Philippine Department of Tourism (DOT) Secretary Christina Garcia Frasco on Wednesday, November 6, was invited to participate in the prestigious World Travel Market (WTM) Ministers’ Summit, themed “AI for Good in Tourism: Exploring AI and Emerging Technologies.” The summit, collaboratively organized by UN Tourism (formerly UNWTO), the World Travel and Tourism Council (WTTC), and WTM, was part of WTM 2024 London, which runs from November 5 to 7.
Held on the second day of the summit, this high-level dialogue focused on how Artificial Intelligence (AI) and advanced technologies are reshaping the future of global tourism. The discussions centered on fostering sustainability, elevating visitor experiences, streamlining operations, creating jobs, and promoting inclusive growth across the sector.
In her address, Secretary Frasco highlighted the Philippines’ proactive approach to leveraging AI for sustainable tourism under the administration of President Ferdinand R. Marcos, Jr.
“In our country, we articulated the National Artificial Intelligence Strategy (NAIS) in 2021, being one of only 50 countries in the world to do that. With this, our President in 2022 enunciated the necessity of the Philippines being open to inclusive technology. With that, Roadmap 2.0 was rolled out in 2024 for the development of a Center for AI Research and Development that focuses on research and development in sustainable agriculture, disaster resilience, as well as urban planning. These three essential components of development will determine the success of tourism in the country. And so, we at the Department of Tourism have interpreted this national strategy in very specific ways,” said Secretary Frasco.
Aligned with this strategic direction, the DOT integrated a technology-driven component into its National Accreditation System for accommodation establishments. Secretary Frasco noted the positive response from the private sector, with many businesses adopting AI-driven services such as virtual assistance, smart hotel technology, and food waste management systems.
Under Secretary Frasco’s leadership, the DOT has significantly advanced its digital transformation, implementing programs like the Hop-On Hop-Off bus tours with mobile app integration and GPS tracking, the Tourist Assistance Call Center, and the Travel Philippines app, all designed to enhance the travel experience.
While embracing technology, Secretary Frasco stressed the importance of preserving the ‘human touch’ in Philippine tourism. “The balance very much weighs heavily on the side of human interaction, especially that in the Philippines, tourism employs anywhere from 6 million to 9 million according to the WTTC, and this is a great source of revenue for the Philippines, contributing over 8.6 percent to our GDP. And so, we are very conscious to ensure that the human element of tourism is never lost in the Philippines, especially recognizing that Filipino hospitality is known worldwide and is the very best asset of Philippine tourism,” she emphasized.
Also at the summit were Andorra’s Minister of Tourism and Trade Jordi Torres; Croatia’s Minister of Tourism and Sports Tonči Glavina; Egypt’s Minister of Tourism and Antiquities Sherif Fathy; India’s Minister of Culture and Tourism Gajendra Singh Shekhawat; Saudi Arabia’s Deputy Minister of Tourism for International Affairs Sultan Mohammed Al Musallam; Mexico’s Tourism Secretary Josefina Rodriguez Zamora; Peru’s Minister of Foreign Trade and Tourism Úrsula Desilú León Chempén; Sierra Leone’s Minister of Tourism and Cultural Affairs Nabeela Farida Tunis; and Zimbabwe’s Minister of Minister of Tourism and Hospitality Industry Barbara Rwodzi.
Philippines Showcases Experiential Travel at WTM London 2024
Secretary Frasco also led the Department of Tourism and the Tourism Promotions Board (TPB) Philippines in presenting a dynamic Philippine delegation at WTM London, one of the world’s most significant annual travel trade events.
“I am honored to lead our Philippine delegation here at the World Travel Market, as we showcase the heart of our nation to the world. Through the Philippine Pavilion at the WTM, one of the world’s biggest and most influential travel and tourism events, we aim to tell the Filipino story — a proud people, deeply rooted in tradition, rich in culture and creativity, molded by heritage and history, unique by the vastness of our regional diversity, yet united by our common love of country,” Secretary Frasco said during the opening of the Philippine Pavilion.
With a focus on enticing travelers from both key and opportunity markets to visit the Philippines, the Secretary further emphasized that, under the Marcos administration, the DOT has prioritized a multidimensional approach to diversify the country’s tourism products: “We have focused on diversifying our tourism offerings. And so, while our tourists enjoy our verdant landscapes and pristine shores and encounter our immense biodiversity, as represented here by our Philippine sellers across our famed and world-renowned islands, as well as our emerging destinations, among which include Palawan, Boracay, Cebu, Siargao, Batanes, Batangas, and also Bohol, Negros Oriental, Bicol, Bukidnon, and also, of course, Ilocos Norte and Ilocos Sur, and through the work of our tour operators and regional offices, as well as our engagement with our tourism frontliners, our tour guides, our community-based tourism organizations, we are now able to offer experiential travel in the Philippines through tourism packages focused on cultural immersions, festivals, the creative arts, health and wellness, gastronomy, and other offerings.”
Secretary Frasco also took the opportunity to thank distinguished officials and guests at WTM 2024 for their support of the DOT’s efforts to elevate Philippine tourism, a vital contributor to the nation’s economy and a source of employment for millions.
Among the Philippine government officials present at the event were Philippine Ambassador to the United Kingdom H.E. Teodoro Locsin Jr., Consul General and Deputy Chief of Mission Rhenita Rodriguez, Deputy Speaker and 5th District of Cebu Representative Duke Frasco, Deputy Speaker and 2nd District of Ilocos Sur Representative Kristine Singson-Meehan, Chairperson of the Committee on Tourism of the House of Representatives and Lone District of Romblon Representative Eleandro Jesus F. Madrona, 3rd District of Batangas Representative Ma. Theresa V. Collantes, Lone District of the City of Biñan Representative Marlyn “Len” B. Alonte, 1st District of Cagayan Representative Ramon Nolasco Jr., North District of Cebu City Representative Cutie Del Mar, 1st District of Negros Oriental Representative Jocelyn Sy Limkaichong, 4th District of Pangasinan Representative Christopher “Toff” V.P. De Venecia, 2nd District of Misamis Oriental Representative Yevgeny Vincente Emano, OFW Party List Representative Marissa “Del Mar” Magsino, and Pateros Lone District of the City of Taguig Representative Ricardo S. Cruz, Jr. The Philippine Pavilion continues to be a vibrant representation of the country’s unique tourism offerings, appealing to visitors and industry professionals from around the world.
Also in attendance were Governor Jose Enrique Miraflores of Aklan Province and Mayor Frolibar Bautista of the Municipality of Malay, Aklan, who joined the Philippine delegation at WTM 2024 in London. The Aklan Provincial Government was featured as a Partner Destination by the Philippine delegation.
Other officials present included DOT Undersecretaries Maria Rica Bueno and Verna Buensuceso, Assistant Secretaries Judilyn Quiachon and Ronald Conopio, Director Jennifer Olba, DOT-London Tourism Attaché Gerry Panga, and House Committee on Tourism Secretary Jona B. Navarro.
