As Philippines tourism slumps, soul-searching begins: ‘not a priority Asean destination'?
the Philippines ' seventh-place ranking for tourist arrivals in Southeast Asia has sparked soul-searching among Filipinos, who blame poor infrastructure, high costs and weak accessibility – even as experts say the country is quietly shifting towards a more sustainable, higher-value model of tourism.
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The online uproar began with a widely shared post by content creator Thea Tan, who wrote on social media earlier this month: 'The Philippines has what other countries dream of: jaw-dropping beaches, vibrant culture, incredible food, and the warmest locals. So, why are tourists still choosing Thailand, Vietnam, and Bali over us?'
Tan cited figures from the Outbox Company, a Vietnam-based travel intelligence firm, showing that the Philippines attracted just 2.1 million of Southeast Asia's 48.5 million tourist arrivals in the first four months of this year.
Malaysia led the region with 13.4 million visitors, while Thailand had 12.09 million and Vietnam welcomed 7.67 million tourists in the same period, official data from the countries showed.
In 2024, the Philippines received 5.9 million visitors – narrowly trailing
Cambodia 's 6.7 million and well short of its target of 7.7 million, according to government statistics.
Tourists at Chocolate Hills in Bohol province in the Philippines. Only 5.7 million tourists visited the country in 2024, well short of the government target of 7.7 million. Photo: Shutterstock
While Tan acknowledged recent gains in spending and average length of stay, she said these 'small wins don't hide the bigger truth: the [Philippines] is still not a priority Asean destination'. She described the country as 'exhausting' due to inadequate transport infrastructure and access.
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