The Department of Tourism (DOT) is strengthening the Philippines’ hospitality readiness ahead of the 49th ASEAN Summit and Related Meetings in November 2026 through a month-long specialized training program for tourism and hospitality frontliners.

As of October 19, the DOT had trained 244 participants across seven batches. The initiative aims to ensure that delegates, officials, and international guests receive professional service and experience Filipino hospitality throughout the summit’s social events and official hospitality activities.

Anchored on the Filipino Brand of Service Excellence (FBSE), the program prepares participants for assignments as liaison officers, information officers, and ushers at designated venues, accredited hotels, and airports.

Specialized Training for World-Class Hospitality

DOT Assistant Secretary Ma. Christina G. Aquino developed the training curriculum, drawing on her extensive experience in hospitality education and leadership in the tourism industry. Her previous positions include Dean of the College of International Tourism and Hospitality Management at Lyceum of the Philippines University, Chairperson of the Tourism Industry Board Foundation, and President of the Asia Pacific Council on Hotel, Restaurant, and Institutional Education.

The program features sessions on diplomatic standards, social graces, professional grooming, service excellence and recovery, teamwork, communication, and conference venue and logistics management.

To deliver the training, the DOT brought together experts from diplomacy, aviation, higher education, tourism, and hospitality. The resource speakers include former Ambassador Laura Quiambao-Del Rosario, former Philippine Ambassador and APEC Senior Officials Chair; Ian U. Cacho, Director and Training Head of CAFA Manila and former Qatar Airways Cabin Services Director; and Prof. Robert Frederick P. Hayden Jr., a senior higher education executive and institutional development strategist.

Other speakers include Yael T. Fernandez, a DOT-accredited tour guide and hospitality educator; Ramon F. Mariñas, owner and Managing Director of Bienvenido Travel and Tours and an FBSE-accredited trainer; Orlando Ballesteros, Chief Operating Officer of Exlink Management and Marketing Services Corp. and a MICE industry leader; and Mel Jayson B. Sanchez, Hospitality Manager at Asia Affinity Property Management Inc. and a certified DOT FBSE Enterprise Level Trainer.

Frontliners to Undergo Readiness Assessments

Beyond classroom instruction, participants will undergo stress tests, panel interviews, site inspections, and positioning exercises. These assessments will evaluate their readiness, help determine their assignments, and familiarize them with their designated posts before deployment.

The preparation aims to ensure frontline personnel can respond professionally to the demands of an international summit, where effective communication, attention to detail, and coordination are essential.

Participants come from the DOT and its attached agencies, the Cultural Center of the Philippines ushering group, universities offering tourism, hospitality, and diplomacy programs, and organizations accredited by the Philippine Tour Operators Association (PHILTOA).

Filipino Textiles to Showcase Philippine Craftsmanship

The summit will also provide an opportunity to highlight the country’s cultural heritage through the uniforms of selected ushers. Their specially designed attire will feature traditional Filipino textiles from the Ilocos Region, including Binakol, a traditional hand-loomed textile known for its distinctive geometric patterns.

The uniforms will bring local craftsmanship into an international setting, allowing the Philippines to showcase its cultural identity alongside its hospitality standards.

DOT Highlights the Importance of Filipino Hospitality

Tourism Secretary Dita Angara-Mathay emphasized that hosting the ASEAN Summit is an opportunity to present the country’s hospitality to regional leaders and international delegates.

The secretary said the department wants frontliners to be confident, capable, and prepared to deliver excellent service while making every delegate feel welcome.

She also stressed that hosting the summit should have an impact beyond the successful conduct of meetings and official events. Positive interactions with Filipino frontliners can help strengthen goodwill, foster regional friendships, and encourage visitors to return to the Philippines for future holidays.

With specialized training, readiness assessments, and culturally inspired uniforms, the DOT aims to ensure that the Philippines’ hosting of the 49th ASEAN Summit reflects both professional service standards and the warmth of Filipino hospitality.

Visit Lakbay Pilipinas Facebook Page.

Read: Kaamulan Festival in Malaybalay Bukidnon

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The Higantes Festival in Angono, Rizal, is one of the Philippines’ most distinctive cultural celebrations. Known for its towering papier-mâché giants, lively street dancing, religious traditions, and vibrant community atmosphere, the festival showcases the creativity and heritage of a town widely recognized for its artistic traditions.

