President Ferdinand R. Marcos Jr. vowed to elevate and expand the “One Town, One Product” (OTOP) concept of the Department of Trade and Industry (DTI) as part of the government’s strategy to promote tourism in the Philippines.
“[This] is an imperative [and] that we [must] elevate and expand our understanding of the ‘one town, one product, or OTOP concept. It must not inhibit, but rather [it must] inspire,” President Marcos said in his 3rd State of the Nation Address (SONA) at the House of Representatives on Monday.
President Marcos stressed the Philippines must not rest content to have just “one,” but the “optimal number of high-quality products and services.” It must showcase the community’s distinctive history, traditions and talents, he said.
“Filipino creativity and ingenuity will enliven and unlock the as yet untapped potential of these new facets of Philippine tourism,” the President said.
President Marcos also noted that the Philippines has “7,641 beautiful reasons” to tap the potential of its tourism sector that is internationally known, and from which many Filipinos derive their source of income.
“While a resurgence in this all-important sector is being observed, pre-pandemic data present [to] us a great challenge that we must surpass. It is a challenge that is well within our grasp,” the President said.
“Our infrastructure and digital reforms, through development of tourism sites and the enhancement of the overall tourist experience, are all calculated to boost the productivity of the tourism sector,” he added.
President Marcos also cited the need to interpose the wholesome and hospitable Filipino brand in all the key tourism touch points – from tourist arrival to departure.
“But the tourism challenge has already evolved, and now requires a multi-faceted strategy. The focus now is on experiential tourism,” President Marcos said, referring to an approach where tourists are allowed to have a complete experience of their destination.
“Food, culture, heritage and the arts, education, halal, Islamic traditions, dive, cruise, farm and eco-tourism, even sports, have now become potent subjects and products of a nation’s tourism,” the President added.
The share of Tourism Direct Gross Value Added (TDGVA) to the Philippines in 2023 amounted to 8.6 percent of the country’s Gross Domestic Product (GDP), or PhP2.09 trillion, or roughly US$35 billion.
The Philippines also recorded 5.45 million tourist arrivals in 2023, exceeding the target of 4.8 million for the year. PND
