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Philippines disputes findings of Return on Tourism Impact report
The Philippine Department of Tourism (DOT) disputed a policy report which claimed the country had Southeast Asia’s lowest tourism returns on investment (ROIs). In a statement released on Monday, 8th September, the DOT called out local journalist Eric Jurado who penned the report, declaring his analysis flawed, misleading, and harmful to the country’s image overseas. The report which was carried by local publications Esquire Philippines and BusinessMirror uses what is essentially a speculative metric referred to as Return on Tourism Impact which is not recognised by global travel and tourism agencies such as UN Tourism, the World Travel & Tourism Council (WTTC), and the World Economic Forum (WEF.) Gross misrepresentation Furthermore, the DOT declared that the article grossly misrepresents the performance of the Philippine tourism sector, essentially undermining the efforts of those who earn their livelihood from it or businesses related to travel and hospitality. Per the DOT’s statement: “To malign this sector with baseless rankings is not just inaccurate: it is harmful. It is imperative that we correct the misrepresentation because it sends the wrong signal to investors, partners, and travelers at a time when the Philippines is competing fiercely in Southeast Asia for market share.” According to the Philippine Statistics Authority’s (PSA) Tourism Satellite Accounts, the country’s tourism sector contributed PHP2.35 trillion in direct gross value in 2024. This shows an increase of around 11.2 percent from 2023 and makes up 8.9 percent of the Philippines’ gross domestic product (GDP). The Philippine tourism sector likewise earned US$12.25 billion in international visitor receipts and US$67.54 billion in combined domestic and foreign tourism spending; thus sustaining 6.75 million direct jobs and providing indirect livelihoods to up to 16 million citizens. The PSA’s data on Tourism Gross Fixed Capital Formation also shows that the total value of tourism-related investments in the past year is around US$10.32 billion. The DOT declared: “Tourism is therefore a high-yield engine of jobs, livelihoods, and national growth [and] not the laggard the report portrays.” A bone of contention One key point of contention was Jurado’s methodology which led to the comparison between a cumulative multi-year investment figure of US$23 billion with a single-year tourism revenue estimate of US$13 billion. The DOTalso called out Jurado’s exclusion of the country’s earnings from domestic tourism It also flagged the exclusion of domestic tourism, which alone generated US$54.24 billion in 2024. This exclusion essentially understated the DOT’s actual returns for 2024, thus distorting the calculation for an ROI. The department concluded by saying: “Tourism is a force for good, a source of pride, hope, and livelihood for our people. Attempts to erase these achievements with fabricated or distorted numbers affect the millions of Filipinos whose lives depend on this industry. The Filipino people deserve better.”
AirAsia Philippines goes all-in for inclusive recruitment
AirAsia Philippines is changing the game when it comes to staff recruitment as it breaks stereotypes with its casting or audition-inspired staffing process. From 20th till 29th August, AirAsia Philippines will open its doors to aspiring cabin crew members every Wednesday from 10AM to 12NN local time. Interestingly, they no longer need to show up in the usual formal attire with full make-up; instead, they can come in more cost-friendly outfits, as simple as a white t-shirt, jeans and casual rubber shoes for male applicants; or a white shirt, denim skirt, and heels for female candidates. Cabin crew aspirants will immerse themselves in a more realistic work environment, setting aside the usual runway screening with a more service and guest-oriented approach during the selection process. Also, they will now get a glimpse of the Allstar culture, giving each candidate a taste of a day in the life in the skies even before they get hired. Rethinking the staffing process According to AirAsia Philippines chief executive Suresh Bangah: “We are reimagining the way we do our recruitment process to focus more on the essentials: talent, attitude and skills needed to become a successful cabin crew. Awarded for an eighth consecutive time as World’s Best Low-Cost Cabin Crew by Skytrax, not only do we live and breathe the standards of safety, we make sure that the work environment is fun and inclusive. By changing the game, we also wish to take part in the purposeful journeys of cabin crew aspirants who are deserving to live the sky high dream.” Future Allstars are required to bring an updated CV or resume along with a recent non-AI-generated photo. They must be ready to showcase their sweetest smiles and the minimum height requirement proportionate to their Body Mass Index (BMI). While AirAsia encourages college graduates to join, recent senior high school graduates are also welcome to apply. Fluency in written and spoken English and Filipino or being multilingual is considered an advantage.
