Tourism Secretary Christina Garcia Frasco stressed the importance of a whole-of-nation approach in safeguarding the gains of the tourism industry, which will remain a vital economic sector for the Philippines in the years to come.
By fostering a united front, the country can create a comprehensive strategy that addresses diverse facets of the tourism industry.
“By adopting a continuous whole of government approach, it is essential for us to deliberately capitalize on (our) strengths and competitive advantage, even as we explore the unexplored giving opportunities for emerging and lesser-known destinations to be promoted, to be developed, to be highlighted in our tourism portfolio,” said Frasco at the opening of the 31st Travel Tour Expo and the 9th International Travel Trade Expo 2024 at the SMX Convention Center Manila, Pasay City last Feb. 2 to 4, 2024.
Travel Tour Expo 2024, a marketplace for travel deals, exclusive discounts and discounted packages, hosted more than 200 exhibitors and 702 booths that included airlines, domestic and international travel agencies and tour operators, hotels, and resorts, cruise liners and shipping, merchandisers and more.
Frasco extolled PTAA and other tourism stakeholders for their invaluable contribution to the travel industry and the government’s collective nation building efforts.
“For 2023, we managed to exceed expectations, by exceeding our international arrivals of 5.45 million international visitors amounting to international visitor receipts of over P482 billion, a massive contribution to our economy,” said Frasco.
Prior to the pandemic, the country welcomed 8.26 million international visitors in 2019, according to the Department of Tourism (DOT). In social media, the agency announced that there were 5.4 million international tourists arrivals in 2023, exceeding their target of 4.8 million for the year. Of the 2023 arrivals, 91.80 percent or 5,003,475 are foreigners while the remaining are 447,082 overseas Filipinos.
More than 25 percent or 1,439,336 of the arrivals were from South Korea, followed by the United States with 903,299 tourists (16.57 percent) visiting the country; Japan with 305,580 (5.61 percent); Australia with 266,551 (4.89 percent); and China with 263,836 (4.84 percent).
In a previous statement, Frasco said the tourism sector is poised for growth under the National Tourism Development Plan 2023-2028. It aims to surpass the country’s targets in international and domestic arrivals and receipts pegged at 7 million international visitors in 2024.
Trends
The rise in experiential travel, sustainable tourism, and revenge travel have reshaped the travel landscape. Seeking immersive, unique experiences that go beyond traditional sightseeing, recommendations from friends and expert advice from travel agents have made travel more seamless and personalized.
“These days, ‘gig tripping’ and ‘set jetting’ are among bywords in the travel industry. These two have helped usher in more bookings for our members,” said Rowena Coloma, president and general manager of Travel Specialist Ventures, and a board member of the PTAA.
“Gig tripping is when Filipino travelers go abroad to watch concerts of their favorite artists, particularly those whose concert tour does not include Manila; for example, Taylor Swift’s concert in Singapore,” explained Coloma.
Set jetting, meanwhile, is when Filipinos go abroad to see location shoots of their favorite dramas or movies. South Korea tops the list among countries for this. Among these spots are Lotte World, Namsan Tower, Itaewon and Han River.
“We also had several tourists who went to Switzerland this year to see Lake Brienz as featured in the popular Korean drama ‘Crash Landing on You,’” added Coloma.
Another trend that PTAA is hoping to capitalize on is B-Leisure where ‘business’ and ‘leisure’ travel come together. “This is when business trips blend with cultural exploration. This is where Millennials and the Gen Z get to experience new places while attending conferences and, on the side, enjoy wellness retreats,” Coloma said.
PTAA hopes to promote sustainable adventures where travelers seek destinations with a commitment to responsible tourism practices like reducing the carbon footprint, reserving natural resources and supporting local communities.