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Tourism targets vs. reality: Why the Philippines keeps missing the mark
In September 2025, the Philippines’ Department of Tourism boldly forecast earnings of over US$45 billion by the end of the year, along with the ambitious target of 8.4 million foreign arrivals. However, as the smoke cleared after the festivities of New Year’s Eve, official reports pointed out that the country failed to meet both targets: clocking in just 5.6 million arrivals as of 31st December. That’s a shortfall of up to 33 percent from the target projected early in 2025 and with that comes a significant shortfall in terms of tourism earnings. Now: how is it that a country whose tourism campaigns have long numbered among the most visible in the world continues to struggle to draw in visitors from overseas? For a Filipino like myself who happens to travel abroad for work, it isn’t so much a question of visibility but more a matter involving unrealistic expectations. Are the targets attainable? One of the things I have noticed throughout my coverage of the regional tourism scene is that other nations tend to be more conservative when it comes to setting arrivals targets and revenue goals. In the case of our regional neighbours Malaysia, Singapore, Thailand, and Vietnam, they tend to underpromise, then deliver results in spades. The Philippines, however, tends to set lofty goals and ends the year with a shortfall that has caused its Presidents to call people on the carpet; alas, several regimes have passed and no one has yet to give an answer to properly explain why the tourism sector never seems to hit its targets. But, as an intrepid traveller myself, I have only this to ask: Maybe we’re looking at the wrong end of the equation? After all, we have not skimped on marketing and advertising, but we’ve obviously cut corners where the important things are concerned; namely infrastructure, human resources, and accessibility. Indeed, I need to quote veteran Filipino journalist / columnist Boo Chanco verbatim at this point: “The DOT folks obviously don’t know what they are doing. Before making bold targets, any professional marketing person would make sure it is attainable and that they will not embarrass their principal if they fail.” If you build it, they will come I speak as a former advertising professional when I say you need to have something in place before you sell anything. Even for real estate pre-selling, they usually have an initial structure or an existing property to serve as proof of concept to draw in potential buyers. In terms of tourism promotion, selling the destination involves actually having something or someplace to sell: a properly maintained attraction, for instance; a historic province whose attractions are curated by experts, perhaps. While Philippine destinations do have the standard run of attractions and accommodations, foreign travellers have remarked that some are not well-maintained, often on the verge of complete ruin or badly in need of care and repair. At the same time, given the ongoing fiasco involving the Department of Public Works and Highways, transportation infrastructure throughout the country is in a very poor state. Given how the Philippines is an archipelago, you would think that inter-island travel would have been made more convenient by now; unfortunately, the structural integrity of key bridges is currently under scrutiny, and domestic travel options over water tend to put travellers off due to safety reasons, as well as scarce availability and the lack of speed. That essentially gives one key answer as to why travellers aren’t keen on coming to the Philippines: it’s hard to get around due to the transportation issue, good and even modest accommodations are challenging to find, and attractions tend to lose their glow once a traveller sees them in person. Banking on the wrong markets, perhaps? Historically, China has been the Philippines’ largest market in terms of foreign arrivals to the country. Prior to the pandemic, Chinese travellers would come to the country for both business and pleasure, resulting in billions in revenues per annum. Since the country reopened in 2022, however, the number of Chinese arrivals in the country has been slow to return to pre-2020 levels. The number of Chinese nationals who came to the Philippines in 2019 totalled around 1.74 million; as of end-2025, the number has dwindled to but 262,144 travellers. It is interesting to note that, as of 31st December 2025, China ranked sixth among the top ten nations contributing to tourist arrivals in the Philippines, standing well behind South Korea, the United States, Japan, Australia, and Canada. The Philippines has been actively courting the Chinese market through roadshows and the participation of the DOT in key events like ITB China, but perhaps the country needs to look elsewhere for guests, and the recent spike in arrivals from South Korea and Australia needs to be studied carefully. (It should be noted at this