Bitaug designated as the Philippines’ latest Marine Protected Area
Photo courtesy of WCS Philippines It may have taken the better part of 18 years, but the Philippines officially designated Bitaug in the province of Siquijor as a Marine Protected Area (MPA). Today, Bitaug is the province’s largest MPA, covering 149.46 hectares of vibrant coastal ocean. Siquijor State College’s assistant extension director Peachy Baquita said of the designation: “This momentous event is not just the launching or inauguration of a protected site, it is a powerful step forward in our collective journey toward environmental sustainability, coastal resilience, and community empowerment.” Kristine Kate Lim, country director of WCS Philippines, added: “Our coral reefs, seagrass beds, and mangroves are interconnected. They must be protected together if we truly want to secure our environment and our future. This initiative is a powerful step in that direction.” The MPA designation reflects years of participatory planning and consultations, community leadership, and support from a huge variety of agencies and NGO partners like WCS. Bitaug is home to climate-resilient coral reefs, seagrass meadows, commercially important fish stocks, and vibrant populations of sea turtles and sharks. It is notable that the area has explicit rules prohibiting the catch of sharks and rays unless these are meant for research purposes. This makes Bitaug part of a growing roster of MPAs around the world with targeted protections for these vulnerable species. Locals matter Central to the MPA’s success is the Bitaug Fisherfolk Association (BitFA), which co-manages the site with the local government. BitFA members advocated for the creation of the MPA for years and will play a key role in enforcement, operations, and awareness-building for the new MPA, with support from Siquijor State College, the Department of Environment and Natural Resources (DENR), the Bureau of Fisheries and Aquatic Resources (BFAR), and WCS Philippines. BitFA president Othello Manos remarked: “We are willing to be of service to this MPA. Hopefully, in time, we will truly take charge of managing and caring for our MPA. This is the beginning of what we’ve been dreaming of for almost eighteen years.” The initiative is a testament to the power of persistence, strong community leadership, and multi-sectoral collaboration, and now stands as a roadmap for the other coastal municipalities in the province. In a turn of innovative MPA design, Bitaug is to be governed by a management framework that includes revenue-sharing from eco-tourism activities like snorkeling and diving, ensuring conservation benefits are reinvested into local conservation and community development. As the largest marine protected area in Siquijor, Bitaug MPA is more than a boundary on a map, but serves as a beacon of hope for ocean health and community resilience.
Hilton and Ayala Land Hospitality ink partnership to bring Canopy by Hilton brand to the Philippines
Hilton and Ayala Land Hospitality announced the signing of Canopy by Hilton Makati in Metro Manila, an economic and cultural gateway to major financial institutions, multinational companies and vibrant street life. George Aquino, president and chief executive of Ayala Land Hospitality, remarked: “We’re thrilled to team up with Hilton to bring Canopy’s vibrant spirit to Manila. It’s not just about adding rooms: it’s about creating stays that spark curiosity and celebrate Filipino creativity. This exciting collaboration brings us closer to our goal of shaping the Philippines into a must-visit destination, one unforgettable stay at a time.” Scheduled to open in 2026, Canopy by Hilton Makati will rise above the bustling One Ayala development, a new landmark development where culture, creativity, and commerce converge in Makati’s most vibrant neighborhood. Hilton’s vice-president for development in Southeast Asia Maria Arizumi said of this upcoming debut: “Introducing our Canopy brand to the Philippines is a significant milestone, especially in such a vibrant junction in the heart of Makati. Metro Manila is ripe for a fresh perspective on hospitality, and we believe Canopy’s lifestyle approach will resonate with both local and international guests. This launch also marks the beginning of a meaningful partnership with Ayala Land Hospitality, who are passionate stewards of the Canopy