Philippines Secures One Billion PHP for Tourism Promotions, Shaping its Future Growth and Sustainable Development

Published on November 26, 2025

The Department of Tourism of the Philippines announced it will receive PHP1 billion in funding for tourism promotions as part of the national budget approved by the Philippine Senate for 2026. This restoration of funds is an extremely important step towards the revitalization and strengthening of the country’s tourism sector after the challenges caused by the pandemic.

With the tourism industry continuously at the core of the Philippine economy, the restored budget would allow the DOT to adopt a people-driven approach towards tourism marketing, where the strategies in attaining growth are driven by the private sector. Tourism Secretary Christina Frasco, in her speech, emphasized that the new approach would be a collaboration between the government and the private sector to ensure that the tourism industry is going toward the priorities of industry stakeholders while ensuring sustainable development.

A People-Driven, Industry-Informed Approach to Tourism Promotions

During the Tourism Congress of the Philippines’ (TCP) 2025 Annual Meeting, Secretary Frasco revealed that the PHP1 billion budget would be allocated in a way that reflects the priorities and insights of the private sector. In her speech, Frasco highlighted that, unlike in the past, the tourism promotional efforts will be shaped by industry needs, with an emphasis on creating targeted marketing strategies that appeal to both local and international travelers.

The goal is to ensure that the tourism strategies developed reflect not only the government’s vision but also the industry’s aspirations, creating a more dynamic, responsive, and effective tourism promotion system. This new approach promises to elevate the Philippine tourism industry by ensuring that tourism promotions are aligned with current trends, emerging market needs, and global expectations. By tapping into the collective expertise of tourism professionals, the Philippines aims to become more globally competitive and to position itself as a top-tier destination for luxury, adventure, eco-tourism, and cultural tourism.

Tourism Impact: Economic Growth and Job Creation Across the Philippines

The allocation of PHP1 billion for tourism promotions is expected to have a significant economic impact on the Philippine economy. As tourism is one of the country’s most important industries, contributing 9.2% of GDP, the increased funding will help strengthen the sector’s competitiveness, attracting foreign visitors and boosting domestic tourism. With the Philippines’ vibrant culture, natural wonders, and diverse attractions, the tourism sector has the potential to generate substantial revenues and employment.

The PHP1 billion investment is expected to create thousands of jobs in the hospitality, transportation, tourism services, and local businesses, driving the recovery and growth of regions heavily dependent on tourism, such as Palawan, Cebu, and Boracay. The tourism sector supports millions of Filipinos directly and indirectly. The funds allocated to tourism promotions will help sustain the job market, encourage entrepreneurial ventures, and support local communities, particularly in remote and underdeveloped regions where tourism provides a primary source of income.

Improving Infrastructure and Connectivity to Support Tourism Growth

Infrastructure development remains a key priority in ensuring that the Philippines can effectively handle the expected influx of tourists and capitalize on its rising global appeal. Secretary Frasco highlighted the ongoing improvements to airports, transportation networks, and accommodation facilities, which will all contribute to creating a more efficient and accessible tourism environment. The government’s ongoing efforts to enhance air connectivity, including the privatization of key airports like Ninoy Aquino International Airport (NAIA) and upgrades to regional gateways such as Bohol and Iloilo, will make travel to the Philippines more seamless for international and domestic tourists.

These improvements are expected to increase tourism flows to the country’s top destinations, helping to distribute tourism revenue more evenly across the archipelago. The introduction of new air routes connecting the Philippines to global cities like San Francisco, Paris, Brisbane, and Delhi will significantly improve the accessibility of the country to international markets, particularly from Europe and Asia. These enhancements will make the Philippines an increasingly attractive choice for international travelers seeking both luxury and adventure in one destination.

Sustainability at the Core: Ensuring Responsible Tourism Growth

As the Philippines looks to expand its tourism industry, sustainability is at the core of the strategy. The DOT’s emphasis on sustainable tourism practices is designed to ensure that growth in the sector does not come at the expense of the country’s natural environment or cultural heritage. With eco-tourism gaining popularity, the Philippines is positioning itself as a destination that appeals to eco-conscious travelers looking for both luxury and responsible tourism experiences.

The PHP1 billion investment will help accelerate initiatives to promote green tourism, from sustainable accommodations to eco-friendly transportation options. The country’s natural attractions, including world-famous beaches, national parks, and wildlife sanctuaries, are expected to benefit from these efforts, attracting visitors who prioritize environmental responsibility. By fostering eco-friendly travel and cultural preservation, the Philippine government aims to balance tourism growth with conservation, ensuring that future generations can experience the country’s beauty while supporting the long-term sustainability of the industry.

A Collaborative Approach: Strengthening the Public-Private Partnership for Tourism Success

Public-private collaboration is a central element of the Philippines’ tourism strategy, and the PHP1 billion tourism promotions budget represents the beginning of a new, more collaborative model. By aligning the government’s goals with the insights and needs of private sector stakeholders, the tourism sector can grow in a way that is not only economically beneficial but also culturally enriching for local communities.

Frasco’s leadership and the DOT’s people-driven approach ensure that all industry players, from small businesses to large hotel chains, have a voice in shaping the tourism strategy. This inclusive approach will help create a unified vision for the future of tourism in the Philippines, positioning the country as a leading destination for global travelers in the years to come.

A Sustainable and Thriving Future for Philippine Tourism

The restoration of the PHP1 billion tourism promotions budget marks a milestone in Philippine tourism. Supported by the private sector through public-private collaboration, and with a focus on sustainability, the country has the potential to take the lead globally in tourism. Infrastructure development, establishing connectivity, and developing responsible tourism will lay the foundations for a strong, resilient tourism sector that brings benefit to both the local communities and the national economy.

With long-term planning and sustainable practices at the core of its tourism strategy, the Philippines is set to reinforce its position as a leading travel destination, offering a wide array of authentic experiences in its natural beauty and rich cultural heritage, while making sure that this kind of tourism will continue to drive economic growth for the coming years.