Shaping the Future of Tourism: Administration and Development Strategies in Cotabato City

Tourism plays a pivotal role in driving local economic growth, cultural preservation, and environmental sustainability, particularly in developing cities (UNWTO, 2022; Dela Cruz & Santos, 2020). This study evaluated the extent of implementation of tourism development strategies and the level of attainment of tourism development objectives in Cotabato City, Philippines. Guided by a descriptive quantitative research design, the study utilized a researcher-made survey instrument administered to 100 respondents, including key stakeholders, tourism personnel, and local government representatives. The assessment focused on four strategic components—policy formulation, fund support, and logistics— and three core objectives: promotion of tourism-related programs, ensuring the well-being of the Filipino people, and upholding the right to a balanced and healthy ecology. Findings revealed that tourism strategies were highly implemented, particularly in logistics (M = 3.46) and fund support (M = 3.46), while policy formulation received a moderate implementation rating (M = 3.38). In terms of objectives, all categories were rated highly, with the highest mean scores recorded in the protection of natural resources (M = 3.70) and cultural heritage (M = 3.59). These results align with the perspectives of Hall (2020) and Richards (2021), who emphasize that sustainable tourism thrives when cultural identity and environmental assets are prioritized. Nevertheless, certain indicators—such as the promotion of bayanihan spirit and provision of recreational spaces for families—garnered relatively lower scores, suggesting opportunities for targeted improvement. Overall, the findings indicate that Cotabato City has established a solid foundation for sustainable tourism development through consistent funding, cultural preservation, and environmental stewardship. The study recommends strengthening community-based participation, enhancing family-oriented facilities, and diversifying funding strategies to foster inclusive and resilient tourism growth, echoing global best practices in destination management (UNWTO, 2023; Dwyer & Kim, 2003).