TOURISM officials and hotel owners on Monday unveiled a five-year plan to improve the competitiveness, long-term growth and expansion of the Philippine hotel business.
During the launch of the Philippine Hotel Industry Strategic Action Plan (Phisap) 2023-2028 at The Westin Manila, Tourism Secretary Christina Garcia-Frasco emphasized the plan’s critical role in the future of the Philippine tourism industry, noting that the Phisap was developed collectively with not only the DoT and PHOA but also a wide range of stakeholders, including government agencies, hotel operators, industry associations, and other key players.
The plan had been influenced by Frasco’s listening tour two years ago, during which the PHOA expressed the necessity for such a framework.
5-YEAR PLAN Tourism Secretary Christina Garcia-Frasco and Arthur Lopez, president of the Philippine Hotel Owners Association, during the presentation of the Philippine Hotel Industry Strategic Action Plan on Oct. 16, 2024. PHOTO BY JOHN ORVEN VERDOTE
“We must set our targets high and pursue ambitious goals for them, and it is projected that by 2028, there will be a room demand of over 456,000 room keys,” Frasco said.
“We have some catching up to do, and I’m very glad that with the aggressive investment of our hotel owners, as well as our partners in the tourism industry, we are well on our way to meeting that demand,” she added.
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Tourism Secretary Christina Garcia-Frasco (fourth from left) leads the unveiling of the Philippine Hotel Industry Strategic Action Plan (PHISAP) 2023-2028 at the Westin Manila in Pasig City on Oct. 16, 2024. Joining her were (from left to right) Nurture Wellness Village President Cathy Turvill, Tourism Infrastructure and Enterprise Zone Authority COO Karen Sarinas-Baydo, Philippine Hotel Owners Association (PHOA) President Arthur Lopez, PHOA-Technical Working Group on PHISAP Chairman Francis Gotianun, PHOA Executive Director Bong Bengzon, Robinsons Hotels and Resorts Senior Vice President Barun Jolly, SM Hotels and Conventions Corp. SVP for operations Cathy Nepomuceno, and Megaworld Hotels & Resorts head of sales and strategic partnerships Claire Bernabe. PHOTO BY JOHN ORVEN VERDOTE
Phisap embodies a vital public-private partnership aimed at positioning the Philippines as a premier tourism destination and a leader in sustainable hospitality.
“I’m honored by the fact that PHOA have been very aggressive in partnering with the DoT, which has tried to meet their passion with equal commitment and devotion to seeing this through,” Frasco said.
Frasco pointed out Phisap’s “6Ts” framework — Target, Time, Tourist Route, Trust, Technology, and Talent — which demonstrates the plan’s dedication to growth and innovation.
“Therefore, I greatly appreciate this milestone of public and private collaboration that we have had in tourism here in the Philippines,” Frasco said.
“Together, we must build a resilient, adaptable, and forward-thinking tourism ecosystem to meet the demands of today’s travelers while anticipating the needs of the future,” she added.
Frasco and PHOA president Arthur Lopez signed the Pledge of Commitment and Support for Phisap, together with other tourism and hotel industry stakeholders.
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