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Manila Bulletin devider Philippines devider National devider DOT: Quality tourism, not arrivals alone, defined PH gains in 2025

DOT: Quality tourism, not arrivals alone, defined PH gains in 2025

Published Jan 20, 2026 02:45 pm

At A Glance

  • Philippines' tourism in 2025 focused on quality-driven growth, generating broader economic impact.
  • Michelin Guide recognized 108 establishments; Terra Madre Asia held in Bacolod.
  • SALAAM 2025 Expo highlighted rising demand for Halal and Muslim-friendly travel.
  • New international flights and cruise calls improved access for visitors.
  • Total arrivals reached 6.48 million, generating a preliminary ₱694 billion in visitor expenditures.
Department of Tourism (DOT) Secretary Christina Garcia-Frasco (Photo courtesy of DOT)
Department of Tourism (DOT) Secretary Christina Garcia-Frasco (Photo courtesy of DOT)
The Department of Tourism (DOT) on Tuesday, Jan. 20, said that the Philippines’ tourism performance in 2025 was driven by a quality-focused approach that generated broader economic benefits beyond visitor numbers.
DOT Secretary Christina Garcia Frasco highlighted that the gains reflected a deliberate shift toward quality-driven tourism and stronger service delivery.
The country’s tourism brand was boosted by the Michelin Guide, which recognized 108 establishments in Manila and Cebu.
The Philippines also hosted the first-ever Terra Madre Asia and the Pacific in Bacolod City.
The SALAAM 2025 Expo, a Muslim travel trade show, generated around ₱1.8 million in sales, signaling growing demand for Halal and Muslim-friendly travel experiences.
Tourism access and experiences were enhanced with 19 new international direct flight routes across Manila, Cebu, Clark, Iloilo, and Kalibo.
The Cruise Visa Waiver program continued to expand, alongside 136 cruise calls carrying over 56,000 passengers.
The Transit Tour Program and Medical Concierge Services offered curated layover tours and end-to-end assistance for medical and wellness travelers nationwide.
On-the-ground systems were strengthened with the 24/7 Tourist Assistance Call Center, which handled 23,210 transactions with Mandarin and Korean support.
Fourteen Tourist Rest Areas nationwide were also constructed, equipped with essential amenities for travelers.
The Philippine Experience Program expanded to 13 regions and became bookable through a partnership with digital platform Klook, broadening tourism access across the country.
Workforce development supported quality tourism, with thousands trained under the Filipino Brand of Service Excellence program and the Tourism Industry Skills Program.
Trained tourist police were also deployed nationwide to enhance service and safety for visitors.
Tourism support extended to workers and enterprises, with over 40,000 tourism workers assisted after calamities.
In addition, 1,025 applications were recorded under the Turismo Asenso Loan Program, while 2,697 beneficiaries were aided through the Bayanihan sa Bukas na May Pag-asa sa Turismo program.
Despite travel advisories, severe weather, and fiscal constraints, the Philippines recorded between 5.86 million and 5.94 million foreign visitor arrivals in 2025.
Including returning overseas Filipinos, arrivals rose to 6.48 million, translating to a preliminary estimated ₱694 billion in international visitor expenditures.
Preparations are underway for the ASEAN Tourism Forum 2026 in Cebu and the UN Tourism Global Forum on Gastronomy, signaling continued focus on value-driven tourism growth.

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Phillipine tourism quality tourism DOT
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