Philippines’ Cordillera Region Targets Massive Tourism Growth With New Infrastructure, Wellness Tourism, and Global Campaigns

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A stronger and more comprehensive tourism development campaign has been intensified across the Cordillera Administrative Region (CAR) as the Department of Tourism (DOT) continued to position the region as one of the Philippines’ leading destinations for domestic and international travelers. A broad combination of infrastructure modernization, destination enhancement, wellness tourism development, and international marketing initiatives has been implemented to strengthen visitor arrivals and improve tourism experiences across the Cordillera provinces.

Through coordinated efforts between the DOT-CAR, local government units, tourism stakeholders, and regional development agencies, the tourism sector in the Cordillera has been supported with long-term programs designed to sustain growth while preserving the region’s cultural identity and environmental assets.

According to DOT-CAR Regional Director Jovita Ganongan, active participation has continuously been undertaken in both local and international travel fairs organized by the Department of Tourism and private tourism operators nationwide. These promotional activities have been used to showcase the Cordillera’s diverse attractions and unique tourism experiences to wider global audiences.

International tourism marketing campaigns have particularly been strengthened to encourage more foreign travelers to visit the region and experience the natural beauty, adventure opportunities, and cultural richness found throughout the Cordillera provinces.

Diverse Tourism Experiences Continue to Draw International Visitors

Tourism offerings across the Cordillera have remained highly attractive to both local and foreign tourists due to the region’s broad tourism portfolio. Multiple tourism segments have continuously been promoted, including creative tourism, wellness tourism, gastronomy tourism, farm-to-table experiences, cultural and heritage tourism, traditional weaving, mountain tourism, sports tourism, adventure tourism, and golf tourism.

The Cordillera’s combination of indigenous culture, mountain landscapes, culinary traditions, and outdoor recreation opportunities has increasingly distinguished the region from other Philippine destinations. Tourism authorities have continued to emphasize authentic local experiences as a key competitive advantage in the global tourism market.

Foreign tourist arrival records from DOT-CAR showed that Americans remained the leading international visitors to the Cordillera region. They were followed by tourists from France, South Korea, Canada, Japan, the United Kingdom, China, Australia, Germany, and Israel.

Strong tourism activity was also recorded throughout 2025. A total of 1,572,655 local tourists and 53,948 foreign tourists were welcomed across the Cordillera region during the year. In addition, approximately 6.7 million same-day tourists were recorded, with the majority of these visitors traveling to Baguio City, one of the region’s most established tourism hubs.

Despite persistent economic challenges, including elevated fuel prices that continued to affect travel affordability for many Filipinos, active destination promotion campaigns have still been carried out by local government units throughout the Cordillera. Distinct tourism identities and province-specific attractions have increasingly been highlighted to encourage travelers to choose the region over competing destinations.

Infrastructure Modernization Prioritized to Improve Accessibility

Infrastructure development and transport accessibility have also been prioritized as central components of the Cordillera tourism strategy. Several provinces have accelerated projects aimed at improving interregional connectivity and making tourism destinations more accessible to travelers.

In Nueva Vizcaya, significant attention has been directed toward the rehabilitation and planned reopening of Bagabag Airport. The USD12.5 million project, which has been supported by the Civil Aviation Authority of the Philippines, has included terminal modernization efforts and upgraded fire safety systems.

The airport redevelopment project has been viewed as a major tourism catalyst for the region. Improved air connectivity is expected to provide easier access for domestic and international tourists while supporting local economic activity and tourism-related enterprises.

Adventure tourism activities have also been expected to benefit from the infrastructure improvements. Areas such as Ambaguio have increasingly been promoted for outdoor and adrenaline-based experiences, including paragliding and mountain recreation.

Enhanced transportation systems and tourism infrastructure have further been recognized as essential drivers of long-term tourism competitiveness, particularly as travelers continue to seek more accessible and convenient destinations.

Wellness and Community-Based Tourism Strengthened Across the Region

Community-based tourism development has also been expanded through partnerships between the DOT-CAR, local government units, tourism associations, and grassroots tourism organizations. Under the Filipino Brand of Wellness initiative, specialized training programs were conducted for Community-Based Tourism Organizations across the Cordillera during early 2026.

Three-day capability-building sessions were organized to strengthen tourism products and improve service quality throughout the region. Training modules focused on wellness integration, cultural identity preservation, sustainability practices, storytelling techniques, and tourism product development.

The initiative was designed to assist homestay operators, spas, wellness resorts, restaurants, and local tourism enterprises in offering more authentic, competitive, and sustainable visitor experiences. Through these programs, regional tourism standards have gradually been elevated while local communities have been empowered to participate more actively in tourism-driven economic growth.

Grassroots tourism development has additionally been recognized as an important strategy for preserving indigenous traditions and promoting responsible tourism practices across the Cordillera provinces.

Tourism Destinations and Cultural Sites Undergoing Upgrades

Continuous destination enhancement projects have also been implemented across several tourism sites in the region. Major attractions such as Lower Magat Eco-Tourism Park, Sky Escape 360, Edralin Falls, Imugan Falls, and PLT Wellness & Mountain Resort have undergone ongoing improvements to strengthen visitor appeal and tourism sustainability.

Upgrades at these tourism destinations have included habitat management initiatives, additional accommodation facilities, conservation measures, and visitor amenity enhancements. Tourism authorities and local stakeholders have worked together to ensure that both environmental protection and tourism development are balanced effectively.

Cultural and historical landmarks have likewise been included in regional improvement efforts. Beautification and preservation initiatives have been carried out at sites such as the Balete Pass Shrine to maintain high-quality tourism standards while preserving local heritage and historical significance.

These enhancement projects have been viewed as essential to ensuring that the Cordillera continues to meet the evolving expectations of domestic and international travelers seeking immersive cultural and nature-based tourism experiences.

Strategic Regional Coordination Supporting Long-Term Growth

Tourism development across the Cordillera has also been aligned with broader regional planning frameworks and long-term sustainability goals. Provincial tourism councils have coordinated closely with academic institutions, tourism associations, government agencies, and regional stakeholders to ensure alignment with the Cagayan Valley Tourism Development Roadmap (RTDP 2026–2028).

Under the roadmap, priorities have included tourism product enhancement, infrastructure support, accessibility improvements, sustainable destination development, and stronger tourism marketing strategies.

Domestic and international travel fairs have continued to serve as important promotional platforms for DOT-CAR. Through these campaigns, the region’s creative arts, gastronomy, farm-to-table tourism, cultural heritage, weaving traditions, mountain tourism, adventure tourism, wellness tourism, and golf tourism offerings have consistently been introduced to broader markets.

Positive tourism growth indicators have already reflected the effectiveness of these combined initiatives. During the first quarter of 2026, a reported 28 percent increase in paying visitors was recorded compared to the same period in the previous year. The increase was widely viewed as evidence of resilient tourism demand and the growing impact of coordinated tourism development efforts across the Cordillera region.

Cordillera Positioned for Sustainable Tourism Leadership

Through a combination of aggressive marketing campaigns, infrastructure modernization, community-based tourism development, wellness tourism initiatives, and destination enhancement programs, the Cordillera Administrative Region has increasingly been positioned as a major tourism destination in the Philippines.

By emphasizing authentic cultural experiences, environmental sustainability, mountain adventure tourism, and wellness-focused travel, long-term economic opportunities are expected to be generated for local communities throughout the region. At the same time, cultural heritage preservation and responsible tourism development continue to remain central priorities in the Cordillera’s broader tourism growth strategy.