President Ferdinand Marcos, Jr., together with Tourism Secretary Christina Garcia Frasco, led the inauguration of the ninth completed Tourist Rest Area (TRA) in the country, located at the President’s home province, Ilocos Norte.
“I am very happy to be here, of course, because we are here inaugurating the first of many planned Tourist Rest Areas and I’m particularly grateful to our Secretary that the first one that she chose to build was here in Pagudpud, here in Ilocos Norte, the President said Marcos in his keynote address, noting that the TRA project of the DOT is a ‘good example’ of the government’s whole-of-nation approach where stakeholders from the public and private sectors work together.
“This TRA is an important initiative for us as we want to transform the Philippines into the tourism powerhouse in Asia.”
“This TRA is an important initiative for us as we want to transform the Philippines into the tourism powerhouse in Asia,” he added, citing as well the steep competition of the Philippines vis-a-vis its neighboring Southeast Asian counterparts like Thailand, Indonesia, Vietnam, and South Korea.
Ilocos Norte received more than 3.5 million same-day visitors in 2023, and around 515,000 domestic and foreign tourists, according to the President.
“It shows that we have the attractions; we have the products; and we have the people to make it happen. I am truly proud to call this land my home as it continues to draw critical acclaim here and abroad,” the President said, noting that “these are not only a testament to the beauty, the culture, the attractions, and of course, the hospitality of Ilocos Norte, but also the commitment of our LGUs to develop and to promote tourism in the region. So, I enjoin everyone to ensure the success of our tourism initiatives [and] make the experiences of our travelers safe, convenient, and memorable.”
“We hope for continued support for all the tourism programs across the archipelago, and we will show that not only do Filipinos love the Philippines but we can tell our foreign friends, guaranteed, you will love the Philippines. Let us work together to build a Bagong Pilipinas where we give our people the life that they deserve,” the President said.
For her part, Frasco thanked the President for supporting the construction of TRA in his hometown, evident of his full and unequivocal support to his vision of improving the overall Philippine experience of tourists in the country.
“If we want our guests to stay longer and come back again and again, we must take care of our tourists.”
“I would like to express my profound gratitude to our President, whose vision for tourism would see the Philippines transcend and transform into a tourism powerhouse anchored on the strength of the Filipino identity, culture, and heritage. Very early on in his administration, the President gave a very clear directive that if we want the Philippines to elevate its status of tourism services, if we want our guests to stay longer and come back again and again, we must take care of our tourists. As we have campaigned for our friends from all over the world and all over the country to love the Philippines, so too must we love our tourists. This tourist rest area is a manifestation of that love. Daghang salamat, Mr. President, for setting forth this vision for tourism,” the tourism chief said.
“These tourist rest areas are not mere rest stops. They are comprehensive facilities that prioritize the convenience of every tourist journey. The TRA project, along with the flagship programs of the Marcos administration, aligns seamlessly with the President’s vision of transformation towards a Bagong Pilipinas—a Bagong Pilipinas where tourism is anchored on the strength of the Filipino identity, where the Philippines competes globally. As the country inaugurates this tourist rest area, let us unite and celebrate and look forward to more milestones that will uplift our tourism sector as we bring prosperity to our nation and provide more livelihood and employment opportunities to our fellow Filipinos. Together with our President, we will continue to build a stronger and more vibrant tourism industry that showcases the value of our culture,” the tourism head added.
In a message, Ilocos Norte Vice Governor Cecilia Araneta-Marcos, who represented Governor Matthew Joseph Manotoc, also extended her gratitude to President Marcos and Frasco.
“This is the achievement as a result of a collaborative effort driven by the shared passion for enhancing Pagudpud’s appeal to visitors from near and far. Our vision is for Pagudpud to be recognized not only for its natural beauty and exceptional quality of service and comfort we provide to our guests. The rest area is strategically located to ensure that it meets the needs of our visitors, while also showcasing the local culture and attractions that make Pagudpud unique. On behalf of Governor Matthew Marcos Manotoc and the provincial government of Ilocos Norte, we reaffirm our commitment to supporting the advancement of the tourism sector and continuing to prioritize the wellbeing of our people and our visitors,” the provincial official said.
The TRA was conceptualized under the helm of Frasco, in partnership with the DOT’s infrastructure arm, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), as a flagship program under the Marcos administration.
