CITY OF MALOLOS, Bulacan (PIA) — Department of Tourism (DOT) Secretary Maria Christina Garcia-Frasco reaffirmed the agency’s strong support for youth participation in tourism development, in line with President Ferdinand R. Marcos Jr.’s vision of positioning the Philippines as Asia’s next tourism powerhouse.
Speaking at the ‘Paglawig 2025’ graduation rites of Bulacan State University’s College of Hospitality and Tourism Management and the College of Business Education and Accountancy, Frasco highlighted the role of the next generation in reimagining the country’s tourism industry.
Aligned with the vision and aspirations of Marcos Jr. for the tourism sector, which he underscored during his previous State of the Nation Addresses (SONA), the DOT chief reiterated the significance of the Tourism ChampionsChallenge.
This is a nationwide competition designed to empower newly graduated tourism and hospitality students to pitch innovative ideas to strengthen sustainability, inclusivity, and visitor experiences in line with national development goals.
Secretary Frasco believes that this approach is already working in Bulacan. During her previous visit to the province for the launch of the Philippine Experience Program, she witnessed the commitment of Bulakenyo youth and local stakeholders in advancing tourism while preserving heritage, arts and culture.
Her current visit coincided with Bulacan being hailed as the third safest travel destination in the Philippines by the World Travel Index.
From January to June 2025, the province generated over P500 million in tourism receipts from a diverse mix of destinations such as heritage sites, agri-tourism farms, glamping areas, wave resorts, and fusion cuisine fusion restaurants.
Nationwide, DOT reported a record-breaking P760 billion in inbound tourism revenue from January to December 2024, a 9.04 percent increase from the P697.46 billion in 2023 and well the P600.01 billion pre-pandemic income in 2019.
To sustain this momentum particularly in domestic tourism, DOT has been building Tourist Rest Areas (TRAs) across the country to provide travelers clean restrooms, safe spaces and accessible facilities. The first TRA in Bulacan is set to be built in the city of San Jose Del Monte.
On tourism workforce development, the Provincial History, Arts, Culture and Tourism Office (PHACTO) partnered with the DOT in implementing the Filipino Brand of Service Excellence Program.
Thousands of Bulakenyo tourism workers have been trained under this program, which aims to foster excellent service to tourists by enhancing and uplifting the quality of services in all tourism touchpoints.
In addition, Secretary Frasco encouraged the graduates of hospitality and tourism management to welcome the world not only to assure but immerse them in the vibrant story of the Filipino people. (MJSC/SFV, PIA Region 3-Bulacan)
