RECALIBRATING THE DEPARTMENT OF TOURISM GOALS

RECALIBRATING THE DEPARTMENT OF TOURISM GOALS

When President Ferdinand Marcos Jr. recently called for “faster, better, fiercer” governance in his recalibration of the Cabinet, the message was clear: no more business as usual. But what does this recalibration mean specifically for the Department of Tourism (DOT)? For Secretary Ma. Esperanza Christina Garcia Frasco, it’s a challenge to act with greater urgency, ambition, and strategic thinking. And for the tourism sector, which remains in recovery mode, it's a chance—perhaps the last—to catch up.

The DOT, under Secretary Frasco, has set a target of 8.4 million international tourist arrivals for 2025. That sounds ambitious, but compared to our ASEAN neighbors, it's quite modest. Malaysia recorded 38 million arrivals in 2024. Thailand welcomed 35.54 million. Even Vietnam brought in 17.5 million, and Singapore, a city-state, saw 15.3 million. The Philippines? Just 5.95 million in 2024—well below the 7.7 million targets. Projections for 2025 suggest we may only reach 6 million, falling short once again.

Is this what “fierce” looks like? Or is it time to truly recalibrate?

One problem lies in the numbers themselves. It’s highly likely that a significant portion of our so-called international tourists are Filipino citizens or former citizens returning home for family visits. While their arrivals add to airport traffic, they cannot be credited to the DOT’s marketing or promotional efforts. They would have come home anyway, with or without tourism campaigns. It's about time the DOT distinguishes net tourist arrivals—excluding returning Filipinos—to better measure the real impact of tourism strategies.

This isn't nitpicking; it’s about accountability. If we’re to be serious about competing with our ASEAN peers, we need a clearer picture of who’s coming to the Philippines as a tourist and why.

A deeper look at the numbers reveals troubling trends. South Korean arrivals—the country’s top source of foreign tourists—dropped by 18%, largely due to rising crimes targeting Korean nationals. Chinese tourist arrivals also declined by 34.4%, affected by geopolitical tensions, economic slowdown, and cumbersome visa processes. These are red flags. A fierce response would mean urgent reforms in safety, policy, and perception.

Meanwhile, other countries are not waiting. Japan saw over 10 million tourists in Q1 2025 alone. Malaysia is planning for 45 million arrivals in 2025 as part of its "Visit Malaysia 2026" campaign. They are expanding air routes, launching targeted campaigns, and making it easier—and safer—for tourists to visit.

To catch up, the Philippines must start thinking—and acting—on a double-digit scale. Can Secretary Frasco revise the 2025 goal to at least 10 million arrivals? That would at least symbolically place us in the same bracket as our neighbors. But more importantly, we need to back those numbers with aggressive strategies: visa liberalization, targeted promotions in high-potential markets like India and Europe, improved airport infrastructure, and a nationwide culture of hospitality and safety.

The President has laid down the challenge. The clock is ticking. Will the DOT answer the call with bold recalibration—or will we once again settle for just catching up?

Ramon Ike V. Seneres, www.facebook.com/ike.seneres
iseneres@yahoo.com, 09088877282, senseneres.blogspot.com

07-02-2025

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