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Home » Philippines Travel News » Philippines Surges to Record Tourism Heights with Secretary Frasco Leading a Bold New Era of Cultural and Economic Revival Wednesday, June 4, 2025Under Secretary Christina Garcia Frasco’s visionary leadership, the Philippines has experienced unprecedented tourism growth in 2024. Her bold initiatives and collaborative approach have revitalized the sector, positioning the country as a leading global destination. Frasco’s strategic focus on diversifying tourism offerings, enhancing infrastructure, and promoting Filipino culture has been pivotal in achieving record-breaking revenues and a remarkable recovery to pre-pandemic levels. This surge in tourism highlights her effective leadership and sets the stage for continued success in the years ahead.Christina Garcia Frasco: Driving the Philippines’ Tourism Renaissance in 2024Secretary Christina Garcia Frasco of the Philippines’ Department of Tourism (DOT) has emerged as one of the highest-rated cabinet officials in the Marcos administration for 2024. With a remarkable 92% job performance rating in the nationwide “Boses ng Bayan” survey conducted by the RP-Mission and Development (RPMD) Foundation Inc., Secretary Frasco’s performance underscores her pivotal role in revitalizing the country’s tourism sector.Frasco’s performance placed her among the top three cabinet members, tied for second place with Department of Budget and Management (DBM) Secretary Amenah Pangandaman, who earned a 91% rating. The top spot in the survey went to Department of Social Welfare and Development (DSWD) Secretary Rex Gatchalian, who secured a 94% rating. This acknowledgment is a testament to Frasco’s leadership and her commitment to driving transformative change in the tourism industry.Transformative Leadership: A Collaborative ApproachSecretary Frasco attributes her success to a collaborative and inclusive leadership style. Under her guidance, the DOT has embraced a “whole-of-government” approach, engaging with key stakeholders across the Philippines and beyond. This grassroots strategy has been integral in shaping the direction of the National Tourism Development Plan (NTDP) 2023–2028, which seeks to foster growth, inclusivity, and sustainability in the tourism sector.Frasco’s approach has not only strengthened the country’s domestic tourism but also enhanced the global profile of the Philippines as a leading tourism destination. Central to her leadership is the emphasis on creating a tourism experience that celebrates Filipino heritage and culture, promoting local arts and traditions to both domestic and international audiences.Record-Breaking Growth in 2024Under Secretary Frasco’s leadership, the Philippine tourism industry has seen impressive growth in 2024, achieving a record PHP760 billion in revenue, approximately USD13 billion. This represents a 9.04% increase compared to the previous year and a phenomenal 126% recovery to pre-pandemic levels in 2019. These figures underscore both the strength of the tourism sector and the success of Frasco’s strategies in revitalizing the industry.According to the Philippine Statistics Authority and the National Economic and Development Authority (NEDA), tourism directly and indirectly employs 16.4 million Filipinos. This shows the tourism sector’s vital role in the country’s economic recovery and development, providing jobs, boosting local economies, and enhancing global competitiveness.Expanding the Country’s Tourism OfferingsA key aspect of Secretary Frasco’s leadership is her strategic emphasis on expanding and diversifying the Philippines’ tourism offerings. Recognizing the evolving demands of global travelers, Frasco has pushed for the development of high-growth tourism segments. These include gastronomy tourism, halal and Muslim-friendly tourism, diving, golf, farm tourism, and the expanding cruise sector. Each of these niches aims to target specific traveler interests and expand the Philippines’ appeal to a wider range of tourists.Additionally, Secretary Frasco’s emphasis on promoting Filipino culture through initiatives such as the Philippine Experience Program: Heritage, Culture, and Arts Caravans has played a critical role in increasing both domestic and global recognition of the nation’s vibrant history and cultural diversity. This focus on culture serves to deepen the connection between visitors and the local communities they visit.Strengthening Tourism InfrastructureAnother key achievement during Secretary Frasco’s tenure is the enhancement of the Philippines’ tourism infrastructure. She has led efforts to improve tourism road networks and introduced Tourist Rest Areas (TRAs) across popular destinations, making travel more comfortable and accessible for visitors. Additionally, the DOT launched an enhanced Travel App to provide tourists with real-time information, including maps, recommendations, and essential travel updates.Frasco also championed the creation of a 24/7 Tourist Assistance Call Center, which provides travelers with immediate support and information. For those exploring the country’s major cities, the introduction of Hop-on Hop-off Bus Tours has made it easier for tourists to navigate urban areas while learning about key landmarks and attractions. In a move to improve connectivity, Frasco’s administration has been working on strengthening Wi-Fi access in tourism sites, making it easier for visitors to stay connected and share their experiences online.A key initiative championed by Secretary Frasco is the push for the adoption of an electronic visa (e-visa) system. This system is designed to simplify the visa application process for foreign visitors, making it more convenient and efficient for international travelers to visit the Philippines. This effort is expected to significantly boost the country’s attractiveness as a global tourism destination.Global Recognition and Future OutlookThe nationwide “Boses ng Bayan” survey, which polled 10,000 respondents, evaluated the performance of cabinet secretaries across several metrics, including public trust, efficiency, responsiveness, and overall visibility. Secretary Frasco’s outstanding performance in these areas solidifies her position as one of the most impactful leaders in the Marcos administration.Looking ahead, Secretary Frasco remains focused on building a sustainable, inclusive, and globally competitive tourism sector. Her leadership has already set the stage for continued growth and development in the coming years. With her hands-on, results-driven approach, Frasco is committed to ensuring that the Philippines remains a top choice for international travelers, while providing lasting benefits for the Filipino people.Under Secretary Christina Garcia Frasco’s dynamic leadership, the Philippines has achieved unprecedented tourism growth in 2024, driven by strategic innovation and a focus on cultural promotion. Her initiatives have propelled the country to new heights, ensuring long-term success.In summary, Christina Garcia Frasco’s tenure as Secretary of the Department of Tourism has been truly transformative. Her leadership, strategic vision, and focus on inclusivity have made a lasting impact on the tourism industry, positioning the Philippines for continued success on the global stage.
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