For travelers exploring Rizal Province, the celebration offers a chance to experience local culture beyond the usual tourist attractions. You can watch giant effigies parade through the streets, discover Angono’s art scene, sample local food, and witness how residents preserve traditions passed down through generations.

The festival is traditionally celebrated in November, with major activities associated with the feast of San Clemente on November 23. Specific activities and schedules may vary each year, so visitors should check local government announcements before planning their trip.

Whether you are visiting for the first time or returning to Angono for another cultural adventure, this guide covers the festival’s history, highlights, sample itinerary, transportation options, travel tips, and frequently asked questions.

History of the Higantes Festival

The Higantes Festival originated in Angono, a lakeside town in Rizal known for its artistic heritage and strong community traditions. The word higantes means “giants” in Filipino and refers to oversized human figures made from lightweight materials, traditionally including papier-mâché.

One popular account traces the tradition to the Spanish colonial period, when local residents used giant effigies to express themselves under the authority of a hacienda. Over time, the figures evolved into a celebration of local identity, creativity, and community pride. Although this account is widely repeated, the tradition’s earliest origins should be understood as local historical narratives rather than a single, fully documented explanation.

Today, the Higantes Festival is closely associated with the feast of San Clemente, the town’s patron saint. Religious processions, street celebrations, and the appearance of higantes blend spiritual devotion with popular festivities.

The giant figures often represent recognizable human characters, including men and women dressed in colorful clothing. Their exaggerated proportions and expressive faces make them memorable symbols of Angono.

The festival also reflects the town’s reputation as an artistic community. Angono is associated with National Artists Carlos “Botong” Francisco and Lucio San Pedro, whose contributions to Philippine visual art and music helped establish the town’s cultural significance.

For visitors, the Higantes Festival is more than a street parade. It offers a chance to see how art, faith, history, and local identity come together in a living community tradition.

Things to Do and See at the Higantes Festival

Watch the Higantes Grand Parade

The grand parade is the Higantes Festival’s main attraction. Giant papier-mâché figures move through Angono’s streets, accompanied by music, performers, and enthusiastic spectators.

Look closely at the figures’ facial expressions, costumes, colors, and individual designs. Some represent familiar characters or community personalities, while others showcase local artists’ imagination.

Arrive early to secure a good viewing spot, particularly along major roads near the parade route. The route and start time can change, so confirm the official program before you leave home.

Photograph the Colorful Higantes and Higantitos

Photography enthusiasts will find plenty of opportunities to capture the festival’s oversized figures and colorful street scenes. The towering higantes create dramatic compositions, especially when photographed against the town’s streets and buildings.

Look out for higantitos, smaller giant figures that add another dimension to the celebration. Their designs demonstrate how the tradition continues to inspire artists and younger generations.

For better photos, use a wide-angle lens or your phone’s standard camera, and position yourself so you can capture the figures’ full height. Avoid blocking performers or stepping into the parade route for a shot.

Experience the Feast of San Clemente

The festival honors San Clemente, the town’s patron saint. Religious activities and community traditions give the festivities a deeper meaning beyond the street parade.

Visitors may encounter processions, church activities, and other local observances depending on the official program. To experience the religious side of the celebration, plan your visit around the feast day on November 23.

Dress respectfully when entering the church, keep noise to a minimum during religious services, and follow instructions from parish volunteers and local organizers.

Explore Angono, the Art Capital of the Philippines

Angono is widely known as the Art Capital of the Philippines, making it an excellent destination for travelers interested in visual arts, folk traditions, and local history.

Beyond the festival, explore the town’s murals, galleries, and art spaces. The community is closely associated with National Artist Carlos “Botong” Francisco, whose paintings helped shape Philippine historical and figurative art, and National Artist Lucio San Pedro, celebrated for his musical compositions.

Consider visiting the Blanco Family Museum, Nemiranda Art House, or Ang Nuno Artists Foundation Gallery, subject to opening hours and visitor arrangements. These stops offer a closer look at the artistic traditions that make Angono worth exploring year-round.

Visit the Angono Petroglyphs

Extend your festival trip with a visit to the Angono-Binangonan Petroglyphs, an important archaeological site featuring ancient rock engravings. The carvings depict human and animal forms and provide evidence of early artistic expression in the Philippines.

The site offers a different perspective on the region’s cultural history. While the petroglyphs are separate from the Higantes Festival tradition, visiting both makes for a rewarding cultural itinerary.

Check access arrangements before traveling, as visitor access and site conditions can vary. Allow extra time to travel between the town center and the archaeological site.

