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Ghio Ong - The Philippine Star
February 8, 2026 | 12:00am
The façade of the Cultural Center of the Philippines main building is lit up with various images for the opening of Pasinaya, highlighting this year’s theme ‘Paglikha sa Kinabukasan’. Lower photo shows performers during Pasinaya 2026, the country’s largest multi-arts festival.
Ryan Baldemor, Noel Pabalate
MANILA, Philippines — Filipinos must “be an ambassador of Philippine tourism” to attract more tourists, a tourism executive said at the 33rd Philippine Travel Agencies Association (PTAA) Travel Tour Expo on Friday, amid the recent issues besetting the Department of Tourism.
PTAA president Jaison Yang urged the public to “never compare our country to another,” pointing out “every nation has its own story, its own rhythm and its own strengths.”
“Mount Fuji is beautiful, majestic and iconic, but let us never forget and be proud of our own Mayon Volcano, perfect in her form and powerful in her presence. Our wonders are worthy of equal awe,” he said.
“This is your chance to promote our country, be an ambassador of Philippine tourism while enjoying and learning from the success of other countries,” he added.
Yang also underscored that tourism “is a collaboration, it is everyone’s work, government, industry, communities and every traveler who cares.”
“When you speak well of our home, we attract more visitors and more visitors mean more opportunities and more work for our kababayans, from tour guides and drivers to artisans, farmers and small business owners. Your words can open doors for families across our islands,” he said.
He also appealed to the public to “choose constructive honesty over hopeless criticism, unity over division, action over apathy” and avoid speaking ill about the country’s tourism industry and attractions.
“If we bash our own country, we don’t just bruise our pride. We deprive our kababayans of livelihoods and opportunities that tourism creates,” he said.
For her part, Tourism Secretary Christina Garcia Frasco thanked the PTAA and other tourism stakeholders for championing Philippine tourism.
“Thank you for reminding the nation that amidst the noise, amidst a cloud of negativity that pervades our everyday life, there is hope. There is hope in people such as yourselves, who have never ceased to believe and champion the potential of Philippine tourism,” she said in her keynote speech.
She also asserted that the work that tourism would require was “showing up, being on the ground, listening to the needs of our stakeholders, understanding what it truly takes to leave this industry stronger than when one found it.”
“Tourism is about people, and so you must show up where the work matters the most,” she emphasized.
