Next DOT chief must possess business acumen– MAP

The Management Association of the Philippines (MAP) urged President Ferdinand Marcos Jr. to appoint a tourism secretary with a strong business track record, who will be able to convert demand into actual visitor arrivals.

MAP said candidates for tourism secretary should have “hands-on business competencies from actually running enterprises,” stressing that tourism operates within a “big business ecosystem.”

“It is not only identifying markets but also conversion of these markets into real numbers that count,” the group said. Opportunities can only be maximized if they match the country’s “readiness and absorptive capacities,” added MAP.

DOT has been without a permanent chief after the reassignment of Christina Frasco as presidential adviser for sustainable and resilient communities.

Undersecretary Verna Buensuceso is currently serving as DOT officer in charge.

According to MAP, the next tourism chief must bring six key strengths: business experience, industry expertise, leadership, a commitment to sustainability, collaboration and a clear strategic vision.

While knowledge of tourism (including hospitality, travel management, destination development and marketing) is essential, MAP emphasized that execution will be the defining factor.

“The candidate should have excellent knowledge of the tourism industry, solid reputation, and the ability to effectively demonstrate leadership skills,” MAP said, adding that the next secretary must steer policies that strengthen resilience and risk management.

The group pushed for closer coordination with private stakeholders, local governments and communities to craft an “inclusive and effective tourism masterplan.”

MAP called for a clear strategy to raise tourist arrivals through stronger global marketing and more diversified offerings.

It identified high-potential segments such as sports tourism, cultural tourism and meetings, incentives, conferences and exhibitions as key growth drivers.

“We believe that sports tourism represents a significant opportunity to boost tourist arrivals,” MAP said, urging coordination with the Philippine Sports Commission to attract international sporting competitions.

MAP said appointing a tourism chief who can “hit the ground running” would be critical to revitalizing the sector, which recorded 6.48 million international arrivals in 2025.

MAP is one of the largest business groups in the Philippines, counting over 1,300 members. Their recommendations reflect the “collective insights and preferences” of private tourism and business stakeholders.