If DOT Secretary Christina Frasco will have her way, tourist arrivals should only be a part of the whole tourism performance of the Philippines.
This was after she reported a below-par tourist arrival figure in the DOT year-end media briefing held yesterday at the DOT Central Office.
“So while it has been the traditional practice to look only at arrivals and automatically compare ourselves with our competitors as the singular measure of tourism performance, I would urge a wiser perspective on the full faculty of facts, focus on the numbers that matter: visitor receipts, tourism spend, length of stay, tourism, employment. These numbers are what drive our economy and employ our people. And in all of these numbers, the Philippines is performing exceptionally well,” DOT Sec. Christina G. Frasco expressed during the media briefing.
The tourist arrival figure for the Philippines from January 1 to December 15 is 5,646,351, 6th in ranking among the ASEAN members, just a little over Cambodia as of press time. South Korea leads with 1,505,251 visitors, followed by the United States with 889,251 visitors. Japan comes in third with 367,747 visitors, while China takes the fourth spot with 306,549 visitors, and Australia rounds out the top 5 with 249,130 visitors.
This is below the expected 7.7 million forecasted early in the year.
NUMBERS THAT MATTER
Secretary Frasco emphasized that in a post-pandemic world, the importance of quality and sustainability have graduated from measuring tourism merely on the number of people arriving but rather on the more important numbers. “How much are tourists spending? How long are they staying? And are they coming back? The answers to these questions place the Philippines above and beyond its competitors.”
Further analyses by the DOT showed that the country’s tourism receipts amounted to Php712 billion, ranking 5th among ASEAN countries in terms of tourism receipts. On the other hand, the country also had a high average expenditure per arrival of USD 2,073 (approximately Php 122,000) for an average 11-night stay, putting it in 1st place among its ASEAN neighbors.
It is documented that tourism success is measured with 3 factors: tourist arrivals, tourist expenditures, and satisfaction surveys, with arrivals the more popular benchmark.
Secretary Frasco, in elaborating the quality of tourism as opposed to the quantity of tourists said, “In 2023, the Philippine tourism industry contributed USD 78 billion (Php 4.34 trillion) to the economy, which accounted for 17.9% of our GDP. The Philippines captured the largest share—24.8%—of the total contribution of ASEAN tourism to the ASEAN GDP. This speaks volumes about the vibrancy of our tourism sector as a key economic driver not just locally but regionally as well.”
Official statistics disclosed that tourism also generated jobs for 16.4 million Filipinos representing 34% of total employment in the first quarter. These individuals benefitted directly or indirectly from tourism, highlighting the pivotal role of the industry in generating livelihoods and uplifting communities nationwide.
LOOKING AHEAD
In 2025, DOT has lined up several initiatives to jumpstart the pursuit to improve tourism numbers by expanding programs guided by the National Tourism Development Plan (NTDP) as well as projects that were begun middle of the year such as the recent VAT Refund for Tourists, approved by the President Ferdinand ‘Bong Bong” Marcos, Jr.
Philippine Experience Program (PEP). To transform the caravans into curated travel packages, the PEP will focus on creating additional cultural packages that are easily accessible online and through tour operators. A partnership with online platform Klook also ensures PEP packages are highly discoverable and accessible to travelers worldwide.
Dive tourism. One area where the Philippines continues to dominate is dive tourism. For the sixth consecutive year, the Philippines was recognized as the World’s Leading Dive Destination by the World Travel Awards. Built on this recognition was the launched of the Philippine Dive Experience (DivEx), an initiative aimed at promoting sustainable marine tourism, which gathered local and international dive enthusiasts, tourism stakeholders, and environmental advocates to showcase the Philippines’ premier dive spots.
The Department of Tourism acknowledges the importance of hyperbaric oxygen therapy in boosting dive tourism in the Philippines. TIEZA plans to set up five new hyperbaric chambers in key destinations like Boracay, Camiguin, Cebu, Negros Oriental, and Oriental Mindoro to complement the existing 15 chambers nationwide, ensuring the safety of our top diving spots.
Cruise tourism. The Philippines also offers a diverse cruise tourism product portfolio. As of November 4th, 109 cruise calls and 40 destinations were visited by cruise ships this year, a number significantly higher than our neighboring countries that are also considered cruise destinations. In 2025, there are scheduled 97 cruise visits to the country. It is expected to increase as the result of Cruise Visa Waiver Program.
MICE. The Philippines continues to gain popularity and prestige as a prime MICE destination, hosting several high-profile events that exhibits its world-class capabilities.
Showcasing its accolades, the Philippines proudly hosted the 31st World Travel Awards (WTA) Asia & Oceania Gala Ceremony, where it won eight prestigious titles. Other notable events included the Seatrade Cruise Asia 2024, the first-ever cruise conference in the Philippines, which welcomed over 350 international stakeholders, and the International Health and Wellness Tourism Congress, which gathered delegates from 38 countries to highlight the country’s potential as a health and wellness tourism hub.
Hosting the year’s UN Tourism Regional Forum on Gastronomy Tourism for Asia-Pacific, which brought together 600 global delegates, has led to the upcoming establishment of the United Nations Tourism Academy in Cebu. DOT hopes to strengthen the country’s role as a hub for education and capacity building for sustainable tourism in the region.
In 2026, Philippines is gearing up to host the ASEAN Summit, a bi-annual meeting held by the members of the ASEAN. Through these milestone events, the Philippines demonstrates its readiness to take center stage in the global MICE and tourism industry.
