DOT-CAR Regional Director Jovita Ganongan (right), in the Kapihan sa Bagong Pilipinas media forum in Baguio City, Wednesday reports a robust tourism
industry in the country and in Cordillera for calendar year 2024. She also outlined the priority thrust of the tourism department for this 2025.
BAGUIO CITY (PIA) — The Department of Tourism affirmed a robust tourism industry in the Cordillera in 2024 and called on tourism stakeholders, including the media, to continuously improve and promote the region’s diverse attractions.
DOT-CAR Regional Director Jovita Ganongan, in the Kapihan sa Bagong Pilipinas on Wednesday, March 12, shared that the Cordillera recorded 1,983,511 visitor arrivals in 2024, a 17.71% increase compared with the 1,685,133 tourist arrivals in 2023.
Domestic travelers made up most of the Cordillera visitors, at 97.69%, while the rest were balikbayans and foreigners, primarily French, Americans and Germans.
In terms of its contribution to the regional economy, Ganongan said tourist arrivals in 2024 contributed around ₱10.7 billion in tourism receipts. This is computed on the average daily expenditure of ₱7,000 for a foreign tourist and ₱4,000 for a domestic tourist.
The increase in tourism arrivals also provided other economic opportunities in the region, she added.
“Maraming tao, turista, opportunity na yun for employment, for livelihood, for investment interest para sa communities din. Natratranslate kasi ito na economic activities yung pag-dami rin ng tourista nagkakaroon ng demand,” Ganongan said.
(Many people, tourists, that’s an opportunity for employment, for livelihood, for investment interest for the communities as well. This translates to economic activities as the increase in tourists creates demand.)
“For instance, pumupunta sa isang lugar, wala silang matulugan at nakikita yun ng community, so it will give a message na it’s the right time to invest on a homestay, lodge. If kung wala silang makainan, to invest on restaurants and other eating facilities. So maraming naki-create na opportunity yung presence of increasing tourist arrival,” she explained.
(For instance, they go to a place, they have nowhere to sleep and the community sees that, so it will give a message that it’s the right time to invest in a homestay, lodge. If they have nowhere to eat, to invest in restaurants and other eating facilities. So many opportunities are created by the presence of increasing tourist arrivals.)
With robust tourism, Ganongan reported a remarkable 66% increase in new accreditation applications in 2024, growing from 101 in 2023 to 168. There are 7,423 tourism workers employed in DOT-accredited enterprises, underscoring the sector’s crucial contribution to job creation and economic growth.
The DOT-CAR acknowledged the vital role of media in promoting and informing the public about tourism-related programs, projects and activities. Thus, it continues to forge a strong partnership with media outlets to enhance the reach of the agency’s initiatives and engage a broader audience.
It also strengthens partnerships with local stakeholders to ensure a progressive tourism industry.
“To ensure the long-term success and sustainability of the tourism industry, it is essential to adopt approaches that forge collaboration with various stakeholders. By fostering strong partnerships and shared responsibilities, the tourism sector can enhance its global competitiveness,” Ganongan said. (JDP/CCD with Arnmari Christine Dela Cruz – PIA CAR-SLU Intern)
