Secretary Dita Angara-Mathay outlined the strategies the Department of Tourism (DOT) will pursue amid the energy crisis, including a strong push for tourism investments to reposition the Philippine tourism industry for sustained growth, resilience, and global competitiveness.
Drawing from her background in trade and industry, Secretary Angara-Mathay, a veteran trade diplomat, underscored that tourism must be treated as an ecosystem driven by capital, infrastructure, and coordinated execution.
“I see tourism not just as a sector, but as an ecosystem—one that depends on investment flows, supply chains, enterprise development, infrastructure, and market access,” she said during a national conference organized by the Tourism Congress of the Philippines (TCP) on Wednesday in Makati City, attended by more than 300 participants representing all sectors of the tourism industry.
“Tourism behaves like an industry. It requires inputs. It requires coordination. It requires investment. And it requires discipline in execution. This lens will guide our work,” added the tourism chief.
Structured as a working dialogue, the conference gathered close to 400 stakeholders from the government and the private sector in a direct, solution-oriented discussion focused on strategies for demand recovery, industry adaptability, empowerment of local communities, and inclusive growth.
“We will work closely with hotels, airlines, LGUs, travel operators, digital platforms, transport providers, and community enterprises,” the Secretary assured participants.
She added that under her leadership, the DOT will take a more active and deliberate role in coordination, particularly in engaging both government agencies and private sector partners.
Focus on High-Impact Tourism Segments
Addressing a room filled with industry executives and leaders, Secretary Angara-Mathay acknowledged the current energy crisis and reports of slower booking conversions and cautious traveler sentiment in certain tourism segments. However, she emphasized that demand for travel remains strong.
“There are reports of slower booking conversions, more cautious traveler sentiment, and cancellations in certain segments. At the same time, demand is not disappearing—it is shifting and rebalancing. From January to April 27, 2026, we recorded 2.24 million international arrivals, up nearly 9 percent year-on-year. What this tells us is simple: tourism demand is still strong—but more sensitive, more selective, and more dynamic,” she noted.
She stressed that domestic tourism remains the foundation of the industry, serving as both a stabilizer during periods of global uncertainty and a driver of regional development. Planned initiatives include strengthening regional travel circuits, promoting short-break travel, and expanding community-based, cultural, and wellness tourism offerings.
The Secretary also identified sectors that “generate higher economic spillover” and encourage longer visitor stays as key priorities. These include Meetings, Incentives, Conferences, and Exhibitions (MICE); culture and heritage tourism; gastronomy tourism; wellness tourism; farm and agri-tourism; cruise tourism; and events and entertainment tourism.
Attracting Asian and Long-Haul Markets
To increase tourist arrivals and attract greater investments, Secretary Angara-Mathay said the DOT will focus on key source markets such as China, India, Japan, South Korea, Taiwan, and other member states of the Association of Southeast Asian Nations (ASEAN). The Department will likewise sustain efforts in long-haul markets, including North America, Australia, and Europe.
“These markets will be managed with targeted strategies based on demand patterns, connectivity, and conversion performance,” she said.
The Department will also continue pushing for reforms in e-visa systems, entry facilitation, and travel processing efficiency. Parallel investments in data systems and digital platforms will support real-time decision-making and stronger market responsiveness.
Enhancing the Visitor Experience
Acknowledging persistent infrastructure and service gaps, the DOT will prioritize improvements in destination readiness, including visitor flow management and safety; clean, accessible, and well-maintained facilities; and the development of organized pasalubong centers to support local micro, small, and medium enterprises (MSMEs), according to the Secretary.
Long-Term Vision with an Ecosystem Approach
For Secretary Angara-Mathay, her leadership will be anchored on stronger collaboration among all players in both the public and private sectors.
“As the lead agency, the Department of Tourism will take a more active and deliberate role in coordination. We will lead alignment across government and industry. Tourism intersects transport, trade, infrastructure, culture, and local governance—and must function as one system. Our responsibility is to ensure that this system works cohesively, efficiently, and with accountability,” she said.
