THE National Capital Region (NCR), commonly known as Metro Manila, is the bustling heart of the Philippines, being the center of the nation’s politics, economy, society, education, leisure and culture. It is a microcosm of the entire Philippines and has a disproportionate impact on the rest of the country.

Guided with the National Tourism Development Plan 2023-2028 objectives, the NCR aligns its plans and programs to contribute to the vision of the Marcos administration through the leadership of Department of Tourism (DoT) Secretary Christina Garcia Frasco to further elevate the quality of Philippine Tourism and become the tourism powerhouse in Asia.

While often overshadowed by the country’s breathtaking natural beauty, the NCR is adapting perfectly as it focuses on promoting urban tourism, cultural and heritage attractions of our local destinations while incorporating technology and out of the box innovations that create opportunities, encourage investments, linkages and partnerships that provide the complete Philippine experience as it embarks on the new age of tourism.

Digital transformation

Inspired by world-class hop on, hop off (HOHO) bus tours in Abu Dhabi, Argentina, London, Madrid, New York and Singapore, among others, the Philippines’ HOHO features a dedicated website with all essential information, a reloadable EMV-capable card and — to complete the tourist experience — a mobile app for booking tours, making cashless payments, global positioning system, networked-bus arrival monitoring and video guides, as well as information on hotels, food and tourism merchants.

This program is conceptualized principally to address the gap in the tourism market by offering tourists a chance to discover Metro Manila at their own convenience. By this, we mean providing them the option to explore the city for as short as one day to a maximum of three days. Tourists also have a roster of places that they can choose from and get the necessary tools to immerse themselves in the places they want to discover.

Dubbed the country’s first urban tourism circuit program, the Philippines HOHO launched its newest stop at the capital city of Manila on July 6, 2023, connecting the cultural hub with Makati’s financial hub, which the DoT and industry stakeholders piloted last May 28, 2023.

Medical and dental tourism

A growing phenomenon that has been making significant strides in the Philippines and around the world: Medical and dental tourism. These exciting trends represent not only a remarkable opportunity for our country, but also a testament to the world-class health care services we offer.

Medical and dental tourism, as many of you may already know, refers to the practice of traveling to another country for medical and dental treatment. It encompasses a wide range of medical and dental services, from routine checkups to complex surgeries and specialized treatments.

The Philippines has increasingly become a preferred destination for medical and dental tourists, and this is due to the world-class health care facilities, highly skilled medical and dental experts, cost-effective health care, English proficiency, beautiful destinations, warm hospitality and diverse medical specialties.

As we celebrate the growth of medical and dental tourism in the Philippines, it is crucial to recognize the responsibilities and opportunities that come with it. To ensure the sustainability and continued success of this industry, DoT-NCR is prioritizing several key factors such as the quality and safety by upholding the highest standards of medical or dental care, patient safety. It also ensures employment of ethical practices on pricing, advertising and patient care. Moreover, aggressive marketing and promotion efforts are implemented to raise awareness about the quality health care services available in the Philippines.

Medical and dental tourism in the Philippines represents an exciting opportunity to showcase our world-class health care services and the beauty of our nation and be a beacon of hope and healing for people from around the world.

Education tourism through English as a second language

Education tourism is defined as all learning activities undertaken outside of the home geographical environment within the duration limit between 24 hours and 12 consecutive months. The DoT takes pride as we successfully introduced and promoted education tourism.

We have promoted the country as a hub for English as a second language (ESL). Since 2013, we have attracted students from Korea, Japan, China, Vietnam, Taiwan, Russia and the middle east, among others, and was ranked fifth largest ESL provider in the global arena.

Education tourism offers a unique and enriching way to combine the joy of travel with the pursuit of knowledge. It allows individuals to explore the world, connect with diverse cultures and expand their horizons. As this sector continues to evolve, it will play an increasingly important role in lifelong learning and cross-cultural understanding. Education tourism truly represents the intersection of travel, education and personal growth.

Filipino Martial Arts

Another growing tourism attraction is the Filipino martial arts (FMA), a unique avenue for cultural immersion. Tourists will not only learn this art, but also gain insights into Filipino customs, values and traditions. In a way, it is experiencing the warmth of Filipino hospitality and building lasting connections.

Tourists interested in FMA have the opportunity to engage in training sessions and workshops led by skilled instructors. These sessions provide hands-on experiences in learning the techniques, forms and philosophies that underpin these martial arts. Whether it’s the graceful movements of Arnis or the precise strikes of Eskrima, participants gain a deeper appreciation for the cultural significance and practicality of these fighting styles.

FMA is another tourism product that is gaining popularity for tourists that seeks more than just a sun, sea and sand in the country.

While we have these opportunities, we must not disregard and provide solutions to the tourism threats in Metro Manila such as traffic congestion, environmental degradation, natural disasters and competing destinations, among others.

Given the outstanding performance of the tourism sector this year, 2024 is a year of full resurgence. The DoT-NCR is optimistic and poised on the unique tourism offerings as a means of assisting the tourism industry’s complete revival. The NCR is a crucial part of the Philippine tourism experience. Afterall, it all starts here — in Metro Manila.