President Ferdinand R Marcos, Jr. handpicked Secretary Frasco to lead the DOT in 2022. Significant institutional reforms have since been introduced to the tourism industry through the three-pronged strategy of Connectivity, Convenience, and Equality, focused on reintroducing the Philippines to the world upon the strength of its natural assets, culture and heritage, and multi-dimensional tourism offerings. Towards this thrust, “Love The Philippines’”, the country’s enhanced tourism branding has also been introduced to expand the country’s value proposition to highlight the Philippines’ many attributes.
Under the National Tourism Development Plan 2023-2028, the DOT has 7 objectives aimed at strengthening the tourism industry, namely:
- Improvement of Tourism Infrastructure and Accessibility
- Cohesive and Comprehensive Digitalization and Connectivity
- Enhancement of Overall Tourist Experience
- Equalization of Tourism Product and Development
- Diversification of Portfolio through Multidimensional Tourism
- Maximization of Domestic Tourism
- Strengthening Tourism Governance through Close Collaboration with LGUs and Stakeholders
Signaling the Asia Pacific’s confidence in the Philippine tourism, the Philippines was elected Vice President of the United Nations World Tourism Organization (UNWTO) General Assembly, and Chairman of the Commission on East Asia and the Pacific, as well as Host of the UNWTO Joint Commission Meetings for East Asia and the Pacific and South Asia in 2024.