LONDON, UNITED KINGDOM — Philippine Department of Tourism (DOT) Secretary Christina Garcia Frasco joined global tourism leaders at the World Travel Market (WTM) Ministers’ Summit 2024 on Nov. 6 to discuss the role of artificial intelligence (AI) in tourism.
The summit, themed “AI for Good in Tourism: Exploring AI and Emerging Technologies,” was organized by UN Tourism (formerly UNWTO), the World Travel and Tourism Council (WTTC), and WTM as part of WTM 2024 London, held from Nov. 5 to 7.
The high-level dialogue focused on how AI and emerging technologies are reshaping global tourism by enhancing sustainability, visitor experiences, operational efficiency, job creation, and inclusive growth.
In her address, Secretary Frasco highlighted the Philippines’ proactive approach to AI for sustainable tourism under President Ferdinand R. Marcos Jr.’s administration.
“In 2021, we articulated the National Artificial Intelligence Strategy, becoming one of only 50 countries to do so. In 2022, our President emphasized the need for inclusive technology, which led to the 2024 launch of Roadmap 2.0 to establish a Center for AI Research and Development focusing on sustainable agriculture, disaster resilience, and urban planning,” she said. “At the DOT, we have interpreted this strategy through specific initiatives.”
As part of this direction, the DOT integrated technology into its National Accreditation System for accommodation establishments.
Secretary Frasco noted positive responses from the private sector, with many businesses adopting AI-driven solutions, including virtual assistance, smart hotel technology, and food waste management systems.
Under Secretary Frasco’s leadership, the DOT has also advanced its digital transformation efforts, implementing initiatives such as Hop-On Hop-Off bus tours with app integration, the Tourist Assistance Call Center, and the Travel Philippines app to enhance the visitor experience.
Despite embracing technology, Frasco stressed the importance of maintaining the human touch in Philippine tourism.
“The focus remains on human interaction. Tourism employs 6 million to 9 million Filipinos, contributing over 8.6% to our GDP. Filipino hospitality is world-renowned and a key asset in Philippine tourism,” she emphasized.
The summit brought together prominent figures, including tourism ministers and officials from Andorra, Croatia, Egypt, India, Saudi Arabia, Mexico, Peru, Sierra Leone, and Zimbabwe.
Philippine Pavilion at WTM 2024 Showcases Experiential Travel
Secretary Frasco also led the DOT and the Tourism Promotions Board (TPB) Philippines in presenting a dynamic delegation at WTM London, one of the world’s major travel trade events.
“I am honored to lead our delegation here at the World Travel Market, where we showcase the heart of our nation. Through the Philippine Pavilion, we aim to share the Filipino story — a people proud of their heritage, diverse in culture, and united by a love of country,” Frasco said at the pavilion’s opening.
Focusing on expanding tourism offerings, the Secretary noted that the DOT has prioritized diverse tourism products under the Marcos administration. “We now offer more than pristine shores and biodiverse landscapes,” she said. “Our tour operators and regional offices enable visitors to experience cultural immersions, festivals, creative arts, wellness, gastronomy, and more.”
Secretary Frasco expressed her gratitude to officials and guests at WTM 2024 for their support of the DOT’s efforts to elevate Philippine tourism as an economic driver and source of employment.
Among the Philippine government officials present were Ambassador Teodoro Locsin Jr., Consul General Rhenita Rodriguez, Deputy Speaker Duke Frasco, Deputy Speaker Kristine Singson-Meehan, and House Committee on Tourism Chair Representative Eleandro Jesus F. Madrona, along with representatives from various districts.
The Philippine Pavilion drew significant interest, showcasing the country’s unique tourism offerings, from iconic islands like Palawan, Boracay, Cebu, and Siargao to emerging destinations such as Negros Oriental, Bicol, Bukidnon, and Ilocos.
Also in attendance were Aklan Province Governor Jose Enrique Miraflores and Malay Mayor Frolibar Bautista, representing Aklan as a Partner Destination.
Key DOT officials present included Undersecretaries Maria Rica Bueno and Verna Buensuceso, Assistant Secretaries Judilyn Quiachon and Ronald Conopio, Director Jennifer Olba, DOT-London Tourism Attaché Gerry Panga, and House Committee on Tourism Secretary Jona B. Navarro.
