London, United Kingdom — The Philippines turned the spotlight on resilience and optimism during the opening of its pavilion at the World Travel Market (WTM) 2025 in London, presenting tourism not only as a driver of economic growth but as a vital force for national recovery and human connection.
Department of Tourism (DOT) Secretary Christina Garcia Frasco, in her keynote address, described the country’s tourism sector as a collective movement of “storytellers of hope,” urging stakeholders to view their work as a contribution to rebuilding lives and communities.
“Amid all the other types of news out there, we remain, all of us, storytellers of hope. That is both our calling and our duty as Filipinos,” Frasco said before the Philippine delegation and international tourism leaders.
Her words carried deep resonance, coming after a series of calamities that have recently affected the Philippines, particularly her home province of Cebu, which was struck by Typhoon Tino and a magnitude-6.4 earthquake. Frasco said these events underscore tourism’s role in sustainable recovery, community empowerment, and innovation.
At the Ministers’ Summit of the WTM, held in partnership with the United Nations Tourism and the World Travel and Tourism Council (WTTC), Frasco emphasized that sustainability is not a slogan but a survival imperative. “Sustainability for us is not mere theory; it is our lifeline. We pursue tourism that is people-centered and future-centric, knowing that millions depend on our collective ability to protect and strengthen our destinations for generations to come,” she said.
Even amid global and domestic challenges — from inflation and geopolitical tensions to climate-related disasters — Frasco reaffirmed tourism’s central role in the country’s economic resilience. The industry, she noted, contributes nearly nine percent of the Philippines’ GDP and sustains the livelihoods of more than 6.5 million Filipinos. For every peso invested in tourism, the return has exceeded 450 percent — proof of its transformative impact when government, private sector, and communities work together.
“Beyond these numbers lies a truth that through every challenge, tourism has remained a source of stability and hope for our nation,” she added.
Under President Ferdinand R. Marcos Jr.’s leadership, Frasco said the DOT is advancing a tourism governance framework that is inclusive, equitable, sustainable, and resilient. Key initiatives include the nationwide construction of Tourist Rest Areas for safer and more accessible travel, the Tourism Champions Challenge to improve local infrastructure, enhanced protection for tourism workers, and greater support for MSMEs and community-based tourism enterprises. “It is about investing in people and communities, not just destinations,” she said.
The Philippines also made a strong impression at the WTM 2025 with its largest-ever public-private sector delegation, unveiling fresh tourism experiences under the campaign “Love the Philippines.” Ambassador to the United Kingdom Teodoro L. Locsin Jr. lauded the sector’s strong rebound, reporting an 84.24 percent recovery of pre-pandemic visitor levels in 2024 — with UK arrivals growing 5.36 percent despite limited direct flights between the two countries.
“Beyond the numbers are stories of renewed confidence and partnership,” Locsin said. “They reflect the vision of the Department of Tourism, the creativity of the Tourism Promotions Board, and the steadfast collaboration of the private sector, all working to drive our economic recovery.”
The Philippine Pavilion captured the country’s diverse offerings — from the pristine beaches of Boracay and Palawan to the heritage charm of Cebu, Iloilo, and Vigan, the cool highlands of Bukidnon and Benguet, the world-class dive sites of Anilao and Tubbataha, and the wellness sanctuaries of Bohol and Camiguin — reaffirming why, even in the face of adversity, the Philippines continues to stand as a global destination of beauty, resilience, and hope.