Delegates from the first UN Tourism Regional Forum on Gastronomy Tourism visit the St. Michael the Archangel Parish Churcn in Argao, Cebu on June 27, 2024. Mark Demayo, ABS-CBN News 

MANILA (UPDATED) -- President Ferdinand Marcos Jr. said the government was boosting other aspects of Philippine culture to provide "experiential tourism" to visitors.

Marcos, during his third State of the Nation Address (SONA), said the implementation of the E-Travel System has made air transport and tourism more convenient.

He also said e-gates will soon be a standard fixture in airports, as the country also prepares for the implementation of the e-visa system.

Despite all these improvements, Marcos said the tourism industry has yet to fully recover. To attract more visitors, the government should focus on experiential tourism, he said. 

"The tourism challenge has already evolved, and now requires a multi-faceted strategy. The focus now is on experiential tourism. Food, culture, heritage, the arts, education, Halal, Islamic traditions, dive, cruise, farm and ecotourism, and even sports, have now become potent subjects and products of a nation's tourism," he said.

READ: PH books more than 3 million tourist arrivals in first half

Part of the experiential tourism plan of the government is improving the One Town, One Product concept.

"This is an imperative, and that we must elevate and expand our understanding of the One Town, One Product or OTOP concept. It must not inhibit, but rather it must inspire. We must not rest content to have just one, rather, we must seek the optimum number of high-quality products and services, which at the same time showcase our communities' distinctive history, traditions and talents," Marcos said.

"Filipino creativity and ingenuity will enliven and unlock the as yet untapped potential of these new facets of Philippine tourism," he added.

READ: 'Risky' city? Manila tourists, locals say they 'feel safe' in capital 

Tourism Secretary Christina Garcia Frasco expressed her support for Marcos' plans, which she said would further boost tourism in the country.

"We are grateful for these numbers which reflect the President's strategic focus on advancing tourism-related policies, including infrastructure development through airport upgrades and new infrastructure construction nationwide, the implementation of E-visas, and the introduction of E-gates in line with the E-travel system, as well as the prioritization of CREATE More Bill that stands to impact on tourism investments," she said.

"These initiatives represent a significant advancement for Philippine tourism, enhancing our competitiveness and establishing the country as a top-notch destination known for its convenience, accessibility, and world-class hospitality," Frasco added.

Frasco also highlighted the Department of Tourism's programs, which reflects Marcos' push for "experiential tourism".

"We take pride in showcasing the diverse offerings of Philippine tourism through programs like the Philippine Experience Program, The Philippine Eatsperience, The Filipino Brand of Service Excellence Training Program, Tourist Rest Areas, and the development of specialized tourism segments such as Dive Tourism, Gastronomy Tourism, Cruise Tourism, and Halal Tourism, among others," she said.

"Through these endeavors, and collaborative initiatives under the inspiring leadership of President Marcos, we are dedicated to showcasing to the world the many reasons to Love the Philippines, Frasco added.

DOT earlier said it eyed 7.7 million international tourist arrivals in 2024.

The previous year closed with a total of 5,450,557 international visitors to the Philippines, which is 650,000 higher than the original target of 4.8 million.

According to the DOT, 91.8 percent of the visitors were foreign nationals whi mostly came from South Korea (26.41 percent), the United States (16.57 percent), Japan (5.61 percent), Australia (4.89 percent) and China (4.84 percent).

READ: 'Visit a better Makati' launched to boost local tourism in city