point that, while the number of travellers coming in from North America are significant, the bulk of the numbers are from Filipino-Americans or naturalised American or Canadian citizens visiting their home country.) Throw in the ongoing diplomatic / political tensions between the Philippines and China, and the course of prudence will certainly involve looking to other markets. Points to ponder Admittedly, we cannot solve the issue of dwindling tourist arrivals overnight; but those in authority need to consider the following points if things are to change: Take a closer look at what exactly we need for better tourism Rather than the piecemeal approach to solving problems, it would be best to sit down, take stock of what the country currently has, make note of what it lacks, and plan from there. Seeing the big picture is essentially like looking at a jigsaw puzzle: you see the missing pieces immediately, then find ways by which to fill those voids with the right facilities, equipment, and even people; Expand their horizons in terms of source markets I’ll be blunt: China is not the be-all and end-all of source markets despite their massive population. Doing roadshows in other countries piques the interest of both regional and global neighbours, and offering a showcase that highlights the best that the Philippines has to offer (as well as what can’t be found elsewhere) makes for a strong come-on to potential visitors; Infrastructure is the key to long-term success By infrastructure, we aren’t exactly talking about new attractions or even big-name hotels. It is, perhaps, time to go back to the basics: build better and safer roads; ensure the reliability of bridges between provinces; properly implement rules and regulations for land, sea, and air travel; and also make it a point to properly operate all points of entry or exit into the country. I’ve often said that an airport (or even a seaport) gives travellers their first and last impressions of a country and its people. A properly running facility ensures that their initial and final impressions are good ones that will make them look forward to coming back; an Bank on your people and they can make bank Good infrastructure is nothing without good people. One of the primary complaints that foreign travellers have against the Philippines is the perceived ineptitude of officials and staff at major entry points. Language skills need to be improved, along with relevant skills for interpersonal communication, as well as basic courtesy. The Philippines has long been known for its hospitality, but this has been tarnished over time; perhaps it is time for local tourism and hospitality professionals to brush up on their skills and help the country come out shining.
Jetstar Launches First Direct Brisbane–Cebu Flights: New Gateway from Queensland to One of the Philippines’ Most Beautiful Islands
Jetstar has launched its inaugural Brisbane to Cebu service, creating the first and only direct air link from Australia to one of the Philippines’ most spectacular island destinations. The seasonal route connects Queenslanders to Cebu’s white-sand beaches, world-class diving and vibrant island culture in just over six hours, making the heart of the central Philippines more accessible than ever before. The new service, which began on 3 December 2025, operates from December to May with up to four flights a week at peak, reflecting strong demand from both Australian holidaymakers and the Filipino community. Together with Jetstar’s recently launched Perth–Manila flights, the route significantly strengthens air links between Australia and the Philippines and opens up a broader range of itineraries that combine cosmopolitan cities with idyllic islands. This launch is part of Jetstar’s wider 2025 growth strategy, which has seen 13 new domestic and international routes added across the network, including connections to Rarotonga and Queenstown. The Brisbane–Cebu service is operated by new-generation Airbus A321LR aircraft, supporting greater range and efficiency while enhancing the onboard experience for travellers heading to the tropics. Brisbane Airport CEO Gert‑Jan de Graaff highlighted that the addition of Cebu brings Brisbane’s international network to 35 destinations, giving Queenslanders direct access to experiences such as canyoneering at Kawasan Falls, Moalboal’s famous sardine run and the Philippines’ renowned sunsets. The route also offers a convenient new option for Queensland’s sizeable Filipino community to reconnect with friends and family while boosting tourism and business links between the two regions. With the service timed to coincide with the busy Christmas and summer peak, Jetstar expects to carry more than two million passengers to and from Queensland over December and January and encourages travellers to plan ahead and arrive early at the airport. For Australians seeking a seamless, one‑flight journey to one of Asia’s most beautiful island destinations, the new Brisbane–Cebu route is set to become a standout choice.
