By: Lorrah Ashley Ang
Photo courtesy of: Rappler
Beyond paintings and craftsmanship, the celebration of National Arts Month also serves as a reminder to appreciate the lived culture and heritage of Filipinos across places—whether within cities or in mountains yet to be climbed. What often goes unnoticed is that the rich culture of Filipinos remains beneath the surface—present and visible to many, yet frequently unrecognized and taken for granted as people grow accustomed to it over time.
As Tourism Secretary Christina Garcia Frasco emphasized, the unique culture of Filipinos is the greatest driving force of tourism in the country. Tourism and culture work hand in hand, continuously building and strengthening one another.
“Our culture is our greatest driving force. It is the reason that visitors come and the legacy we must all protect. Without culture, tourism loses meaning. But with culture at the heart, tourism uplifts lives, strengthens communities, and unites us all,” said Frasco.
When it comes to traveling abroad, it is often more practical for Filipinos to visit neighboring countries than to explore regions within their own. The issue is not a lack of appreciation for local destinations, but the high costs that come with them.
Rona Mae Aseveros, a third-year Tourism Management student, shared her insights on these challenges within the tourism industry. She pointed out that when local destinations are priced within the range of international trips, it alienates the domestic market, and, in turn, prevents Filipinos from becoming the primary ambassadors of their own culture.
“Filipinos deserve the same opportunity to explore and appreciate their homeland as international tourists do, as nothing makes a destination more inviting than the visible pride and love shown by its own people,” Aseveros stated.
Another emerging threat the industry faces is the climate crisis affecting countries worldwide, including the Philippines. The nation’s natural resources are increasingly endangered, challenging the balance between mass tourism and environmental protection.
For Aseveros, the country’s beauty must first be made accessible to its own people. Doing so not only ensures sustainable growth but also strengthens national pride. With these struggles in mind, Filipinos are reminded of what they truly deserve—an industry that reflects and serves them.
The Philippines has much to offer, and its greatest asset lies in its people. Danielle Gonzales, a second-year Psychology student, shared that the first thing that comes to mind when tourism is mentioned is the country’s beautiful beaches—the primary drivers of Philippine tourism. These attractions are widely recognized by both locals and foreigners alike. People’s interest for the country already exists; it simply needs to be deepened.
The nation’s history and lived experiences create opportunities to strengthen the tourism industry through the authentic representation of indigenous communities and everyday Filipinos. Whether it be from our renowned street vendors serving their specialties such as kwek-kwek or refreshing halo-halo, farmers working under the scorching heat to yield the famous Philippine mango, or local vendors, despite being tired, remaining in service to the people with their enthusiasm.
Aseveros provided several ideas to create this new embodiment: showcasing the voices and faces of local storytellers, craftspeople, and community elders in conventional glossy travel posters of deserted landscapes. She also added using digital platforms to share raw narratives, such as, stories told in the first person by a fisherman in Siargao or a weaver in the Cordilleras—redirecting the global gaze toward this authentic human experience.
By shifting from Filipinos being seen as a passive service provider to a primary author of travelers' journeys, this approach creates a renewed and meaningful impact for tourists—leading them away from impersonal tourist traps and instead leading them into the heart of the Philippine living traditions.
Redefining tourism through authentic representation communicates to the world who Filipinos truly are—showcasing the nation’s pride and identity. It highlights what sets the Philippines apart from other countries, beginning with the embrace for diversity and cultural heritage that visitors can look forward to experiencing.
Aseveros encourages Filipinos to remain true to themselves in tourism products. “We show the world we are more than just the background—rather, a soulful, resilient people with a heritage that deserves to be well recognized.”
Gonzales shed light to the Igorot communities of the Cordilleras as reflections of the country’s culture—truly deserving of recognition and admiration for the beauty, wisdom, and language rooted in their lived experiences. From their intricate weaving that produces colorful textiles, to the rhythmic music of the Gangsa or gongs and traditional dances such as Tayaw and Pattong, to festivals like Adivay and Bodong, each in their own way carries deep cultural meaning that continues to be honored and preserved for centuries to come.
While Aseveros emphasized everyday Filipinos as the face of tourism, this perspective ultimately ensures that every visitor’s journey breathes life back into the nation’s traditions. Filipinos are not merely ornaments of a destination, but the very heart that keeps the country’s history alive.
Aligned with this year’s National Arts Month theme, “Ani ng Sining: Katotohanan at Giting,” the celebration calls on Filipinos to embrace their truth with courage—to go beyond comfort, explore their own homeland, create new opportunities for the country to thrive, and most importantly, recognize the value of indigenous communities and the people as the soul of the nation’s tourism identity.