In April of this year, we reported a change of leadership in the Philippine Department of Tourism as former trade attache to Japan Dita Angara-Mathay took over from Christina Frasco.
Despite this shift to a leader with considerable diplomatic experience, the Philippines continues to struggle when it comes to boosting arrival numbers and ensuring that foreign travellers come back for another trip.
In an interview with Philippine broadcast network ABS-CBN in May, Philippine Travel Agencies Association (PTAA) secretary-general Arnel Gomez remarked:
“With an ongoing conflict in Iran, we are seeing a reshaping of the global travel patterns and it is felt across the Philippine tourism sector. While travel remains possible, it's becoming more cautious, more expensive, and more regionally-focused. [Also], we are not seeing a minor disruption in travel…it’s the biggest shock travel after the COVID era: it's cost-driven, it's route-driven, and confidence-driven.”
An earlier op-ed from The Straits Times in Singapore ruefully observed that Philippine tourism seems to be moving in reverse, considerably lagging behind its regional neighbours in terms of competitiveness, impact, and recall.
Admittedly, recent observations of Philippine tourism have been critical to say the very least, and perhaps it is time for the country to learn from its regional peers as to how it can run a successful and sustainable tourism scene.
Not a very good year
Let us consider the country’s performance in the past year which significantly failed to meet key targets.
According to a report from International Private Investment published in March of this year, the country’s tourism sector underperformed in comparison with its regional neighbours.
The report states: “The country ended 2025 with 6.484 million total inbound arrivals, including 5.941 million foreign visitors and 543,085 returning overseas Filipinos, while tourism receipts reached PHP 694 billion. That amounted to recovery, but not breakout growth: the foreign visitor count remained well below the scale seen in competing regional markets.”
Critics, local and foreign, say that tourism officials are prioritising the wrong areas, and it’s a misguided approach that has yet to be corrected.
As one critic declared in 2025:
“Our ASEAN neighbours, Thailand, Vietnam, even Cambodia, surged ahead, welcoming back tourists with efficient systems, stable pricing, and clear messaging.What did we get instead? A PHP49 million Love the Philippines campaign that became a national embarrassment after using stock footage from Brazil, Indonesia, and Switzerland… We got Tourist Rest Areas built in low-traffic towns: some locked, idle, or utterly unused while world-class destinations like Bohol and Siargao remain plagued by broken roads, overpriced transfers, and zero traveller assistance.Tourist dissatisfaction [from] high prices, poor infrastructure, [and] limited accessibility has been building since 2022…because of mismanagement, poor prioritisation, and blind political optics.”
Another critic pointed out that, while tourism-centric economies like those of Thailand and Vietnam have worked on their infrastructure to make things easier for foreigners, Philippine officials have been parsimonious with funding and have been negligent in terms of tourist comfort.
As they put it: “In the Philippines, many dream destinations still require multiple flights, long van rides, boat transfers, and unpredictable schedules. Paradise exists, but reaching it often feels like a quest.”
Learning from the neighbours
We have stated time and again that what the Philippines needs is to look to the highly successful evolutionary campaigns of its closest neighbours.
Based on what is currently being done throughout the continent, Philippine tourism officials and the country’s national government should build their strategies based on three notable points.
These are:
It pays to stick to one slogan and build from there
Thailand’s Amazing Thailand tagline has been in use since 1998; Malaysia’s Malaysia Truly Asia since 1999; and Indonesia’s Wonderful Indonesia since 2011.
The Philippines, however, has been changing its tagline for every presidency that has led it since Corazon Aquino took the reins in 1986!
Indeed, every new administration elected into power treats branding as a personal legacy rather than a consistent national commitment.
This has resulted in very little brand recall on the part of foreign visitors and a palpable lack of a solid visual identity for the country.
Leveraging innovation and technology is key
Japan and Singapore are two nations that consider analytics rather than optics when planning ahead for tourism.
Japan, in particular, makes optimal use of targeted AI tools and data analytics to spread visitors beyond major hubs, thus capturing a massive share of inspirational global travel demand.
Singapore, on the other hand, has been acclaimed as a global pioneer in the use of artificial intelligence for destination marketing and management.
To date, the Singapore Tourism Board actively analyses tourist data to see target areas for optimised marketing.
By doing so, the STB ensures that the right message reaches the right audience at the right time.
A number of Asian nations, particularly Thailand and South Korea, have also seen the benefits of unified and sustained digital marketing campaigns, particularly those anchored by local talents who have made it big overseas.
Easing visa regulations
While the Philippines has already relaxed visa regulations for Chinese and Indian travellers, it has far to go compared to some of its peers.
Vietnam and Malaysia, in particular, have seen an increase in foreign arrivals stemming from their relaxed visa procedures and requirements.
At the same time, perhaps the Philippines should throw its support behind the proposed unified ASEAN visa which specifically aims to boost the sub-region’s appeal as an all-in-one global destination; after all, what benefits one, can easily benefit all within the same region.