Tourism Promotions Board Philippines honoured at TDM Travel Trade Excellence Awards 2025 – Asia
The organisation was applauded for elevating the Philippines’ global standing in the MICE industry through its exemplary campaigns. The Tourism Promotions Board (TPB) Philippines became the recipient of the Tourism Board Campaign of the Year - Philippines and Community Initiative of the Year - Philippines honours at the TDM Travel Trade Excellence Awards 2025 - Asia. ‘We Take Your Business to Heart’ campaign TPB’s flagship campaign for the business events industry, “We Take Your Business to Heart,” showcases the Philippines as a competitive hub for Meetings, Incentives, Conferences, and Exhibitions (MICE). This turns business gatherings into meetings that are personal and conferences that celebrate collaboration and community. This vision was demonstrated in the recently held flagship events of TPB Philippines, the Philippine Travel Exchange (PHITEX) and the MICEConnect. PHITEX 2025, which was held under the theme “Tourism Transformed,” highlighted how business partnerships can evolve into long-term collaborations. The event hosted 69 buyers from 20 countries and 88 Philippine sellers. PHITEX is the country’s biggest government-led travel trade event that strengthens the Philippines’ position in global tourism, all whilst also connecting key players in the industry. Complementing PHITEX was MICEConnect 2025, a networking offshoot of the MICE Conference. An essential part of the Philippine MICE campaign, the event gathered 45 buyers from 20 countries and 60 Philippine sellers for business and familiarisation tours that featured key MICE destinations such as Clark, Cebu, and Davao. PHITEX and MICEConnect have expanded the country’s international network, built stronger links between global and local stakeholders, and reinforced confidence in Philippine destinations. Community-Based Tourism programme The TPB-Philippines’ Community-Based Tourism (CBT) Marketing Enhancement Programme is built on the idea that communities are the partners and storytellers of Philippine culture. The organisation uses a four-phase structure to guide local communities from learning and preparation to active participation in the national and international tourism markets. The first phase is anchored in engaging with weaving groups and cultural artisans to understand their needs and identify the specific training they require. Based on these consultations, TPB then implements targeted workshops and mentorship programmes that strengthen their marketing skills and help preserve their cultural heritage. The second phase, which centres on exposure and visibility, is where the organisation brings in media representatives, digital influencers, and key industry players to experience the communities firsthand. These connect community stories with a wider audience. Once ready, communities then move into the third phase, which is the integration into the national tourism ecosystem. They are invited to participate in regional travel fairs, trade expos, and other local and international promotional events. Through these, artisans and tourism practitioners gain direct access to new markets and expand economic opportunities. Lastly, for the fourth phase, tour operators are brought to the sites to evaluate tourism products and experiences. Once approved, these communities are included in official travel packages and earn income through the sale of local products, tours, and services. In 2024, the CBT Programme reached more regions, including Western Visayas, Albay, Bicol, CALABARZON, Zamboanga City, Lake Sebu in South Cotabato, Northern Samar, Sorsogon, and the Cordillera Region. For 2025, the programme is set to expand further to Siargao and Palawan. The global impact of the programme was showcased at the Philippine “Woven” Pavilion during the World Expo 2025 Osaka, where Filipino weaving communities took centre stage. TDM Travel Trade Excellence Awards - Asia is a premier awards programme presented by Travel Daily Media. It seeks to honour the pinnacle of excellence in Asia's travel industry, covering the best hotels, airports, cruise lines, tour operators, travel agencies, booking platforms, and travel technology. The TDM Travel Trade Excellence Awards 2025 - Asia is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more information on the awards programme, you may contact Danica Avila at (+65) 3158 1386 or danica@traveldailymedia.com.
