The Philippine Travel Agencies Association (PTAA) is rolling out a pair of initiatives designed to stimulate domestic tourism and generate livelihoods, as the industry contends with rising fuel costs and evolving travel demand.
At the center of the effort is PLEX (Play, Learn, Explore), an educational outreach program under the PTAA Foundation that will provide free field trips for children from underserved communities to the National Museum of the Philippines.
Beyond promoting cultural awareness, the initiative is expected to create income opportunities for Department of Tourism (DOT)-accredited tour guides and transport providers.
“PLEX is more than a learning experience—it is a pathway to inclusive growth, creating opportunities for communities while supporting the livelihoods of tourism workers affected by the fuel crisis,” PTAA said Friday.
Complementing the program is the Grand Santacruzan, a cultural showcase mounted in partnership with the Department of Tourism and the Intramuros Administration. The event will highlight Filipino heritage, traditions, and faith, while incorporating a business-to-business (B2B) platform where tourism stakeholders can promote their products and services.
As part of the broader push, PTAA will stage free guided tours within Intramuros on May 22, directly benefiting accredited guides, local vendors, and calesa drivers. The activity is expected to draw both local visitors and industry participants, further supporting microenterprises linked to tourism.
PTAA also said it will sign a memorandum of understanding aimed at strengthening protections for accredited tour guides, part of a wider effort to professionalize the sector, uphold service standards, and safeguard livelihoods across the tourism value chain.
