Christina Frasco’s 2026 Role: Marcos Appoints Former Tourism Chief as Presidential Adviser Amid Controversy

Last updated on March 13th, 2026 at 02:08 pm

President Ferdinand Marcos Jr. has named former Tourism Secretary Christina Frasco as Presidential Adviser for Sustainable and Resilient Communities. This change marks a significant shift in her role after more than three years at the helm of the country’s tourism department. The move occurs as the government reorganizes key positions and places greater emphasis on climate resilience and community development.

From Tourism Leadership to Climate Resilience

Christina Frasco officially stepped down as Secretary of the Department of Tourism (DoT) on March 12, 2026. This followed weeks of speculation about changes in the cabinet. According to officials from Malacañang, President Marcos reassigned Frasco to lead efforts that help communities prepare for climate-related challenges. In her new role, she will work with local governments and national agencies to improve sustainability programs and protect livelihoods affected by environmental risks. Palace spokesperson Claire Castro noted that the appointment shows the administration’s effort to strengthen programs that directly support communities at risk from climate change. 

For now, Tourism Undersecretary Verna Buensuceso has been named officer-in-charge of the Department of Tourism while the administration considers a permanent replacement.

Controversy Surrounding Tourism Campaigns

Frasco’s change comes after criticism of some promotional materials tied to the “Love the Philippines” tourism campaign. This campaign replaced the long-used slogan “It’s More Fun in the Philippines.” Some critics said that certain promotional efforts highlighted Frasco herself, which they saw as unnecessary self-promotion. This issue led to online debate and increased pressure on the administration during cabinet discussions after the 2025 midterm elections. Despite the controversy, President Marcos publicly recognized Frasco’s efforts to revitalize the tourism sector after the pandemic.

A Broader Strategy for the Philippines

Frasco’s new position shows a shift in the government’s priorities. The Philippines, famous for its tourism-dependent coastal areas, is also one of the countries most at risk from climate change. With her background as a lawyer and former mayor of Liloan, Cebu, Frasco is expected to connect national policies with local actions. The administration hopes her experience in community governance will improve programs that aid sustainable development and disaster resilience. This change reflects the government’s effort to balance tourism growth with environmental protection and long-term community stability.

Summary

President Ferdinand Marcos Jr. reassigns Christina Frasco from the Department of Tourism to a climate-focused advisory role. Tourism Undersecretary Verna Buensuceso becomes officer-in-charge.

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