The Department of Tourism (DOT) is sticking to its conservative target of 6.4 million international visitor arrivals this year even as it rolls out a new push to energize domestic travel through steeply discounted tourism packages.
Tourism Secretary Dita Angara-Mathay said the agency is keeping its forecast steady despite optimism of an upside surprise, emphasizing the need for grounded, data-driven planning.
“We intend to be very conservative, but we will do our very best to increase those numbers,” she told reporters, underscoring the DOT’s focus on steady recovery rather than overly ambitious projections.
Beyond headline arrival figures, the department is also revisiting how tourism performance is measured. Angara-Mathay noted that current arrival statistics may not fully reflect the sector’s real economic impact, particularly when it comes to short-term visitors such as ASEAN delegates and international conference participants who spend on hotels, food, transport, and related services but are not always counted in tourism tallies.
“We’re not fudging the numbers,” she said. “For me, what’s more important is the economic impact, not just warm bodies.”
To drive activity on the home front, the DOT is launching a six-month campaign titled “Discover More to Love the Philippines,” offering discounts of up to 70 percent on select travel bundles covering airfare, hotel stays, and dining experiences.
The initiative is designed as a complement—not a replacement—to the existing “Love the Philippines” brand, serving instead as a refreshed push to encourage Filipinos to explore more of the country.
“It’s just a refresh. Everyone will have a chance to define their experience in their own personal way. There’s no one-size-fits-all,” Angara-Mathay said.
Initially focused on the domestic market, the campaign may later be expanded internationally following further industry consultation and evaluation.
The DOT said it is also exercising strict due diligence in selecting creative and digital partners, ensuring that the campaign meets industry standards while maintaining fiscal discipline.
Angara-Mathay added that the refreshed messaging is intended to be more globally resonant and youth-friendly, particularly for Gen Z travelers who increasingly view tourism as both adventure and identity.