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Secretary Dita Angara-Mathay outlined the strategies the Department of Tourism (DOT) will pursue amid the energy crisis, including a strong push for tourism investments to reposition the Philippine tourism industry for sustained growth, resilience, and global competitiveness.
Drawing from her background in trade and industry, Secretary Angara-Mathay, a veteran trade diplomat, underscored that tourism must be treated as an ecosystem driven by capital, infrastructure, and coordinated execution.
“I see tourism not just as a sector, but as an ecosystem—one that depends on investment flows, supply chains, enterprise development, infrastructure, and market access,” she said during a national conference organized by the Tourism Congress of the Philippines (TCP) on Wednesday in Makati City, attended by more than 300 participants representing all sectors of the tourism industry.
“Tourism behaves like an industry. It requires inputs. It requires coordination. It requires investment. And it requires discipline in execution. This lens will guide our work,” added the tourism chief.
Structured as a working dialogue, the conference gathered close to 400 stakeholders from the government and the private sector in a direct, solution-oriented discussion focused on strategies for demand recovery, industry adaptability, empowerment of local communities, and inclusive growth.
“We will work closely with hotels, airlines, LGUs, travel operators, digital platforms, transport providers, and community enterprises,” the Secretary assured participants.
She added that under her leadership, the DOT will take a more active and deliberate role in coordination, particularly in engaging both government agencies and private sector partners.
Focus on High-Impact Tourism Segments
Addressing a room filled with industry executives and leaders, Secretary Angara-Mathay acknowledged the current energy crisis and reports of slower booking conversions and cautious traveler sentiment in certain tourism segments. However, she emphasized that demand for travel remains strong.
“There are reports of slower booking conversions, more cautious traveler sentiment, and cancellations in certain segments. At the same time, demand is not disappearing—it is shifting and rebalancing. From January to April 27, 2026, we recorded 2.24 million international arrivals, up nearly 9 percent year-on-year. What this tells us is simple: tourism demand is still strong—but more sensitive, more selective, and more dynamic,” she noted.
She stressed that domestic tourism remains the foundation of the industry, serving as both a stabilizer during periods of global uncertainty and a driver of regional development. Planned initiatives include strengthening regional travel circuits, promoting short-break travel, and expanding community-based, cultural, and wellness tourism offerings.
The Secretary also identified sectors that “generate higher economic spillover” and encourage longer visitor stays as key priorities. These include Meetings, Incentives, Conferences, and Exhibitions (MICE); culture and heritage tourism; gastronomy tourism; wellness tourism; farm and agri-tourism; cruise tourism; and events and entertainment tourism.
Attracting Asian and Long-Haul Markets
To increase tourist arrivals and attract greater investments, Secretary Angara-Mathay said the DOT will focus on key source markets such as China, India, Japan, South Korea, Taiwan, and other member states of the Association of Southeast Asian Nations (ASEAN). The Department will likewise sustain efforts in long-haul markets, including North America, Australia, and Europe.
“These markets will be managed with targeted strategies based on demand patterns, connectivity, and conversion performance,” she said.
The Department will also continue pushing for reforms in e-visa systems, entry facilitation, and travel processing efficiency. Parallel investments in data systems and digital platforms will support real-time decision-making and stronger market responsiveness.
Enhancing the Visitor Experience
Acknowledging persistent infrastructure and service gaps, the DOT will prioritize improvements in destination readiness, including visitor flow management and safety; clean, accessible, and well-maintained facilities; and the development of organized pasalubong centers to support local micro, small, and medium enterprises (MSMEs), according to the Secretary.
Long-Term Vision with an Ecosystem Approach
For Secretary Angara-Mathay, her leadership will be anchored on stronger collaboration among all players in both the public and private sectors.
“As the lead agency, the Department of Tourism will take a more active and deliberate role in coordination. We will lead alignment across government and industry. Tourism intersects transport, trade, infrastructure, culture, and local governance—and must function as one system. Our responsibility is to ensure that this system works cohesively, efficiently, and with accountability,” she said.
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