As part of her working visit to Negros Occidental, Department of Tourism (DOT) Secretary Christina Garcia Frasco engaged over 900 students and faculty of STI West Negros University in Bacolod City for a “Tourism Talks” forum, where she underscored the transformative role of tourism in nation-building and youth empowerment.
“What an inspiring day to learn from all of you and to learn about your optimism and excitement for this tourism industry that we all love. You are the future curators of our heritage, the architects of the Philippine experience, the ambassadors of our country,” Frasco said.
“Be proud of our culture. Be bold. Never give up on your dreams.”
“Your passion and pride will help shape a tourism industry that truly benefits every Filipino. Be proud of our culture. Be bold. Never give up on your dreams,” the tourism chief added.
The tourism head further emphasized that tourism is not just a source of livelihood but a platform for public service and national development.
“When you enter the tourism workforce, in whatever capacity that may be, you are not just gaining economic livelihood; you are devoting your life in service for the nation. For tourism is nation-building,” she said.
In her presentation, Frasco also highlighted the sector’s gains under the Marcos Administration, including record-high international visitor revenues, longer tourist stays, increased tourist spending, and the resurgence of domestic travel. She discussed how tourism is generating livelihoods, enriching communities, and contributing significantly to the national economy.
Expounding on the strategic direction of the Department, she shared the seven objectives and three key strategies of the National Tourism Development Plan (NTDP) 2023–2028, while also shifting the narrative from focusing on tourist arrivals to measuring meaningful contributions per visitor.
“The Philippines must be given the opportunity to emerge as a tourism powerhouse—(and that starts with) strengthening our foundations.”
“To our mind, and to the mind of our President Ferdinand Marcos Jr., the Philippines must be given the opportunity to emerge as a tourism powerhouse—(and that starts with) strengthening our foundations,” Frasco stressed.
She also highlighted flagship programs being rolled out nationwide, including the development of 100 Tourist Rest Areas (TRAs), the Tourism Champions Challenge (TCC) for LGU-led infrastructure projects, the Philippine Experience Program (PEP), Filipino Brand of Service Excellence (FBSE) training, the Tourist Assistance Call Center (TACC), Hop-On, Hop-Off bus tours, and diversification of tourism product offerings.
Frasco also announced her return to Bacolod in November for Terra Madre Asia and the Pacific 2025, a major event celebrating the global slow food movement, further showcasing the city’s role in sustainable tourism.
Welcoming the Secretary was STI West Negros University Executive Vice President and Chief Operations Officer Dr. Ryan Mark S. Molina, who expressed pride in hosting the first DOT Secretary to visit the campus. He emphasized tourism’s vital role in shaping the students’ future, thanked the DOT for the FBSE training, and pledged to expand the program to all STIers across all departments, from faculty to utility staff.
Held at the university’s Student Activity Center, the event also featured cultural performances and a spirited question-and-answer portion, during which students shared their aspirations, local pride, and ideas for tourism development.
“I’m truly impressed—not only by how articulate and intelligent your students are—but by the fact that they know their hometowns, their culture, their festivals, and our Filipino values by heart. And that gives me hope for the future of Philippine tourism,” Frasco said, lauding the students and faculty of STI.
Also present at the forum were STI Vice President for Academic Affairs Dr. Frederick Berroya, College of Hospitality and Tourism Management Dean Genevieve Tan, and Bacolod City Chief Tourism Officer Ma. Teresa Manalili representing Mayor Albee Benitez. Other DOT officials present include Undersecretary Shahlimar Hofer Tamano, Assistant Secretaries Judilyn Quiachon, Christine Joy Cari, Sharlene Batin, and Ronald Conopio, Directors Glenn Albert Ocampo and Alven Talisic, DOT Region 6 and concurrent Negros Island Region (NIR) Regional Director Crisanta Marlene Rodriguez, and Assistant Regional Director Phoebe Zelie Areño.
