Philippine Tourism Is Still Stalling Below Pre-Pandemic Peaks

Data from the Department of Tourism revealed that tourist arrivals for 2025 are at 5.9 million (5,865,319, to be exact). This is based on data captured through the Department of Information and Communications Technology (DICT) eTravel System. The number is 29 percent less than 2019, which had a record-high 8.26 million tourist arrivals.

In addition, 2025 versus 2024 data based on e-travel, which is managed by the Bureau of Immigration, showed that from the total number of inbound tourists, there's a dip of 2.08 percent among foreign nationals and a decrease of 6.41 percent among overseas Filipinos.

The DOT has noted alternative data sets that suggest a slightly higher figure of 5,940,975, which accounted manual cruise ship entries and uncaptured visitor categories. When combined with 543,085 returning Overseas Filipinos, total foreign visitor arrivals reached 6,484,060 in 2025. Either way, the core e-travel data confirms that the industry still operated well below its target. DOT had a goal of attracting 8.4 million inbound visitors in 2025 under its National Tourism Development Plan of 2023-2028.

These numbers are also published on the corporate website of DOT.

The market composition reveals a heavy reliance on the North American and balikbayan segments to offset losses in traditional Asian demographics. Despite the overall dip, the United States and Canada provided a necessary cushion, growing by 15.75 percent and 16.24 percent, respectively. However, local operators suggest these numbers are largely driven by citizens of Filipino descent rather than entirely new international markets. Meanwhile, South Korea maintained its position as the top source of foreign visitors with 1.25 million arrivals, even as it faced a sharp 20.5 percent decrease compared to the previous year.

Meanwhile, the Chinese market, which was the Philippines' second-largest source of tourists in 2019 with 1.7 million visitors (out of the 8.3 million arrivals), saw a significant decrease in the number. Figures plummeted to just 267,660, representing an 84 percent decline from pre-pandemic levels.

Other key markets showed mixed results, with Australia surging by 36.9 percent and Japan rising 13.05 percent, while Taiwan and the United Kingdom saw single-digit growth.

The tourism agency is looking to reach 6.7 million visitor arrivals in 2026 by leaning on a P1-billion branding fund and entry policy changes. There's the 14-day visa-free entry for Chinese nationals arriving via major international hubs and the expansion of e-visas for India, which saw a promising 21.84 percent increase in arrivals.

Analysts from Maybank Securities suggest that achieving the 2026 targets depends heavily on two things: the proposed VAT refund law for foreign tourists, which could add up to P12.8 billion in annual visitor receipts, and airport infrastructure upgrades to eventually accommodate 122 million passengers by 2027 and 2028. "Though full benefits will materialize post-2028," Maybank analyst Ronalyn Joyce Lalimo noted.

This aligns with a previous statement from Leechiu Property Consultants (LPC). Alfred Lay, Director for Hotels, Tourism, and Leisure, said that the primary catalyst for tourism growth is accessibility, specifically the e-visa system, privatization of local airports, and the development of the Bulacan hub.

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