Baguio city: The Department of Tourism (DOT) said the government will champion a farm tourism program that not only secures visitor arrivals but also sustains rural livelihood and development. Tourism Secretary Christina Frasco made the assurance during the 9th International Farm Tourism Conference in Baguio City on March 4.
According to Philippines News Agency, Frasco emphasized that the next measure of success is not simply growth, but depth-growth that strengthens rural livelihoods, preserves natural landscapes, and ensures prosperity reaches the communities that sustain tourism. She highlighted the importance of farm tourism in reminding us that the land must be cared for, and the people who cultivate it must be valued, ensuring that progress does not come at their expense.
The conference gathered farm operators, policymakers, development partners, and other foreign and local tourism stakeholders, focusing on farm tourism's potential to create livelihood opportunities and bring travelers closer to Filipino food, culture, and landscapes. Frasco noted that gastronomy begins with farms, fisheries, and the communities that produce the food defining the national table, and farm tourism reinforces this by strengthening agricultural supply chains, enabling direct sourcing, and embedding rural communities within the tourism value chain.
Frasco's pledge follows the recent launch of the Farm Tourism Strategic Action Plan (FTSAP) 2026-2031, aiming to strengthen standards, infrastructure, enterprise development, and market integration for farm tourism destinations across the country. Based on the latest data from the DOT, at least 17.1 percent of inbound visitor spending in the Philippines goes to food and beverage services. Globally, agritourism is projected to reach USD197 billion by 2032, driven by travelers seeking authentic food traditions, cultural immersion, and experiences rooted in local communities.
Baguio City Mayor Benjamin Magalong noted that responsible agrotourism initiatives can support farmers while protecting landscapes and strengthening climate resilience in the region. He stated that farm and tourism go hand in hand and can be a powerful tool for building resilient communities.
The DOT aligns tourism development with agriculture through initiatives including a memorandum of agreement with the Department of Agriculture to coordinate farm-to-market roads, irrigation systems, post-harvest facilities, cold chain logistics, and product development, linking farms directly with tourism establishments. Infrastructure programs are expanding access to rural destinations.
Under the Tourism Champions Challenge, the DOT has awarded PHP255 million in the first cycle and nearly PHP400 million in the second cycle to local governments implementing tourism projects, many of which strengthen rural and farm-based destinations. Curated tourism circuits under the Philippine Experience Program now integrate farm landscapes, gastronomy, and cultural heritage across regions such as Iloilo, Pampanga, the Cordilleras, Bukidnon, Davao, and Sultan Kudarat.
To date, DOT has trained over 412,000 individuals under the Filipino Brand of Service Excellence program and more than 127,000 through the Tourism Industry Skills Program, many from rural communities where agriculture and tourism intersect. Frasco stressed that preparing destinations for growth requires more than promotion; it requires investing in people, strengthening local enterprises, and protecting the natural landscapes that sustain tourism.
