PH Tourism Chief Christina Frasco Called Out Over Magazine Cover as Tourist Numbers Decline

Is our tourism chief a cover girl or a public servant?

Department of Tourism (DOT) is facing massive heat this week after Secretary Christina Garcia Frasco appeared as a glamorous cover star for a lifestyle magazine. While regular Filipinos are struggling with high terminal fees and the daily grind of expensive travel, our tourism chief is being accused of treating her government office like a personal PR firm.

Tourism Sec hit with backlash over magazine cover

The drama started with the December issue of Philippine Topics. Secretary Frasco is pictured posing on a beach for a story about the Philippines’ pavilion at the Osaka Expo. The cover immediately triggered an online fight, with critics arguing that Frasco’s face is being marketed more than the actual tourist spots we need to sell to the world.

A local photographer, Max Abasolo, added fuel to the fire. He pointed out that his team was hired to shoot 320 tourist spots across the country, producing over 230,000 photos of our beautiful islands. He asked why, after all that hard work to capture the Philippines, the department chose to highlight the Secretary’s photo instead of the destinations.

Like mother, like daughter?

Netizens on Twitter (now X) were quick to point out that this "main character" energy seems to run in the family. One post noted that "the fruit doesn't fall far from the tree," suggesting that the daughter is simply following a family tradition of using tourism projects for personal branding.

Many recalled how Frasco’s mother, Cebu Governor Gwen Garcia, also faced similar backlash in the past for putting herself at the center of the "Suroy-Suroy Sugbo" tourism programs. For these critics, the focus on the official’s image is a signature move they’ve seen before in Cebu.

Allegations of using the department as a personal PR machine

Critics like John Sherwin Felix claim the agency has become a "political asset" rather than a tourism body. He pointed out that official government pages are now filled with Frasco’s photos and name. While other countries focus on their food and local culture, our national branding seems to be all about one personality.

The department denied using any public money for the shoot, saying the magazine chose Frasco on its own. However, the "self-promotion" labels are sticking because people are noticing a pattern where the Secretary is front and centre in almost every post.

Also read: Benguet Tourist Spot Sparks Debate over Vietnam Golden Bridge Lookalike

PH tourism arrivals drop while neighbours thrive

Image credit: SEASIA STATS

While the Secretary is busy with high-profile photoshoots, the actual data for the industry is nothing short of alarming. The Philippines is currently losing the tourism race against its Southeast Asian neighbours, with foreign visitor arrivals dropping by 2.16% in 2025. This downward trend is driven by our most important markets; arrivals from South Korea have fallen by 21%, while Chinese tourist numbers have dived by over 16%.

The contrast with our competitors is staggering. Vietnam recorded a massive 21.2 million visitors in the same period, which is nearly four times the 5.23 million arrivals seen in the Philippines. Industry experts are now sounding the alarm, warning that travellers choose destinations based on experience, not the fame of government officials.

Also read: Cebu’s Moalboal is finalist at Philippine Tourism Awards 2025

5 Philippine islands that need more spotlight

Image credit: Canva Pro, shuveeetrata | instagram

While the focus has been on high-fashion photoshoots, these five underrated islands are the ones that actually need the government's help to get noticed by travellers.

• Siquijor. Needs a push for its new commercial flights so more people can discover its famous "magic" heritage and marine sanctuaries without the long boat ride.

• Catanduanes. This "Happy Island" needs more marketing for its world-class surfing and rolling hills to show travellers it is more than just a place hit by typhoons.

• Batanes. Needs help lowering travel costs and promoting sustainable tours so its unique Ivatan culture stays protected but still earns from tourism.

• Camiguin. Despite being a global "must-visit" for 2026, it needs more local promotion to bring back foreign divers and hikers to its volcanic peaks.

• Bantayan Island. Needs to be marketed as its own world-class destination instead of just a "side trip" from Cebu City to help its local "Green Tourism" grow.

At the end of the day, the Philippines is more than just a magazine cover. While the debate over Secretary Christina Frasco’s photoshoot continues, the real story is the declining visitor numbers and the struggle of our local tourism workers. We have over 7,000 islands filled with world-class beaches and hidden gems like Siquijor and Catanduanes that are just waiting to be discovered.

If we want our tourism industry to bounce back and beat our Southeast Asian neighbours, we need to shift the spotlight back to the actual places. Supporting local travel and calling for better airport infrastructure and cheaper island transfers is the best way to help our communities thrive. Let’s make sure the world sees the beauty of our islands first before anything else.

Featured image credit: christinafrasco | Instagram