Senate Deputy Majority Leader JV Ejercito said he remains hopeful the Philippines can strengthen its tourism sector even as the country deals with controversies affecting its global reputation. During the Senate’s budget deliberations for the Department of Tourism, he noted that negative news has been reaching the international community and hurting the country’s image.
According to Ejercito, “It’s all bad news going to the international community, but we’re hoping that through proper promotion of the branding and marketing, we will be able to counter this. And at least we can still encourage tourists to visit the country. Maganda naman po talaga ang Pilipinas, kulang lang ho talaga sa promotion.”
He also pointed out that the Philippines lags behind its ASEAN neighbors, many of which have invested heavily in tourism promotions.
Senator Loren Legarda supported the call for a higher tourism budget, saying the sector creates opportunities even in far-flung communities. According to Legarda, “Ito po ang pinakamalaki na pagkakataon at oportunidad na magkaroon ng trabaho hanggang sa pinakaliblib na barangay sa bundok at pinakamahirap na pamilya sa kabukiran at sa kapatagan at sa coastal communities.”
She added that tourism brings strong returns for the country. “For every peso invested in tourism, there’s a P5.50 return. That’s more than 450 percent return” she said.
Data presented during the hearing showed that tourism contributed 8.9 percent to the Philippines’ Gross Domestic Product in 2024 and supported about 6.75 million Filipino workers.
According to both senators, tourism remains one of the country’s strongest economic drivers, and expanding the budget is necessary to help the Philippines regain momentum, attract visitors, and support millions of families who rely on the industry.
