BAGUIO CITY — The drop in strawberry prices at the Baguio City Public Market has become noticeable, while declining tourist arrivals are raising concerns among local businesses.
Based on city government data on tourist arrivals, there has been a downturn as of April 2026, with a 40 to 50 percent drop compared to previous years. This sharp decline—driven by record-high fuel prices and a weakening peso—has left the city’s economy struggling during what is traditionally its busiest season.
Benjamin Magalong noted that the ripple effects of this crisis are being felt across every sector, from the large-scale hospitality industry to individual vendors who rely on daily foot traffic to sustain their livelihoods. He also invited tourists to spend their Holy Week vacation in the city.
The Hotels and Restaurants Association of Baguio has reported a significant hit to its member establishments, with hotel reservations plummeting by at least 30 percent since early March. HRAB spokesperson Andrew Piñero said some hotels have seen weekend occupancy rates fall as low as 17 percent—a devastating figure for a period that usually sees near-capacity crowds. Major venues like Baguio Country Club have reported millions of pesos in losses due to cancellations, forcing some operators to shut down sections of their facilities or reduce staff hours to manage rising electricity and overhead costs.
The lack of visitors is perhaps most evident at the Baguio City Public Market, where demand for the city’s iconic produce has weakened. Stallholders, such as Jane, a strawberry vendor, have observed a striking absence of tourists since as early as February. Under normal circumstances, this period would see the market bustling with visitors eager to bring home fresh berries, but vendors report that fewer people are frequenting the area.
Strawberry prices in the market range from P100 to P300 per kilo, depending on quality. Packs for “pasalubong” or travel are priced at around P100. Despite a surplus in supply and lower prices meant to attract buyers, sales remain sluggish, reflecting diminished consumer spending among the fewer tourists who do make the trip.
To address the decline, businesses—particularly in the hotel and accommodation sector—along with local government units are pivoting their strategies through aggressive promotional campaigns and price-based incentives. Many hotels are offering deep discounts and bundled dining packages to attract domestic travelers hesitant to travel due to economic strain.
While there was a brief uptick in activity during the Holy Week peak, the long-term outlook for the 2026 summer season remains uncertain. Local officials and trade groups continue to monitor the situation closely, hoping that stabilizing fuel costs will help restore visitor numbers to the country’s summer capital.