Veteran trade envoy Dita Angara-Mathay has been appointed by Philippine President Ferdinand R. Marcos Jr. as the secretary of the Department of Tourism.

She most recently served as the commercial counselor and special trade representative of the Philippines in Tokyo, Japan.

The new tourism chief succeeds Christina Garcia Frasco, who stepped down from the post in mid-March and has since taken on other national initiatives at the community level.

Cabinet executives of president Marcos Jr said that the choice of Angara-Mathay, a seasoned diplomat and public servant with decades of experience in trade, investment and international economic engagement, “bodes well for the tourism sector”.

“Her designation reflects the administration’s push to position tourism not only as a cultural showcase, but as a strong driver of jobs, businesses, and regional development,” they added.

Cautious optimism

The appointment, while widely seen as a credible one, has been met with a cautious response from the travel and hospitality trade.

Peggy Angeles, executive vice president at SM Hotels & Conventions Corp, noted that Angara-Mathay brings commercial acumen to the role.

“As a trade diplomat, I believe she has the commercial skills and acumen. Tourism, as you know, is about ‘selling’ the country as a destination for leisure, business, MICE, sports and more,” said Angeles, urging stronger marketing through sales missions and targeted trade shows. “The private sector will surely support these efforts.”

Aileen Clemente, president of Rajah Travel Corporation, highlighted the limited runway ahead.

“With roughly two years left in the term, any new initiatives may take time to deliver full impact,” she said, noting that success will depend on clear priorities.

Among the immediate areas of focus, Clemente cited advancing the National Tourism Development Plan, mitigating the impact of the Middle East crisis on stakeholders, and strengthening overseas promotion to drive inbound tourism revenue.