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The Philippine tourism industry achieved record-breaking revenue from international tourists in 2024, reaching P760 billion, according to the Department of Tourism (DOT).


During a televised briefing, Tourism Secretary Christina Frasco highlighted that this figure represents a 9% increase from 2023 and a 126% recovery compared to the P600 billion generated in 2019, before the pandemic.

“The P760 billion in international visitor receipts demonstrates that the economic recovery of Philippine tourism has not only rebounded but surpassed pre-pandemic levels,” Frasco stated.

She also emphasized that the Philippines outperforms its ASEAN neighbors in terms of tourism spending, with international visitors spending over $2,000 per capita. “This places us among the top in terms of visitor expenditure,” she added.

Frasco further noted that the tourism sector played a significant role in employment, with data from the Philippine Statistics Authority’s Labor Force Survey showing that over 16.4 million Filipinos were directly and indirectly employed by the industry in the first quarter of 2024.

Despite these gains, the DOT faced challenges, including a sharp reduction in its budget for tourism promotions. In 2024, the budget was slashed to P200 million, down from P1.2 billion in 2023. Frasco revealed that the budget was further reduced to P100 million for 2025, despite the agency’s initial proposal of P500 million.

Another challenge was the decline in Chinese tourists, which Frasco attributed to the suspension of e-visas for Chinese nationals in 2023. This drop hindered the Philippines’ ability to meet its target of attracting 7.7 million foreign tourists in 2024.

To offset this, the DOT focused on other key markets, with South Korea, the United States, and Japan emerging as the top sources of international visitors. Additionally, the department reported a rise in Australian tourists and expressed optimism about tapping into the Indian market.

Frasco shared that President Marcos Jr. has directed the exploration of an electronic visa option for Indian nationals, which could open up significant opportunities for the Philippines.

“India represents a major opportunity for us. We are grateful for the President’s directive to explore an electronic visa or travel option for Indian visitors, and we hope the Department of Foreign Affairs and the Bureau of Immigration can implement this within the year,” she said.

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