Sample Local Food and Filipino Festival Favorites

A festival visit is also an opportunity to discover Angono’s food scene. Explore local eateries, neighborhood food stalls, and restaurants serving Filipino dishes.

Look for grilled food, traditional merienda, rice meals, and regional specialties available during the celebration. Angono is also known for restaurants that combine dining with local art, including Balaw-Balaw Restaurant and Art Gallery.

Food availability and stalls may vary by location and year. Bring cash for small purchases, and choose busy food stalls with proper food-handling practices.

Observe Local Crafts and Meet Community Artists

The higantes are not simply parade decorations. They represent the craftsmanship and collective effort of the people who create and maintain them.

If the festival program includes art exhibitions, workshops, or cultural displays, take time to explore them. You may learn about papier-mâché techniques, painting, figure construction, and the creative process behind the giant characters.

Ask permission before photographing artists at work or taking close-up portraits. Purchasing locally made crafts and artworks is another way to support Angono’s creative community.

Enjoy the Town Fiesta Atmosphere

Even outside the main parade, Angono becomes a lively destination during its fiesta season. Streets may feature decorations, food vendors, cultural activities, and gatherings among residents and visitors.

Walk around the accessible areas of the town center, observe the festivities, and enjoy the community atmosphere. Remember that these are also residents’ homes and neighborhood spaces, so be considerate when taking photographs or entering private properties.

Sample One-Day Higantes Festival Itinerary

The following schedule is a suggested plan, not an official event timetable. Adjust it based on the confirmed parade route, transportation conditions, and attraction opening hours.

Travel tip: If the main parade is your priority, do not schedule a museum visit or a long lunch during the expected parade hours. Festival traffic and road closures can make short distances take much longer than usual.

When Is the Higantes Festival 2026?

The Higantes Festival is traditionally held in November, in connection with the Feast of San Clemente on November 23. The grand parade is usually scheduled for the Sunday before the feast.

For 2026, the Sunday before November 23 falls on November 22, 2026. This is the expected parade date based on the traditional schedule, not a confirmed official program. Check announcements from the Municipality of Angono for the final date, starting time, parade route, road closures, and other activities.

To experience both the grand parade and the religious festivities, consider staying overnight or visiting on November 22 and 23. This gives you more time to explore the town without rushing between activities.

How to Get to Angono, Rizal

You can reach Angono from Metro Manila by public transportation or private vehicle. Your travel time will depend on your starting point, traffic, and festival road closures.

By Public Transportation

From Cubao, Quezon City

From Ortigas and Shaw Boulevard

From Antipolo

Public transportation routes and terminals can change. Confirm the latest operating routes before you leave, and allow extra time for transfers.

By Private Car

You can reach Angono via several roads connecting Metro Manila to Rizal, including Ortigas Avenue Extension and Manila East Road. Your best route will depend on your starting location and current traffic.

During the festival, some roads may be closed or restricted to accommodate the parade and crowds. Follow local traffic advisories, obey temporary parking restrictions, and avoid driving into pedestrian-only areas.

Important: If you plan to attend the grand parade, arriving early is usually more practical than trying to park near the event shortly before it begins.

Important Travel Tips for the Higantes Festival

Arrive Early

The grand parade attracts residents and visitors, and popular viewing areas can become crowded. Arrive well before the announced start time to find a safe viewing location without rushing.

Wear Comfortable Clothing

Choose lightweight clothing, comfortable walking shoes, and a hat or cap. November weather can still be hot and humid, and you may spend several hours outdoors.

Bring Water and Sun Protection

Carry drinking water, sunscreen, and a small towel. Take breaks in shaded areas, especially if you are attending with children or older family members.

Prepare for Crowds and Road Closures

Expect slower travel, temporary detours, and limited parking around major festival areas. Keep your group together, identify a meeting point, and agree on what to do if someone gets separated.

Protect Your Camera and Phone

Use a secure camera strap or wrist strap. Keep your phone and valuables in a zipped bag, particularly in dense crowds. Bring a power bank if you plan to take photos and videos all day.

Ask Before Photographing People

The higantes are obvious photography subjects, but performers, residents, and religious participants also deserve consideration. Ask permission before taking close-up portraits, especially of children, and avoid interrupting religious activities.

Respect Religious Traditions

The festival combines cultural celebration with devotion to San Clemente. Dress appropriately in religious spaces, follow procession instructions, and do not obstruct worshippers or ceremonial activities.

