Philippines calls for global cooperation on sustainable tourism at WTM 2025

The Philippines has called for stronger international cooperation to promote sustainable and resilient tourism, highlighting the country’s recovery efforts at the World Travel Market (WTM) 2025 in London.

Tourism Secretary Christina Garcia Frasco, in her keynote address at the Philippine Pavilion launch, urged global leaders to view tourism as a “platform for resilience, hope, and recovery,” rather than just travel.

“Amid all the other types of news out there, we remain, all of us, storytellers of hope,” Frasco said. “That is both our calling and our duty as Filipinos.”

Franco also spoke at the Ministers’ Summit, organized with the United Nations World Tourism Organization and the World Travel and Tourism Council (WTTC), where she underscored the importance of sustainability as a central component of the Philippines’ tourism agenda.

“We pursue tourism that is people-centered and future-centric, knowing that millions depend on our collective ability to protect and strengthen our destinations for generations to come,” she added.

Frasco’s remarks came in the wake of recent disasters in the Philippines, including Typhoon Kalmaegi and magnitude 6.4 earthquake in northern Cebu, which damaged infrastructure, heritage sites, and livelihoods.

Tourism contributes nearly nine percent to the country’s Gross Domestic Product (GDP) and provides jobs to more than 6.5 million Filipinos.

WTM 2025 also marked the international promotion of the country’s “Love The Philippines” campaign, showcasing beaches, the heritage cities of Cebu, Iloilo, and Vigan; the highlands of Bukidnon and Benguet; dive sites in Anilao and Tubbataha; and wellness destinations in Bohol and Camiguin.

Philippine Ambassador to the United Kingdom Teodoro Locsin Jr. joined Frasco in leading the delegation.

“In 2024, we achieved an 84.24 percent recovery of pre-pandemic levels—matching our regional peers—despite the absence of direct flights between us,” Locsin said.

“As of last October, we reached a 90.71 percent recovery rate, placing us firmly on course for full recovery—a testament to the resilience of the tourism industry and the enduring allure of our islands.”

WTM 2025 brought together tourism ministers, global leaders, and industry innovators to discuss strategies for building a more sustainable and inclusive global tourism landscape.