The Department of Tourism said the Philippine tourism sector closed 2025 with major gains in gastronomy, infrastructure, and workforce development, reinforcing tourism’s role as a resilient pillar of the national economy despite challenges from natural disasters and regional competition.

In a year-end assessment, the DOT credited Filipino tourism workers, local governments, and private sector partners for helping advance people-centered services, global recognition, and inclusive growth under the administration of Ferdinand R. Marcos Jr..

Tourism Secretary Christina Garcia Frasco said the sector’s 2025 performance reflected collective effort across the industry.

“Whatever gains we have made this year are only made possible because of the hard work of our tourism workers and stakeholders,” Frasco said.

“Despite challenges beyond our control, they remained resilient, innovative, and committed to service, ensuring that tourism continues to generate jobs, livelihoods, and opportunities for millions of Filipinos.”

Among the year’s major milestones was the arrival of the Michelin Guide in the Philippines on 30 October, which recognized 108 establishments in Manila and Cebu, including one two-star restaurant, eight one-star restaurants, 25 Bib Gourmand recipients, and 74 Michelin-selected establishments, along with special awards for sustainability, service, young chefs, and mixology.

The Philippines also hosted the first-ever Terra Madre Asia and the Pacific in Bacolod City from 19 to 23 November, bringing together producers, chefs, policymakers, and advocates to promote sustainable food systems.

Earlier in the year, the DOT launched the 2024–2028 Food and Gastronomy Tourism Roadmap and introduced Local Market Tourism as a new sub-product during the “Salo-Salo: Taste the Flavor, Experience the Culture” event. It also hosted the SALAAM 2025 Expo, a Muslim travel trade show that generated about ₱1.8 million in sales, highlighting the growth potential of Halal and Muslim-friendly tourism.

Looking ahead, the DOT said preparations are underway for the ASEAN Tourism Forum 2026 in Cebu and the UN Tourism Global Forum on Gastronomy.

“Preparations for ASEAN are well underway and are being led by the National Organizing Committee, which is overseeing a full year of meetings and activities. The first major engagement for 2026 will be the ATF in Cebu, a flagship event that will bring together tourism ministers from ASEAN Member States and dialogue partners, as well as buyers and sellers from across the region and around the world. In this regard, we are working very closely with our local government units and private sector stakeholders—including hotels, resorts, frontline workers, and dining establishments—to ensure Cebu’s full preparedness as host destination,” Frasco said.

She added that 19 new international direct flight routes were launched in 2025, connecting Manila, Cebu, Clark, Iloilo, and Kalibo to major cities across Asia, Oceania, North America, and Eastern Europe. Programs such as the Cruise Visa Waiver are also expected to support stronger arrivals and longer stays.

The DOT also highlighted expanded people-centered services, including the launch of the Transit Tour Program and Medical Concierge Services led by President Marcos Jr., First Lady Louise Araneta Marcos, and Secretary Frasco. The Transit Tour Program allows eligible travelers with long layovers to explore Metro Manila, while the Medical Concierge Service supports the country’s medical and wellness tourism sector.

“Notwithstanding challenges, Philippine tourism has achieved a number of historic firsts, including the launch of the Transit Tour Program, the Medical Tourism Concierge, and other innovative initiatives that continue to elevate the visitor experience. While we remain prudent and conservative in our projections—having learned from recent months that severe weather systems, typhoons, and earthquakes are beyond our control—we are clear about what we can control. And that is how we at the DOT respond,” Frasco said.

“We have chosen to respond by placing the welfare of our tourism frontliners at the very center of our national tourism agenda, recognizing that a resilient industry is built on the strength, dignity, and well-being of the people who bring Philippine tourism to life,” she added.

The DOT said it assisted more than 40,000 tourism workers affected by calamities in 2025 through medical, social protection, and emergency aid. Programs such as the Turismo Asenso Loan Program recorded 1,025 applications as of December 2025, while the Bayanihan sa Bukas na May Pag-asa sa Turismo program provided assistance and training to more than 2,697 beneficiaries.

The 24/7 Tourist Assistance Call Center processed over 23,000 transactions in 2025, while 14 Tourist Rest Areas were completed nationwide. The country also logged 136 cruise calls with more than 56,000 passengers.

Tourism employment and skills development expanded through programs such as the Filipino Brand of Service Excellence, which trained more than 409,000 individuals, and the Tourism Industry Skills Program. The DOT also trained over 1,000 tourist police and extended insurance and support to tour guides nationwide.

Despite headwinds, the DOT reported 5.86 million foreign visitor arrivals in 2025 based on eTravel data, or nearly 5.94 million based on Bureau of Immigration figures. Including returning overseas Filipinos, total foreign visitor arrivals reached 6.48 million. Preliminary estimates placed international visitor expenditures at ₱694 billion.

Guided by the National Tourism Development Plan 2023–2028, the DOT said it will continue to focus on connectivity, safety, skills development, and service excellence to keep Philippine tourism competitive and inclusive.