MANILA, PHILIPPINES – Department of Tourism (DOT) Secretary Christina Garcia Frasco announced on Sunday (Jan. 5) that the Philippine tourism sector has firmly established its position as a vital economic pillar, achieving an all-time high tourism revenue of approximately P760 billion in 2024.
According to the agency’s data, the Philippines garnered about P760.50 billion in tourism revenue from inbound tourism expenditures—representing the total amount spent by non-resident visitors—from January 1 to December 31, 2024. This marks a notable increase of 9.04% compared to the P697.46 billion recorded in 2023. Moreover, the current figures surge past pre-pandemic levels, exceeding the estimated P600.01 billion in 2019 by an impressive 26.75%. This remarkable performance translates to a recovery rate of 126.75% for the local tourism economy, highlighting the sector’s resilience and vitality.
“With these figures, it is clear that the Philippine tourism industry is not only bouncing back but also evolving and expanding, contributing significantly to the nation’s economic stability and growth. In the past year, we have witnessed remarkable growth in tourism revenue, which has surpassed previous records. This achievement is not just a statistic; it translates to thousands of jobs created for Filipinos, fostering economic resilience and enabling families to thrive. The tourism sector has become a crucial engine for economic development, providing livelihood opportunities for many, especially in our rural and underserved areas,” Secretary Frasco said.
She noted that the Marcos administration’s support of the DOT has been instrumental in this achievement.
“The Marcos Administration has implemented pro-tourism policies that prioritize the sustainable development of our tourism resources while ensuring the welfare of our communities. These policies focus on enhancing infrastructure, promoting heritage conservation, and investing in skills development programs for our workforce, among others. We believe that the growth of tourism should be inclusive and equitable, empowering local entrepreneurs and communities,” she said.
“I would like to extend my heartfelt appreciation to everyone involved in this success—our tourism stakeholders and workers, local government units, and most importantly, our guests. As we move forward, our commitment to advancing Philippine tourism remains steadfast. We will continue to work hand-in-hand with industry stakeholders to innovate and promote the many reasons to Love the Philippines,” the Secretary added.
Citing data from the World Travel and Tourism Council (WTTC), Secretary Frasco revealed international tourists coming into the country spend at least 2,073 USD per capita. Also, Compared to the average of 9 nights in 2019, tourists are now staying an average of over 11 nights in the country, while 70 percent of tourists coming to the country are repeat visitors. The continued collaboration with the stakeholders from the private sector garnered about 63.18 percent repeat visitors in 2023.
More tourists visited the Philippines in 2024 than in 2023
The DOT also reported that more tourists set foot in the Philippines from January 1 to December 31, 2024 compared to the same period in 2023.
According to the agency’s data on visitor arrivals, a total of 5,949,350 international visitors arrived in the country by the end of the year 2024. From the figure, 91.42 percent are predominantly foreigners which accounts for 5,438,967, while the remaining 8.58 percent or 510,383 were Filipinos living overseas.
The total in 2024 was higher by 9.15 percent when compared to data of visitor arrivals in 2023, recorded at 5,450,557 foreign guests.
South Korea maintained its position as the top source of foreign tourists, with arrivals increasing to 1,574,152 from 1,455,977 in 2023, garnering more than 26.46 percent of the total market share. According to Frasco, “The growth of Korean tourists to the Philippines can be attributed to the effective strategic marketing initiatives, enhanced air connectivity, and strengthened cultural exchanges, particularly as the two nations marked the 75th anniversary of their diplomatic relations. Furthermore, the Philippines’ growing reputation as a prime destination for incentive travel has played a key role in this positive trend, attracting an increasing number of Korean companies hosting their reward trips for their employees in the Philippine’s world-class tourist destinations.”
The United States ranked second, with 1,076,663 visitors in 2024, increasing from 1,041,305 in 2023. American travelers continued to flock to the Philippines, drawn mainly by the country’s pristine beaches, world-class hospitality, the opportunity to spend time with family and friends, and new experiences. DOT’s development of authentic cultural attractions and indigenous tourism experiences under the Philippine Experience Program, the market development initiatives for cruising, culinary tourism, diving, wellness, and adventure travel, plus enhanced connectivity—including nonstop flights from San Francisco to Manila by United Airlines and from Seattle to Manila by Philippine Airlines—have contributed to the growth of the US market.
