Tourism revenues hit record P760.5B in 2024

The Philippines' tourism industry reached an all-time high in 2024, with revenues climbing to P760.5 billion, a 9% increase from P697.46 billion in 2023, according to the Department of Tourism (DOT).

Tourism Secretary Christina Garcia Frasco praised the sector’s recovery and its significant role in creating jobs and economic opportunities, particularly in rural communities. She emphasized that the industry's growth is fostering economic stability and inclusivity across the nation.

Tourism revenue in 2024 also surpassed the pre-pandemic level of P600.01 billion in 2019, achieving a recovery rate of 126.75%. International visitor arrivals reached 5.95 million, up 9.15% from 5.45 million in 2023. Of these, approximately 91.42% were foreign nationals, while the rest were overseas Filipinos.

South Korea remained the largest source of tourists, contributing 1.57 million visitors, or 26% of the total. The United States followed with 947,891 arrivals, while Japan saw a 27% growth, reaching 388,316 visitors. Other notable contributors included Australia with 272,215 tourists, Canada with 223,944, and China, which recorded 312,222 arrivals despite economic and travel-related challenges. Emerging markets such as Taiwan and Singapore also showed strong growth, contributing 208,736 and 157,264 tourists, respectively.

The DOT attributed this success to the Marcos administration’s pro-tourism policies, which focus on sustainable development, infrastructure enhancements, and workforce training.

These measures have reinforced the Philippines’ appeal as a global travel destination. Citing data from the World Travel and Tourism Council (WTTC), Frasco noted that international tourists in 2024 spent an average of $2,073 per visit, staying for 11 nights compared to 9 nights in 2019. About 70% of these tourists were repeat visitors, highlighting the country’s growing reputation as a premier destination.