At the Mountain Tourism Summit 2025, DOT–CAR Regional Director Jovita Ganongan marked a historic milestone for the country, sharing that “this is the first Mountain Tourism Summit in the Philippines.

” Set in the heart of the Cordilleras, her message highlighted the region’s breathtaking landscapes, rich cultural heritage, and diverse ecosystems as treasures to be responsibly shared with the world.

She underscored that mountain tourism holds immense potential to drive community livelihoods, create jobs, and support local enterprises, while placing sustainability and community empowerment at the core of tourism development.

Calling for collaboration and partnership, Director Ganongan encouraged stakeholders to work together to build a future where mountain tourism uplifts communities and preserves the Cordilleras for generations to come.

Meanwhile, Secretary Christina Garcia Frasco, represented by Director Judy Gabato, underscored the importance of mountain tourism under the National Tourism Development Plan 2023–2028, stating that it “guides the country’s tourism development toward sustainability, connectivity, and inclusivity,” while recognizing mountain regions as vital contributors to national tourism growth.

The Mountain Tourism Summit 2025 reflects this vision through discussions on global and local perspectives on mountain tourism, forest conservation and ecotourism, activity-based tourism and its challenges, sustainable initiatives, cultural tourism and sensitivity, destination marketing and branding, and TIEZA’s infrastructure guidelines, incentives, and opportunities.

Grounded in collaboration among LGUs, communities, tourism stakeholders, and development partners, the Summit highlights the immense potential of the Cordilleras in advancing regenerative tourism that benefits both communities and visitors.