Tourism Secretary Christina Garcia-Frasco became the center of attention after a tourism magazine cover featured her image instead of a destination. What was meant to highlight Philippine tourism abroad instead shifted public focus to the person leading the department.
From Places to Personality
The issue struck a nerve among creatives and tourism watchers who pointed out the scale of work done to document the country’s regions. With hundreds of sites photographed and filmed nationwide, many questioned why a single official became the face of a tourism feature.
Why the Image Matters
Tourism promotion relies heavily on visuals. Beaches, heritage sites, food, and culture are expected to take the lead. The cover choice sparked criticism because it appeared to elevate a personality over the landscapes and communities meant to attract travelers.
Private Magazine, Public Reaction
The Department of Tourism clarified that the magazine was privately produced and outside its control. Still, public reaction remained strong, showing how closely government officials are linked to projects tied to national branding, regardless of formal involvement.
Symbol of a Bigger Concern
The backlash reflects deeper unease about how tourism is presented. For many, the cover became a symbol of shifting priorities, where visibility of leadership risks overshadowing the country itself.
Why She Is Under Fire
At the heart of the issue is perception. Whether intentional or not, the image suggested that the tourism chief had become part of the attraction. In a country rich in destinations, the public debate asks a simple question: should Philippine tourism ever have a main star other than the Philippines itself?
