Philippine tourism urged to focus on quality over quantity to drive sustainable growth.
The Philippines stands at a unique crossroads to elevate its tourism industry — not merely by increasing visitor arrivals, but by enhancing the quality of traveler experiences, according to a new study by Oxford Economics (OE) conducted in collaboration with the Asia Pacific International Spirits and Wines Alliance (APISWA) and the Alcoholic Beverages Alliance of the Philippines, Inc. (ABAPI).
This findings was shared by James Lambert, Oxford Economics’ Director of Economic Consulting, during the presentation of the study titled, “Capturing High-Quality Tourism in Southeast Asia: The Impact of Premium F&B Experiences on Destination Choice.” The report surveyed 1,800 travelers from five major source markets—China, South Korea, Australia, the United States, and the United Kingdom—to better understand what influences destination choice and travel spending patterns.
The study revealed that travelers are willing to spend an additional US$250 per person per day on destinations offering high-quality food and beverage (F&B) experiences characterized by exceptional service, authenticity, and diversity. These premium encounters, the report noted, are among the strongest motivators for travelers across the region.
The findings suggest that the Philippines is well-positioned to benefit from this shift toward experience-led travel, which values cultural depth, sustainability, and authenticity over sheer volume of arrivals.
“High-value tourism is not defined by luxury resorts or fine dining alone,” said Carmela Febrio, Acting Head of the Americas Division at the Tourism Promotions Board (TPB). “Authenticity and meaningful encounters are key. Local food and beverage experiences introduce international visitors to the vibrancy of Filipino culture and heritage—uniquely Filipino moments they can’t find anywhere else.”
Ramon Julian de Veyra, Acting Head of the Europe, Africa, Middle East, and India Division at TPB, echoed this view, emphasizing that sustainable premium tourism ensures long-term growth while protecting local destinations from the negative impacts of mass-market tourism.
The Oxford Economics report also noted that the country’s tourism recovery continues to gain momentum, with arrivals from January to August 2024 reaching 65% of pre-pandemic levels. In response, tourism authorities are recalibrating strategies—moving from a volume-based approach to a value-driven model that appeals to travelers seeking deeper, more personalized, and purposeful experiences.
“The idea of ‘quality’ has evolved,” said Maria Margarita Montemayor Nograles, Chief Operating Officer of TPB. “Travel today goes beyond brand-driven indulgence. It’s about curated, meaningful, and sustainable journeys rooted in culture, creativity, and community. The Philippines is perfectly positioned to meet this demand.”
Nograles added that the study comes at a pivotal time as the region aims to attract high-value travelers and establish a tourism model that promotes inclusive economic growth. “By elevating our premium food, beverage, and cultural experiences, we strengthen our position as a destination for travelers seeking something deeper, more personal, and beyond the ordinary,” she said.
ABAPI President Nok Laohaphan underscored the importance of cross-industry collaboration, highlighting that partnerships among the hospitality, F&B, and beverage sectors are essential to creating immersive, globally competitive experiences that also uplift local businesses.
Ultimately, the study calls for stronger public-private partnerships to optimize the country’s tourism offerings. By aligning the efforts of government agencies, hospitality operators, and private stakeholders, the Philippines can confidently transition from a volume-driven approach to an experience-led tourism model—one that maximizes economic value, enhances visitor satisfaction, and reinforces the nation’s position in Southeast Asia’s competitive tourism landscape.
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