The Philippines is shifting its tourism strategy from simply counting arrivals to attracting long-term investments, as it prepares to host ASEAN tourism ministers this week and showcase the country as a regional tourism hub.
Marking World Tourism Day on September 27 and National Tourism Month, Tourism Secretary Dita Angara-Mathay said the Department of Tourism (DOT) is focusing on infrastructure, connectivity and investment-ready projects to boost revenues and create sustainable livelihoods.
The push builds on the country’s improving tourism competitiveness, with the DOT seeking to turn its tourism potential into concrete investments.
The department is rolling out four programs focused on tourism investment accountability, investment readiness, tourism intelligence and strategic investor engagement.
Japan is the first test market, with the DOT engaging Marubeni on a specialty medical clinic and Sojitz on telecommunications infrastructure in underserved tourist destinations. The department plans to replicate the model in other priority markets.
“We want to be defined as an agency that’s proactively taking the lead in tourism readiness,” Angara-Mathay said.
The DOT is also coordinating upgrades to airports, gateways and air connectivity, including links to secondary cities and emerging source markets.
Tourism contributed P2.27 trillion to the Philippine economy in 2025 and supported 7.70 million jobs nationwide.
With ASEAN tourism meetings this week and the leaders’ summit in November, the Philippines will have a high-profile platform to showcase its tourism and investment readiness.
The broader goal, Angara-Mathay said, is to create conditions that draw investors while giving tourists more reasons to stay longer, spend more and return.
