The Philippine Department of Tourism (DOT) expressed its optimism regarding attracting more foreign visitors after promising January figures.

During the opening of the 32nd Philippine Travel Tour Expo on February 7, tourism secretary Christina Frasco announced that inbound tourism had grown by 9.13% compared to January 2024, with approximately 626,900 foreign nationals visiting the Philippines last month.

In 2024, the country recorded nearly 5.94 million total visitors, including around 510,000 overseas Filipinos.

Frasco stated: “This indicates a strong and robust start for Philippine tourism. This nine percent growth is happening across our source markets.”

She also mentioned the department’s goal to maintain this upward trend, focusing on improving barriers to entry for tourists.

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Furthermore, the DOT is working to facilitate travel for foreign tourists, particularly by training more South Korean-speaking tourism call center agents to assist in communication. They aim to include Mandarin-speaking agents, enhancing the capability to serve diverse visitors.

Additionally, the department is establishing first aid centers in major tourist areas, including La Union, Boracay, Bohol, and Palawan.

The Philippine Travel Agencies Association supports these developments, noting that travel trends have evolved to include preferences for experiential tourism.

Yang commented: “Social media has changed the demographic of travelers. They are now seeking quality experiences, regardless of the cost.”

He also highlighted that the popularity of destinations like Boracay, Siargao, Bohol, and Siquijor continues to grow with the travel market.