The Philippines underscored its commitment to transforming the global tourism landscape, advocating for a future where travel is deeply rooted in respect for communities, cultures, and the environment. Department of Tourism (DOT) Secretary Christina Garcia Frasco delivered a powerful keynote address at the International Conference on Responsible Tourism and Hospitality (ICRTH) 2025, emphasizing that tourism is not merely recovering but evolving.
Hosted by the Philippines, the ICRTH 2025 convened key officials from ASEAN nations, tourism stakeholders, academicians, researchers, and local community representatives. The conference, a professional gathering organized by the Sarawak Research Society (SRS) under the Centre for Responsible Borneo (REBORN), adopted the theme “Responsible Tourism for Sustainable Transformation and Inclusive Societies,” reflecting the urgent needs and aspirations of the current era.
In her remarks, Secretary Frasco articulated a vision that moves beyond pre-pandemic norms. “The task before us is not to return to what things were, but to boldly shape what must be a global tourism landscape that is more equitable, more resilient, and deeply anchored in respect for our communities, for our cultures and most importantly, for our environment,” she stated, highlighting the critical role of responsible tourism in “future-proofing” communities against crises and disasters.
The Tourism Chief detailed the Department’s initiatives, which prioritize Filipino culture as a “moral compass” guiding national tourism development. Recalling nationwide consultations conducted in 2022, Secretary Frasco shared that a clear message emerged from stakeholders: a desire for tourism that provides connecting infrastructure, protective policies, and uplifting opportunities. “People no longer want tourism to pass that line. They want to be participants, not just spectators, in tourism growth,” she emphasized. This feedback solidified sustainability as the core framework of the National Tourism Development Plan, recognizing it as a “lifeline” for many communities, ensuring resource preservation, equal opportunity, and resilience.
Drawing on her personal experience as a former mayor of Liloan, Cebu, which was devastated by a super typhoon, Secretary Frasco underscored the paramount importance of preparing for hardship as much as for growth. This experience directly informed the DOT’s creation of the Tourism Disaster Risk Reduction and Management manual and its collaboration with the Department of Social Welfare and Development through the “Bayanihan sa Bukas na may Pag-asa sa Turismo” program.
These initiatives aim to provide continuous, sustainable livelihood training and financial assistance, ensuring that local communities and destinations have government support during crises. “We are not only responding to crises, we are future-proofing communities, because resilience is no longer just optional for any of our destinations. It is essential to ensure that tourism remains relevant and responsible,” she added.
Secretary Frasco lauded the conference itself, noting that the Philippines’ participation signifies its profound commitment to fostering a better world for all destinations. She concluded, “After all, tourism thrives when stakeholders move in unity, guided by shared values and mutual respect.”
The international gathering was also attended by notable figures including Mr. Datuk Sebastian Ting, Deputy Minister for Tourism Sarawak to Manila; Dr. Harold Goodwin of the United Kingdom Responsible Tourism Partnership; Dr. Eun Ji Tae of UN Tourism Asia and the Pacific; alongside DOT Undersecretaries Verna Buensuceso and Maria Rica Bueno; Assistant Secretaries Sharlene Batin and Ronald Conopio; and DOT-4A Regional Director Marites Castro.