vision.” Hilton’s area vice-president and regional head in Southeast Asia Alexandra Murray added: “The Philippines continues to shine as a vibrant and dynamic destination, celebrated for its rich cultural heritage and warm, welcoming people, making it an ideal setting for the Canopy experience. Makati has long been, and will remain, a favourite among travellers seeking a mix of urban sophistication, culture and lifestyle experiences.” Adding local flavour to stylish stays Canopy by Hilton is known for stylish, locally-connected stays that reflect the spirit of the locale. With more than 40 hotels open across 14 countries and territories and more than 40 more in the pipeline, each Canopy hotel is different by design, thoughtfully tailored to its setting. Canopy Makati carries that spirit forward with a perspective that’s rooted in warm hospitality, full of energy, and infused with modern design and a bold perspective. Spanning 24 storeys and 400 stylishly designed rooms and suites, the hotel will feature a mix of sleek urban escapes to spacious suites blending contemporary comfort with materials and artwork inspired by Manila’s creative and cultural scene. The hotel will also become a new hub for the city’s social and food scene, seeing how locals and guests alike can explore a destination restaurant, rooftop bar with skyline views, and hidden speakeasy that channels Manila’s eclectic energy. More than just places to dine and drink, these spaces will play host to Manila’s creative pulse. From DJ sets to stylish social events as well as cultural gatherings, Canopy by Hilton Makati will be a gathering place where the city comes to life. Guests can unwind at the pool deck or recharge at the hotel’s high-performance gym with top-tier equipment and engaging group classes. For gatherings that break the mould, Canopy Manila’s reimagined meeting spaces draw on local creative inspiration for meetings and offsites or weddings and celebrations that are as vibrant and memorable as the city itself. Likewise, Canopy by Hilton hotels participate in Hilton Honors, the award-winning guest-loyalty programme for Hilton’s 24 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, exclusive member discounts, free standard WiFi, and the Hilton Honors mobile app.
National Museum of the Philippines boosts funding for restoration of the Campanario de Dumaguete
The National Museum of the Philippines (NMP) allocated additional funds for the second phase of restoration and site development of the iconic centuries-old Campanario de Dumaguete in the southern province of the same name. The secondary allocation is worth slightly over US$105,000. Monsignor Julius Perpetuo S Heruela, head of the Committee on Church Cultural Heritage of the Diocese of Dumaguete, expressed gratitude to the NMP for taking on the arduous task of restoring the bell tower to its closest original state. Heruela said: “The diocese, headed by Bishop Julito Cortes, is thankful to director Jeremy Barnes of the National Museum, for their painstaking and thorough research in digging up additional photos, information, and other materials needed for an accurate restoration of the bell tower.” The second phase of the project covers 180 calendar days and will include more restoration works and site development. The restoration initiative began last year with an initial funding of nearly US$1.5 million. A symbol of a people’s faith The bell tower is not just a Spanish era attraction, but is symbolic of the people’s faith, heritage, and history, as it has withstood centuries of challenges, natural or man-made, he added. A pre-construction meeting featuring updates on the bell tower restoration project was held by NMP officials in Dumaguete on Thursday, 7th August. Attendees included members of the heritage committee as well as representatives from the city government and the provincial tourism office. During a recent virtual briefing, architect Benjamin Empleo Concepcion, NMP’s project-in-charge, said the restoration project is already 91.4 percent complete. Concepcion remarked: “The restoration was stalled in the past months after the contractor and NMP experts found new information that impacted the original plan, triggering further research on the tower.” Built in the 1800s, the Dumaguete bell tower was declared an Important Cultural Property by the National Museum before the pandemic.
