Philippines Trails Behind Regional Peers in Attracting Chinese Tourists
A recent study on Chinese outbound travel preferences indicates that the Philippines is currently on par with long-distance destinations like Denmark and Canada in terms of desirability for Chinese vacationers. The findings, presented by Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, followed the company's latest Chinese Traveler Sentiment Report webinar.
The survey revealed a stark reality: none of the respondents who had already gone on international trips in 2025 had chosen the Philippines as their destination. Furthermore, among the 764 respondents planning outbound travel later in the year, a mere six individuals (0.8 percent) expressed interest in visiting the Philippines. This places the country in the 18th position in their destination preferences, sharing this rank with Denmark and Canada. Interestingly, the vast majority (over 83 percent) of these potential visitors would be experiencing the Philippines for the first time.
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Parulis-Cook highlighted several interconnected factors contributing to this low level of interest. One significant aspect is the limited air connectivity between China and the Philippines. As of late March 2025, flight capacity stood at only 45 percent of pre-pandemic levels, with a mere 84 weekly flights. This pales in comparison to the robust air links with neighboring countries like Malaysia and Singapore, whose flight capacities have not only recovered but exceeded 2019 levels.
Majority of survey respondents (64%) travel for relaxation, and cultural immersion (40%)
The weak demand for travel between mainland China and the Philippines has prompted local airlines to redirect their resources to more popular Southeast Asian routes, such as those to Vietnam and Thailand. Additionally, sources within the aviation industry have suggested that the ongoing diplomatic tensions in the West Philippine Sea have contributed to the cancellation of certain routes to the Chinese capital.
Suspension of the Electronic Visa Program in China
The Philippines' current visa policies also appear to be a deterrent. Following recent tensions, the Department of Foreign Affairs has suspended its electronic visa program for Chinese tourists. While traditional visa applications remain an option, visa-free entry is restricted to Chinese nationals holding valid visas from specific developed nations.
Parulis-Cook emphasized the competitive disadvantage this creates, stating that the absence of a broad visa-waiver program makes the Philippines a less attractive option for Chinese travelers who now have numerous visa-free alternatives in the region. She recalled instances in 2022 where Chinese tourists had to cancel trips due to visa processing delays, a concern less prevalent in countries like Malaysia.
Safety continues to be an ongoing concern for Chinese travelers when choosing a vacation destination, especially in Southeast Asia.
The Dragon Trail survey also shed light on the key factors influencing Chinese tourists' outbound travel decisions. Safety emerged as the most crucial consideration, followed by cuisine, accommodation, attractions, and transportation.
Analysis of past and future travel plans revealed that popular destinations for Chinese tourists include Macau, Hong Kong, Japan, South Korea, and Thailand. Looking ahead, Japan and South Korea remain top choices, with other regional destinations and some long-haul options also featuring prominently.
Social Media Influences Chinese Travelers
The survey indicated that Chinese travelers primarily draw inspiration from Chinese social media platforms, followed by recommendations from their social circles and Chinese online travel agencies. Peak travel periods are anticipated during summer vacations and national holidays.
54% of Chinese travel survey respondents plan to travel outside China in the summer, July to August 2025
Interestingly, while the Philippines is struggling to attract Chinese tourists, data from the Department of Tourism (DOT) shows a 16 percent increase in Filipinos traveling to China in the first quarter of 2025 compared to the same period last year. In contrast, Chinese tourist arrivals in the Philippines have plummeted, falling out of the top five source markets after being a significant contributor pre-pandemic.