AirAsia launches To the Philippines with Love programme to support disaster victims
AirAsia recently launched its To the Philippines with Love initiative as a way of supporting regional resilience within ASEAN. This particular programme was created to support recovery efforts following recent natural disasters that hit the Philippines, particularly the powerful earthquake that hit Cebu as well as Typhoon Kalmaegi. By playing its part in expressing solidarity with its Southeast Asian neighbour, AirAsia will donate PHP15 for every seat sold from now until 14th January 2026 to support local typhoon relief and recovery programmes. One ASEAN family Capital A chief executive and AirAsia Aviation Group advisor Tony Fernandes said: “Connectivity has always been at the heart of what we do, and it goes beyond flights or routes. As one ASEAN family, in times like these, uniting to help one another is not just the right thing to do, it is who we are. Our hearts are with everyone affected in the Philippines, including our own Allstars. We hope AirAsia’s contribution can bring hope, and help rebuild businesses and enable local residents to get back on their feet.” The donation will be disbursed by AirAsia Foundation, the philanthropic arm of the airline group, to support relief and rebuilding projects, prioritising community infrastructure and training and awareness to strengthen the capacity of vulnerable communities to respond to future calamities. AirAsia Foundation executive director Yap Mun Ching added: “At AirAsia Foundation, one of our main priorities involves helping communities rebuild stronger after a disaster. As the focus shifts from emergency relief to recovery in these communities, we leverage our network of social enterprises and trusted partners to connect resources with communities in need, supporting them to restore homes and livelihoods and make a meaningful difference for those affected.” Boosting disaster resilience Among recent recipients of the Foundation’s disaster resilience grants in 2024 is Bike Scouts, a social enterprise with more than a decade of on-ground disaster response experience across the Philippines, to provide critical communication access to communities isolated by typhoons, floods and other natural events. In 2025, AirAsia Foundation approved a grant for Arkomjogja, the implementer of past rebuilding and resilience programmes in Indonesia, to document lessons learnt and disseminate knowledge on the organisation’s community-driven post-disaster recovery model. AirAsia Foundation has a long-standing record of helming AirAsia’s post-disaster campaigns in Asean. Since its establishment in 2012, the Foundation has raised and distributed over US$4 million to fund responses to Typhoon Haiyan in the Philippines (2013), the Palu tsunami (2018), and the Malaysian floods (2021), among others. The Foundation has also awarded more than US$670,000 in social enterprise grants across seven Asean countries, supporting impactful ventures that address poverty alleviation, promote sustainable livelihoods, and build climate resilience. The donation from AirAsia is in addition to the airline’s ongoing post-earthquake support for government partners through humanitarian flights. In coordination with government authorities, AirAsia transported search-and-rescue teams of the Metropolitan Manila Development Authority (MMDA) and critical rescue equipment to support emergency relief missions in Cebu.
Philippines boosts tourism ties with Saudi Arabia
The Philippines continues to strengthen its tourism ties with Saudi Arabia as it seeks to gain a larger share of the Middle Eastern travel market. This was announced in a statement released by the Department of Tourism (DOT) on Thursday, 13th November. Earlier this month, the DOT held high-level meetings with Saudia Airlines and Riyadh Air to discuss air connectivity expansion and possible joint tourism promotions. Tourism secretary Christina Frasco declared: “Our shared values of hospitality, family, and faith make the Philippines a natural destination of choice for Saudi travelers. With enhanced air connectivity, we aim to bring the beauty and warmth of our islands even closer to the Saudi people." Key meetings The DOT delegation met separately with Saudia Airlines General Manager Abdulrahman Alabdulwahab and Riyadh Air Vice President for Network Planning and Partnerships Wolfgang Reuss during the recently concluded 26th UN Tourism General Assembly in Riyadh. The department was represented by undersecretary Verna Buensuceso, who conveyed the Philippine government's desire to enhance accessibility and forge stronger tourism collaboration between the Philippines and Saudi Arabia. Currently , there are two direct flights connecting the two countries: Riyadh–Manila and Jeddah–Manila. Likewise, the Philippines continues to gain ground among Saudi travelers, as the nation is recognised for its warm hospitality, competitive value, English-speaking service culture, and growing Halal-friendly tourism infrastructure. Saudi nationals enjoy visa-free entry to the Philippines for up to 30 days, making travel easier and more accessible." Frasco said: “Saudi Arabia has emerged as one of the world’s fastest-growing outbound tourism markets, driven by a young and affluent population with high disposable income for travel. It represents one of our most dynamic and high-value markets in the Middle East." The current state of things In 2024, tourism receipts from the Saudi market reached USD37.86 million, a 46 percent increase from the previous year. Popular destinations for Saudi tourists outside Metro Manila include Cebu, Boracay, Pampanga, Palawan, and Cavite, reflecting a preference for premium, family-friendly beach and resort experiences. Currently, the DOT is implementing various Muslim-friendly and Halal tourism initiatives to help attract more visitors from Saudi Arabia and other Muslim-majority countries. It has increased the number of Halal-certified dining establishments, partnered with major hotel chains like Megaworld Hotels and Resorts to develop Muslim-friendly properties, and launched Marhaba Boracay, the country’s first Muslim-friendly cove. AirAsia Philippines has also become the first airline to offer Halal-certified meals on all routes.
