Travelers passing through Ninoy Aquino International Airport Terminal 3 can now expect a more welcoming, people-first experience, following the launch of the Department of Tourism’s first-ever Transit Tours and Medical Tourism Concierge—flagship initiatives under the administration of President Ferdinand R. Marcos Jr. aimed at transforming the country’s main gateway into a service-driven tourism hub.
President Marcos Jr., together with First Lady Louise Araneta Marcos and Tourism Secretary Christina Garcia Frasco, led the ceremonial ribbon-cutting on Tuesday, December 16, marking the formal rollout of the programs that seek to enhance both arrival and layover experiences for international and domestic passengers.
The President underscored the importance of collaboration in delivering meaningful reforms, noting that the new services reflect what can be achieved when government and the private sector work together to improve public service while remaining rooted in Filipino values. He said these initiatives demonstrate a governance approach that places people at the center and encourages stronger institutions and deeper cooperation across sectors.
Tourism Secretary Frasco said the Transit Tours program builds on the Philippines’ hop-on, hop-off bus tours, offering transit passengers with sufficient layover time a curated introduction to Metro Manila’s culture, heritage, and communities. Beyond enriching the visitor experience, the program immediately generates opportunities for local tour guides, transport operators, and tourism enterprises in the capital.
Complementing this is the Medical Tourism Concierge, which provides seamless guidance and support for travelers seeking medical and wellness services in the Philippines. The concierge connects visitors with trusted healthcare and wellness partners, reflecting what Frasco described as the Filipino brand of care—anchored on compassion, professionalism, and excellence.
According to the tourism chief, these initiatives are designed not only to modernize airport services but also to create jobs, livelihoods, and new opportunities for Filipinos. She said that under the Bagong Pilipinas vision, upgrading gateways like NAIA allows the country to compete more confidently on the global stage while ensuring that tourism growth translates into tangible benefits for local communities.
As part of the Terminal 3 enhancements, the First Couple, Frasco, and New NAIA Infrastructure Corp. president Ramon S. Ang also unveiled the All-Filipino Food Hall and the Mezzanine Food Hall. Branded as Tambayan at iba pa, the new dining spaces bring together local brands and regional dishes from across the country, giving travelers a chance to experience Filipino flavors even before leaving the airport.
The All-Filipino Food Hall features 15 homegrown brands, while the Mezzanine Food Hall adds 17 standalone restaurants and cafes, expanding dining choices and offering passengers more comfortable spaces to rest, dine, and reconnect. Ang noted that for some travelers, the food halls may serve as their first taste of Filipino cuisine, while for others, it may be a final memory before departure—either way, a chance to share something distinctly Filipino.
Tourism and industry stakeholders expressed strong support for the new initiatives, citing their potential to elevate the Philippines’ appeal through seamless, experience-driven services. St. Luke’s Hospital president Dennis Serrano said the launch signals an opportunity for the country to showcase its world-class medical expertise and uniquely Filipino brand of care, crediting the initiative as a reflection of decisive leadership.
Wellness Tourism Association of the Philippines president Catherine Turvill described the programs as a long-awaited breakthrough for the medical and wellness tourism sector, saying they highlight not just a single offering but the diversity of Filipino wellness traditions across the islands. Gan Advanced Osseointegration Center chairman Steven Mark Gan echoed this sentiment, calling the Medical Tourism Concierge a transformative platform that boosts confidence among foreign tourists seeking medical, dental, and wellness care in the Philippines.
Avignon Clinic president Benedict Sy recalled that the concierge was only a concept months ago, expressing satisfaction that it has now become a reality. Airline partners also welcomed the initiatives, with Philippine Airlines vice president for corporate affairs Salvador Britanico saying the programs reimagine how transit passengers and medical tourists are received by combining curated cultural experiences with reliable health and hospitality support.
Cebu Pacific Air marketing director Michelle Eve De Guzman emphasized the importance of first impressions, noting that initiatives like the Transit Tours strengthen Manila’s role as a gateway city and leave travelers with lasting memories shaped by friendly local interactions, rich history, and genuine Filipino hospitality.
Together, the new services signal a shift toward a more human-centered, experience-driven approach at NAIA Terminal 3—one that positions the airport not just as a point of transit, but as a meaningful introduction to the Philippines.
