers’ hand-loom products which are passed down from generations to generations to preserve its tradition and heritage including the Tinalak of South Cotabato and Yakan of Zamboanga. Aside from that, Kape de Filipina’s coffee and chocolates and Ayan’s delicious Filipino cuisine were also served to delight the guests.

ITB Berlin News, the show’s official daily, has partnered with Click A Tree for its sustainability partner. Chris Kaiser, award-winning speaker, entrepreneur and founder of Click A Tree, has selected the Philippines to be the site of its tree planting project for this year’s cause. The site will be in Davao Oriental, Mindanao. Kaiser will be visiting the Philippines in September for the tree planting initiative.

With the long-term goal of securing increased arrivals, receipts, and investments for the country, TPB annually participates in ITB Berlin, which provides the Philippine travel trade an opportunity to network with relevant decision-makers from new and existing tourism markets across Europe, America, and Asia.