The Federation of Filipino Chinese Chambers of Commerce and Industry, Inc. (FFCCCII) is calling for an urgent reset of Philippine tourism policy, warning that the country is being left behind as ASEAN neighbors surge ahead in post-pandemic recovery.
In a reform blueprint released January 10, the group urged the government to adopt ASEAN-friendly visa policies, modernize airports and inter-island connectivity, and aggressively market a fuller “Philippine experience” that links destinations with culture, cuisine, and hospitality.
“Our nation is blessed with unparalleled natural beauty and resources. Yet, as our ASEAN neighbors celebrate a robust tourism recovery, the Philippines is charting a dissimilar and concerning course,” FFCCCII president Victor Lim said. “Decisive, comprehensive reform is not just an option—it is an urgent economic imperative.”
The numbers are stark. In the first 11 months of 2025, the Philippines logged just 5.24 million international arrivals, down 2.2 percent year-on-year and still 37 percent below pre-pandemic 2019 levels.
FFCCCII said the slump is hitting the economy where it hurts most. Tourism remains one of the country’s most accessible engines of inclusive growth, directly supporting jobs and sustaining micro, small, and medium enterprises.
The group identified three core problems.
First is the “hassle” factor: congested gateways, unreliable inter-island links, and logistical friction that deter mainstream travelers.
Second is uncompetitive access, as complex visa processes push visitors toward more welcoming ASEAN destinations.
Third is a fragmented tourism narrative that sells scenery but undersells culture, history, and cuisine.
FFCCCII said that to reverse the slide there should be an ASEAN-competitive visa regime, a “gateways and connectivity revolution” through airport upgrades and seamless domestic travel, and a cohesive global branding strategy
“We must move beyond postcards,” Lim said. “Our landscapes should be experienced through our living heritage, our flavors, and our famed hospitality.”