Philippines to host 2026 UN Tourism World Forum on Gastronomy Tourism
The Philippines will be hosting the United Nations Tourism World Forum on Gastronomy next year. This was announced through a statement by the Department of Tourism on Wednesday, 12th November. The Philippines’ appointment reflects its ongoing emergence as a global hub for gastronomy. According to tourism secretary Christina Frasco: “The Philippines is the perfect venue for the 2026 UN Tourism World Gastronomy Forum, where the world can gather to share, taste, and celebrate food as a bridge between cultures. More importantly, this recognition places our country at the forefront of global gastronomy and sustainable tourism.” The 10th UN Tourism World Forum on Gastronomy Tourism will convene global leaders, chefs, innovators, and advocates from more than 150 countries to advance dialogue and cooperation on food tourism as a driver of inclusive growth, sustainability, and cultural preservation. Previously, the country hosted the first-ever UN Tourism Regional Forum on Gastronomy Tourism for Asia and the Pacific in Cebu in 2024, producing the Cebu Call to Action on Gastronomy Tourism as a Driver for Sustainable Development at the end of the event. A worthy host In accepting DOT’s proposal to host the forum, UN Tourism secretary-general Zurab Pololikashvili cited the Philippines’ commitment to advancing tourism through gastronomy. He said the country’s efforts to strengthen local food systems, empower youth and women, and celebrate culinary heritage position it as an exceptional host for this flagship global event. The DOT also pointed out how gastronomy plays an important role in the growth of tourism in the Philippines, with food and beverage experiences serving as some of the key drivers of visitor spending. Based on the 2024 Philippine Tourism Satellite Account (PTSA), food and beverage services accounted for 8.04 percent of Tourism Direct Gross Value Added (TDGVA) and comprised 17.1 percent of inbound tourism expenditure. Tourism also employs 6.75 million Filipinos, majority of whom are part of the food, culinary, and hospitality sectors. Frasco said: “From the first regional gastronomy forum in Cebu to our partnership with Michelin and the growing global recognition of Filipino cuisine, our message remains clear: food is not only a feast for the palate but also a force for empowerment and sustainability. Hosting the World Gastronomy Forum in 2026 is a testament to how the Philippines continues to rise as a leader in showcasing the power of food to drive tourism.”
Philippines drops six slots on the Henley Passport Index
The most recent rankings on the global Henley Passport Index shows that the Philippine passport has dropped by six slots to rank 79th overall. Based on the Henley Passport Index released in October, the Philippines was placed 79th since it has visa-free or visa-on-arrival access to 64 out of 227 destinations in the world. The Southeast Asian nation’s passport was in 73rd place last year, but now shares its slot with Sierra Leone. The London-based Henley Passport Index is a global ranking of the passports issued by 199 countries based on their citizens’ freedom to travel to other countries without a need for a visa. Other developments in the index Interestingly, the US passport has fallen out of its top 10 list altogether for the first time in 20 years. The North American nation is currently tied with Malaysia in 12th place. As Henley & Partners chair Christian Kaelin explains: “The declining strength of the US passport over the past decade is more than just a reshuffle in rankings: it signals a fundamental shift in global mobility and soft power dynamics. Nations that embrace openness and cooperation are surging ahead, while those resting on past privilege are being left behind.”
