Cebu biz urged to focus on tourism

FORMER Finance secretary Cesar Purisima has called on Cebu’s business leaders to invest in the tourism sector, emphasizing its significant potential to drive economic growth in the Philippines. “Embrace tourism..

. This is a sector that has a lot of multiplier effects,” said Purisima during the economic briefing titled “The Philippine Economic Briefing: Navigating 2025,” hosted by the Cebu Chamber of Commerce and Industry on Friday, Jan. 24, 2025.



In his presentation, Purisima introduced the acronym A.S.P.

I.R.E.

, which stands for Attract foreign investment, Strengthen institutions and the rule of law, Provide connectivity, Innovate and educate, Regional Islands of Excellence and Embrace tourism. He identified these as critical opportunities the country should focus on to sustain its robust economic growth trajectory. He particularly highlighted tourism as a sector with enormous growth potential, noting its deep integration into the Philippine economy and culture.

He urged greater collaboration between the public and private sectors to enhance the country’s tourism offerings. “Tourism must be a priority of the government and it must be a convergence project. We cannot have agencies having their own agenda on board.

It has to be a coordinated approach...

where all hands of the government should focus on tourism,” said Purisima. He cited for instance the roles of the Department of Trade and Industry working with micro, small and medium enterprises to develop souvenirs and services; the Department of Transportation ensuring seamless connectivity between regions and international gateways and the Department of Public Works and Highways improving road networks and addressing traffic issues. “Tourism is a sector where developments can be done across the country,” he added.

The Philippines closed 2024 with a total of 5,949,350 foreign visitors. Of the number, 91.42 percent, or 5,438,967, were foreigners, while the remaining 8.

58 percent, or 510,383, were overseas Filipinos. Improve e-visa system While optimistic about tourism’s potential, Alfred Reyes, former president of the Hotel, Resort, and Restaurant Association of Cebu, pointed out the need to improve the country’s e-visa system. He emphasized simplifying visa processing to attract more foreign tourists such as Indian tourists.

Reyes highlighted operational challenges, noting that there are only four Philippine embassies in India, and visa applications are handled by just two personnel in each location. Additionally, the requirements for both e-visas and regular visas are essentially identical, making the system cumbersome. He said the government needs to address these issues, especially since tourism could help absorb returning Filipinos if US policies under the Trump administration result in the repatriation of undocumented Filipinos.

India is seen as a promising tourist source market, especially as arrivals from China remain sluggish. Tourism Secretary Christina Frasco noted that the country welcomed nearly 80,000 Indian visitors in 2024, representing a growth of over 12 percent compared to the previous year. “We see tremendous potential in India’s outbound tourism market, and we are committed to making the Philippines a top destination for Indian tourists,” she added.

Frasco said the country offers diverse experiences that cater to the unique preferences of Indian travelers. These include world-class beaches and top dive sites; rich cultural attractions; renowned wedding destinations like Cebu, which was awarded Asia’s Leading Wedding Destination by the World Travel Awards; and meetings, incentives, conventions and exhibition venues suitable for the Indian market. “The Philippine experience is one that harmoniously blends natural beauty with cultural richness, providing Indian tourists with a perfect mix of relaxation, adventure and discovery,” she said in a statement.

She also revealed the possibility of direct flights between the Philippines and India to further boost arrivals. “We are hopeful that Air India will soon connect Indian cities directly to destinations in the Philippines that include Manila, Boracay, Clark and Cebu,” she said. / KOC.