The Philippines, known for its stunning beaches and rich cultural heritage, is currently facing challenges in attracting tourists from China. In 2024, the number of arrivals from China reached only 312,222, falling significantly short of the projected 2 million. This decline is largely attributed to the country’s stricter visa regime compared to its ASEAN neighbors, which have adopted more lenient policies for Chinese travelers.
Tourism Secretary Ma. Christina G. Frasco highlighted that the suspension of the electronic visa (e-visa) scheme for Chinese visitors contrasts sharply with the practices of neighboring countries, where visas are either not required or are available upon arrival. This limitation has not only affected tourist numbers but has also hampered the Philippines’ ability to compete in the regional tourism market.
Looking ahead, the Department of Tourism (DoT) is hopeful for the restoration of the e-visa program specifically for Chinese visitors, and they are also preparing an e-visa scheme for Indian travelers. This strategic move is expected to enhance accessibility and attract more tourists to the archipelago.
However, the DoT is also contending with budgetary constraints that hinder its promotional efforts. The budget for tourism branding and promotion has been drastically reduced from P500 million to just P100 million, which poses a significant challenge in raising awareness of the Philippines as a travel destination.
Despite the hurdles, the Philippines welcomed 5.95 million international visitors last year, marking a 9.15% increase, yet still falling short of the ambitious target of 7.7 million. To maintain growth in tourism, it is crucial for the government to address these challenges and invest in strategies that will make the Philippines a more attractive destination for international travelers.