Recognizing the individuals who bring Philippine destinations to life, the Department of Tourism (DOT) on Monday paid tribute to Filipino tour guides as the country observed National Tour Guides’ Day.

Tourism Secretary Christina Garcia Frasco led the celebration with a message that highlighted the crucial role of tour guides in shaping meaningful travel experiences and promoting national identity.

“In celebration of National Tour Guides’ Day, the Department of Tourism proudly honors the passion, perseverance, and excellence of our tour guides who bring the beauty of the Philippines to life for millions of visitors every day,” Frasco said.

Observed every third Monday of June, National Tour Guides’ Day was established through Proclamation No. 574, s. 2013, recognizing the contributions of licensed tour guides in advancing Philippine tourism and cultural understanding.

Frasco emphasized that tour guides are more than just companions on tours—they are cultural ambassadors and storytellers who connect visitors to the heart and soul of the Philippines.

“We are grateful for your service, and we honor your sacrifices driven by your boundless love for the Philippines. Daghang Salamat sa tanang tour guides sa Pilipinas!” she added.

The tourism chief also reaffirmed the DOT’s commitment to supporting the sector, noting that tour guides are essential in promoting inclusive and sustainable tourism, especially in communities where tourism is a key driver of local development.

“We honor the service and sacrifice of our Tour Guides who show up every day, rain or shine, to share the Filipino Story with love,” Frasco said.

Currently, the DOT continues to implement programs aimed at improving skills training, professional development, and livelihood opportunities for tour guides—aligned with its broader push to position tourism as a pillar of economic growth and cultural pride.