Department of Tourism (DOT) Secretary Christina Garcia Frasco met with the newly elected leadership of the Philippine Tour Operators Association (PHILTOA) on Wednesday, January 7, to align strategies for the 2026 tourism roadmap. The high-level meeting underscored a shift in the national tourism agenda, moving beyond mere promotion toward comprehensive industry development and regional empowerment.
Secretary Frasco emphasized that tour operators serve as the industry’s “frontliners,” playing a critical role in shaping visitor perceptions and ensuring that tourism wealth reaches local communities.
“Collaboration remains essential in strengthening our market competitiveness and expanding opportunities nationwide,” Secretary Frasco stated. She lauded PHILTOA’s commitment to aligning private-sector initiatives with the government’s long-term goals.
The discussion centered on several flagship programs designed to professionalize the industry and enrich the traveler experience:
-
The 4Ps Program: The Partnership for Professionalism and Progress Program focuses on rigorous training and education to elevate service standards across the board.
-
Philippine Experience Program (PEP): A continued push to highlight the country’s diverse cultural assets and heritage sites.
-
Meaningful Travel Products: Development of tour packages that specifically support local livelihoods and celebrate authentic Filipino culture.
-
MSME Empowerment: Joint initiatives to build capacity for Micro, Small, and Medium Enterprises, ensuring small-scale stakeholders are integrated into the global tourism value chain.
The meeting also served as an introduction to the new PHILTOA board, led by President Maria Lourdes Japson. The association reaffirmed its support for the DOT’s “advocacy-first” approach, which prioritizes infrastructure, connectivity, and sustainable development alongside traditional marketing.
In Attendance:
-
DOT Officials: Secretary Christina Garcia Frasco; Undersecretaries Shahlimar Tamano, Ferdinand Jumapao, and Maria Rica Bueno; Assistant Secretary Czarina Zara-Loyola; and HEA Frances Villarino.
-
PHILTOA Leadership: Maria Lourdes Japson (President); Mary Ann Ong (1st VP); Harold Atondo (2nd VP); Erlinda Tan (Treasurer); Arjun Shroff (Auditor); and Trustees Cecille Kimpo and Lynne Adante.
The Department of Tourism and PHILTOA concluded the meeting with a shared pledge to deliver tourism growth that benefits all Filipinos, ensuring the industry remains a primary pillar of national economic development in 2026 and beyond.