Philippines’ Frasco asks investors to look into tourism opportunities in the country
Philippine tourism secretary Christina Frasco called on foreign investors to take advantage of her country's growing tourism opportunities. Speaking at a forum at the World Travel Market (WTM) London on Tuesday, 4th November, Frasco cited government reforms and fiscal incentives that make the country an attractive investment destination. The head of the Philippine Department of Tourism (DOT) pointed out how tax holidays, enhanced deductions, and import exemptions for priority tourism projects are all covered under the country’s Corporate Recovery and Tax Incentives for Enterprises (CREATE MORE) Law. She declared: “The Philippines has engaged in a transformative development agenda under the Philippine Development Plan which has shifted our country’s growth towards becoming more sustainable, inclusive, resilient, and innovation-driven.” Frasco added that, under this framework, the CREATE MORE Act provides fiscal incentives that promote sustainability, green innovation, job creation, and equitable regional development. Furthermore, public-private partnerships (PPPs) are seen to play a very potent role in accelerating tourism development, be it through airport modernization or tourism infrastructure and destination improvements. At present, the current Philippine administration continues to invest in tourism programs, including community training, the establishment of decent rest areas, and the installation of hyperbaric chambers in major diving and coastal destinations. Sustainability matters in the Philippines During the launch of the Philippine Pavilion at the same event, Frasco put an emphasis on sustainability in tourism amid global economic challenges, climate-induced disasters, and fiscal constraints. She said: “Sustainability for us is not mere theory, it is our lifeline. We pursue tourism that is people-centered and future-centric, knowing that millions depend on our collective ability to protect and strengthen our destinations for generations to come.” The secretary added that the issue has become more relevant as the Philippines continues to face recurring natural calamities.
Philippines’ first roster of Michelin-starred restaurants announced
Nine Filipino restaurants are now part of the Michelin Guide’s elite global roster of starred restaurants. During the awards ceremony held on Thursday, 30th October, in Pasay City, innovative chef Josh Boutwood’s Helm was hailed as the Philippines’ first and only establishment to earn the Two Michelin Star distinction. Eight other restaurants earned the One Michelin Star distinction; namely Asador Alfonso, Celera, Gallery by Chele, Hapag, Inatô, Kasa Palma, Linamnam, and Toyo Eatery. Michelin Guide international director Gwendal Poullennec stated at the ceremony that it was high time that Filipino restaurants gained their place in the Guide. Poulennec declared: “Filipino cuisine is bold, cherished, deeply personal: It tells a story of heritage and innovations, where sweet, salty, sour, and umami are harmonized to create flavors that are both comforting and exciting.” He added that the new generation of chefs, many of whom are under 30 years old, is what continues to set the Philippine dining scene apart. Poulennect said: “Some honed their skills abroad, or right here at home, and together, they are shaping a new era for modern Filipino cuisine: innovative yet rooted, contemporary yet unmistakably Filipino.” How do restaurants earn stars? Based on Guide standards, the One Michelin Star distinction is given to restaurants offering high-quality cooking that is worth a stop. On the other hand, a restaurant that earns Two Michelin Stars is one that serves up while a Two Michelin Star is given to those that offer excellent cooking that is worthy of a detour or even a planned excursion. These distinctions were determined by a body of independent inspectors who selected 108 Philippine-based restaurants to be part of the first edition of Michelin Guide Philippines. This first edition covers restaurants within the Greater Manila Area and surrounding provinces as well as Cebu. Poullennec explained that the inspectors all assessed the restaurants following five criteria: quality of the product, mastery of cooking techniques, harmony and balanced flavour, personality of the chef as reflected on the plate, and consistency between visits. 25 new additions to the Bib Gourmand roster Michelin Guide experts also hailed 25 establishments in Manila and Cebu with its special Bib Gourmand distinction which is given to establishments that serve high-quality three-course meals at a reasonable price. These restaurants are: Abaseria Deli & Cafe Bolero Brick CornerCabel COCHI CUR8 Em Hà Nội Esmen Hálong Kumba La Pita Lampara Lasa Los Tacos Manam at the Triangle Morning Sun Eatery Palm Grill (Diliman) Pares Batchoy Food House Pilya's Kitchen Sarsa SOME THAI Taquería Franco The Pig & Palm The Underbelly Your Local
Philippines Department of Tourism (PDOT)
Manila, Metro Manila, Philippines Philippines
Movenpick Hotel Mactan Island Cebu – Philippines
Mövenpick Hotel Mactan Island Cebu Punta Engaño Mactan Island, Cebu Philippines
24/7 Customer Philippines, Inc.
Philippines
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