Philippines Prepares for a Rebound in Tourism with New e-Visa Program

Published on December 27, 2025

As of December 20, 2025, the Philippines recorded about 5.6 million foreign visitor arrivals, closely similar to the total of 2024. This represents steady growth from pre-pandemic figures in 2019, with more than 8 million visitor arrivals. But while optimistic for a much stronger recovery in the coming year, especially with the resumption of the Philippine e-Visa program just recently to Chinese travelers, the DOT said the government is gambling on that move to catalyze the rebound of Chinese tourism-one of the country’s key source markets.

The Impact of the e-Visa Resumption for Chinese Tourists
The reintroduction of the e-Visa program in November 2025 is a critical move for the Philippines as it works to revive its tourism sector. The e-Visa program allows Chinese visitors to apply for an electronic visa, streamlining the process and removing some of the barriers to entry that have previously hindered the flow of travelers from China. According to Ireneo Reyes, the Philippines’ Tourism Attaché to China, the resumption of the e-Visa system is expected to boost traveler confidence and encourage more Chinese tourists to visit the country in 2026.

“The e-Visa’s reintroduction is a key step toward restoring confidence and easing travel,” Reyes said. “While the full benefits of this program may not be fully felt during the peak booking periods of 2025, we expect a more visible impact beginning in the first quarter of 2026.”

China is one of the largest outbound travel markets globally, and restoring easy access to the Philippines is seen as a vital part of the country’s efforts to drive tourism growth. Prior to the pandemic, China was one of the Philippines’ top source markets, and with the e-Visa program now reinstated, it is expected that Chinese tourist arrivals will begin to rise steadily throughout 2026.

Challenges in Restoring Full Connectivity
Despite the optimism surrounding the resumption of the e-Visa program, there are still challenges to overcome. The DOT pointed out that the recovery of the tourism sector has been slowed by limited flight capacity. Currently, routes between China and the Philippines are operating at only about 45% of pre-pandemic levels. This limited air connectivity has been a significant barrier to tourism growth, as fewer direct flights mean fewer opportunities for potential visitors to travel.

In response, the DOT has been actively engaging with airlines and aviation stakeholders to gradually restore flight routes and increase seat capacity. These efforts are essential for improving connectivity between China and the Philippines and for tapping into the growing demand from Chinese travelers.

“Improving air connectivity presents a major opportunity, especially with China being one of the world’s largest outbound travel markets,” the DOT said. “We are working closely with our aviation and tourism partners to rebuild these connections and restore confidence in the Philippines as a travel destination.”

Southeast Asia and Other Key Markets Driving Growth
In addition to the expected rebound in Chinese tourism, the Philippines has also seen steady traffic from other key markets. Southeast Asia, particularly South Korea, remains a strong source of visitors. However, the region has experienced some turbulence due to economic factors such as a weakening South Korean won, which has impacted South Korean travelers’ spending power. Despite this, the DOT remains confident that with improved marketing efforts and better access, tourist arrivals from South Korea will remain strong in 2026.

Overall, Southeast Asia continues to be one of the Philippines’ largest tourism markets, accounting for a significant portion of weekly international flights to the country. With improved flight capacity and a more robust global travel recovery, the Philippines is positioned to benefit from strong regional demand, particularly from neighboring countries.

Tourism Revenue and Job Creation Remain Strong
Despite the challenges, the tourism sector in the Philippines has remained resilient. In 2024, tourism generated a total of 3.86 trillion pesos (about $69.5 billion USD) in revenue, and the industry supported over 6.75 million jobs. These figures reflect the significant contribution that tourism continues to make to the Philippine economy, even as it works through pandemic-related setbacks.

The Philippines’ tourism strategy has focused on diversifying its offerings, from beach resorts and nature-based tourism to cultural experiences and city tourism. As global travel trends shift, the government has been proactive in exploring new markets and enhancing tourism infrastructure to make the country more attractive to both traditional and emerging travel sectors.

Looking Ahead: Optimism for 2026 and Beyond
Looking ahead, the DOT remains optimistic that 2026 will see a significant uptick in international tourist arrivals. The resumption of the e-Visa program for Chinese travelers, combined with efforts to restore flight routes and improve overall accessibility, provides a solid foundation for growth. Additionally, the country’s commitment to enhancing safety measures, improving infrastructure, and offering diverse tourism experiences will continue to play a crucial role in attracting travelers.

“Despite the challenges we’ve faced, the Philippines has demonstrated incredible resilience,” said Tourism Secretary Christina Frasco. “We are optimistic that with the full resumption of air connectivity and the expansion of tourism offerings, we will see a strong rebound in 2026.”

The Philippines Poised for Tourism Growth in 2026

While foreign visitor arrivals in 2025 remained stable, it is promising in 2026 with the return of the Chinese market through the e-Visa program. With continued efforts toward restoring flight capacity and improving tourists’ travel experiences, there are many reasons why the Philippines can have a quite vibrant year in terms of tourism. Proactive engagement by the government, together with efforts put in by tourism and aviation stakeholders, makes the country stand out for international visitors.