Philippines’ Marcos: Let development of Sangley Airport be unimpeded
Philippine President Ferdinand R Marcos Jnr ordered relevant government agencies to fast-track the development of Cavite’s Sangley Airport. Marcos issued the call on the third day of his state visit to India on Wednesday, 6th August, whilst meeting with top executives of Indian infrastructure mega-firm GMR Group. The GMR Group is a strategic partner of the Sangley Aerocity Project, and is currently developing an international airport and surrounding aerotropolis at the former Sangley Point Air Base. Aside from the Sangley Airport project, GMR is also looking into upcoming bids for regional airports expected to open later this year, as well as other infrastructure projects throughout the Philippines. Once operational, the Sangley Point International Airport will help decongest Metro Manila's Ninoy Aquino International Airport (NAIA). A step in the right direction Jonvic Remulla, secretary of the interior and himself a former governor of Cavite province, hailed the President’s call as another positive step towards the development of Sangley Airport as a supplemental hub for the country’s biggest gateway. Remulla remarked in the vernacular: “Within two and a half years, we will have another runway in use; 20 million more passengers can be accommodated there within the next two years. We’ll be able to decongest NAIA to make travel more comfortable for Filipino travellers and also draw in more foreign tourists.” As of press time, the President ordered full support from all concerned agencies to ensure that the developmental initiative is completed within schedule. What came before At present, the Sangley Airport project is being developed under a public-private partnership led by the Cavite provincial government. Prior to the President’s state visit to India, the Philippine Competition Commission (PCC) cleared a proposed joint venture for the development of Sangley Airport in October of last year. At the time, the PCC said the proposed partnership between the Cavite provincial government and the private consortium for the development of the airport was highly unlikely to result in a substantial lessening, restriction, or prevention of competition in the relevant markets. Under the terms of agreement, this public-private partnership (PPP) will develop, own, operate, manage and maintain Sangley Airport. The cost of the developmental initiative is currently estimated to be US$11 billion.
A reimagined Best Western Plus Hotel Subic, Philippines welcomes guests
BWH Hotels, a global hospitality network comprising WorldHotels™, Best Western® Hotels & Resorts, and SureStay® Hotels, continues to strengthen its presence in the Philippines with the relaunch of the renovated Best Western Plus Hotel Subic, an elevated hotel that overlooks the sea and sunset on the west coast of Luzon Island. Part of the BWH Hotels portfolio since its opening in 2018, Best Western Plus Hotel Subic has reopened following an extensive revitalization that will re-establish it as one of the leading destinations in Subic – a dynamic freeport zone and popular tourist resort just 2.5 hours’ drive from Manila. Travellers can relax in contemporary king or twin rooms, stay connected with fast and free Wi-Fi, chill out at the sea-facing rooftop pool and deck, and work out at the well-equipped fitness center. Two inviting restaurants offer fresh local and international cuisine throughout the day, and the hotel’s dedicated events hall sets the stage for business and social gatherings, including weddings. “We are thrilled to welcome guests back to Best Western Plus Hotel Subic following the property’s major refurbishment. With its prime location in the heart of this emerging destination, including a spectacular pool deck and sea views, this is set to become the hotel-of-choice for local and overseas visitors to Subic Bay, including our global network of Best Western Rewards® members,” said Olivier Berrivin, Vice President – APAC, BWH Hotels. Best Western Plus Hotel Subic joins the existing portfolio of BWH Hotels in the Philippines, which comprises six hotels and resorts spread across a wide range of vibrant cities and resort destinations, including guest-favored Best Western Plus properties in Clark, Panglao, and Puerto Princesa.
Frasco sees greater opportunities to build tourism cooperation between India and the Philippines
Philippine tourism secretary Christina Frasco and other members of the country’s Cabinet joined President Ferdinand R Marcos Jnr’s state visit to India on Monday, 4th August. The state visit aims to deepen cooperation between the two countries across key sectors, including tourism, trade, investment, and connectivity. At the same time, the visit commemorates the 75th anniversary of diplomatic relations between the Philippines and India. In a statement, Frasco declared: “We are honoured to be part of the President’s state visit to India, as we strengthen bilateral ties and unlock greater opportunities for tourism cooperation. The Department of Tourism (DOT) has placed strategic focus on the Indian market, recognizing its vast potential from enhancing connectivity and visa facilitation, to promoting travel experiences for Indian tourists.” Meeting with regional peers As part of the delegation, Frasco is expected to hold a series of high-level meetings with Indian stakeholders in business, aviation, tourism, and entertainment. Among those on her slate is the Federation of Indian Chambers of Commerce and Industry, India’s oldest and largest business chamber, with whom the secretary will discuss strategies for increasing Indian tourist arrivals in the Philippines. Frasco will also engage with executives from India’s flag carrier Air India and its largest low-cost airline IndiGo to explore the enhancement of direct flight connectivity between the two countries. Additional meetings with hotel operators, resort developers, and travel companies aim to create strong linkages for tourism growth. A market with a great deal of potential Another key item on Frasco’s agenda is a potential collaboration with the National Film Development Corporation Limited, India's state-run film body, as the DOT eyes opportunities in film tourism. This is a potential move that could bring Indian film productions to Philippine shores. India remains a high-growth source market for Philippine tourism, and the recent visa-free entry policy is expected to significantly improve the country’s competitiveness as a travel destination among Indian tourists. Frasco added that more employment and livelihood opportunities for Filipinos nationwide are anticipated as the state visit underscores broader diplomatic and economic efforts to elevate the countries’ relationship through cross-sectoral collaboration and people-to-people exchange.
