29-05-2025
Philippines Tourism Chief: Courting Digital Nomads and Growth Beyond China
With a focus on infrastructure, digital nomads, and Muslim-friendly travel, the Philippines is reshaping its tourism strategy for longer, more meaningful stays. Tourism Secretary Christina Garcia Frasco explained the country's approach at the Skift Asia Forum.
Christina Garcia Frasco, tourism secretary of the Philippines, discussed the country's strategy to attract more long-term visitors at the recent Skift Asia Forum in Bangkok.
Work is underway to improve the Philippines' infrastructure, and Frasco believes the country has advantages in attracting digital nomads, including the widespread use of English.
Frasco also addressed the Philippines' growing efforts to target markets beyond China and the competition with other Southeast Asian destinations during her chat with Skift Asia Editor Peden Doma Bhutia.
Watch a full video of the discussion below:
An Evolving Country
Franco said the Philippines is rebranding itself on the global stage by emphasizing its assets.
'The Philippines finds itself at an age of transformation where it seeks to reintroduce itself to the world from the lens and the strength of its cultural identity, its heritage, its stories ...'
The Case for Digital Nomads
Frasco explained why she believes the Philippines is a high-value destination for digital nomads.
'We hope to attract long-stay travelers to work in paradise, where the value proposition is not just a low-cost stay, but one of high value that provides cultural and immersive experiences.'
Expanding Beyond China
Frasco highlighted the Philippines' successful efforts to reduce its reliance on Chinese tourists.
"Because of our efforts to diversify, we are seeing, for example, from the Middle East and the GCC an average of no less than 500 to 800% growth rate in terms of international tourism arrivals."
Growing Appeal For Muslim Travelers
The Philippines has also taken strides to become a more welcoming destination for Muslim travelers.
"Under this administration, there has been a very serious push towards expanding the Philippines' halal and Muslim-friendly tourism portfolio. So strong has this push been that the crescent rating of the global Muslim tourism index has recognized the Philippines for the second year in a row as the emerging Muslim-friendly travel destination."
A Deeper Takeaway for Visitors
Frasco said those traveling in the Philippines often make a meaningful connection with the country's citizens.
"What we bring to the table… is a story — a story of a proud people… You arrive in the Philippines as a guest, but you leave as family. That is the Filipino way, and that is the Philippine experience that we are able to offer to anyone who comes to the country."
