Remember a few years ago when the Department of Tourism (DOT) unveiled an ambitious plan to establish the Philippines as a major tourism player in Asia? A lot has changed since then as economic growth of the country has slowed down tremendously and there is not much it can do to compete with others when it comes to attracting a lot of foreign tourists. That said, the DOT under its new leader is not only doing a campaign rebrand but also a notable adjustment of its strategy toward investment, jobs and connectivity, according to a news report by The Daily Tribune.
To put things in perspective, posted below is an excerpt from the news report of The Daily Tribune. Some parts in boldface…
The Department of Tourism (DOT) is shifting its focus beyond visitor arrivals, placing greater emphasis on investments, infrastructure, connectivity, jobs and higher tourism revenues as it seeks to build a more competitive and sustainable industry.
Tourism Secretary Dita Angara-Mathay said the agency is pursuing an investment-driven and people-centered approach as the sector continues to make a significant contribution to the economy.
The Philippine Statistics Authority (PSA) reported that tourism accounted for 8.1% of the economy in 2025, generating P2.27 trillion in Tourism Direct Gross Value Added and supporting 7.70 million jobs.
“We want to be defined as an agency that’s proactively taking the lead in tourism readiness. This means strengthening our airports and gateways, improving our physical tourism infrastructure, and expanding air connectivity, so our visitors can move seamlessly across the country,” Angara-Mathay said.
The DOT is working with the Department of Transportation and other stakeholders to expand flights and establish air and sea links with strategic and emerging markets. From January 1 to May 19, international air seats on direct inbound flights reached 7.78 million, up 8.31% from the same period in 2025.
China was among the fastest-growing markets, with 310,000 arrivals during the period, up 69.15% year-on-year. The Philippines also secured expanded air services with Türkiye, doubling Manila-Istanbul flights to 14 weekly and opening frequency rights for secondary gateways.
To attract more investment, the DOT is implementing programs focused on tourism investment readiness, intelligence, accountability and strategic investor engagement. It has also begun developing partnerships in Japan, including potential projects involving a specialty medical clinic and telecommunications infrastructure in underserved destinations.
The agency is also pushing for a larger tourism marketing budget, with about 70% of its planned 2027 marketing allocation expected to go toward digital campaigns and media placements.
At the same time, the DOT is expanding support for tourism MSMEs through partnerships with Klook, GCash, Viber, Mastercard and Visa, while strengthening accreditation, workforce training and tourism data systems.
Let me end this post by asking you readers: What is your reaction to this recent development? Do you think the DOT will be able to make the tourism sector of the Philippines more attractive towards investors and large businesses that could potentially add a lot of economic value? How many news tourism jobs do you think could be created by the middle of 2028?
You may answer in the comments below. If you prefer to answer privately, you may do so by sending me a direct message online.
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