Despite falling short of foreign tourist arrival targets for 2024 due to headwinds beyond their control, Tourism Secretary Cristina Garcia Frasco maintained that they remain positive that 2025 will be bright for the country’s tourism industry.

Earlier, the Department of Tourism (DoT) said the Philippines registered a total of 5,646,351 international visitor arrivals as of 17 December, falling short of the 7.7 million foreign tourist arrivals target for 2024.

Of the total foreign arrivals, 91.66 percent or, 5,175,599, were foreign tourists, while the remaining 8.34 percent, or 470,752 were overseas Filipinos.

“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.

Frasco has been lobbying fellow government agencies for the enforcement of more liberal policies for granting visa entry.

The suspension of the electronic visa system by the Department of Foreign Affairs negatively impacted the projected arrivals from China, she said.

On the other hand, the DoT’s collaboration with the Bureau of Immigration and the Department of Justice resulted in the Cruise Visa Waiver program, providing seamless entry to the Philippines for cruise passengers.

The DoT has also actively supported the implementation of the electronic visa or e-visa program for travelers from India.

Despite these inhibiting factors, Secretary Frasco maintained that the DoT has “graduated from measuring tourism merely on the number of people arriving but rather on the more important numbers,” namely the longer duration of stay of foreign tourists, their frequent visits, and their generous spending while visiting the Philippines’ tourist spots.

“We will strive to continue to excel in the tourism numbers that matter, and we will work even harder than we have so Philippine tourism continues to stand as a beacon of pride for our nation and a testament to the strength of our culture and heritage and our identity as Filipinos,” she declared.

'Filled with optimism'

For this year, Secretary Frasco declared that the DoT would be unwavering in ensuring the country’s tourism industry prospers with the help of both government and private tourism stakeholders.

“As we start this new year, I am filled with optimism and unwavering belief in our vision under President Marcos. With the invaluable support of our tourism stakeholders, to whom we are extremely grateful, the DoT is committed to executing relevant tourism programs that not only elevate our nation’s global standing but also ensure tangible benefits for every Filipino,” she said.

The Tourism Chief added, “In terms of the numbers that truly matter—tourism employment and tourism revenues — we are witnessing exceptional growth, demonstrating that our efforts are translating into real, lasting impact. We invite everyone to join us in this meaningful purpose. The Philippines is more than a destination; it is an opportunity to nurture livelihoods, foster communities, and pave the way for sustainable development.”

Tourism receipt recovers

Meanwhile, the Tourism Department reported a significant recovery in tourism revenues and employment in 2024.

DoT records showed that from January to 15 December 2024, international visitor receipts surged to P712 billion, marking a 119 percent recovery from the P600 billion recorded in 2019, further advancing the robust economic performance of Philippine tourism.

The Tourism Chief noted that the April 2024 Labor Force Survey shows that 16.4 million Filipinos are employed in tourism, representing 34% of total employment in the first quarter, benefiting directly or indirectly from tourism.

“These figures highlight the pivotal role of tourism in generating livelihoods and uplifting communities nationwide and certainly show the impact of Philippine tourism in terms of job generation. The Department of Tourism remains steadfast in its mission to generate quality employment opportunities for Filipinos across the country,” said Secretary Frasco.

Based on the same survey, CALABARZON (2.9M) leads with the greatest number of people employed in tourism, followed closely by NCR (2.8M), Region III (2.5M), and Region VII (1.6M), highlighting the extensive reach and impact of the tourism sector and emphasizing the vital role that tourism plays as a key driver of livelihood and economic growth.

“As we continue to strengthen the country’s tourism industry, the DOT is committed to creating even more opportunities for Filipinos over the years by diversifying our tourism offerings, promoting both established and emerging destinations and ensuring that every region reaps the benefits of a robust and inclusive tourism economy,” added the Tourism Chief.