Department of Tourism (DOT) Secretary Christina Garcia Frasco and Tourism Promotions Board (TPB) Philippines Chief Operating Officer Margarita Montemayor Nograles led the opening of the maiden Creative Tourism Conference 2025 at the historic Metropolitan Theatre in Manila, marking a milestone for Philippine tourism and the creative economy.
Organized by the TPB Philippines, the two-day gathering brings together leaders from the tourism, culture, and creative sectors in line with the Marcos Administration’s vision to strengthen the synergy of culture and tourism.
The conference seeks to showcase the transformative role of creativity in enriching visitor experiences, empowering communities, and driving sustainable economic growth.
In her keynote address, Frasco affirmed the Department’s clear direction to integrate creativity into tourism development.
“This is the strategy we are pursuing at the Department of Tourism: to present Philippine culture and creativity as our strongest asset to the world.”
“This is the strategy we are pursuing at the Department of Tourism: to present Philippine culture and creativity as our strongest asset to the world because this is what deepens engagement with travelers and that which ensures greater yield for our communities,” Frasco said.
The tourism chief also announced that by the last quarter of 2025, the DOT will begin crafting the Philippine Creative Tourism Roadmap 2025–2028.
The Roadmap aims to provide strategic direction for local governments, expand private sector partnerships, and strengthen community-based programs to position the Philippines as Asia’s leading creative tourism destination.
Citing the UNESCO Creative City designations of Baguio (folk art), Cebu (design), and Iloilo (gastronomy), the tourism head emphasized how these recognitions validate Filipino artistry on the global stage.
She likewise underscored the Philippine Pavilion at Expo 2025 Osaka as a showcase of Filipino imagination and resilience.
“When you bare your heart and soul to the world, the world will see its worth. That is the story of the Filipino people—that out of struggle, we create beauty; and in sharing it, we find our collective strength and recognition,” Frasco remarked.
“We sustain livelihoods, we preserve our heritage, and we tell the story of a people whose culture is both timeless and dynamic.”
“When we put the spotlight on the Filipino imagination, we do more than attract travelers. We sustain livelihoods, we preserve our heritage, and we tell the story of a people whose culture is both timeless and dynamic. This is the true power of creative tourism,” she concluded.
Plenary and breakout sessions explore diverse themes, including women influencers in creative tourism, storytelling and media, creative digital solutions, theater tourism, design and production, placemaking, and sustainability.
Also in attendance were National Commission for Culture and the Arts (NCCA) Chair Victorino Mapa Manalo, Department of Trade and Industry (DTI) Competitive Development Bureau Director Lilian Salonga, GMA Network’s Atty. Annette Gozon-Valdes, DOT Undersecretaries Shahlimar Hofer Tamano and Verna Buensuceso, Assistant Secretaries Judilyn Quiachon and Ronald Conopio, and Director Paulo Tugbang. Officials from the NCCA, TPB, DOT Regional Offices, along with representatives from tourism stakeholders, artists, delegates, and members of the media also joined the event.
