Karen Davila, ABS-CBN News

Speaking at ITB Berlin, Tourism Secretary Christina Frasco shared President Ferdinand Marcos’ vision for the country’s tourism industry: “Make the Philippines the next Asian Tourism Powerhouse!”

ITB Berlin, or the Internationale Tourismus-Börse 2024, is the biggest international travel and trade fair in the world. The Philippines has been a participant of the ITB for the last 30 years and this year, 161 countries with over 25,000 delegates attended the 3-day event from March 5-7.

The Messe Berlin is a sprawling 160,000 square meter convention center with each country booth covering 250 sq meters. The Philippine booth, now interactive with live singing from the Loboc Children’s Choir, dancing from the Kalumon Performing Arts Ensemble from Mindanao and try-on Filipinianas designed by Avel Bacudio for walk-ins, doesn’t fall short of its neighboring countries like Korea and Thailand. 

“For 2024, we are targeting 7.7 million international arrivals and we are hoping that by way of all the programs we have implemented to diversify tourism offerings we can meet the trend in global tourism which is - experiential travel,” says Tourism Secretary Christina Frasco.

Last year, 4.8 million foreign travelers entered the country, one sixth of Thailand’s more than 27 million visitors last 2023. For 2024, the Department of Tourism is targeting a little less than double - 7.7 million. 

The question, is how?

An impressive booth may establish presence, but how can the Philippines be the next Asian tourism powerhouse with all the problems affecting the tourism infrastructure? 

Karen Davila, ABS-CBN News

Our airports have been criticized as falling behind, with NAIA having been listed as one of the worst in the world and today, hogging the headlines for bed bugs and rats. Not the kind of story you would want foreigners to read. 

Frasco says this should be top priority. “Well, kinakailangan talaga na napakaganda ng ating airport infrastructure dahil ito ang 1st and last impression ng ating turista. It will also affect the number of seats in terms of those flights that are coming into the Philippines which then determined the number of people coming into the country,” she said.

This is why Frasco welcomes news of the airport privatization as Manila’s international airport can learn from Cebu’s experience. “We support the President’s agenda of privatization of our airports. Cebu has shown the massive success in terms of privatization and how it can benefit the tourism industry,” she said.

As we speak with the 47 Philippine tourism vendors who have joined the delegation, the airport is just one thing. The country is competing with other issues: connectivity, flight costs and the number of hotel rooms. In Asia, the Philippines ranks #5 in terms of all of these, with Thailand almost 800,000 rooms, Singapore at close to 80,000 and the Philippines with 289,168 hotel rooms nationwide. 

So more than just the numbers, the Tourism department is focusing on the quality of the tourists and their experience. “We’re focusing on the entire tourist experience so they would not just come once, but would stay longer and come again and again.”

Tourism Secretary Christina Garcia Frasco. Karen Davila, ABS-CBN News

HOW MUCH DOES THE PHILIPPINES SPEND? 

Tourism Promotions Board Chief Operating Officer Marga Nograles says being a participant in the ITB Berlin and the World Travel Mart in London helps make up for the country’s limited budget in marketing and advertising. 

“Last 2023, we spent around P40 million for mounting the Philippines’ presence in Berlin but had P272 million in sales leads,” Nograles said, adding that this year’s budget is roughly the same.

The Tourism Promotions Board is the marketing arm of the Philippine Department of Tourism, in charge of the 13 key and strategic markets around the world, with the biggest being South Korea, the United States and Japan. 

TPB Chief Operating Officer Maria Margarita Montemayor Nograles. Photo by Karen Davila, ABS-CBN News

Because of the country’s presence in Berlin, Nograles says the country would like to grow on the European market with visitors from the United Kingdom and Germany growing yearly.

“We would like to be top of mind for the European market focusing on destinations that boast the talent and creativity of the Filipino people because we are our biggest asset and it is high time we give true value to our people. The luxury market is also a target focus - they may be smaller but may yield more value in tourism receipts,” Nograles said.

Is it enough to “Love the Philippines” as the slogan boldly claims? 

Photo by Karen Davila, ABS-CBN News

Despite its past controversy, Frasco has stood by the slogan because she says: “It is truly how foreigners feel about the country.” Ask most foreigners, the immediate response, she says, is “I love the Philippines”. I randomly spoke with some visitors from the booth, and interestingly, they had the same instinctive response. Some saying -  not much is known about the country, but others raving about the beaches and the people. 

Nograles adds: “Love the Philippines is also about how our hard working tourism stakeholders really feel about our country. This is about their passion, dedication and commitment.” 

The ITB Berlin opening day ends with foreigners flocking to the Philippines booth, grooving and cheering talented Beatboxing champion, Neil Llanes beatbox to different pop hits like Funky Town and Bartending World Winner Dennis Barela dancing as he pours drinks with glasses flying through the air. 

When it comes to the Philippines, no one entertains like the Filipino.