MANILA, Philippines – South Korea maintained its position as the “top source of foreign tourists” with arrivals increasing to 1,574,152 from 1,455,977 in 2023, garnering more than 26.46 percent of the total market share, data from the Department of Tourism (DOT) revealed.
In a media release, DOT Secretary Christina Garcia-Frasco attributed the mentioned growth to the different programs initiated by the department under the Marcos Administration.
“The growth of Korean tourists to the Philippines can be attributed to the effective strategic marketing initiatives, enhanced air connectivity, and strengthened cultural exchanges, particularly as the two nations marked the 75th anniversary of [their] diplomatic relations,” Frasco said.
“Furthermore, the Philippines' growing reputation as a prime destination for incentive travel has played a key role in this positive trend, attracting an increasing number of Korean companies hosting their reward trips for their employees in the Philippine's world-class tourist destinations," she added.
Coming in at the second spot is the United States, with 1,076,663 visitors in 2024, increasing from the 2023 digits of 1,041,305, DOT data showed.
According to Frasco, American tourists were mainly drawn by the country’s pristine beaches, world-class hospitality, the opportunity to spend time with family and friends, and new tourism experiences.
The Tourism Chief believed that the DOT’s development of authentic cultural attractions and indigenous tourism experiences under the Philippine Experience Program, the market development initiatives for cruising, culinary tourism, diving, wellness, and adventure travel contributed to the increase of tourist arrivals from the U.S.
Frasco also highlighted enhanced connectivity—including nonstop flights from San Francisco to Manila by United Airlines; and from Seattle to Manila by Philippine Airlines—have contributed to the growth of the U.S. market.
Meanwhile, DOT data showed that Japan emerged with a 22.84 percent growth in arrivals, reaching 444,528 visitors from its previous year’s 361,862.
According to Frasco, the increase can be attributed to aggressive tourism campaigns and strategic partnerships with Japanese travel agencies that contributed to the awareness and interest in the Philippines as a travel destination.
China, on the other hand registered a significantly lower number than the pre-pandemic figures, DOT mentioned.
Despite this, China showed signs of recovery with 313,856 arrivals compared to 264,922 in the previous year, attributed to the increased number of flights from 2023, both commercial and chartered, including the first half of 2024, connecting China directly to Cebu, Bohol, and Davao.
Cruise ships, carrying loads of visiting tourists, also started to arrive during the second half of 2024, with the new cruise visa waiver program becoming an important factor for such improved numbers, the DOT explained.
Other consistent contributors, according to the Tourism Department, included Australia (299,286) and Canada (269,300). Emerging markets like Taiwan and Singapore demonstrated strong growth momentum, with arrivals reaching 213,833 and 198,471, respectively.
The introduction of direct flights to Kalibo and Puerto Princesa, as well as the growth of niche markets such as English as Second Language (ESL) learning and diving contributed greatly to the visits of guests from Taiwan.
These markets highlight the country’s growing appeal as a convenient, culturally rich, and accessible destination, the DOT enthused.
The United Kingdom also sustained its position among the top contributors with 178,656 visitors, driven by a keen interest in heritage tourism and adventure activities.
Meanwhile, Malaysia emerged 10th in rank with 99,881 registered arrivals in 2024.
The Middle Eastern market also showed promising signs of recovery in 2024. The United Arab Emirates (UAE) posted a remarkable 668.34% recovery rate from its 2019 figures, reflecting increased air connectivity and a surge in interest in the Philippines as a leisure destination.
Qatar followed closely, with an impressive 832.87% recovery rate. Saudi Arabia registered a recovery rate of 66.54%, signifying a steady return of visitors from the Gulf region.
Likewise, Oman and Bahrain registered more than 200% recovery rates from the 2019 number of arrivals.
Those in the Top 25 source markets which have fully recovered as compared with 2019 data included Australia (102.63%), Canada (109.26%), Hong Kong (106.79%), UAE (668.34%), Italy (143.02%), Spain (111.08%), Guam (200.19%), New Zealand (100.50%), and Switzerland (102.01%).
"The growth in our visitor arrivals and receipts in 2024 underscores the resilience of the Philippine tourism industry and the collective efforts of our stakeholders,” Frasco said.
“This success is a testament to our unwavering commitment to showcasing the beauty, culture, and hospitality that make the Philippines truly unique on the global stage,” she added.