Halal tourism. Secretary Frasco shared that inclusivity remains a key priority as DOT continues to expand Muslim-friendly tourism in the Philippines, “This year, we celebrated milestones such as the opening of Marhaba Cove in Boracay Island, the successful Salaam Halal Tourism and Trade Expo which will be expanded next year, and the accreditation of more Muslim-friendly establishments.”
As of December 5, 2024, there are 17 DOT-recognized Muslim-friendly accommodation establishments.
The Philippines’ commitment to inclusivity has earned it recognition, including being named the Emerging Muslim-friendly Destination of the Year at the Mastercard CrescentRating Global Muslim Travel Index. The award was announced at the Halal in Travel Global Summit 2024 in Singapore.
Tourist arrivals from Muslim-majority countries have also shown significant growth, now accounting for 10% of total arrivals, with 547,197 visitors recorded from January to November 2024—a 9.8% increase compared to 2023.
Food tourism. The Department of Tourism has placed food tourism at the forefront of its initiatives, recognizing food as a vital expression of our rich history and diverse culture. The Philippines boasts an array of iconic heritage dishes, locally sourced produce, and unique culinary traditions that showcase the essence of our identity.
In addition to participating in global forums, the DOT has rolled out several initiatives. These include the creation of a National Food and Gastronomy Tourism Roadmap, which will be completed by the end of this year, programs such as the Philippine Experience Program and Hop-On, Hop-Off gastronomy tours, creation of food tourism circuits and itineraries, developing regional food tourism inventories, as well as training programs.
These combined efforts aim to shape a strong, sustainable food tourism sector across the country, and have now come into fruition as several of our destinations have already gained recognition for their gastronomic offerings, including Iloilo, Bacolod, and Angeles City, to name a few.
Next year, the country will hold the Asia Pacific edition of the prestigious Terra Madre Salone del Gusto, one of the events for the global slow food community which will be held in Bacolod City.
Health and Wellness tourism. Wellness tourism in the Philippines is on the rise, with serene destinations like Palawan’s beaches and Baguio’s mountains offering breathtaking views and wellness retreats focused on mindfulness and holistic health.
By embracing wellness, we enhance our tourism offerings while celebrating our heritage, creating deeper connections between travelers and our islands, and positioning the Philippines as a sanctuary for peace, wellness, and personal growth.
In 2024, DOT participated in prominent global B2B events and activations, including the European Medical Tourism Fair 2023 in Tuscany, Italy, a roadshow across key Middle Eastern markets in Dubai and Abu Dhabi, the Health Future Forum in Saudi Arabia, and the 2nd International Health and Wellness Tourism Congress that was hosted in Manila.
With 200,000 arrivals in 2024 based on partner hospital census and industry estimates, the Philippines continues to attract visitors seeking a wide range of health and wellness services.
Sports tourism. Sports tourism continues to showcase its immense potential, particularly in golf and surfing, as it draws sports fans and inspires them to explore the Philippines while supporting their favorite teams or athletes. To nurture this growth, the Department of Tourism has actively supported various sporting events across the country.
Building on the success of the Philippine Dive Experience, DOT will introduce the Golf Experience, catering to enthusiasts eager to discover our world-class golf destinations.
Upcoming events to watch out for include: World Junior Surfing League (WSL) in January 2025; FIVB Men’s Volleyball World Championship in September 2025; FIFA Women’s Futsal World Championship in December 2025; and year-round IRONMAN Philippines Triathlon and RUNRIO Inc. Marathon Events.
Additional programs to improve the tourist experience
As the DOT builds on this momentum, the Department remain committed to creating innovative, sustainable tourism initiatives that attract global travelers and uplift local communities, showcasing why “there’s always more to love in the Philippines.”
More Tourist First Aid Facilities are planned to be built in areas with a high concentration of tourists including La Union; Boracay Island in Aklan; Siargao Island in Surigao del Norte; Panglao Island in Bohol; Palawan; and Puerto Galera.
DOT will continue to build more Tourist Rest Areas (TRA) across the country, incorporating upgraded features such as rainwater harvesting facilities and solar panels on roofs. These TRAs will also include basic amenities like clean and decent restrooms, a tourism information center, and a pasalubong center.
The DOT has proposed the establishment of 24/7 “Tourist Courts” to address crimes related to tourists. This initiative has garnered support from President Ferdinand Marcos Jr., who has instructed the PNP, DILG, and DOJ to collaborate with the DOT in investigating and prosecuting such crimes.
The upcoming Layover Tours, a new addition to the Philippines Hop-on Hop-off Bus Tours program, are set to be launched soon. Secretary Frasco mentioned that these tours will enhance layovers by making them more enjoyable and providing easy access to our iconic attractions.
To provide a unique wellness experience, DOT includes setting up the Medical Concierge at the Airports to provided end-to-end services for health travelers, including comfortable rest spaces, personalized welcome, expedite visa and customs clearance, and one-stop center for medical enquiries and tourism advice.
Meanwhile the Bisita Be My Guest Program of the Department has resulted in an international campaign that yielded 663 thousand audience from 237 activations in various parts of the world. The program celebrated the vital role of Overseas Filipinos, and Overseas Filipino Workers as tourism ambassadors.
DOT Secretary Frasco called on the people to support DOT’s tourism thrust, saying, “Tourism is more than numbers, more than events, more than destinations. It is an expression of who we are as a people. It is in the stories we share, the landscapes we protect, and the smiles we offer to every traveler who sets foot on our shores. As we move forward into 2025, let us stand united. Let us continue to show the world why the Philippines is not just a destination but a feeling, a home, a love that lasts far beyond the journey.” (Photos and images courtesy of the Department of Tourism)