Visibility can be an asset

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January 15, 2026 | 12:00am

To hold the position as the Secretary of Tourism in the Philippines is no easy feat. With more than 7,000 islands to promote, the role demands balancing growth with sustainability, improving infrastructure and managing crises in a disaster-prone nation like ours.

When Secretary Christina Garcia Frasco stepped into this demanding role, she assumed a position that is critical to the country’s global image, as the agency tasked with putting the Philippines on the world tourism map. It calls for bold leadership, strategic vision and collaboration. But negative issues thrown at her hinder this mission.

At the heart of the criticism she faces now is the question: why does  Secretary Frasco appear so often on the Department of Tourism’s official platforms? To her detractors, visibility is framed as self-promotion.

The simpler truth is this: the Secretary shows up. She works across regions, engages stakeholders and leads from the front. When someone is consistently on the ground doing the job, that work is documented. Visibility is not vanity; it is the natural by-product of hands-on leadership in a public-facing industry.

What is distorted is how this kind of diligence is being recasted as a flaw. Being accessible and deeply involved is suddenly labeled as attention seeking, as if leadership must be invisible to be legitimate.

In my humble opinion, tourism works when accountability, momentum and direction is seen - especially in an industry that supports millions of Filipino livelihoods.

Triggered by criticisms, the narrative has escalated into calls for Secretary Frasco’s resignation. In the midst of billion-peso corruption scandals plaguing government agencies, singling out a tourism secretary with no record of graft, no misuse of funds and no personal scandal raises eyebrows and risks being seen as selective outrage.

Equally troubling is how the criticism has ridden the wave of online attacks and bandwagon anger, conveniently diverting attention from far more serious and unresolved issues, including controversies surrounding flood control projects and infrastructure accountability. One might question- is turning the tourism secretary into a punching bag easier than confronting deeper governance failures.

It is also worth noting that tourism slowdown cannot be pinned on one official. In 2025 alone, the Philippines faced super typhoons, earthquakes, volcanic activity, a number of foreign travel advisories and even publicized crimes against foreign tourists. These are security, infrastructure and disaster-response issues- whole-of-government problems, not branding failures.

Despite these hurdles, the country still recorded 5.6 million foreign arrivals by Dec. 23 last year. This can hardly be called a collapse. The Department of Tourism has supported modernization efforts at NAIA, pushed for cruise port development and launched initiatives like transit tours and medical concierge to enhance visitor experience. Industry groups, including the Federation of Filipino Chinese Chambers of Commerce and Industry, have called for continuity in her projects, citing tourism’s role in economic growth and job generation.

Calling for the resignation of our tourism secretary will not fix airports, ease traffic, prevent crime or stop floods. What Philippine tourism needs are strategic initiatives, investment and shared responsibility.

As the Philippines prepares to host the ASEAN Tourism Forum 2026 in Cebu, the priority should be clear: make travel easier, promote new destinations, highlight local food and wellness experiences and upgrade airports, seaports and roads.

Tourism is a national effort. It is about showcasing the beauty, resilience and warmth of the Filipino spirit to the world. Instead of tearing down those who lead the charge, let us unite behind a shared vision: a Philippines that shines brighter on the global stage.

With collaboration, creativity and courage, we can turn challenges into opportunities and make our country the destination it deserves to be. The world is watching. Let’s give them something unforgettable.