The Philippines has always been camera-ready. From pristine beaches to heritage towns and dramatic mountain landscapes, the country offers locations that filmmakers dream of.
So why aren’t we taking advantage of this?
While other nations aggressively court international productions, the Philippines has often watched opportunities slip away.
It is as such that we applaud Congressman Juan Carlos ‘Arjo’ Atayde’s recent push to institutionalize film and television tourism.
It could be a game-changer for the country.
Atayde’s proposed House Bill No. 384 recognizes a simple but powerful reality: film and television do more than entertain. They shape how people see destinations and influence travel decisions in ways traditional advertising rarely can.
As Atayde noted, “There is a unique kind of pride that every Filipino feels when our country appears on the global screen.”
More importantly, that visibility sparks curiosity about Philippine culture, traditions, and people — curiosity that often turns into tourism.
Film tourism is one of the most cost-efficient forms of destination promotion.
As Atayde explained, a single production can generate long-term value: “A two-hour film can promote Philippine landscapes for decades.”
In an age when global streaming platforms lord over entertainment, that exposure is no longer limited to theatrical releases or broadcast schedules — it becomes continuous and borderless.
But the proposal is about more than tourism.
Productions bring employment and business opportunities wherever cameras roll — from actors and technical crews to hotels, caterers, transport providers, and small enterprises.
Atayde rightly emphasized that “This is not merely a cultural initiative. It is an economic strategy. It is an employment generator. It is an investment promotion tool.”
Without a competitive system of incentives and streamlined processes, the Philippines risks losing billions in potential revenue and global exposure to countries that actively support film production. Institutionalizing film and TV tourism would ensure that when productions choose the Philippines, local communities benefit directly.
As Atayde urged, the country must “transform every frame into opportunity, and every story into national growth.”
If the Philippines is serious about strengthening both its tourism and creative industries, supporting film tourism is not just sensible policy — it is a long-overdue step forward.
