Keeping tourism on track: DOT Region 3’s progress with the 7-point agenda
Cooltura by Jeoff “Jopay” Solas
The Department of Tourism (DOT) Region 3, under the leadership of Regional Director Richard Daenos, has been diligently working to implement the national 7-point agenda. This comprehensive plan aims to revitalize the tourism sector, which was severely impacted by the COVID-19 pandemic. The agenda is aligned with President Ferdinand R. Marcos Jr.’s vision of tourism as a major economic pillar, and it includes key strategies to enhance infrastructure, digitalization, and governance.
One of the primary objectives is the improvement of tourism infrastructure and accessibility. Central Luzon has seen significant upgrades in its transportation networks, with the Clark International Airport emerging as a major hub. The airport’s new passenger terminal is envisioned as Asia’s next premier gateway, enhancing connectivity and accessibility for both domestic and international travelers.
This improved infrastructure has contributed to a notable increase in tourist arrivals, with Central Luzon recording 2.8 million visitors as of the third quarter of 2023. This figure includes 2.6 million domestic arrivals and 197,837 foreign arrivals, showcasing the region’s appeal to both local and international tourists.
The region has also made strides in digitalization and connectivity. By leveraging technology, DOT Region 3 has implemented digital platforms for tourism information and booking systems, making it easier for visitors to plan their trips. Efforts to improve internet connectivity in tourist areas are underway, ensuring seamless communication and navigation for travelers. This digital push has not only streamlined tourist experiences but also increased the efficiency of tourism services.
Enhancing the overall tourist experience is another key focus area. Central Luzon offers a diverse range of attractions — from world-class surfing sites in Aurora to majestic landscapes and beaches in Bataan, historical places in Bulacan, stunning mountains of Nueva Ecija, gastronomic quests in Pampanga, outdoor adventures in Tarlac, and the island coves of Zambales. The region’s vibrant festivals, such as the Giant Lantern Festival in San Fernando, Pampanga, have become major tourist attractions.
The DOT has been promoting cultural and heritage tourism programs, enhancing service quality through training initiatives like the Filipino Brand of Service Excellence (FBSE). Approximately, 10,000 stakeholders have been trained under this program, emphasizing the commitment to enhancing the skills and competencies of tourism industry players.
In terms of equalization of tourism product development and promotion, Central Luzon has identified and developed new tourism destinations, promoting lesser-known sites to reduce congestion in popular areas. This strategy aims to distribute economic benefits more evenly and support local tourism initiatives.
The region has also diversified its tourism portfolio by developing niche markets such as health and wellness tourism, Meetings, Incentives, Conferences, and Exhibitions (MICE), and lifestyle tourism. Investments in health and wellness facilities and the promotion of MICE tourism through venues, like the SMX Convention Center Clark, are notable examples of this diversification.
The maximization of domestic and international tourism is another critical objective. Central Luzon has seen significant growth in both domestic and international tourist arrivals. The region’s improved gateway access, including increased flights at Clark International Airport, has contributed to this surge. In 2023, international tourist arrivals in the Philippines reached 5.45 million, generating ₱482.54 billion in revenue — more than double the previous year’s figure. This remarkable growth is attributed to post-COVID “revenge travel” and improved accessibility.
Strengthening tourism governance through close collaboration with national and local stakeholders is essential for sustainable and effective tourism development. Regular stakeholder meetings are held to align strategies and support local tourism initiatives. This collaborative approach ensures that tourism development is inclusive and beneficial to local communities.
The Tourism Recognition for Enterprises and Stakeholders (TRES) Awards, organized by DOT Region 3, recognize the outstanding contributions of public and private stakeholders in Central Luzon’s tourism sector. The recent awards ceremony highlighted the region’s commitment to excellence in tourism development.
The notable Kaagapay Awards were given to Magalang, Pampanga (municipal category), City of San Fernando (city category), and Province of Aurora (province/freeport zone category). The Most Outstanding Tourism Officer Award was given to Robert Ramirez from City of San Jose Del Monte, Bulacan.
In terms of economic impact, Central Luzon’s tourism sector has contributed significantly to the region’s economy. While specific figures for tourism receipts in Central Luzon are not readily available, the region’s overall tourism performance is reflected in the national data. The Philippines achieved a record-high tourism revenue of approximately ₱760 billion in 2024, surpassing pre-pandemic levels. This remarkable performance highlights the sector’s resilience and vitality, contributing significantly to the nation’s economic stability and growth.
The tourism sector’s growth has also been reflected in its contribution to the country’s Gross Domestic Product (GDP). In 2023, the tourism sector posted the highest growth, contributing 8.6% to the economy. This growth underscores the importance of tourism as a vital economic pillar, providing livelihood opportunities for many, especially in rural and underserved areas.
As Central Luzon continues to grow as a tourism destination, its strategic branding efforts aim to position the region as a compelling and distinctive destination. The regional tourism brand, “Central Luzon, Where Endless Stories Begin”, invites visitors to explore, discover, and become part of the myriad stories that this remarkable region has to offer. This branding effort goes beyond a mere slogan, encapsulating the region’s rich cultural heritage, natural wonders, and dynamic communities. It invites visitors and locals alike to be storytellers and protagonists in the narrative of Central Luzon’s cultural richness, making every experience a stroke in a masterpiece that contributes to the vibrant narrative defining the region.
DOT Region 3’s diligent implementation of the 7-point agenda has positioned Central Luzon as a vibrant and competitive tourism destination. The region’s focus on infrastructure development, digitalization, and governance has created a robust framework for sustainable tourism growth.
The TRES Awards serve as a testament to the region’s commitment to excellence and collaboration, recognizing the efforts of stakeholders who contribute to Central Luzon’s thriving tourism landscape. As the region continues to recover from the pandemic, its strategic approach to tourism development ensures a promising future for both local communities and visitors alike.