Philippines assures ASEAN of support for unified regional visa
Ahead of the Philippines’ hosting of the 2026 ASEAN Summit, its tourism secretary announced the country’s support of the proposed unified visa system for member nations. During a media briefing held at the Department of Tourism (DOT)’s headquarters in Makati City yesterday, 31st July, tourism secretary Christina Frasco assured fellow ASEAN ministers that the Philippines will solidly support efforts leading to the creation of a unified regional visa. Frasco declared: “As early as the very first ASEAN meeting that I attended as Tourism Secretary, I expressed the Philippines’ desire to benefit from a unified ASEAN visa. Of course, this is entirely up to the agreements of the nations. We maintain our stance in terms of desiring an ASEAN visa without compromising national security.” Worth discussing Earlier this year, Frasco pointed out that other Southeast Asian countries also showed interest in a unified visa scheme, which is inspired by the European Schengen visa and the Gulf Cooperation Council’s joint visa. She expressed hope that the topic would be revisited as the Philippines assumes the ASEAN chairmanship in 2026. Meanwhile, the official said preparations are underway for the overall Philippine hosting of the ASEAN meetings next year. Frasco said: “The Philippines hosting the ASEAN in 2026 will be a very big boost to tourism for the country, and on the side of the Department of Tourism, we are very excited that the very first ASEAN meetings will be about tourism, with the ASEAN Tourism Forum slated to be held at the end of January 2026.”
Lever Foundation lauds Eco Hotels Philippines for upping plant-based menu by 30%
Food sustainability advocacy Lever Foundation recently praised Eco Hotels Philippines for committing to increase plant-based food offerings throughout its establishments in the country by 30 percent this year. Given this, Eco Hotels Philippines has become the first-ever homegrown Filipino hospitality brand to embark on a significant food sustainability initiative. According to Lever Foundation’s sustainability programme manager Marielle Lagulay: “Eco Hotels Philippines’ commitment marks a strong advancement in sustainable food service within the Philippine hospitality landscape. As the first homegrown Filipino brand to embrace this level of plant-forward commitment, Eco Hotels demonstrates how locally-rooted hospitality companies can lead meaningful environmental action while establishing new industry benchmarks.” The expansion of plant-based offerings further supports Eco Hotels’ broader sustainability framework, which includes goals for reducing food waste, carbon emissions, and water usage. A firm foundation The hospitality firm’s decision is built upon its existing sustainability framework, which positions it as a prime mover in the eco-conscious hospitality sector. As such, it incorporates innovative plant-based dishes whilst responding to growing consumer demand for environmentally responsible dining options. The plant-based menu expansion represents a natural evolution of Eco Hotels’ established sustainable practices, which include inclusive hiring from local communities, green supply chain partnerships, and eco-conscious design principles. According to company chair and chief vibe officer Don Ramon Bagatsing: “Expanding our plant-based offerings reflects Eco Hotels’ core values of environmental preservation and community care. By committing to make at least 30 percent of our menu plant-based, we strengthen our mission to prioritize People, Planet, and Profit, while reinforcing our role as a sustainability leader in Filipino hospitality.” President and CEO Alessandra Atienza added that theirs is a hospitality brand that believes in leading by example. Atienza said: “By committing to more sustainable food choices, we’re not only meeting the growing demand for healthier and eco-friendly options, but also reinforcing our long-standing dedication to responsible tourism.”
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