Bring Cash

Small food vendors, tricycle drivers, and local shops may prefer cash. Bring smaller Philippine peso denominations and keep your money secure.

Keep the Festival Clean

Use designated waste bins and avoid leaving food packaging, plastic bottles, or other rubbish along the parade route. Support local businesses and respect the neighborhoods hosting the celebration.

Check the Official Program

Before leaving home, confirm the parade date, assembly point, schedule, road closures, and any special transport arrangements with the municipal government or local tourism office. Older festival schedules can provide useful context, but don’t treat them as the current year’s program.

Higantes Festival FAQs

What is the Higantes Festival in Angono, Rizal?

The Higantes Festival is an annual cultural celebration in Angono, Rizal, known for its giant papier-mâché figures, street parade, community performances, and connection to the Feast of San Clemente. The festival highlights the town’s artistic heritage and local traditions. Visitors can watch the higantes parade, explore Angono’s galleries, sample local food, and learn about the community’s cultural identity. It is one of Rizal Province’s most recognizable celebrations and an excellent destination for travelers interested in Philippine festivals.

When is the Higantes Festival celebrated?

The Higantes Festival takes place in November, in connection with the Feast of San Clemente on November 23. The grand parade is traditionally held the Sunday before the feast, though the full program and timing can vary. For 2026, the expected parade date is November 22, based on this established pattern, but travelers should confirm the official schedule before making arrangements. Visitors who want to experience additional religious activities may consider staying until November 23.

Is the Higantes Festival free to attend?

Watching the street parade from public viewing areas is generally free, making the Higantes Festival accessible to day-trippers and budget-conscious travelers. However, you should prepare money for transportation, food, drinks, souvenirs, and any museum or gallery admission fees. Some special activities or organized tours may charge extra. Keep in mind that free public access does not guarantee convenient parking or unrestricted access to every street. Check local advisories for any changes to public access and event arrangements.

What time should I arrive at the Higantes Festival?

Arriving early in the morning is recommended, especially if you’re coming mainly to watch the grand parade. Past editions have featured early-morning parades, but start times and assembly points can change from year to year. Arriving early gives you more time to find a safe viewing spot, purchase refreshments, and adjust to road closures. Check the official schedule before traveling and allow additional time for traffic, parking, and walking from your drop-off point.

How do I get to the Higantes Festival from Manila?

Travelers from Manila can reach Angono by public transportation or private vehicle. Depending on your starting point, you may find buses, jeepneys, or UV Express services connecting to Angono and nearby towns in Rizal. Some routes may require a transfer at a major transport hub. Drivers can use roads connecting Metro Manila to eastern Rizal, including Ortigas Avenue Extension and Manila East Road, subject to traffic restrictions. Plan your journey in advance because festival crowds and road closures can affect travel time.

What should I wear to the Higantes Festival?

Wear comfortable, breathable clothing and walking shoes because you may spend several hours outdoors in crowded streets. A cap, sunglasses, and sunscreen can help protect you from the sun. Carry drinking water and a small bag for personal belongings. If you plan to enter a church or attend religious activities, choose clothing that is appropriate for the setting. You may also want to bring a light rain jacket or compact umbrella in case it rains, while keeping your hands free to move safely through crowds.

What other places can I visit in Angono during the festival?

Angono offers several attractions that complement a Higantes Festival visit. Explore the Blanco Family Museum, Nemiranda Art House, Ang Nuno Artists Foundation Gallery, and local street murals to learn more about the town’s artistic heritage. The Angono-Binangonan Petroglyphs are another notable cultural attraction, although reaching the site requires additional travel and planning. Check opening hours, visitor arrangements, and transportation options before including these places in your itinerary. On festival day, prioritize the parade to avoid missing the main activities.

Is the Higantes Festival suitable for children and families?

Yes. The colorful giant figures, music, performances, and lively atmosphere can make the festival an enjoyable family outing. However, crowds, heat, noise, and traffic restrictions require extra preparation. Keep children close, choose a viewing location away from moving parade participants, and agree on a meeting point in case anyone gets separated. Bring water, snacks, sun protection, and any essential personal items. Families with strollers may find crowded or uneven streets difficult to navigate, so a lightweight carrier may be more practical for younger children.

Can I attend the Higantes Festival as a day trip?

