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Philippines Eyes 8.4 Million Tourists in 2025, Yet Early Momentum Falls Short

  • Writer: Hospitality Watch PH
    Hospitality Watch PH
  • Jun 22
  • 2 min read
The official tourism campaign of the Department of Tourism (DOT), Love the Philippines, launched in 2023, aims to inspire deeper appreciation for the country’s diverse culture, natural wonders, and authentic Filipino hospitality. It replaces the long-running It’s More Fun in the Philippines slogan.
The official tourism campaign of the Department of Tourism (DOT), Love the Philippines, launched in 2023, aims to inspire deeper appreciation for the country’s diverse culture, natural wonders, and authentic Filipino hospitality. It replaces the long-running It’s More Fun in the Philippines slogan.

The Department of Tourism (DOT) is pursuing an ambitious goal of 8.4 million international arrivals in 2025 under its National Tourism Development Plan (NTDP) 2023–2028. However, recent data indicate a sluggish start to the year, prompting concerns over the feasibility of hitting this target.



Below Target: Just 2.1 Million Tourists Arrived by April


Between January and April 2025, the Philippines recorded 2.1 million international tourist arrivals, a 0.82% decline compared to the same period last year   .


  • 1.93 million were foreign tourists (–3.2% year-on-year)

  • 170,815 were overseas Filipinos (+37.5% YoY)

  • April alone saw 450,493 arrivals, down 2% from April 2024 


If current trends hold, the country will need to ramp up arrivals in the remaining months to reach its annual goal.


Budget Cuts and Visa Policies Weigh Heavily


Key factors impeding growth include:


  • Marketing budget drastically reduced from ₱500 million to ₱100 million for 2025 .

  • The e‑visa suspension for Chinese nationals amid POGO-related restri ction hivpbo90significantly affected a crucial source market  .

  • Connectivity issues continue to limit access to key destinations like Boracay and Siargao  .



Resilient Revenue & Sector Growth



Despite fewer arrivals, tourism receipts remain strong:


  • 2024 tourism revenue hit a record ₱760.5 billion, a 9% increase over 2023, and 27% above pre-pandemic 2019 levels   .

  • These earnings supported over 6.75 million jobs and contributed nearly 9% to GDP  .



DOT Actions to Bridge the Gap



To regain lost ground, the DOT is:


  • Seeking e‑visa restoration for China and easing policies for India

  • Targeting digital campaigns and trade show presence via a ₱40‑million boost to the Tourism Promotions Board 

  • Enhancing infrastructure—tourist rest areas, first-aid facilities, and the UN Tourism Academy initiative 

  • Expanding flights to secondary airports and promoting regional destinations 



The Outlook: 2.1 Million vs. 8.4 Million


As of end-April 2025, the Philippines has welcomed 2.1 million international tourists, which is barely 25% of the 8.4 million annual target. To stay on pace, the nation must attract an additional 6.3 million visitors within eight months—an outcome that hinges on significantly ramped-up policy and marketing efforts.



Final Word


While revenue and employment figures reveal a strong tourism resurgence, the persistent shortfall in arrivals highlights growing policy and funding risks. The next half of 2025 will be decisive: can the Philippines align its strategies and restore momentum to meet its ambitious arrivals target?



Sources:

  • Manila Standard – DOT falls short of 7.7M arrivals target

  • BusinessMirror – DOT marketing arm gets lift with ₱40-M subsidy

  • Philippine Information Agency – PHL hits record-high tourism revenue in 2024

  • Inquirer.net – DOT eyes restoration of China, India e-visas to reach 2025 tourism goals




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