By Manila Bulletin
Published Sep 27, 2025 12:05 am
Today, Sept. 27, the world observes World Tourism Day, and this year, the theme is both timely and ambitious: “Tourism and Sustainable Transformation.” As we continue to recover from the economic and social disruptions of the past years, this global celebration invites us to look at tourism not only as an economic engine but as a force for positive and inclusive change.
Tourism, as United Nations Secretary-General António Guterres notes in his message "is a powerful driver of transformation. It creates jobs, fuels local economies, supports infrastructure, and contributes to development far beyond GDP." More than numbers, tourism builds bridges across cultures, strengthens bonds between people and places, and safeguards traditions and heritage. It reminds us of our shared humanity and the beauty of diversity.
Yet, the UN also warns of the double-edged nature of tourism. Without conscious action, it can harm the very destinations and communities it seeks to showcase. That’s why the 2025 celebration calls for bold, sustainable, and inclusive efforts to ensure tourism benefits people and planet alike.
The UN outlines several core principles for sustainable tourism, starting with effective governance and people-centric planning. Tourism policies must focus on uplifting marginalized sectors by investing in education and skills—especially for youth, women, and vulnerable communities.
It recommends innovation and responsible entrepreneurship, introducing digitalization and innovative business models which can empower micro, small, and medium enterprises (MSMEs) and make tourism more inclusive.
The third principle is sustainable investments which aim to reduce emissions, conserve biodiversity, and build resilient infrastructure that protects communities and ecosystems.
In short, tourism must become a steward of nature and culture—not an exploitative force.
In the Philippines, tourism continues to play a key role in development. According to the Department of Tourism (DOT), the sector is projected to contribute ₱2.7 trillion to the national economy in 2025, and employ 6.8 million Filipinos. These figures highlight the sector's potential and also underscore the need to invest in inclusive and sustainable programs.
One such initiative is the training of senior citizens as tour guides, launched this month as part of Tourism Month. Through a partnership with the National Commission of Senior Citizens, seniors are undergoing training to serve as storytellers of our heritage—beginning in Intramuros and soon in other cultural sites. It’s a good example of people-centered tourism, turning inclusion into opportunity.
Another major step is the Turismo Asenso Loan Program, a low-interest financing program aimed at helping small and medium tourism enterprises recover, grow, and innovate. President Marcos has ordered that this be made accessible even in remote areas, simplifying the process so that more MSMEs can benefit—especially those most affected by the pandemic and natural disasters.
The DOT’s continued push for green and cultural tourism reflects the global call for sustainable transformation. Programs such as Green Destinations, which certifies eco-friendly sites, and Kultura Pilipinas, which promotes local arts, cuisine, and traditions, blend economic recovery with environmental protection and cultural preservation.
World Tourism Day 2025 is a reminder that tourism, when responsibly developed, is more than leisure—it is transformation. As climate change and inequality persist, the road ahead must be paved with policies that are inclusive, innovative, and environmentally conscious.
With proper planning and bold leadership, tourism can continue to uplift communities, protect our heritage, and showcase to the world the best of what the Philippines—and humanity—has to offer.
