President Ferdinand R. Marcos Jr. has endorsed “experiential tourism” as the country seeks more ways to attract foreign and local visitors to travel around the Philippines.

In his third State of the Nation Address (SONA) on Monday, Marcos said challenges besetting the tourism sector have evolved and “now requires a multifaceted strategy.”

“The focus is now on experiential tourism. Food, culture, heritage and the arts, education, halal and Islamic traditions, dive, cruise, farm and eco-tourism, even sports, now have become potent subjects and products of a nation’s tourism,” he said.

He also sought the expansion of the one town, one product (OTOP) concept.

“It must not inhibit, but rather, inspire. We must not rest content to have just one. Rather, we must seek the optimal number of high-quality products and services, which at the same time showcase our community’s distinctive history, traditions, and talents,” he said.

Marcos reaffirmed that he would prioritize tourism, citing its potential to generate more jobs for Filipinos.

Meanwhile, he touted the country’s milestones in the tourism sector, including the shift to paperless immigration and customs forms through the E-Travel system.

“Soon, the piloted E-Gates will be standard fixtures at airports, to further facilitate ease of mobility during departures and arrivals,” he said.

“With all these said, the implementation of the Philippine E-Visa will be next in our digital transformation agenda.”

He said the Philippines’ infrastructure and digital reforms, through the development of tourism sites and the enhancement of the overall tourist experience, are “all calculated to boost the productivity of the tourism sector”.

“While doing so, we shall interpose the wholesome and hospitable Filipino brand in all the key tourism touchpoints — from tourist arrival all the way to departure,” he said.

The Marcos administration’s focus on developing tourism has shown remarkable results in the past year.

In 2023, the industry contributed an 8.6 percent share to the gross domestic product, translating to at least PHP2.09 trillion in revenue, the highest in 24 years, according to the Department of Tourism.

Total inbound and domestic visitor receipts, on the other hand, totaled PHP3.367 trillion, showing a 75.3 percent increase from 2022. (PNA)