Department of Tourism (DOT) Secretary Christina Garcia Frasco held a highly successful “Tourism Talks” forum at STI West Negros University in Bacolod City on Wednesday, June 11, engaging over 3,000 students and faculty. During her working visit to Negros Occidental, Secretary Frasco passionately articulated tourism’s pivotal role in nation-building and youth empowerment.
Addressing the enthusiastic crowd, Secretary Frasco underscored the immense potential of the youth in shaping the future of Philippine tourism. “What an inspiring day to learn from all of you and to learn about your optimism and excitement for this tourism industry that we all love. You are the future curators of our heritage, the architects of the Philippine experience, the ambassadors of our country. Your passion and pride will help shape a tourism industry that truly benefits every Filipino. Be proud of our culture. Be bold. Never give up on your dreams,” Secretary Frasco stated.
The Tourism Chief further emphasized that engaging in the tourism sector transcends mere economic gain, evolving into a profound act of public service and national development. “When you enter the tourism workforce, in whatever capacity that may be, you are not just gaining economic livelihood; you are devoting your life in service for the nation. For tourism is nation-building,” she added.
Secretary Frasco highlighted the significant achievements of the tourism sector under the Marcos Administration, including unprecedented international visitor revenues, extended tourist stays, increased spending, and a robust resurgence in domestic travel. She detailed how these gains are actively generating livelihoods, enriching local communities, and substantially contributing to the national economy.
In her presentation, Secretary Frasco outlined the strategic direction of the Department through the seven objectives and three key strategies of the National Tourism Development Plan (NTDP) 2023–2028. She also signaled a crucial shift in focus from merely counting tourist arrivals to measuring the meaningful contributions each visitor brings to the country.
“To our mind, and the mind of our President Ferdinand R. Marcos Jr., the Philippines must be allowed to emerge as a tourism powerhouse— strengthening our foundations,” Secretary Frasco stressed.
She also showcased key flagship programs being implemented nationwide, such as the development of 100 Tourist Rest Areas (TRAs), the Tourism Champions Challenge (TCC) supporting LGU-led infrastructure, the Philippine Experience Program (PEP), comprehensive Filipino Brand of Service Excellence (FBSE) training, the Tourist Assistance Call Center (TACC), and innovative Hop-On, Hop-Off bus tours, alongside efforts to diversify tourism product offerings.
Adding to the excitement, Secretary Frasco announced her upcoming return to Bacolod in November 2025 for Terra Madre Asia and the Pacific, a major event celebrating the global slow food movement. This return further solidifies Bacolod City’s growing significance in promoting sustainable tourism.
Dr. Ryan Mark S. Molina, Executive Vice President and Chief Operations Officer of STI West Negros University, extended a warm welcome to the Secretary, expressing immense pride in hosting the first DOT Secretary to visit the campus. He acknowledged tourism’s vital role in shaping the students’ future, conveyed gratitude for the FBSE training, and committed to expanding the program to all “STIers,” encompassing faculty and utility staff across all departments.
The event, held at the university’s Student Activity Center, was enlivened by captivating cultural performances and an engaging question-and-answer session. Students enthusiastically shared their aspirations, expressed local pride, and presented their innovative ideas for tourism development.
“I’m truly impressed—not only by how articulate and intelligent your students are—but by the fact that they know their hometowns, their culture, their festivals, and our Filipino values by heart. And that gives me hope for the future of Philippine tourism,” Secretary Frasco lauded the students and faculty of STI.
Also in attendance were STI Vice President for Academic Affairs Dr. Frederick Berroya, College of Hospitality and Tourism Management Dean Genevieve Tan, and Bacolod City Chief Tourism Officer Ma. Teresa Manalili, representing Mayor Albee Benitez. From the DOT, Undersecretary Shahlimar Hofer Tamano, Assistant Secretaries Judilyn Quiachon, Christine Joy Cari, Sharlene Batin, and Ronald Conopio, Directors Glenn Albert Ocampo and Alven Talisic, DOT Region 6 and concurrent Negros Island Region (NIR) Regional Director Crisanta Marlene Rodriguez, and Assistant Regional Director Phoebe Zelie Areño were present.
