Philippine tourists up in January

February 6, 2025

The Philippines witnessed a 9.1 percent increase in visitor arrivals in January 2025, with a total of 626,900 tourists entering the country. According to the data from the country’s Department of Tourism (DOT), South Korea continued to lead as the primary source of inbound tourists, contributing 25.9 percent of the total arrivals, despite a 7 percent decline compared to the previous year.

The United States followed with a strong 18.7 percent increase in arrivals, while Australia saw a notable rise of 22.1 percent. Japan and Canada also reported visitor increases, with Canadian arrivals growing by 21.4 percent. However, China’s visitor numbers fell by 7.2 percent, reflecting broader challenges related to visa issues.

Tourism target missed in 2024

Last month, the DOT shared that the Philippines’ aim to reach 7.7 million foreign visitors in 2024 fell short with 5.95 million arrivals. This total marked a 9.15 percent growth from 2023 but was still 16.8 percent behind pre-pandemic levels. Despite this, December 2024 saw the highest monthly visitor count since 2020, with nearly 600,000 arrivals.

Key contributors to the year’s tourism numbers included South Korea, the United States, and Australia. The DOT cited external factors such as geopolitical challenges, economic conditions, and delays in visa processing as reasons for the shortfall. China’s ongoing visa complications also played a role in the missed target. However, improvements were made, including new visa programmes for Indian travellers and the Cruise Visa Waiver programme.

Strategic shift toward quality tourism

The DOT earlier emphasised the importance of quality over quantity in the country’s tourism strategy. While the total number of visitors may not have reached expectations, tourists have been spending more. Per capita expenditure in 2024 exceeded pre-pandemic levels, averaging $2,073 per visitor.

Additionally, visitors stay longer, with an average stay of 11 nights compared to nine in 2019. The DOT sees this shift as an opportunity to enhance economic contributions through higher revenues and job creation. Tourism Secretary Christina Garcia Frasco has highlighted the need for repeat visits and better overall experiences to ensure sustainable growth.

Tourism revenue in 2024 surpasses pre-pandemic levels

Despite missing its visitor target, the tourism sector has seen a recovery in terms of revenue. In 2024, tourism revenue reached PHP712 billion (€11.9 million), surpassing the pre-pandemic figure of PHP600 billion (€10 million). The sector has proven to be an essential driver of the Philippine economy, providing jobs for millions of Filipinos.