Philippine Tourism Secretary Christine Garcia Frasco Highlights Resilience and Growth at ITF Opening Program

The International Travel Festival (ITF) kicked off in grand fashion today, marking its 10th anniversary with an impressive display of travel offerings, exhibitors, and exclusive deals at the Waterfront Cebu City Hotel & Casino. The event, which runs from March 14 to 16, 2025, draws travel enthusiasts from across the globe to discover new travel inspirations, with nearly 200 tourism kiosks showcasing top destinations and services.

Secretary of Tourism Christine Garcia Frasco graced the opening ceremony, where she delivered a powerful keynote address reflecting on the resilience of the Filipino people and the remarkable growth of the country’s tourism industry. “All of the tragedies, calamities, and difficulties that have ensued, if only to highlight the strength of spirit of the people of Cebu and the people of the Philippines, to have come to this day and to come out not unscathed, but certainly stronger, more resilient, and more determined than ever to champion Philippine tourism,” Frasco remarked.

She acknowledged the unwavering commitment of the private sector to the tourism industry, emphasizing that it remains a vital economic force for the country. “I always say to our tourism stakeholders that I feel very blessed to lead an industry where the private sector continues to apply its commitment, its dedication, its passion, its service, and sacrifice to ensure that our destinations continue to thrive,” she added.

Frasco also highlighted the country’s remarkable recovery in 2024, with a record-breaking ₱760 billion pesos in international visitor receipts, marking a 126% recovery from the pandemic. While tourist arrivals may not yet surpass those of neighboring Asian countries, the Philippines leads the region in tourism spending per capita, with visitors spending an impressive US$2,073 each. This has translated into longer stays, with the average length of stay increasing from nine to 11 nights.

Additionally, domestic tourism continues to thrive, with the Philippines ranking number one in ASEAN for domestic tourism performance, valued at over 66 billion pesos. Frasco also stressed the transformative power of tourism, which provides livelihoods to over 16.4 million Filipinos, both directly and indirectly.

A major focus of her speech was on Cebu, a cornerstone of Philippine tourism, which saw over 5 million overnight tourist arrivals in 2024, a 25% growth from the previous year. Frasco praised the Mactan-Cebu International Airport, which was recently awarded as Asia’s best in the 5-15 million passenger category, and congratulated the Mactan-Cebu International Airport Authority (MCIAA) for its success.

“Cebu’s tourism strength lies in the diversity of its offerings,” she said. “From being Asia’s Cradle of Christianity to being home to unparalleled natural attractions, Cebu continues to inspire in the tourism sphere.” The tourism secretary highlighted some of Cebu’s standout attractions, including canyoneering in Badian, the world-famous Sardine Run in Moalboal, and historical sites like Magellan’s Cross and Mactan Shrine.

She also commended local tourism initiatives such as the Suroy-Suroy Sugbo program, led by Governor Gwen Garcia, which serves as a model for the Department of Tourism’s Philippine Experience Program.

As the Philippines celebrates a decade of travel inspirations, Frasco reaffirmed the government’s commitment to investing in tourism infrastructure. “The Marcos administration is investing in our destinations, recognizing the necessity of addressing the challenges to ensure the global competitiveness of the Philippine tourism industry,” she said, mentioning key infrastructure projects like the improvement of airports, construction of tourism roads, and the expansion of seaports.

In celebration of ITF’s 10th anniversary, this year’s festival promises more than just booths. Visitors can enjoy incredible travel deals, exclusive tour packages, immersive booths, cultural performances, and exciting raffle giveaways. Nearly 200 exhibitors, including major brands such as Philippine Airlines, Cathay Pacific, China Airlines, Sunlight Air, bai Hotel, Fili Hotel NUSTAR Cebu, Radisson Blu, Marco Polo Plaza Cebu, and many others, have set up kiosks at the venue.

The opening ceremony was also attended by notable figures such as Stephanie Villahermosa, the organizer from MyEventology, and Hon. Atty. Jocelyn “Joy” Pesquera of the Cebu City Tourism Commission, who led the ribbon-cutting ceremony.

As Frasco emphasized, “What you do and what you champion changes lives,” underscoring the importance of tourism in shaping the Philippines’ future. This year’s ITF is not just a festival of travel, but a celebration of the nation’s resilience, growth, and vibrant tourism industry.

For those planning their next adventure, don’t miss out on this grand event, which is free to attend. ITF 2025 is the perfect opportunity to discover new destinations and plan your dream vacations.