Japan, meanwhile, emerged as a standout market with a 22.84 percent growth in arrivals, reaching 444,528 visitors from its previous year’s 361,862. This surge was attributed to aggressive tourism campaigns and strategic partnerships with Japanese travel agencies that paved further awareness and interest in the Philippines as a travel destination.
Though significantly lower than the pre-pandemic figures, China showed signs of recovery with 313,856 arrivals compared to 264,922 in the previous year. This can be attributed to the increased number of flights from 2023, both commercial and chartered, including the first half of 2024, connecting China directly to Cebu, Bohol, and Davao. Cruise ships, carrying loads of visiting tourists, also started to arrive during the second half of 2024, with the new cruise visa waiver program becoming an important factor for such improved numbers.
Other consistent contributors included Australia (299,286) and Canada (269,300). Emerging markets like Taiwan and Singapore demonstrated strong growth momentum, with arrivals reaching 213,833 and 198,471, respectively.
The introduction of direct flights to Kalibo and Puerto Princesa, as well as the growth of niche markets such as English as Second Language (ESL) learning and diving contributed greatly to the visits of guests from Taiwan.
These markets highlight the country’s growing appeal as a convenient, culturally rich, and accessible destination.
The United Kingdom also sustained its position among the top contributors with 178,656 visitors, driven by a keen interest in heritage tourism and adventure activities.
Meanwhile, Malaysia emerged 10th in rank with 99,881 registered arrivals in 2024.
The Middle Eastern market also showed promising signs of recovery in 2024. The United Arab Emirates (UAE) posted a remarkable 668.34% recovery rate from its 2019 figures, reflecting increased air connectivity and a surge in interest in the Philippines as a leisure destination. Qatar followed closely, with an impressive 832.87% recovery rate. Saudi Arabia registered a recovery rate of 66.54%, signifying a steady return of visitors from the Gulf region. Likewise, Oman and Bahrain registered more than 200% recovery rates from the 2019 number of arrivals.
Those in the Top 25 source markets which have fully recovered as compared with 2019 data included Australia (102.63%), Canada (109.26%), Hong Kong (106.79%), UAE (668.34%), Italy (143.02%), Spain (111.08%), Guam (200.19%), New Zealand (100.50%), and Switzerland (102.01%).
“The growth in our visitor arrivals and receipts in 2024 underscores the resilience of the Philippine tourism industry and the collective efforts of our stakeholders. This success is a testament to our unwavering commitment to showcasing the beauty, culture, and hospitality that make the Philippines truly unique on the global stage,” Frasco said as the Department welcomes the 2024 foreign arrival numbers.
Surge in Returning Filipinos
More overseas Filipinos came home to the Philippines in 2024 than in 2023, with an increase of 14.15 percent.
Meanwhile, data from DOT in 2019 and 2024 showed that more overseas Filipinos were able to visit the Philippines, from only 72,436 in 2019 to 510,383 in 2024. It was an over seven fold surge of overseas Filipinos coming back to the Philippines, or equivalent to 704.60 percent, based on DOT estimates.
However, the same DOT data also saw a need to recover more tourists from the top tourist markets, particularly, China. Based on comparison of data of visitor arrivals in 2019 and 2024, the Philippines suffered a huge loss of tourists from China.
During her year-end briefing with the media recently, Secretary Frasco acknowledged the “headwinds” or challenges that were beyond the DOT’s control.
“Over the course of the past year, we have faced many adversities, from the headwinds of economic, environmental, and geopolitical forces beyond our control, to budgetary constraints and visa liberalization delays vis-à-vis our competitors,” she said.
Despite the said issues, the Tourism Chief remained optimistic and maintained the DOT has “graduated from measuring tourism merely on the number of people arriving but rather on the more important numbers.”
