Philippines Eyes Recovery in Tourism Sector After Decline from South Korea and China Markets, Here’s All You Need to Know

Published on December 15, 2025

With its pristine beaches and lively tourism, the Philippines welcomed 4.7 million international visitors in the first 11 months of 2025. Although the figure indicates a substantial volume of foreign arrivals, the number also represents a 3.02% decrease compared to the previous year. Despite being hailed as Asia’s Leading Beach Destination at the 2025 World Travel Awards, the country struggled with fewer arrivals from key markets, especially South Korea and China, which had a noticeable impact on overall tourism figures.

Tourism Numbers: A Mixed Bag for the Philippines

According to the Department of Tourism, the 4.7 million visitors in 2025 represent a decline in foreign tourism for the first time in several years. Arrivals from South Korea, which has historically been the Philippines’ largest source of international tourists, dropped by 21%. South Korean tourists typically flock to destinations like Boracay, Cebu, and Palawan, but political tensions and safety concerns have dampened travel from this market. As of November, South Korean visitors totaled 1.13 million, down from 1.43 million in the same period last year.

Meanwhile, China, which is the Philippines’ fifth-largest source market, saw a 16.55% decrease in arrivals, with just 248,000 Chinese tourists visiting the country by November 2025. The decline in these two markets has contributed to the overall drop in foreign visitors, affecting the Philippines’ tourism industry, which has heavily relied on both nations.

Impact of Safety Concerns on Tourism

Several incidents involving the deaths of South Korean and Japanese tourists in the Philippines have raised significant concerns about the safety of foreign visitors. These unfortunate events have cast a shadow over the country’s tourism reputation, particularly in popular destinations like Boracay and Manila. Safety and security are critical factors for tourists when choosing a destination, and these incidents have led to growing anxiety among travelers from key markets.

The Filipino government has acknowledged these safety concerns and pledged to take proactive measures to ensure the safety of international visitors. According to the Philippine News Agency, the government has introduced stronger safety protocols, including enhanced monitoring of tourist activities, increased security personnel in popular tourist areas, and better communication of safety standards to both tourists and local businesses. These measures aim to rebuild trust and confidence in the country’s tourism sector, ensuring that future tourists feel secure and welcomed.

Reviving Chinese Tourism with E-Visa Program

In response to the decline in Chinese tourist arrivals, the Philippines has taken significant steps to reinvigorate its relationship with one of its most important tourism markets. In November 2025, the Philippines resumed its e-visa program for Chinese nationals, which had been suspended for nearly two years due to the global pandemic. The resumption of this program is expected to facilitate easier travel for Chinese tourists, particularly those who prefer the convenience of an online visa application process.

The e-visa program has been widely regarded as a crucial tool in boosting Chinese tourism, offering a seamless entry process for Chinese visitors. The Philippines hopes that the easing of travel restrictions and the simplification of visa procedures will attract more Chinese tourists to the country, who historically have visited top beach destinations such as Boracay, Palawan, and Cebu. Additionally, the country’s tourism authorities are planning targeted campaigns to highlight the unique cultural and natural attractions that the Philippines offers, hoping to reignite interest among Chinese travelers.

Other Key Markets Continue to Contribute to Growth

While South Korean and Chinese tourism have faced setbacks, other markets have shown more resilience. The Philippines has continued to attract tourists from a variety of countries, with notable growth from Japan, the United States, and Australia. These markets are expected to play an increasingly important role in sustaining tourism to the Philippines in the coming years.

The United States remains a strong market for the Philippines, contributing a consistent number of visitors who are drawn to the country’s rich culture, heritage, and world-famous beaches. Similarly, Australia has been a growing source of tourists, with more travelers seeking destinations in Southeast Asia that offer both relaxation and adventure.

Despite the declines from South Korea and China, the Philippines’ diverse range of offerings—ranging from its tropical beaches to vibrant city life—has helped it maintain its position as one of the most sought-after destinations in Asia. The government’s ongoing focus on tourism development, infrastructure improvements, and global marketing campaigns has ensured that the country remains an appealing option for international travelers.

A Closer Look at Boracay: Asia’s Leading Beach Destination

The Philippines’ beaches, particularly those on Boracay Island, continue to be a major draw for both international and domestic tourists. Recently named Asia’s Leading Beach Destination at the 2025 World Travel Awards, Boracay remains a flagship location for the country’s tourism industry. Known for its powdery white sand beaches, crystal-clear waters, and vibrant nightlife, Boracay attracts thousands of tourists each year.

However, the island, like other parts of the Philippines, has faced the dual challenge of balancing tourism growth with environmental sustainability. In response, the Philippine government has implemented measures to preserve the island’s natural beauty, including limiting the number of tourists allowed on the island at any given time and investing in waste management systems.

Boracay’s continued popularity demonstrates the global appeal of the Philippines’ beach destinations, but it also underscores the need for sustainable tourism practices to ensure that the country’s natural wonders remain protected for future generations.

The Road Ahead: Recovery and Resilience

As the Philippines navigates the challenges of 2025, the outlook for the country’s tourism sector remains cautiously optimistic. While the decline in tourists from key markets like South Korea and China has presented obstacles, the country’s tourism industry has proven resilient. The government’s efforts to improve safety measures, simplify visa procedures, and focus on diversifying its tourist base are expected to help the industry recover and thrive in the long term.

Moreover, the Philippines’ strong tourism brand, bolstered by awards such as Asia’s Leading Beach Destination, continues to attract attention from travelers worldwide. As safety concerns are addressed and new markets are targeted, the country is likely to see a resurgence in visitor numbers in the years to come.

In the short term, the focus will remain on rebuilding trust with key source markets, reviving Chinese tourism, and ensuring that popular destinations like Boracay, Palawan, and Cebu remain safe and sustainable. With its unmatched natural beauty and welcoming culture, the Philippines is poised to retain its place as one of Asia’s top travel destinations.

Philippines’ Tourism on the Path to Recovery

Challenging though the year 2025 has been for the Philippines, it is still one of the global tourism markets. It is now even more capable of experiencing such a bounce for 2026 and beyond, given the pro-active measures taken to address safety concerns and rejuvenate key tourist markets. As the country keeps innovating and adapting to new developments, there is a fair possibility that the Philippines will regain its place among the topmost beloved and popular travel destinations in Asia.