Yes. Angono is accessible from Metro Manila, making a day trip practical for travelers who want to watch the parade and explore the town center. Leave early, prioritize the main parade, and choose only one or two additional activities instead of trying to visit every attraction. Traffic, road closures, and public transportation queues may delay your return journey, so avoid making tight evening commitments. If you want to experience both the parade and the November 23 feast-day activities, an overnight stay may provide a more relaxed itinerary.

What makes the Higantes Festival special?

The Higantes Festival stands out because it combines giant papier-mâché figures, folk art, community participation, and religious tradition in one celebration. The higantes showcase local craftsmanship while reflecting stories about Angono’s history and identity. The festival also introduces visitors to a town known for its visual artists, musicians, galleries, and cultural attractions. More than a tourist parade, it remains closely connected to the community’s fiesta traditions. Experiencing it respectfully gives travelers a better appreciation of Rizal Province’s creativity and heritage.

Final Thoughts

The Higantes Festival is an excellent reason to visit Angono, Rizal, especially if you enjoy Philippine festivals, cultural tourism, and local art. Its towering papier-mâché figures make the celebration visually distinctive, while the Feast of San Clemente and Angono’s artistic heritage add cultural depth.

Plan your visit around the expected November parade, confirm the official schedule, and arrive early to enjoy the festivities without rushing. If time permits, extend your trip to explore local galleries, discover the Angono Petroglyphs, and sample the town’s food offerings.

For travelers exploring Rizal Province, the Higantes Festival offers a memorable opportunity to experience the province’s creative spirit and community traditions firsthand.

Visit Lakbay Pilipinas Facebook Page.

Read: Kaamulan Festival in Malaybalay Bukidnon

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CALABARZON emerges as a magnet for domestic travel

Tourism as PH’s major economic driver

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The Philippine delegation produced more than PHP 80.15 million in sales leads during the four-day event, a 43 percent rise from last year’s PHP 56 million. Hosted at the Parc des Expositions in Paris recently, this event was a crucial platform for enhancing the country’s dive tourism visibility in France and throughout Europe.

The 90-square-meter Philippine Pavilion featured immersive underwater photography panels from 12 Department of Tourism (DOT)-accredited dive establishments, highlighting the country’s rich marine biodiversity, sustainability initiatives, and conservation-driven tourism programs.

Meanwhile, Southern Leyte’s Sogod Bay Dive Sites took the spotlight as the Pavilion’s Featured Destination, through the DOT Regional Office VIII, showcasing the region’s growing profile as a sustainable, conservation-oriented, and biodiversity-rich dive tourism hub.

Global Spotlight on Marine Conservation

Laurent Ballesta, an internationally renowned underwater photographer and four-time Wildlife Photographer of the Year winner, headlined the Philippine Pavilion. His exhibit showcased rare deep-sea images from his Tubbataha Reefs Natural Park expedition, taken at depths of up to 150 meters. Titled “Far from the Sky,” the display was complemented by film screenings and public talks, highlighting the Philippines’ reputation as a top dive destination and a leader in marine conservation and scientific research.

Ballesta also presented insights from his recent Gombessa Expeditions to Tubbataha, where he documented previously unseen marine species and collected groundbreaking scientific data. His acclaimed series from Pangatalan Island, focusing on reef recovery and ecosystem resilience, also premiered at the event. This highlighted the Philippines’ dedication to sustainable tourism, marine conservation, and protecting UNESCO World Heritage Sites.

The Philippines regularly exhibits at the annual Paris Dive Show (Salon de la Plongée Sous-Marine), as part of the Department’s sustained market development and brand positioning strategy to expand the country’s footprint in the French and European markets, while reinforcing the country’s global identity as a diverse, world-class, sustainable, and conservation-driven dive destination.

Participating Philippine companies and agencies included Seadoors Liveaboard, Sea Explorers, Solitude Acacia Resort, Ticao Island Resort, Blue Lagoon Dive Resort, El Galleon Resort/Asia Divers, M/Y Resolute, Thalatta Resort, Casalay Boutique Villas and Dive Resort, Atmosphere Resorts& Spa, Magic Resorts Philippines, Abyssworld Philippines, Inc, Peter’s Dive Resort, and Sogod Bay Scuba Resort. Government representatives were led by Governor Manuel Sagarbarria of Negros Oriental, Provincial Tourism Executive Director Woodrow C. Maquiling, Jr., and Board Members Erwin Michael Macias, Jessica Jane Villanueva, and Bruno Bouffard, III.

