Fostering PH-Australia tourism growth: DOT hosts ‘Love the Philippines’ Forum in Perth

On the sidelines of the 24th World Travel and Tourism Council (WTTC) Global Summit in Perth, Western Australia, Philippine Department of Tourism (DOT) Secretary Christina Garcia Frasco engaged with Filipino community leaders and guests from the Australia Philippines Business Council (APBC) during the "Love the Philippines: Tourism and Travel Forum."

Organized by the DOT-Sydney Office and the APBC, the forum, held at The Westin Perth, provided a crucial platform for enhancing tourism ties between the Philippines and Australia. In her keynote address, Secretary Frasco highlighted the robust performance of the Philippine tourism industry, reporting that tourism receipts in 2023 reached Php 3.36 trillion, contributing 8.6% to the country’s Gross Domestic Product (GDP).

Australia was underscored as a vital source of visitor arrivals, with nearly 200,000 Australians visiting the Philippines as of October 7. Currently, Australia ranks as the 5th largest source market for Philippine tourism.

“As of October 7, we have welcomed nearly 200,000 Australians already, and I hope with this summit today, we will welcome more than that with your help, making Australia our fifth largest source market. On average, Australians spend nearly 13 nights in our country exploring our islands, indulging in our gastronomy and delicious food, and it is no surprise then that over 62% of visitors from Australia are repeat tourists. This reflects what we know to be true: once you experience the Philippines, you will always yearn to come back. Not just for the breathtaking scenery, but for the people who make your visit feel like coming home,” Secretary Frasco shared.

Secretary Frasco also outlined the DOT’s flagship initiatives aimed at capturing a larger share of the Australian market and enhancing the global competitiveness of Philippine tourism. These efforts include addressing basic traveler needs, improving connectivity between destinations, enhancing service quality across the sector, and expanding the country’s tourism product offerings. Key focus areas include cruise tourism, digitalization, dive tourism, Meetings, Incentives, Conferences, and Exhibitions (MICE), special events tourism, gastronomy, health and wellness, among others.

The Secretary also spoke about the DOT’s partnerships with the Department of Migrant Workers, aimed at providing skills training and capital opportunities for returning Overseas Filipino Workers (OFWs) to establish tourism-related enterprises in the Philippines. She also expressed her gratitude to the Filipino community for their active promotion of the country.

“Of course, I cannot speak about the accomplishments of Philippine tourism without mentioning the Filipino community here in Australia. Your contributions to the Bisita, Be My Guest (BBMG) program have been invaluable. Thank you so much for supporting this BBMG program, as with over 400,000 Filipinos living in Australia, many of you—all of you—serve as tourism ambassadors to our country,” she said.

Concluding her address, Secretary Frasco passionately called on the attendees to unite in promoting Philippine tourism.

“Our quest to establish the Philippines as a premier global destination is not merely a pursuit in and of itself. It is a shared commitment to showcasing the beauty, culture, traditions, and spirit of our nation. It is through the unwavering partnership and united effort of all of us here today that we can elevate the Philippines to its rightful place on the world stage,” she said.

Strong support from stakeholders

In her speech, Philippine Ambassador to Australia Her Excellency (H.E.) Ma. Hellen B. De La Vega highlighted the strategic partnership between the Philippines and Australia, noting that business events and forums "continue to build on the positive momentum of deepening bilateral relations" highlighted by President Ferdinand Marcos Jr.'s visits to Australia in February and March 2024 for the ASEAN-Australia Special Summit in Melbourne.

The Ambassador further emphasized that the Philippines remains a top choice for Australian tourists, strengthened by the introduction of direct flights from Manila to Perth via Philippine Airlines. This contributed to a surge in tourist numbers, "from 112,500 in 2022 to 233,170 in 2024," according to data from the Australian Bureau of Statistics.

"Filipino communities here in Australia are our best champions in showcasing our culture, our heritage, and the warmth of Filipino hospitality. The overseas Philippine community is instrumental in enhancing Australia's appreciation of the Philippines. We hope that with your steadfast support, we will continue building on these strong foundations. Our country's tourism industry proudly flies under the banner of Love The Philippines. It’s all over and inside this venue, and I hope you can feel the love. This simple yet powerful slogan captures the heart of what makes the Philippines truly special. It appeals to both the emotion and experience to encourage visitors, and our kababayans overseas to not only form meaningful connections but also to learn and discover more about the Philippines in a way that leaves a lasting impact. It also reflects a call to responsibility that to Love The Philippines, means to explore it with respect for its culture, people, and of environmental sustainability," Ambassador De La Vega said.

She also emphasized that the Philippines remains a prime destination for foreign investments, attributing this to the country's infrastructure development, which serves as a key driver of sustained economic growth. She highlighted the opportunity to position the Philippines as a top tourist destination that values environmental stewardship, cultural preservation, and inclusive growth.

"The Philippine Embassy, together with Consulates General in Sydney and Melbourne and our network of Honorary Consuls in Perth, Brisbane, Darwin, and Tasmania, is working hand in hand with the Department of Tourism in Sydney to provide full support as you consider investing in the Philippines’ tourism sector. We are committed to promoting sustainable tourism, knowing that these efforts resonate deeply with Australian tourists and investors who increasingly seek meaningful, enjoyable, and eco-friendly, responsible travel experiences. Together, let us love the Philippines," Ambassador De La Vega concluded.

APBC President Rafael Toda provided updates on the council’s tourism initiatives, including its collaboration with the DOT and stakeholders.

"In May of this year, the APBC partnered with the Department of Tourism, Philippine Airlines, Rajah Tours from the Philippines, and Perth's own Guru Productions to showcase Northern Philippines on Explore TV, a travel and lifestyle show. Our Philippine episode will air on the national Nine Network across Australia later this month and in over 140 countries throughout 2025, featuring destinations such as Manila, Baguio, and Pampanga," Toda shared.

Trevor Cochrane from Guru Productions also spoke at the forum, sharing his experiences filming in the Philippines: "There is an asset that the Philippines has, and after producing more than 150 episodes internationally in probably the best part of 75 countries, it’s an asset that the Philippines has that I don't think anybody else can meet, and that is the people. The friends. Travel is about special experiences, and the people make those experiences unforgettable."

Meanwhile, Krystle P. Ramirez-Gastrock, Area Manager for Australia of Philippine Airlines (PAL), provided exciting updates on the flag carrier’s services.

“Starting October 27, Philippine Airlines will offer daily flights between Brisbane and Manila, expanding total weekly flights between Australia and the Philippines to 22 non-stop connections across four cities: Sydney, Melbourne, Brisbane, and Perth. This represents a 22% increase in frequency compared to our normal pre-pandemic operations, making us the airline with the widest network of flights between Australia and the Philippines,” the PAL official said.

Dr. Diane Lee, Academy Chair of the Tourism and Events Program at Murdoch University, shared her thoughts on sustainable and regenerative tourism: "My values about sustainable tourism are that it's not a niche product, and that sentiment is echoed by the discussions we’ve had here. It should infiltrate all sorts of tourism in all different ways," Lee said.

DOT Undersecretary Verna Buensuceso, Assistant Secretary Ronald Conopio, DOT-Sydney Tourism Attaché Purificacion Molintas, leaders and members of the Filipino community in Australia, and private sector partners such as Megaworld Hotels and Resorts were also in attendance. Jenny Ryall, APBC Vice President, hosted the forum.