Christy Balita
Research expert covering the Philippines
Tourism industry in the Philippines - statistics & facts
After experiencing one of the longest COVID-related lockdowns, the Philippines finally re-opened its borders to the world for fully vaccinated visitors in the first months of 2022. Although this may not be the same volume of international tourist arrivals as it was in 2019, it was a substantial increase from just about 0.16 million in 2021. The tourism industry contributes a significant portion to the country's gross domestic product and a main source of employment. A shift in tourism branding is expected to further increase international visitors in an increasingly competitive post-COVID tourism market.
Meanwhile, the “It's More Fun with You” campaign by the tourism department and the Tourism Promotion Board (TPB) led to a rise in domestic travelers in 2021 and 2022. By focusing on sustainable tourism development models, the campaign successfully accelerated the demand for domestic tourism, particularly among Filipino travelers under the age of 34. Domestic tourism expenditures, especially for miscellaneous services and shopping, also saw a 72 percent increase between 2022 and 2023. The National Capital Region emerged as the leading domestic travel destination among leisure travelers in the Philippines.
Post-COVID tourism scenario in the Philippines
Home to white-sand beaches, hospitable people, and a vibrant food culture, the Philippines is a popular tourist destination. In 2023, the nation received approximately 5.5 million international tourists, a figure significantly higher than the combined total of the previous three years. During that year, more than a quarter of international arrivals were South Korean nationals, followed by around 16 percent coming from the United States. Despite the decline in the average daily expenditure of international tourists in the Philippines in 2023, the total tourism receipts reached as high as pre-pandemic values. Spending on accommodation services was the highest in that year, followed by shopping-related spending.Meanwhile, the “It's More Fun with You” campaign by the tourism department and the Tourism Promotion Board (TPB) led to a rise in domestic travelers in 2021 and 2022. By focusing on sustainable tourism development models, the campaign successfully accelerated the demand for domestic tourism, particularly among Filipino travelers under the age of 34. Domestic tourism expenditures, especially for miscellaneous services and shopping, also saw a 72 percent increase between 2022 and 2023. The National Capital Region emerged as the leading domestic travel destination among leisure travelers in the Philippines.
Showcasing ways to “Love the Philippines”
In an effort to introduce the Philippines as a travel destination beyond fun and adventure, the tourism department launched the “Love the Philippines” campaign after the decades-long tagline “It's more fun in the Philippines.” The campaign wishes to highlight the good nature of the Filipino people beyond their pristine beaches and cheap food. In addition, the campaign launched a Philippines Travel app that features information about the different regions, including recommended activities and destinations. The app also features a list of tour operators and guides for selected destinations, making it easier for international and local travelers to plan their trip. Plans for introducing a digital nomad visa are also in place to encourage long-stay tourists to live and work in the Philippines for a period of 12 months, with the possibility of extension.
