Department of Tourism (DOT) Secretary Christina Garcia Frasco, addressing Filipino community leaders and guests at the “Love the Philippines: Travel and Tourism Forum” in Perth, highlighted the vital role Australia plays in the nation’s tourism success story.
“As of October 7, we have welcomed nearly 200,000 Australians already, and I hope with this summit today, we will welcome more than that with your help, making Australia our 5th largest source market,” Secretary Frasco said, emphasizing the significant contribution of Australian tourists to the Philippine economy.
She further elaborated on the impact of Australian visitors, noting their significant spending power.
“On average, Australians spend nearly 13 nights in our country exploring our islands, indulging in our gastronomy and delicious food,” Frasco added.
The DOT Secretary also highlighted the high rate of repeat visitors from Australia: “And it is no surprise then that over 62% of visitors from Australia are repeat tourists. This reflects what we know to be true: once you experience the Philippines, you will always yearn to come back. Not just for the breathtaking scenery, but for the people who make your visit feel like coming home.”
Frasco’s speech emphasized the vital role that tourism plays in the Philippine economy, noting that in 2023, the sector generated an estimated Php 3.36 trillion in tourism receipts, contributing a significant 8.6% to the country’s Gross Domestic Product (GDP).
In her address, Frasco highlighted the DOT’s flagship initiatives to further capture the lucrative Australian market and boost the global competitiveness of the Philippine tourism industry. These initiatives include:
- Addressing Basic Traveler Needs: Improving infrastructure and services, including airport and port operations, to enhance the visitor experience.
- Expanding Connectivity: Enhancing access to diverse destinations through better connectivity.
- Enhancing Service Quality: Raising the bar for service excellence across the tourism sector.
- Diversifying Tourism Offerings: Developing new tourism products, including cruise tourism, digital tourism, dive tourism, Meetings, Incentives, Conferences, and Exhibitions (MICE), special events tourism, gastronomy, health and wellness, and more.
Frasco also underscored the DOT’s collaboration with the Department of Migrant Workers to provide skills and capitalization opportunities for returning Overseas Filipino Workers (OFWs) to establish their own tourism initiatives in the Philippines. She also expressed gratitude to the Filipino community in Australia for their efforts to promote the Philippines as a tourism destination.
“Of course, I cannot speak about the accomplishments of Philippine tourism without mentioning the Filipino community here in Australia,” she stated. “Your contributions to the Bisita, Be My Guest program have been invaluable. Thank you so much for supporting this BBMG program, as with over 400,000 Filipinos living in Australia, many of you—all of you—serve as tourism ambassadors to our country.”
Frasco concluded her address with a powerful message, rallying attendees to unite in their efforts to promote Philippine tourism: “Our quest to establish the Philippines as a premier global destination is not merely a pursuit in and of itself. It is a shared commitment to showcasing beauty, the culture, the traditions, and the spirit of our nation. It is through the unwavering partnership and united effort of all of us, here today, that we can elevate the Philippines to its rightful place in the world stage. Let us stand together, stronger and more determined, as we invite the world to experience not just the wonders of our islands, but the heart and soul of the Filipino people.”
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