The Philippines tourism sector is pivoting toward measuring impact through visitor experience rather than simply focusing on arrival numbers, Tourism Secretary Christina Frasco said at her agency’s year-end briefing.
The focus shift to quality over quantity comes in the face of the reality that the Philippines will fall short of its 2024 tourist arrivals target of 7.7 million despite a prospects of a double digit growth in total arrivals this year.
The Department of Tourism said that as of December 15, total arrivals already reached 5.65 million compared to the 2022 full-year total of 5.45 million.
Secretary Frasco said the post-pandemic recovery plan centers on the quality of tourism, prioritizing “more critical” metrics like spending patterns, length of stay, and repeat visits over raw visitor arrivals. She said that when those standards are used “the Philippines above its competitors.”
From the start of the year through December 15, Department of Tourism data showed the tourism sector had earned P712 billion, a 119 percent recovery from pre-pandemic levels in 2019. Data also showed that tourists are staying longer—averaging over 11 nights compared to 9 in 2019. Over 70 percent of tourists are repeat visitors, spending approximately USD2,073 each, underscoring the nation’s appeal.
Secretary Franco said the emphasis on sustainable, high-quality tourism is paying off. She also underscored the broader economic impact, including job creation and the support of local businesses, of better quality tourism.
With tourism continuing to recover, the Philippines is setting a new standard for sustainable growth that favors long-term impact over short-term numbers.
