As the country shows growth in the sector.
RISE IN TTDI RANKING
The Philippines has closed the Tourism Month by being the seventh-fastest improving economy in the world this year.
According to the World Economic Forum’s (WEF) 2026 Travel and Tourism Development Index (TTDI), the country climbed eight places to 57th out of 110 economies surveyed.
The TTDI assesses economies across five dimensions and 17 pillars, using 102 indicators, to measure the factors that enable sustainable and resilient tourism development.
The country recorded gains in sustainability, policy conditions, and transport connectivity.
Sustainability posted the country’s largest improvement in ranking, rising from 64th to 29th in the Travel and Tourism Sustainability dimension, which was driven by stronger scores in nature protection and wastewater treatment. Furthermore, the Philippines ranked second globally in the Travel and Tourism Demand Sustainability pillar, supported by a significant increase in its score for geographically dispersed tourism, from an index score of 3.2 to 5.2 out of 7.
Ground transport and port connectivity also climbed from 80th to 49th, with 26 of those places gained in the last two years, buoyed by higher ratings for seaport, public transport, and train efficiency.
This progress comes amid stronger collaboration between the Department of Tourism (DOT) and the Department of Transportation (DOTr), the Civil Aeronautics Board (CAB), the Civil Aviation Authority of the Philippines (CAAP), and the Department of Public Works and Highways (DPWH) on transport and infrastructure improvements across the country’s seaports, airports, rail, roads, and bridges.
The Philippines also moved from 93rd to 73rd in safety and security as homicide incidents fell from about 10.5 to 4.4 per 100,000 people. The DOT credited its close coordination with the Philippine National Police (PNP) on tourist safety, including the recently cascaded manual on tourist safety and disaster response.
The country’s strongest-performing dimension was policy and enabling conditions, which climbed from 33rd place in 2019 to 12th in 2026, as government spending on tourism grew from 3.1 percent of the national budget to 5.8 percent.
On the culture and heritage front, it recorded the largest score increase of any of the country’s 17 pillars, rising 43 percent since 2019 and lifting the Philippines from 52nd to 38th, reflecting broader international recognition that includes five UNESCO Creative Cities, up from one in 2019.
The Philippines scored 4.08 out of 7 overall and was identified by the WEF as one of the world’s ten major emerging tourism economies, alongside China, India, Malaysia, Thailand, Indonesia, Viet Nam, Türkiye, Mexico, and Brazil.
“This is proof that the work we have been putting into our tourism sector, from our airports and seaports to our local markets and cultural destinations, is being felt and recognized internationally. But we acknowledge we have a long way to go, and we are working hard to ensure that every Filipino community that welcomes tourists reaps the benefits through better jobs, better livelihoods, and a better quality of life,” said Tourism Secretary Dita Angara-Mathay.
She added, “Our islands, reefs, forests, and heritage sites are what make the Philippines worth visiting. Ensuring that these treasures are protected, while responsibly managing the growth and impacts of tourism, remains our key priority to ensure that future generations are able to benefit from it.”
PERMANENT SLOGAN
Meanwhile, earlier in the week, Senator Erwin Tulfo filed Senate Bill no. 2511, which is known as the “Philippine Tourism Campaign Slogan Act.”
The said bill aims to institutionalize the country’s tourism branding, which aims to insulate the tourism campaign slogans from changing of administrations.
The proposed measure follows the budget briefing on the proposed 2027 budgets of the Department of Tourism (DOT) where Tulfo, who presided over the said hearing expressed frustration over the historical inconsistency of the country’s tourism campaigns.
He noted that the constant shifting from “Wow Philippines” to “It’s More Fun in the Philippines,” and now to “Love the Philippines,” damages national brand recognition and confuses global travelers.
“Parang tayo lang ang bansang napaiba-iba bawat administrasyon. May love, may more love… Wala tayong tatak, eh,” Tulfo said. “Unlike’ Malaysia, Truly Asia.’ May mga ganun, eh. Maya-maya, pustahan tayo, ‘pag pumalit na naman ang administrasyon, hindi na love yan. What is going on in here?”
He also criticized the apparent habit of newly appointed cabinet officials discarding previous slogans simply to claim personal credit or erase the legacy of their predecessors.
Under his bill, the DOT is mandated to consult with relevant stakeholders to formulate an Official Tourism Campaign Slogan that will rujt for at least 15 years across national and local development plans, prohibiting supplementary campaign messages.
“While changes in tourism campaigns may be intended to reflect evolving priorities and strategies, the frequent Introduction and replacement of slogans may also result in discontinuity in the country’s tourism identity, dilute public familiarity and require substantial resources for rebranding and implementation,” the senator stated.
Secretary Angara-Mathay has expressed full support for Tulfo’s legislative proposal, addint that a permanent slogan like “Love the Philippines” is ideal.
Tulfo then highlighted that tourism-related initiatives must be ramped up to attract more tourists and generate more income for the country’s economy.
