Tourism is often cited as one of the low-hanging fruits that can quickly energize our economy and have widespread multiplier effects, especially in the provinces where most of our tourist sites are located. 2024 data showed 6.75 million people were employed in the tourism industry, which generated revenues of $13.1 billion (around P760.5 billion) from foreign visitors, led by those from South Korea, the US and Japan. Tourism as an income generator, jobs creator and nationwide development effort must go beyond slogans, beautiful photos and promotions. Tourism is a business, so accessibility, logistics and price-price-price must be rationalized and improved. The tourism industry, in fact the whole of government – from infrastructure to security to bureaucracy down to the local governments – must work together to make the tourist experience safe, pleasant, hassle- and scam-free.
