Mactan, Cebu – The Philippines made a strong showing during the NTO country briefing sessions, led by Department of Tourism (DOT) Undersecretary Verna Buensuceso and Tourism Promotions Board (TPB) Chief Operating Officer Margarita Nograles, who presented the country’s tourism development agenda and marketing priorities.
At the NTO Media Briefing held on 28 January at the newly built Mactan Expo Center, attended by over 70 travel media representatives—including 48 from international outlets—Buensuceso said Philippine tourism continues to recover strongly, posting steady growth from 2022 to 2025.
International visitor arrivals have climbed to nearly 6.5 million, reflecting renewed global confidence in the Philippines as a destination. Tourism receipts in 2025 were estimated at ₱694 billion, with visitors staying an average of 11.9 nights and spending approximately US$122 per day—highlighting tourism’s expanding contribution to the national economy.
To sustain this momentum, Buensuceso cited key policy reforms aimed at promoting inbound travel and increasing visitor spend. These include visa-free entry for Indian and Taiwanese nationals, expanded visa facilitation for Chinese travelers, cruise passenger visa waivers, the introduction of a digital nomad visa, and the rollout of a value-added tax refund system for tourists.
She also cited the country’s improved air connectivity, with 19 new international direct flight routes—both regular and chartered—launched in 2025, linking gateways such as Manila, Cebu, Clark, Iloilo, and Kalibo to major cities across Asia, Oceania, North America, and Eastern Europe.
These new connections, according to Undersecretary Buensuceso, “make the Philippines more accessible, help spread tourism benefits across the regions, and create wider opportunities for our communities.”
Underscoring the strengthened ASEAN and bilateral tourism cooperation through agreements with Brunei, India, Israel, Japan, South Korea, Thailand, and Qatar, the partnerships support visa liberalization, reduced travel advisories, expanded air connectivity, and collaboration in policy development, human capital training, and investment promotion.
“Tourism is a key driver of national development and nation-building,” Buensuceso said. “The story of Philippine tourism is one of resilience and steady progress—from the rebound in 2022, to the gains in 2023, and continued growth in 2025.”
“We are building momentum through a comprehensive integration of Filipino culture across major touchpoints—from arrival to departure, public spaces, guest rooms, food and beverage offerings, amenities, services, and business practices—ensuring guests experience a truly Filipino sense of place,” she added.
Recent global recognitions have further elevated the Philippine tourism brand, that includes Michelin Guide recognition for Filipino cuisine; Asia’s Leading Dive Destination and Asia’s Leading Beach Destination titles at the World Travel Awards; Condé Nast Traveler Readers’ Choice Awards for Boracay, Palawan, and Siargao; recognition as Asia’s Best Retirement Haven; expanded international exposure through cultural and entertainment platforms; and the country’s award-winning participation at Expo 2025 Osaka.
ATF TRAVEX featured 276 buyers from 50 countries engaging with 124 Philippine sellers through 9,500 scheduled one-on-one appointments over three days at the newly opened Mactan Expo Center. An additional 222 ASEAN exhibitors further expanded face-to-face business opportunities. More than 40 hosted foreign media joined local press in covering pre- and post-event tours, as well as regional tourism developments presented by eight ASEAN member countries during exhibition activities and NTO briefings.
