Around 4.08 million foreign tourists arrived in the country since Jan. 1 this year, the Department of Tourism (DOT) disclosed on Wednesday, Sept. 11.
DOT Secretary Christina Garcia-Frasco said the registered tourist arrivals is already half-way of the target 7.7 million for 2024.
"Despite a remaining shortfall of 3.61 million visitors to meet the annual target, the tourism sector shows strong signs of recovery," said Frasco during a forum moderated by former senator Joey Lina at the Manila Hotel on Wednesday.
Tourism revenues from January to August 2024 have reached P362 billion, reflecting an 11.17 percent increase over pre-pandemic levels.
“This financial rebound underscores the ongoing global interest in the archipelago and indicates a full recovery to pre-COVID levels,” Frasco said.
Frasco attributed the DOT's success to innovative strategies that go beyond traditional marketing.
“We are introducing new and immersive experiences that allow visitors to truly connect with the essence of the Philippines,” she noted, highlighting the department's commitment to experiential tourism and its diverse offerings.
Travel mart
In an effort to promote domestic tourism, Frasco encouraged residents to explore local destinations and take advantage of travel expos like the Philippine Travel Mart (PTM) for exclusive discounts on tour packages.
“The PTM has become a crucial platform for showcasing our extensive tourism offerings to international markets and solidifying our status as a top travel destination,” she added.
The PTM, which concluded on Sept. 8, featured approximately 300 exhibitors, including airlines, hotels, resorts, travel agencies, tour operators, and DOT regional offices.
Data from the Philippine Tour Operators Association (PHILTOA) indicates that last year’s PTM facilitated bookings to both popular and emerging destinations within the Philippines, such as the Spratly Islands and the Bangsamoro Autonomous Region in Muslim Mindanao.
“This year, participants will also present travel packages to international destinations across Asia, the US, Europe, and Australia,” Frasco said.
The 2023 PTM attracted around 60,000 visitors and generated P240 million in sales.