In 2025, the country secured its seventh consecutive title as the World’s Leading Dive Destination at the World Travel Awards (WTA), prevailing over 12 global contenders.

Read: DOT Chief: VietJet’s inaugural Ho Chi Minh-Manila flight to boost PHL connectivity

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Tourism Secretary Christina Garcia Frasco praised this new route as a significant milestone for Philippine tourism. She highlighted the critical importance of fortifying ties with Vietnam, one of the region’s most dynamic and rapidly growing economies, paving the way for increased travel and cultural exchange between the two nations.

“We are delighted to welcome VietJet’s new direct flight, as this development aligns with the Marcos administration’s thrust to expand international connectivity and position the Philippines as a primary tourism hub in Asia,” Secretary Frasco said.

“As one of Southeast Asia’s most dynamic outbound markets, Vietnam presents promising potential for tourism growth. The strengthened air links allow us to welcome more Vietnamese visitors to experience the warmth of Filipino hospitality and the beauty of our destinations,” the tourism chief added.

The inaugural flight, boasting a maximum seating capacity of 240 passengers, gracefully touched down at the Ninoy Aquino International Airport (NAIA) Terminal 1 at precisely 2:50 a.m. On board were 213 eager travelers, marking a celebratory beginning to this new route. Shortly after, the return voyage departed Manila at 3:45 a.m., carrying 189 passengers excitedly heading to the vibrant city of Ho Chi Minh.

To warmly welcome arriving guests, the Department of Tourism (DOT) – National Capital Region organized a charming lei reception, complemented by an array of captivating cultural performances showcasing the Philippines’ rich heritage. The event was graced by VietJet executives, including the Director of the Commercial Division, Ha Nang Viet, as well as Assistant Terminal Manager Apolonio Mendoza and various airport officials. Adding a touch of glamour to the occasion, Miss Cosmo Philippines 2025, Chelsea Fernandez, and representatives from the DOT Office of Market Development participated in the festivities.

VietJet Airlines now proudly operates five weekly round-trip flights between the Philippines and Vietnam. Flights depart from Tan Son Nhat International Airport on Mondays, Wednesdays, Thursdays, Saturdays, and Sundays, arriving in Manila the following morning. Meanwhile, return flights from Manila embark on Mondays, Tuesdays, Thursdays, Fridays, and Sundays, ensuring a smooth journey back to Ho Chi Minh City within the same morning cycle.

Boosting air connectivity

The newly introduced direct flight significantly enhances the Department of Transportation’s strategic initiative to bolster the Philippines’ burgeoning presence in the outbound travel market to Vietnam. From January to November 30, 2025, the Philippines welcomed an impressive 31,085 arrivals from Vietnam, capturing a noteworthy 0.60% market share.

Presently, the vibrant cities of Manila and Cebu enjoy direct connections to bustling Ho Chi Minh City, the historic capital Hanoi, and the picturesque coastal city of Da Nang through various airlines, including the budget-friendly Cebu Pacific Air, the esteemed Philippine Airlines, and the well-established Vietnam Airlines.

The addition of the Ho Chi Minh–Manila route not only strengthens this connectivity but also enriches the Philippines’ expanding network of direct international flights. This includes the newly established service linking New Delhi and Manila via Air India, along with recently launched routes to Australia, such as the Manila–Perth and Cebu–Brisbane connections. Furthermore, travelers can now enjoy direct flights from Canada, Paris, and numerous cities across the United States, making the Philippines an increasingly accessible and attractive destination for global tourists.

“As an archipelagic nation with 7,641 islands, over 99% of Philippine international tourism is dependent on air travel. That is how important air connectivity is for us, and that is also why we continue to strengthen our air connectivity with multiple countries so that tourists have easier access and seamless travel,” Secretary Frasco said, reaffirming the Department’s commitment to ensuring robust air connectivity.

Read: Philippine delegation generates over PHP 600 million in sales leads at ITB Asia

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The three-day event gathered over 18,000 trade attendees and more than 1,500 quality buyers from across the globe to engage in business-to-business (B2B) meetings with over a thousand exhibiting companies from all sectors of the tourism value chain, including airlines, hotels, theme park attractions, tour operators, cruise lines, spas, travel technology companies, and meeting facilities.

Featuring a 171-square-meter booth adorned with capiz shells and striking visuals of famous tourist destinations, the Philippines forged meaningful partnerships and drew steady traffic from buyers across leisure, corporate, and MICE sectors. The 23 participating accredited sellers, including destination management companies, hotels, resorts, airlines, and travel & tour operators, collectively secured 842 business appointments, generating over PHP 600 million in sales leads.

