The Truth of Destinations
Tourism is often measured through arrivals, occupancy rates, and visitor spending. Yet behind every statistic is something more enduring: the places people experience, the communities they discover, and the infrastructure that makes those journeys possible.
As travel continues to evolve, hospitality is no longer simply about providing accommodations. Increasingly, it is about creating destinations where culture, wellness, connectivity, and authentic local experiences come together—reflecting not only how people travel, but how they choose to live.
Drawing on more than two decades of experience in tourism and hospitality, Cyndy Tan Jarabata, president of TAJARA Leisure & Hospitality Group and chairperson of the judges of the PropertyGuru Philippines Property Awards, shares with PhilSTAR Property her insights on the forces shaping Philippine tourism and where the country’s greatest opportunities lie.
One trend she believes deserves greater attention is the growing influence of the Filipino traveler. “The Filipino traveler is not just important—right now, they are the backbone of this industry.”
Jarabata says today’s travelers are seeking authentic experiences, wellness, and a stronger sense of place rather than simply booking vacations—a shift that reflects the changing expectations of hospitality.
As this year’s Truth of Living series has explored, people increasingly value destinations that connect them with nature, culture, and local communities.
Infrastructure shapes destinations
For Jarabata, however, meaningful destinations begin with something more fundamental. “At TAJARA, we’ve always said: you can’t build there if you can’t get there.”
She adds, “Infrastructure is the conversation we need to have before any of the exciting stuff—the hotels, the resorts, the investment pitches—can happen.”
From the modernization of NAIA and the New Manila International Airport to expanding rail and bridge networks, she believes these investments will unlock new destinations and spread economic opportunities across the archipelago.
“These projects aren’t just moving people faster; they’re spreading economic opportunity across an archipelago that has always had more potential than its infrastructure allowed.”
Jarabata is equally optimistic about the country’s hotel pipeline. Rather than fearing oversupply, she sees developers investing more strategically through branded partnerships, eco-luxury resorts, wellness-focused experiences, and hotels that respond to changing travel patterns. Success, she says, depends on continued improvements in connectivity.
The next wave of hospitality
Among the Philippines’ greatest advantages, she believes wellness offers the country’s strongest global opportunity. “We have something no amount of marketing budget can manufacture: natural healing environments, a tradition of hilot massage that predates modern spa culture, and landscapes that are genuinely restorative.”
She believes travelers are increasingly looking for experiences that are “transformational, not just transactional.”
“We have the raw ingredients. What we need is more intentional packaging, better storytelling, and properties that are built from the ground up with wellness as the core product—not an amenity.”
As chairperson of the judges of the PropertyGuru Philippines Property Awards, Jarabata is also encouraged by the direction of Philippine real estate. Beyond sustainability, she sees more developers creating projects rooted in the identity of their destinations instead of applying a one-size-fits-all approach.
Looking ahead, her advice is simple:
“If you’re looking for the next wave, follow the infrastructure.”
She points to Cebu, Bohol, Palawan, Clark, and Central Luzon as destinations with strong long-term potential.
Ultimately, Jarabata believes the future of tourism will be defined not by visitor numbers alone, but by the places it creates—places where people don’t simply visit, but experience the culture, communities, and everyday life that make the Philippines worth returning to.
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