Philippine Tourism Department Anticipates Growth in Village Tourism

The Philippine Department of Tourism’s bureau for the Cordillera Administrative Region (DOT-CAR) looks forward to significant improvements in village tourism across the northern Philippines.

DOT-CAR announced their expectations during the launch of the fourth annual Search for the Best Tourism Village on February 12.

During the press conference, regional director Jovi Ganongan stated:

“The search encourages villages to opt for sustainability and improve not just the destination but help prepare their fellow villagers for tourists arriving.”
(Translation: The search encourages villages to pursue sustainability, enhancing both the destination and local residents’ preparedness for incoming tourists.)

This initiative, which started during the pandemic, is unique to the DOT-CAR, and this year’s edition sees at least 68 tourism villages applying for participation. Each village will receive technical support to help them meet certain standards.

Community Development

Ganongan emphasized that village leaders engaged in the search have started focusing on improving their communities for qualification.

She noted:

“Some did not even know they have tourism values but realized it when they joined the search.”
(Translation: Some community leaders were unaware of their tourism potential until they participated in the search program.)

Ganongan added that the enthusiasm among villagers to meet criteria for participation—covering cultural, socio-economic, environmental, and sustainability aspects—is evident.

She remarked:

“This is not just about bringing in tourists but also the community’s development and people’s livelihood and protection of the environment.”
(Translation: This initiative focuses not only on attracting tourists but also on enhancing community development and preserving the environment.)

Environmental Protection

Linda Claire Pawid, from the Department of Environment and Natural Resources (DENR)-CAR, shared that this program aligns with their goal of environmental protection, as participating villages learn to carry out eco-friendly initiatives.

She highlighted the importance of integrating tourism and environmental conservation into the DOT-CAR’s search for the best tourism villages. Pawid noted that Cordillera is home to unique villages rich in natural attractions and cultural stories.