THE DEPARTMENT OF Tourism was nowhere to be found in President Ferdinand Marcos Jr.’s recent State of the Nation Address (SONA)—and for some in government, that silence spoke volumes.
“It’s hard to ignore what wasn’t said,” said TINGOG Party-list Representative Jude Acidre. “The absence of tourism from the President’s SONA sends a clear message: the sector is not delivering, and the DOT needs to do better.”
At the heart of the issue is Tourism Secretary Christina Frasco, who now faces mounting criticism over what lawmakers and industry stakeholders describe as an “underwhelming” performance in one of the country’s most vital economic drivers. For Acidre, the missed opportunities in the country’s tourism recovery are not just disappointing—they’re alarming.
Frasco, who took office with much fanfare in 2022, championed rebranding efforts and aggressive promotional campaigns abroad. But Acidre argues that numbers—not slogans—reveal the real state of Philippine tourism.
‘The implications of underperformance go beyond tourism figures … But how can we expect local tourism to recover if national leadership is falling short?’
QUESTION ON NUMBERS
“In 2024, we welcomed only 5.95 million foreign visitors. That’s still far below our pre-pandemic figure of 8.26 million in 2019, and miles behind our neighbors,” he pointed out. “Thailand drew 35.5 million tourists. Malaysia had 25 million. Even Vietnam surpassed us. These numbers should set off alarms.”
The concerns don’t stop at foot traffic. According to Acidre, the country is also generating less revenue per visitor compared to its Southeast Asian peers. While the DOT reported ₱760.5 billion (roughly $13.1 billion) in tourism receipts, Thailand raked in over $39 billion and Vietnam pulled in $16 billion during the same period.
“It’s not just about quantity,” Acidre stressed. “It’s also about the quality of experience. Tourists are choosing to spend more elsewhere, and that says a lot about how we’re managing the sector.”
Frasco’s defenders argue that rebuilding tourism amid a volatile global economy takes time, and that infrastructure, connectivity, and global competition all present challenges. Yet critics like Acidre say that other countries in the region faced similar hurdles—and still managed to bounce back faster.
“Let’s be honest: our neighbors had the same pandemic setbacks. But they were quicker, more aggressive, and more focused in recovery. We can’t keep using COVID as a crutch,” he said.
In the post-pandemic world, tourism has been viewed as a key growth engine, especially for archipelagic nations like the Philippines. With its pristine beaches, rich heritage, and growing hospitality sector, the country has long been considered a sleeping tourism giant. But according to Acidre, the “giant” remains in slumber.
“The DOT has the budget. It has the mandate. It has the talent. What it seems to lack is urgency and direction,” he said.
UNDERPERFORMANCE
The implications of underperformance go beyond tourism figures. Acidre said tourism could be a powerful tool for regional development and inclusive growth, especially in underserved provinces. “Every tourist means jobs, income, and investment in communities far from Metro Manila,” he said. “But how can we expect local tourism to recover if national leadership is falling short?”
Some observers noted that Marcos Jr.’s omission of tourism in his SONA could be read as a quiet vote of no confidence. After all, the President highlighted successes in infrastructure, agriculture, and digital transformation—yet skipped over a sector that once brought in over $45 billion in direct and indirect GDP contribution.
FRASCO’S RESIGNATION
While Acidre stopped short of calling for Frasco’s resignation, his statements signal deepening frustration within the administration’s legislative allies.
“We cannot keep rewarding mediocrity,” he said. “The tourism sector is too important to be sidelined. If the DOT cannot deliver, then we owe it to the Filipino people to demand accountability and course correction.”
In politics, such calls often foreshadow a shake-up. While there’s been no official word from Malacañang on whether Frasco’s post is at risk, her silence in the face of mounting criticism has drawn even more attention.
So, is DOT Secretary Christina Frasco on her way out?
That remains to be seen. But as lawmakers sound the alarm and the President signals disappointment through omission, the question is no longer whispered—it’s being asked outright.
For now, the tourism chief remains in her post, but pressure is clearly mounting. Whether Frasco can shift the narrative—or whether the administration is preparing to chart a new course for the DOT—will become clearer in the coming weeks.
One thing is certain: the tourism sector, once hailed as a “sunshine industry,” is under cloudier skies—and the public is watching closely to see who will take the lead in bringing it back into the light.
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