Ph seeks to lure more Russian tourists

Local

SEEKING to capture a growing segment of Russian outbound travel, the Philippines is introducing targeted measures.

These include direct charter flights and Russian-language guide training to make local destinations more accessible and competitive.

Department of Tourism (DOT) Secretary Christina Garcia Frasco laid out the government’s approach during the 5th Meeting of ASEAN Plus Russian Federation Tourism Ministers on Friday, Jan. 30, where she said restoring confidence in travel requires concrete, on-the-ground improvements rather than promotion alone.

“From the Philippine perspective, we are pursuing concrete initiatives that reflect this approach,” Frasco said.

“From chartered flights with direct access to Kalibo from the region, welcoming our Russian visitors and widening options for our destinations, to language training in our Russian language for tour guides, to responding to what many Russian tourists increasingly seek, we are developing study programs as a public travel product combining leisure with practical learning,” she added.

She said the DOT is also developing study programs as a public travel product that combines leisure with practical learning, responding to what Russian tourists are increasingly seeking when they travel abroad.

Frasco stressed that tourism recovery depends on reliability across the entire travel chain, from air routes and travel information to service standards and trained personnel.

“For tourism to rebound and to truly flourish, confidence in travel must be built through reliability,” she said. She pointed to the need for human capital that can consistently deliver world-class experiences.

She described tourism as a form of people-to-people diplomacy, where trust between countries is built through direct interaction between visitors and host communities.

“When visitors are welcomed with dignity and return home with respect to the places and people they have met, tourism becomes a steady form of diplomacy,” Frasco said.

The Philippine initiatives are being aligned with discussions on the ASEAN–Russian Federation Tourism Work Plan for 2026 and beyond. Frasco said the proposed plan will prioritize sustainable tourism, digital transformation and innovation, stronger capacity building, and deeper knowledge exchange among member states.

She said the Philippines is encouraging practical discussions focused on outcomes that translate into long-term value for communities and the region.

“May our meeting strengthen this partnership and advance tourism that is resilient, inclusive, and anchored on long-term value,” Frasco said.

Russian officials welcomed the discussions, noting that the Cebu meeting opens a milestone period in ASEAN–Russia relations.

Nikita Kondratyev, director general of the Department for Multilateral Economic Cooperation and Special Projects, said 2026 will mark 35 years of economic relations between Russia and ASEAN, and 50 years of economic ties between Russia and the Philippines.

Kondratyev also expressed support for the ASEAN–Russian Federation Tourism Work Plan covering 2026 to 2030, saying it would help promote more accessible and seamless travel, given the continued popularity of ASEAN destinations among Russian tourists.

The meeting in Cebu forms part of broader ASEAN efforts to deepen cooperation with dialogue partners, with tourism positioned as a key driver of regional recovery and economic engagement.(TGP)