PH tourism sees strong start in 2025, January arrivals up 9.13%

The Department of Tourism (DOT) is optimistic about sustaining the Philippines' tourism momentum after a 9.13% increase in foreign visitor arrivals in January compared to the same period last year.

Speaking at the 2025 Travel Tour Expo, Tourism Secretary Christina Frasco highlighted the sector’s robust growth, with 626,900 international tourists visiting the country last month, up from 574,439 in January 2024.

“This nine percent growth indicates a very strong and robust start for Philippine tourism and for our destinations. We are seeing this across the board in terms of our source markets,” Frasco said.

The DOT remains bullish on sustaining this upward trend, focusing on easing travel barriers and improving tourism services, particularly for key markets such as South Korea and China. The agency is enhancing visitor support by training more foreign language-speaking tourism call center agents, including those fluent in Korean and Mandarin.

The Philippine Travel Agencies Association (PTAA) noted a shift in travel behavior, with tourists now prioritizing experiential travel and culinary tourism.

“Travelers today are looking for more immersive experiences rather than just sightseeing. Many have also become food enthusiasts, making gastronomy a key factor in travel decisions,” said PTAA Vice President Jaison Yang.

On the domestic front, Boracay remains the top tourist destination, followed by Siargao, Bohol, and Siquijor. Yang noted that Siargao could surpass Boracay’s popularity if more affordable flights to the island become available.

To further improve the tourism experience, the DOT is setting up first aid centers in major destinations, including La Union, Boracay, Bohol, and Palawan, ensuring safety and convenience for visitors.

The Philippines welcomed 5.94 million visitors in 2024, including 510,000 overseas Filipinos. With ongoing government efforts and growing interest in Philippine destinations, the DOT is confident in achieving even higher arrival numbers this year.