With around 7,000 of the “most heavenly islands in the world,” according to Condé Nast Traveler magazine, there is no doubt that the Philippines is beautiful and worth visiting.

From its delectable food to the warmth of its people, from pristine white-sand beaches to centuries-old festivals, the country has no shortage of tourist attractions worth experiencing.

What can be frustrating for both locals and foreigners, however, is not the lack of destinations but the difficulty of transport connectivity—and the cost of getting to them, particularly high airfare. Still, tourism continues to thrive despite these challenges, including severe weather systems that led to travel disruptions in 2025.

Tourism Secretary Cristina Garcia Frasco said at last week’s Kapihan sa Manila Prince Hotel that tourism remains a major driver of employment and economic activity in the Philippines, supporting around 16.4 million jobs nationwide, both directly and indirectly. More than 90 percent of those employed in the sector belong to micro, small, and medium enterprises.

She expressed gratitude to Filipinos for making the Philippines No. 1 in domestic tourism in the ASEAN region, as reported by the World Travel and Tourism Council. Domestic tourism, she said, “performed phenomenally well” last year, recording 134 million domestic trips valued at around $70 billion—exceeding pre-pandemic levels of approximately 122 million trips in 2019.

Another milestone achieved last year was the elevation of Filipino cuisine on the global stage and the emergence of the Philippines as a gastronomic destination, thanks to the Michelin Guide, whose mission is “to guide international travelers and local food lovers to the best restaurants, to highlight world culinary scenes, and to promote travel culture.”

Frasco said the Michelin Guide’s arrival last October 30 marked a historic moment, with 108 establishments in Manila and Cebu recognized, including one Two-Star, eight One-Star, and 74 Michelin-selected restaurants.

“With 7,641 islands brimming with diverse flavors, age-old traditions, and bold culinary innovation, the Philippines is a gastronomic paradise where heritage and modernity harmoniously collide,” the Michelin Guide said on its website. “From the bustling dining hubs of Manila and its environs—where Filipino cuisine shines with deep regional roots—to the vibrant food culture of Cebu, a world-class tourism destination with a thriving hospitality scene, the country’s ever-evolving culinary landscape continues to captivate global palates.”

“Our Michelin Inspectors have been following the evolution of the Filipino culinary scene with great excitement,” said Michelin Guide International Director Gwendal Poullennec. “The country’s deep-rooted culinary traditions, combined with a strong openness to global influences, create a uniquely diverse dining culture.”

This year, tourism has much in store for the country. As part of the Philippines’ ASEAN chairmanship, it will host the ASEAN Tourism Forum, bringing together tourism ministers from ASEAN member states and partner countries, as well as international buyers. Around 5,000 official delegates from across the region are expected to attend ASEAN-related meetings throughout the year.

“This will bring immediate, quantifiable business for our local tourism stakeholders,” Frasco said, citing the ASEAN Travel Exchange component of the forum. At least 700 buyers have registered to participate in business-to-business meetings with local destinations, hotels, resorts, and tour operators.

Efforts are also underway to address longstanding challenges in tourism infrastructure and services. Frasco said 14 Tourist Rest Areas have been constructed nationwide, offering clean restrooms, information counters, lounges, charging stations, dining areas, and pasalubong centers.

“For the first time, we now have a tourist assistance call center that has already catered to around 23,000 calls from tourists seeking help,” she said. She also cited the introduction of transit tours, which allow transiting passengers from visa-free countries with at least an eight-hour layover to visit heritage sites and experience Metro Manila.

In addition, a medical tourism concierge, developed in partnership with health providers, will soon offer specialized services at airports. The country also launched 19 new international direct flight routes in 2025, linking gateways such as Manila, Cebu, Clark, Iloilo, and Kalibo to major cities across Asia, Oceania, North America, and Eastern Europe.

The challenges confronting Philippine tourism remain real. But so, too, are the gains—built on the energy of local travelers, the pride of Filipino culture, and steady efforts to improve access and experience. If these initiatives are sustained and expanded, tourism can continue to be not just a showcase of the country’s beauty, but a meaningful driver of jobs, confidence, and national pride. ([email protected])