Tourism Attaché Mr. Francisco Hilario M. Lardizabal conducting his lecture on Tourism Promotion

XIAMEN, 02 December 2025 - Tourism Attaché Mr. Francisco Hilario M. Lardizabal of the Philippine Department of Tourism (DOT) – Shanghai Office, conducted a seminar on Tourism Promotion for the personnel of the Philippine Consulate General in Xiamen on 02 December 2025.

Tourism Attaché Lardizabal said that the slogan “Love the Philippines” came from DOT Secretary Christina Garcia Frasco’s view that beyond the fun, there are still endless things to do while visiting the Philippines that will make visitors feel love while in the country. He also mentioned that the DOT is continuously improving its tourism infrastructure and developing more tourism products across the regions in the Philippines that will let visitors have a Philippine experience through its history, culture, gastronomy, arts, and crafts.

Tourism Attaché Lardizabal with Consul General Winston Dean S. Almeda and Xiamen PCG personnel

Tourism Attaché Lardizabal pointed out that the tourism landscape changed after the COVID-19 pandemic. Previously, most tourism travelers traveled with their family while current travelers are the Gen Z’s and independent travelers.  Tourists now prefer to travel in small groups with personalized itinerary rather than travel with tour groups. With China a big market for outbound tourism, the DOT hopes to attract more Chinese travelers to visit, have fun, and love the Philippines.

Tourism Attaché Lardizabal was in Xiamen for the eVisa travel and trade training seminar on 02 December 2025. END