The Philippines is eyeing higher tourism targets on the back of
positive performance, having welcomed 5.4 million foreign visitors in
2023. Looking ahead, the Philippine Tourism Promotion Board (TPB)
anticipates a rise in arrivals to 7 million in 2024.
Among the Philippines’ top visitor source markets, South Korea led
the pack with 1.4 million arrivals in 2023, accounting for 26.4% of all
foreign arrivals, followed by the US, Japan, Australia and China.
As 2024 marks the 75th anniversary of Philippine-Korean bilateral
relations, TPB is planning extensive promotions and activations
throughout the year in this market.
Maria Margarita Montemeyor Nograles, COO of TPB, highlighted the
seamless digital connectivity provided by the recently launched
Philippines Travel app. “With just a click, you can see snippets of over
7,000 islands in the Philippines.”
The app priorities user-friendliness, categorising information by
region, activity, and experience. It also provides a list of tour
operators and guides for selected destinations, making it an invaluable
tool for travel professionals and tourists alike.
TPB is actively developing and promoting community-based tourism
products to enhance the experiences in many destinations, including
working with Whang-od Oggay, the Philippines’ oldest tattoo artist who
displayed her Kaling tribe tattoos in the Cordilleras region on the
cover of Vogue Philippines, attracting international attention for this remote northern region.
Maria Margarita Montemeyor Nograles, COO, TPB
“With just a click, you can see snippets of over 7,000 islands in the Philippines.”
In the southern region of Mindanao, Davao has established a regular
connection with Hong Kong, and there are plans for a new flight to
Taiwan.
Nograles expressed, “We like to say that you go from highlands to
islands in 30 minutes.” Enhancing accessibility, visitors can explore 11
Mindanao tribes at an open-air museum, providing an opportunity to
engage with every community in one location.
Another avenue that TPB is supporting in the area is MICE. Nearby
Samuel Island boasts a brand-new convention centre that can host events
for up to 2,000 attendees.
Nograles singled out important events during the year, like
Connections Luxury Philippines 2024 (19-22 May), MICECON (10-12 July)
and PHITEX 2024 (3-5 September).
The tourism chief also talked a poignant campaign featuring a series
of videos where well-known overseas Filipinos return not just to visit
their ‘lolo and lola’ (grandparents) but to discover their homeland as a
destination.
Other important segments for TPB include Filipino food, with
well-known chefs working with indigenous ingredients around the country,
the wellness and luxury segments that are getting increased exposure
and new infrastructure like the Clark Airport where visitors experience
local culture even before they leave the building.