“The continued interest in Philippine tourism’s offerings at ITB Asia 2025 is a reflection of the growing demand for authentic and unique experiences that meet travel expectations,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “By engaging with highly diverse tourism players, TPB continues to build momentum and strengthen partnerships across global markets.”

On its opening day, the Philippine Ambassador to Singapore, Medardo Macaraig, visited the Philippine booth to show his support. He was welcomed by Marivic Sevilla, Acting Head of TPB’s Corporate Planning and Business Development Department, and Micaela Ochoa, Acting Head of TPB’s ASEAN and the Pacific Division. Ms. Sevilla also met with Palawan Governor Amy Roa Alvarez, whose province secured a separate booth at ITB Asia, to discuss how they can further participate in international trade and tourism fairs and increase Palawan’s global presence.

Throughout the event, the Philippines showcased a wide range of destinations and products catering to the diverse needs of leisure and corporate travel companies. MICE, adventure/sports, and beach holidays were of prime interest to ITB Asia buyers as well as destinations like Cebu, Boracay, and Palawan.

The Philippines also highlighted diving and halal tourism, underscoring TPB and its partners’ commitment to sustaining the country’s competitive position as a top tourism destination in the Asia-Pacific region.

Read: DOT welcomes PHL’s recognition as among “rising Muslim-friendly destinations” in Global Muslim Travel Index 2025

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Steadily positioning itself as a Muslim-friendly destination

 Advancing Inclusive Tourism

Read: DOT welcomes WTTC’s “record-breaking” economic tourism forecast for 2025

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Read: DOT Chief: lowering of Japan’s travel advisory affirms Mindanao is safe destination for tourists

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This follows the advisory from Japan’s Foreign Ministry easing travel to certain areas in the Philippines among its residents recently.

According to the revised classification, the Davao region, composed of Davao Oriental, Davao de Oro, Davao del Norte, Davao del Sur, and Davao Occidental, was lowered from Level 2 to Level 1. These areas now join the cities of Mati, Tagum, Samal, Davao, and Digos, which remain at Level 1.

The Province of Misamis Oriental was downgraded from Level 2 to Level 1. Cagayan de Oro City, Jasaan, Villanueva, and Tagoloan have remained at Level 1.

In the Caraga Region, Surigao City, a component city of the provincial capital, was also lowered from Level 2 to Level 1, joining the Siargao Islands at Level 1.

While in the Soccsksargen region, the eastern part of Sarangani Province, which is Malungon, Alabel, Malapatan, and Glan was lowered from Level 3 to Level 2.

Level 1 travel advisory advises Japanese travelers to take extra care; Level 2 means refrain from traveling if non-essential and non-urgent; while Level 3 refrains traveling at any time.

As a response, Tourism Secretary Christina Garcia Frasco shares her optimism in the lowering of the advisory levels.
“We are grateful to the Government of Japan for this downgrading of the travel advisory in parts of Mindanao. This is a significant move that attests to the improved safety and security in the region as an aim to bolster tourism not only in the usual destinations but most importantly, in the emerging and lesser-known ones. This is also a fulfillment of the formal pact we had with the Department of National Defense and the Department of the Interior and Local Government when Zamboanga City bore witness to the first-ever Mindanao Tourism Convergence last year which aims to promote the region as a peaceful and viable destination both for domestic and international travelers,” Frasco said.

The Secretary noted that it would further boost the country’s tourism revenue, with partially estimated visitor receipts accounting for P712 billion from January 01 to December 15, 2024, representing a 119 percent recovery rate from the 2019 pre-pandemic numbers.

“Allowing foreigners to visit Mindanao likewise clearly manifests that the current administration promotes an inclusive environment that fosters equal growth and opportunities for Luzon, Visayas, and Mindanao. With this move from Japan, we wish that other nations will follow suit as the Philippines offers so much more than our sun and beach destinations. The milestones we have achieved this year are a product of our hard work, and the arrivals of foreign guests mean jobs and livelihoods for our people. The DOT wishes to replicate, if not, surpass, those figures,” she noted.

As of December 28, 2024, Japan ranks as the third country to deliver the highest tourist arrivals into the country, with 378,935 visitors. As one of the key tourism markets of the Philippines, the DOT, through its foreign and regional offices, is working together by luring Japanese travelers to visit Mindanao in particular by promoting Davao and Siargao Island to experience its gastronomy, culture, beach, and surfing scenes. In Northern Mindanao, the Japanese are fond of golfing, swimming, and diving; some also do birdwatching.

