PHILIPPINE Department of Tourism (DOT) Secretary Christina Garcia Frasco was invited to participate in the prestigious World Travel Market – WTM London Ministers’ Summit on Wednesday (Nov. 6).
Organized in association with UN Tourism and the World Travel & Tourism Council (WTTC), this year’s high-level dialogue, themed “AI for Good in Tourism: Exploring AI and Emerging Technologies,” highlighted how Artificial Intelligence (AI) and advanced technologies are transforming global travel. Discussions focused on improving visitor experiences, enhancing operational efficiency, and advancing sustainable tourism.
Speaking before fellow tourism ministers, Secretary Frasco shared how the Philippines is applying these technologies to benefit its tourism sector.
“In our country, we articulated the National Artificial Intelligence Strategy (NAIS) in 2021, being one of only 50 countries in the world to do that. With this, our President in 2022 enunciated the necessity of the Philippines being open to inclusive technology. With that, Roadmap 2.0 was rolled out in 2024 for the development of a Center for AI Research and Development that focuses on research and development in sustainable agriculture, disaster resilience, as well as urban planning. These three essential components of development will determine the success of tourism in the country. And so, we at the Department of Tourism (DOT) have interpreted this national strategy in very specific ways,” she said.
Aligned with this national strategy, the DOT has integrated a technology-driven component in its star rating program under the National Accreditation System for accommodation establishments. Secretary Frasco noted that this move has been well-received by the private sector, with several establishments adopting AI for virtual assistance, smart hotel technologies, and food waste management.
Under her leadership, the DOT has actively digitalized its tourism programs, launching initiatives like the Hop-On Hop-Off bus tours with mobile app integration and GPS tracking, the Tourist Assistance Call Center, and the Travel Philippines App—an all-in-one platform enhancing the tourist experience.
While embracing technology, Secretary Frasco emphasized the importance of retaining the human element in tourism, noting that Filipino hospitality remains the country’s greatest tourism asset.
“The balance very much weighs heavily on the side of human interaction, especially that in the Philippines, tourism employs anywhere from 6 million to 9 million according to the WTTC, and this is a great source of revenue for the Philippines, contributing over 8.6 percent to our GDP. And so, we are very conscious to ensure that the human element of tourism is never lost in the Philippines, especially recognizing that Filipino hospitality is known worldwide and is the very best asset of Philippine tourism,” she said.
Editor’s Note: This article has been sourced from the Department of Tourism – Philippines Facebook Page.
