Institutionalized film, TV industry sought to boost Philippine tourism

MANILA, Philippines — A measure seeking to institutionalize film and television industry as a national economic strategy is being pushed in Congress.

Rep. Juan Carlos Atayde (1st District, Quezon City) is batting for the fast approval of House Bill No. 384, which he said is critical for the Philippines’ film and television industry to be able to effectivly contribute to tourism. 

He said decisive action must be taken so as not to risk losing billions in tourism revenues, jobs, and global exposure to competing countries.

The actor-lawmaker stressed that film and television productions do more than entertain — they influence travel decisions, shape international perceptions, and transform filming locations into long-term tourism destinations.

“There is a unique kind of pride that every Filipino feels when our country appears on the global screen,” Atayde said, noting that when people see the Philippines in a film or series, they become curious about the country’s culture, traditions and people.

The proposed measure, titled “An Act Establishing a Framework for Film and Television Tourism in the Philippines, Creating an Inter-Agency Committee on Film and Television Tourism and for Other Purposes,” seeks to create a coordinated system that will attract both local and international productions through streamlined processes and strategic support mechanisms.

Atayde pointed out that global competition for film productions has intensified, with many countries offering tax incentives and simplified regulatory procedures to secure major projects.

Without a competitive framework, he warned, the Philippines stands to lose not only filming opportunities but also employment generation, infrastructure development, tourism growth, and sustained international visibility.

The lawmaker described film tourism as one of the most cost-efficient forms of destination marketing, explaining that a two-hour film can promote Philippine landscapes for decades. In the age of streaming platforms and global distribution, exposure is no longer seasonal but continuous.

Beyond boosting visitor arrivals, Atayde said the bill will create more opportunities for Filipino artists, technical crew, creative professionals, and local service providers to participate in global productions, strengthening the domestic film industry while elevating the country’s global profile.

“This is not merely a cultural initiative,” Atayde said.

"It is an economic strategy. It is an employment generator. It is an investment promotion tool.” (Contributed story)