Among the efforts being done by the DOT to bolster revenue and arrivals for the tourism industry include the launching of the Philippine Dive Experience, a new tourism program to showcase the Philippines’ unparalleled underwater landscapes and promote sustainable diving practices that benefit local communities while safeguarding the nation’s natural marine heritage, and the Philippine Experience program, a cultural tourism program also piloted under the current administration that aims to promote the Philippines’ culture, heritage, and arts through thematic and immersive tours.

Read: Philippine Department of Tourism gains back-to-back wins at GovMedia Conference & Awards 2024

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Philippine Tourism Secretary Christina Garcia Frasco, who personally received the awards in a ceremony held Thursday (June 13) at the Marina Bay Sands Expo and Convention Centre, conveyed her gratitude for the recognition.

“In behalf of the people of the Philippines, I would like to thank Govmedia Awards for this affirmation of the vision of our President Ferdinand R. Marcos, Jr. for tourism transformation where every journey to the Philippines provides an enhanced overall tourism experience. Through our Tourist Rest Areas, we ensure the comfort and convenience of our tourists as they visit our destinations.

Through our Filipino Brand of Service Excellence Program, every visit to the Philippines is not just enjoyable but also filled with the profound love and hospitality that sets our country apart. Thank you to our team at the Department of Tourism, TIEZA, and to all our private tourism stakeholders and partners for working with us on this transformative journey as we continue to strive for sustainability, excellence, and innovation in Philippine tourism,” said the Philippine Tourism Chief.

Frasco received the awards together with TIEZA Assistant Chief Operating Officer Joy Bulauitan and DOT-Office of Industry and Manpower Development (OIMD) Officer-in-Charge Director Arlene Alipio.

“I invite everyone to visit our nation where there are countless reasons to celebrate and love the Philippines,” added Frasco.
The TRA, a brainchild of Secretary Frasco, features the provision for clean restrooms with showers for tourists in transit to different tourist destinations. It also has a coffee shop, pasalubong and tourist information area, a charging station, and a souvenir store carrying a variety of products that are proudly made in the Philippines. It adopts the use of local materials and design elements.

With the help of the government’s tourism infrastructure arm, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the DOT’s strong partnership with local government units (LGU), there have been as many as 10 TRAs built in major tourist destinations across the Philippines with more than 20 expected to be built in the coming months.

This year, new TRAs will be spread out across different tourist destinations. DOT expects to open its doors in Batanes, Pangasinan, Bulacan, Palawan, Camarines Sur, Albay, Panay Island, Tacloban City, Eastern Samar, Misamis Oriental, Tacurong City in Sultan Kudarat, Siargao in Surigao Del Norte, to Sulu, Tawi-Tawi, among others.

TIEZA is in charge of the funding and construction of the TRAs, while the DOT serves as the overall monitor and evaluator of the project as its primary concept originator, whilst the LGUs are tasked with the day-to-day operation and maintenance of the area.
The TRA brought the Philippines DOT the win in the Infrastructure Project of the Year – Tourism category while the DOT bagged the Training Program of the Year – Tourism for the FBSE training.

The FBSE training program is a game-changing initiative from DOT born out of the intention to provide excellent service to both local and international tourists visiting the Philippines. It includes one of the warm and sincere ways of welcoming tourists, the “Mabuhay and Salamat” gestures throughout their arrival and until they leave, serving guests under the seven values of Filipino hospitality where there will be an opportunity to showcase the Filipino brand of service excellence at tourist touchpoints.

Since its inception, the program has made significant strides, conducting 2,997 trainings and empowering a total of 148,710 trained stakeholders in all regions of the Philippines by the end of 2023. This monumental effort is supported by a robust network of trainers through dedicated train-the-trainer program. Presently, stakeholders from different sectors of society around the country have recognised the program and requested the DOT to conduct the FBSE to their personnel and staff.

Meanwhile, the DOT’s marketing arm, the Tourism Promotions Board (TPB) Philippines also bagged the Tourism Initiative of the Year with the agency’s Chief Operating Officer Marga Nograles receiving the award together with Secretary Frasco.
The GovMedia Conference & Awards is a prestigious event that spotlights outstanding government projects and initiatives in Asia that contributes to the well-being of the people in the region.

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