Despite falling short of its 2024 foreign tourist arrival target of 7.7 million, the Department of Tourism (DoT) reported an increase in foreign visitors compared to 2023.

In a statement on Monday, the DoT revealed that from 1 January to 31 December 2024, a total of 5,949,350 foreign travelers visited the country. Of this number, 91.42 percent, or 5,438,967, were foreigners, while the remaining 8.58 percent, or 510,383, were overseas Filipinos.

The 2024 total reflects a 9.15 percent increase compared to 2023, which recorded 5,450,557 foreign guests.

Top markets for Philippine tourism

South Korea remained the top source of foreign tourists, with arrivals growing to 1.57 million in 2024 from 1.45 million the previous year, accounting for over 26 percent of the total market share.

“The growth of Korean tourists to the Philippines can be attributed to effective strategic marketing initiatives, enhanced air connectivity, and strengthened cultural exchanges, particularly as the two nations marked the 75th anniversary of their diplomatic relations,” said Tourism Secretary Cristina Garcia Frasco.

The secretary also noted that the Philippines' growing reputation as a prime destination for incentive travel has significantly contributed to the positive trend, with an increasing number of Korean companies choosing to host reward trips for their employees in the country’s world-class tourist destinations.

The United States ranked second with 947,891 visitors, followed by Japan (388,316 arrivals), China (312,222), Australia (272,215), and Canada (223,944). Emerging markets such as Taiwan and Singapore also demonstrated strong growth momentum, with arrivals reaching 208,736 and 157,264, respectively.

The DoT has not set foreign tourist arrival targets for 2025.

Tourism revenues surpass pre-pandemic levels

Tourism revenues also saw a significant boost in 2024. Secretary Frasco reported that the Philippines earned approximately P760.50 billion from inbound tourism expenditures, a 9.04 percent increase from the P697.46 billion recorded in 2023.

Moreover, the 2024 revenue figures exceeded pre-pandemic levels, surpassing the estimated P600.01 billion in 2019 by 26.75 percent. This represents a recovery rate of 126.75 percent for the local tourism economy, underscoring 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,” Frasco said.

“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,” she added.