London, United Kingdom — Philippine Department of Tourism (DOT) Secretary Christina Garcia Frasco on Wednesday, participated in the prestigious World Travel Market (WTM) Ministers’ Summit, themed “AI for Good in Tourism: Exploring AI and Emerging Technologies.”
In her address, Secretary Frasco highlighted the Philippines’ proactive approach to leveraging AI for sustainable tourism under the administration of President Ferdinand R. Marcos Jr.
“In our country, we articulated the National Artificial Intelligence Strategy (NAIS) in 2021, being one of only 50 countries in the world to do so. With this, our President in 2022 emphasized the necessity of the Philippines being open to inclusive technology,” Secretary Frasco said. “With that, Roadmap 2.0 was rolled out in 2024 for the development of a Center for AI Research and Development that focuses on sustainable agriculture, disaster resilience, and urban planning. These three essential components of development will determine the success of tourism in the country. And so, we at the Department of Tourism have interpreted this national strategy in very specific ways.”
Aligned with this strategic direction, the DOT integrated a technology-driven component into its National Accreditation System for accommodation establishments.
Frasco noted the positive response from the private sector, with many businesses adopting AI-driven services such as virtual assistance, smart hotel technology, and food waste management systems.
Under Secretary Frasco’s leadership, the DOT has significantly advanced its digital transformation, implementing programs like the Hop-On Hop-Off bus tours with mobile app integration and GPS tracking, the Tourist Assistance Call Center, and the Travel Philippines app—all designed to enhance the travel experience.
While embracing technology, Secretary Frasco stressed the importance of preserving the ‘human touch’ in Philippine tourism.
“The balance very much weighs heavily on the side of human interaction, especially since, in the Philippines, tourism employs anywhere from 6 million to 9 million people, according to the WTTC, and this is a great source of revenue for the Philippines, contributing over 8.6 percent to our GDP. And so, we are very conscious to ensure that the human element of tourism is never lost in the Philippines, especially recognizing that Filipino hospitality is known worldwide and is the very best asset of Philippine tourism,” she emphasized.
The Ministers’ Summit, collaboratively organized by UN Tourism (formerly UNWTO), the World Travel and Tourism Council (WTTC), and WTM, was part of WTM 2024 London, which ran from November 5 to 7. This high-level dialogue focused on how Artificial Intelligence (AI) and advanced technologies are reshaping the future of global tourism. The discussions centered on fostering sustainability and elevating visitor experiences.
Also at the summit were Andorra’s Minister of Tourism and Trade, Jordi Torres; Croatia’s Minister of Tourism and Sports, Tonči Glavina; Egypt’s Minister of Tourism and Antiquities, Sherif Fathy; India’s Minister of Culture and Tourism, Gajendra Singh Shekhawat; Saudi Arabia’s Deputy Minister of Tourism for International Affairs, Sultan Mohammed Al Musallam; Mexico’s Tourism Secretary, Josefina Rodriguez Zamora; Peru’s Minister of Foreign Trade and Tourism, Úrsula Desilú León Chempén; Sierra Leone’s Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis; and Zimbabwe’s Minister of Tourism and Hospitality Industry, Barbara Rwodzi.
Philippines Showcases Experiential Travel at WTM London 2024
Secretary Frasco also led the Department of Tourism and the Tourism Promotions Board (TPB) Philippines in presenting a dynamic Philippine delegation at WTM London, one of the world’s most significant annual travel trade events.
“Through the Philippine Pavilion at WTM, one of the world’s biggest and most influential travel and tourism events, we aim to tell the Filipino story — a proud people, deeply rooted in tradition, rich in culture and creativity, molded by heritage and history, unique in the vastness of our regional diversity, yet united by our common love of country,” Secretary Frasco said during the opening of the Philippine Pavilion.
With a focus on enticing travelers from both key and opportunity markets to visit the Philippines, the Secretary further emphasized that, under the Marcos administration, the DOT has prioritized a multidimensional approach to diversifying the country’s tourism products:
“We have focused on diversifying our tourism offerings. We are now able to offer experiential travel in the Philippines through tourism packages focused on cultural immersions, festivals, the creative arts, health and wellness, gastronomy, and other offerings,” Secretary Frasco said.
Through the work of Philippine sellers, tour operators, regional offices, tourism frontliners, tour guides, and community-based tourism organizations, tourists can enjoy and immerse themselves in verdant landscapes, pristine shores, and immense diversity in famed islands, as well as emerging destinations across the Philippines, she added.