The Philippine Department of Tourism (DOT) plans to expand its promotions budget for key and emerging markets in 2026, which include the United States, South Korea, Canada, China, India, and the Middle East.
Tourism Secretary Christina Frasco stated that the DOT aims to fully recover the South Korean market, which decreased to 1.34 million visitors last year from 1.45 million in 2024. She expressed optimism about the United States serving as a reliable market to increase visitor numbers in 2026. Additionally, the DOT anticipates that new connections through Air Canada will enhance tourist inflow from Canada.
2025 Recap
The Philippines recorded 6.4 million foreign visitors alongside returning Filipino expatriates in 2025, generating an estimated PHP694 billion in tourism revenues. South Korea led the statistics, followed by the US and Japan.
Looking Ahead to China
With an eased visa policy for Chinese visitors, allowing up to 14 days, the DOT plans intensified promotional activities in China. Frasco remarked: “China has been challenging, to say the least. So, for China specifically, we’re working with our Beijing and Shanghai offices plus the private sector. We will have a very specific targeted campaign in certain cities.” Despite current inbound flights being only 50% of pre-pandemic levels, the new visa policy is expected to provide substantial assistance.
Growth from the Middle East
The Philippines also anticipates growth in tourist arrivals from the Middle East, specifically from the United Arab Emirates, where Emirates Airlines seeks to expand its flight slots to Manila as well as to retain or enhance their Cebu and Clark flights.
