The Department of Tourism (DOT) on Wednesday said the Philippine tourism industry remains on an upward path, citing sustained recovery, expanded air connectivity, and renewed traveler confidence despite the global and domestic challenges faced in 2025.
Speaking on behalf of Tourism Secretary Christina Garcia Frasco during the Philippine National Tourism Organizations (NTO) media briefing, Tourism Undersecretary Verna Buensuceso said the sector continues to be positioned as a key driver of national development and economic growth.
“The story of Philippine tourism is one of resilience and steady progress. We are not just recovering, we are actually building momentum. Each step forward proves that the Philippines has the demand, the products, and the people to compete globally,” Buensuceso said.
Held under the theme “Navigating our Future, Together,” the NTO meeting forms part of a week-long series of high-level discussions aimed at strengthening ASEAN tourism cooperation and regional collaboration.
Buensuceso reported that total foreign visitor arrivals reached more than 6.4 million in 2025, generating an estimated P694 billion in inbound visitor spending.
“This steady incline demonstrates the strong recovery of global confidence in the country as a premier destination. It also confirms that our strategies are working and we're steadily positioning the country as a tourism powerhouse in Asia,” she added.
She cited improved air connectivity as a major factor behind the rebound, noting that 19 new international direct flight routes—both regular and chartered—were launched in 2025. These routes now link major gateways such as Manila, Cebu, Clark, Iloilo, and Kalibo to cities across Asia, Oceania, North America, and Eastern Europe.
“These new connections make the Philippines more accessible, help spread tourism benefits across the regions, and create wider opportunities for our communities,” Buensuceso said.
The DOT also pointed to visa liberalization initiatives aimed at making travel easier for foreign visitors, including the resumption of the Chinese e-Visa, visa-free entry for Indian and Taiwanese nationals, and the Expanded Cruise Visa Waiver Program.
Beyond arrival figures, Buensuceso highlighted investments in tourism infrastructure and services designed to improve visitor experience. These include 14 newly built Tourist Rest Areas nationwide, as well as the Transit Tour Program and Medical Concierge Services at the Ninoy Aquino International Airport.
Tourism Promotions Board (TPB) Chief Operating Officer Margarita Nograles acknowledged that the sector faced significant challenges last year, particularly due to severe typhoons and earthquakes.
“It has not been an easy year. Like many destinations, our country continues to navigate complex realities. But even in the middle of all of this, one truth has remained unwavering – the spirit of our people in the enduring beauty of the country we call home,” Nograles said.
She said the ongoing ASEAN Tourism Forum (ATF) provides a timely platform for the Philippines to demonstrate its readiness to welcome travelers and strengthen partnerships across the region.
“As we host this year's ASEAN Tourism Forum [and] TRAVEX, we do so with openness, readiness, and a clear sense of purpose to work alongside our neighbors, our partners, and the media in telling a fuller, more accurate story of our country,” Nograles said.
The ATF 2026 opened on 26 January and will run until 30 January, featuring high-level meetings and key tourism events involving ASEAN member states.