As the Department of Tourism (DOT) gave the press updates about the state and direction of tourism, it was revealed that the international visitors who arrived in the Philippines this year reached less than 3.5 million as of July 30, according to a Philippine News Agency (PNA) news article.
For the newcomers reading this, the DOT confirmed early this year that the nation attracted less than 6 million foreign tourists in 2024 (note: the declared target was 7.7 million) and quickly pointed to all-time high revenue for success and the tourism industry as a whole contributed 8.9% to the 2024 Philippines gross domestic product (GDP).
By attracting 3.47 million international visitors as of July 30, 2025, it looks like the Philippines will barely reach the 6 million mark by the end of the year, and there is no denying the fact that not enough foreign tourists are visiting the country. Keep in mind that in the Philippine perspective, international visitors include both foreign tourists and overseas Filipinos.
To put things in perspective, posted below is an excerpt from the PNA news article. Some parts in boldface…
The Philippine tourism sector has so far generated USD4.2 billion (PHP242 billion) in visitor receipts from Jan. 1 to June 18, the Department of Tourism (DOT) said Thursday. Tourism Secretary Christina Frasco said the figure is up 0.48 percent, year on year.
As of July 30, the agency recorded 3,473,726 international visitors – 3.15 million foreigners and 317,536 overseas Filipinos.
In a media briefing in Makati City, Frasco said the DOT is planning to recalibrate its targets for 2025 to take into consideration the challenges the sector is currently facing.
Despite this, aggressive promotions will continue in the Philippines’ top markets, including South Korea, Japan, and the United States.
The DOT, Frasco said, would also increase Philippine exposure in Canada to capture more Canadian visitors with the recent launch of direct flights from Air Canada.
With recalibration underway, Manila is likewise looking at emerging markets to boost arrivals, among them Australia, the United Arab Emirates, and India, Frasco said.
“We’re taking a very close look at these exciting markets, especially India, which now has visa-free access and forthcoming direct flights to Manila,” she said.
Let me end this post by asking you readers: What is your reaction to this recent development? Do you think the DOT right now cannot come up with effective solutions to make the Philippines a more attractive tourist destination? Do you think Congress should increase the annual budget of the DOT so that it can execute its tourism plans? Does the DOT need a new leader right now?
You may answer in the comments below. If you prefer to answer privately, you may do so by sending me a direct message online.
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