BAGUIO CITY, Philippines – The Department of Tourism-Cordillera reported that Baguio City accounted for about 72.92 percent of tourist arrivals in the region last year amid prevailing economic pressures, changing travel habits, climate hazards, and sustainability challenges.
DOT Regional Director Jovita Ganongan said during the annual assembly of the Hotel and Restaurant Association of Baguio (HRAB) themed ‘What’s Next: Sustainable Destination Stewardship for Baguio’s Tourism Economy’, held at the Baguio Country Club, that the region is records 1,586,890 tourist arrivals in 2025, of which 72.92 percent or 429,729.812 chose the Summer Capital as their favorite destination.
According to Ganongan, the region has generated over P8 billion in total tourism revenue from the aforementioned foreign and local tourist arrivals.
She said the DoT-CAR official continues to conduct extensive efforts in marketing the destination through local and international promotions, digital campaigns, familiarization tours, and participation in major global tourism events where the said initiatives have strengthened the region’s position as a premier and sustainable cultural destination while expanding opportunities for international partnerships.
Ganongan pointed out the need to diversify the region’s tourism through creative activities, gastronomy, wellness, community-based tourism, ecotourism, and cultural heritage experiences that are clearly present in different parts of the Cordillera and Baguio City.
According to her, there has been significant progress in the destination’s readiness through investments in tourism infrastructure that include over 223 kilometers of completed tourism roads across the region, the rehabilitation of Burnham Park, the proposed Baguio Resilient City Tourism Project, the Love Tourism First Aid booth, expanded public WiFi, tourism accreditation, workforce capacity building and the Association of Southeast Asian Nations (ASEAN) tourism recognition received by Cordillera destinations like Tabuk City and establishments like Baguio Country Club and Le Monet Hotel.
She also informed HRAB members about the agency’s newly launched campaign, Discover More to Love, which encourages year-round domestic travel and promotes longer stays for visitors through curated tourism experiences.
Ganongan called on HRAB members to actively support the aforementioned campaign by developing multi-destination travel packages, promoting Cordilleran cuisine and local products, collaborating with artists and community-based tourism groups, and adopting sustainable practices, emphasizing that the future of tourism will be measured not only by visitor arrivals, but also by the quality of visitor experiences, environmental sustainability, community prosperity, and cultural pride.
She challenged local stakeholders in the tourism industry to work together in positioning Baguio as a gateway to richer, longer, and more meaningful trips throughout the Cordillera as the region has much to offer for foreign and local visitors who wish to have a broader experience and enjoy the culture and traditions of the Cordillerans.
