At a recent tourism event in Subic Bay, I spoke about how the Philippines could attract investment into sustainable tourism, healthcare, and medical tourism.
Subic has hotels, recreation, natural assets, and a free-port environment. But having these assets is not the same as having a product that international visitors recognize.
This distinction matters when assessing the Department of Tourism (DOT) under former secretary Christina Garcia-Frasco.
Frasco has often been criticized for emphasizing branding, events, destination marketing, and promotional campaigns. Some criticism is understandable. Promotion cannot substitute for better infrastructure, more tourists, and higher tourism revenues.
But her strategy should also be understood from a politician’s perspective.
