Tourism Achievements Missing in Marcos’ Sona Raise Concerns
MANILA, Philippines — The absence of tourism achievements in President Marcos’ fourth State of the Nation Address (Sona) highlights a troubling issue: the Department of Tourism (DOT) is underperforming, local leaders said. This gap reveals that more urgent action is needed to revive the tourism sector after the COVID-19 pandemic.
“That silence was loud. The absence of tourism from the President’s Sona sends a clear message: the sector is not delivering, and the DOT needs to do better,” a local representative emphasized.
Lagging Behind Southeast Asian Neighbors
In 2024, the Philippines welcomed only 5.95 million foreign visitors — significantly below the 8.26 million arrivals recorded in 2019. The numbers also pale in comparison to Thailand’s 35.5 million and Malaysia’s 25 million tourists this year. These figures, experts warn, should be a wake-up call for the government and tourism officials.
Furthermore, tourism revenue hit P760 billion (around $13 billion) in 2024. While this figure shows some recovery, it remains far behind Thailand’s $39 billion and Vietnam’s $16 billion. This gap points not just to visitor count but also to the quality of the tourism experience being offered.
Quality and Urgency in Tourism Development
“It’s not just about quantity. Tourists are spending more money in other countries, reflecting how we manage the sector,” said a tourism advocate. “But how can local tourism recover if national leadership falls short?”
Despite having the budget, mandate, and talent, the DOT seems to lack urgency and clear direction, according to critics. Before the Sona, Tourism Secretary Christina Frasco assured the public that the department is ready to meet the President’s challenge to create livelihood opportunities for unemployed Filipinos.
The tourism sector currently employs 6.75 million Filipinos, making up 13.83 percent of the country’s workforce. It also indirectly supports another 10 million jobs nationwide.
Calls for Action from Local Leaders
After the Sona, other lawmakers echoed concerns about the tourism industry’s stagnant growth. Deputy Speaker and La Union Representative Paolo Ortega pointed out that despite aggressive promotions, the Philippines still lags behind its Southeast Asian neighbors in visitor arrivals.
Originally, the DOT targeted 7.7 million arrivals for 2024 but independent research groups revised this down to about 6 million. Nevertheless, the DOT considers 2024 an “exceptional” year for tourism, noting that tourism receipts reached P760 billion, a 119 percent recovery from 2019’s P600 billion and an increase from 2023’s P697.4 billion.
Tourists are also staying longer—averaging over 11 nights instead of nine. Yet, revenue remains far below Thailand and Vietnam’s earnings.
Local Impact and Urgent Solutions Needed
Ortega stressed the need for better tourism packages, especially for areas like La Union, which recently suffered from three cyclones and severe monsoon rains. “La Union, or Elyu as many know it, is driven by tourism and agriculture. After facing these severe weather disturbances, our people struggle to recover. They need work, not just words. The DOT must deliver results that reach local communities,” he said.
He added, “Our people are doing their part. It’s time for the DOT to do the same. We don’t need more ribbon cuttings. We need action, we need results, and we need them now.”
Demanding Accountability for Tourism Sector
Another official stressed that mediocrity should not be tolerated. “We cannot keep rewarding mediocrity. The tourism sector is too important to be sidelined. If the DOT cannot deliver, then we owe it to the Filipino people to demand accountability and course correction,” the representative said.
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