MANILA, Philippines — Close to five million tourists from other countries visited the Philippines from January to October, according to the Department of Tourism (DOT).
A total of 4.88 million foreign tourists visited the country in the first 10 months.
The figure, however, is far from the agency’s target of 7.7 million tourist arrivals for this year.
The DOT has yet to provide a breakdown of tourists per country, but according to its previous statements among the Philippines’ top source of tourists were South Korea, the United States, China, Japan, Australia, Taiwan, Canada, United Kingdom, Singapore and Malaysia.
Last year, the DOT welcomed over 5.45 million international visitors.
In numerous interviews, DOT Secretary Christina Garcia-Frasco maintained that the 7.7 million tourist arrivals target “remains a moving target,” considering the challenges that test Philippine tourism such as more stringent policies toward Chinese visitors and lack of “liberalized” visa policies.
She added the performance of Philippine tourism “should not rely on warm bodies alone,” pointing out that the country earned P3.36 trillion worth of income from tourism in 2023, which was equivalent to 8.6 percent of the country’s gross domestic product.
With the country falling short of this year’s target, the government is shifting its focus to tourism receipts as a strategic pivot to prioritize economic impact.
There is now a growing trend within the global tourism industry to value the quality of tourism over quantity, aiming for sustainability and resilience.
The Marcos administration continues to improve infrastructure and promote diverse tourism offerings, strengthening the country’s tourism sector.
With the goal of attracting more tourists, the Philippines will send the “largest delegation yet” to the upcoming World Travel Market from Nov. 5 to 7 in London.
Frasco and Tourism Promotions Board chief operating officer Maria Margarita Montenayor Nograles will lead the delegation. Representatives from three government agencies and 22 private tourism stakeholders will also join the group.
The 320.25-square meter Philippine booth at the travel fair will “feature award-winning destinations such as Boracay, Palawan, Banaue, Siargao, Bicol and Cebu,” as well as “indigenous Filipino materials such as rattan, bamboo and solihiya, highlighting the country’s commitment to eco-friendly practices.”