Philippines Struggles to Reclaim Chinese Tourist Market as Southeast Asian Rivals Surge, Get the Details Here

Published on December 19, 2025

Currently, the Philippines, together with the rest of the nations involved, is facing a big problem as it tries to restore the tourism market, especially where Chinese tourist arrivals are involved. According to the data released by the Asean+3 Macroeconomic Research Office, or the Amro, the number of tourist arrivals involving the Chinese totaled only 312,000 for the year 2024, which comprised only 18 percent of the pre-pandemic tourist traffic. This has been a big problem for the tourism market, especially since the Philippines has become the country with the lowest growth with regard to the number of Chinese tourist arrivals vis-à-vis other Southeast nations. In fact, the tourist arrivals for the year 2024 can be compared to the huge number the country registered back in 2019 with a total of 1.7 million Chinese tourist arrivals prior to the global pandemic.

Chinese nationals now comprise only 5 percent of the overall foreign visitor arrivals in the Philippines, while before the COVID-19 outbreak, they comprised over 21 percent. Such a loss has also caused the Philippine tourism industry considerable stress as the country had not yet caught up with its Southeast Asian neighbors before the outbreak occurred.

Regional Competitors Soar While the Philippines Lags Behind
In stark contrast to the Philippines, its regional competitors have been successful in attracting large numbers of Chinese tourists in 2024. Countries such as Malaysia, Vietnam, and Singapore have made significant strides, with Chinese arrivals in these countries surging to 3.3 million, 3.7 million, and over 3 million visitors, respectively. These numbers underscore the Philippines’ struggle to compete in the crowded Southeast Asian tourism market.

For example, Malaysia has benefited from its well-established tourism infrastructure and proximity to China, which makes it an attractive option for Chinese travelers. Vietnam, with its booming coastal tourism, and Singapore, with its reputation for high-quality services, have also successfully positioned themselves as top destinations for Chinese visitors. The Philippines, on the other hand, continues to grapple with infrastructure issues and a lack of marketing that could make it a more compelling choice for tourists from China.

Tourism Slump Deepens as Total Foreign Arrivals Remain Below Pre-Pandemic Levels
The drop in Chinese tourism has been part of a broader slump in the Philippines’ tourism numbers. According to Amro, total foreign arrivals to the Philippines in 2024 totaled 5.9 million, a 28 percent decline from pre-pandemic figures. This reduction in tourism flows is especially concerning for the Philippine government, which had hoped for a more robust recovery in the post-pandemic years.

In 2019, the Philippines saw a peak of 8.2 million foreign visitors, trailing behind regional powerhouses such as Thailand (40 million visitors), Malaysia (26 million), and Indonesia (16 million). Although the Philippines’ tourism industry is still recovering, it remains under significant pressure to bounce back and regain lost market share.

Challenges Contributing to the Decline in Chinese Tourist Arrivals
Several factors have contributed to the slowdown in Chinese tourist arrivals to the Philippines. The most significant of these are the slower economic growth in China and ongoing geopolitical tensions, particularly in the South China Sea. These issues have dampened the desire of many Chinese tourists to travel to the Philippines, as tensions in the region have created an air of uncertainty.

In addition, the Philippines has also struggled with a lack of robust marketing and international promotion when compared to its competitors. Countries like Malaysia, Singapore, and Vietnam have made substantial investments in marketing their destinations to Chinese tourists, capitalizing on digital campaigns, high-quality infrastructure, and friendly visa policies.

Government Measures and Efforts to Revive Chinese Tourism
To combat the downturn, the Philippine government has been taking steps to revive the Chinese tourism market. A key initiative aimed at attracting more Chinese tourists was the resumption of the e-visa program in November 2024. The program allows Chinese nationals to stay in the Philippines for up to 14 days, streamlining the process and making it easier for Chinese visitors to travel to the country.

Despite this positive step, many observers remain skeptical about the Philippines’ ability to recover lost ground in the face of heightened competition. Tensions in the South China Sea continue to pose a significant challenge to the Philippines’ tourism appeal, with negative headlines regarding territorial disputes and security incidents potentially deterring Chinese travelers.

Negative Headlines and Impact on the Philippines’ Image
The image of the Philippines in the eyes of Chinese tourists has been affected by negative news coverage, which has often overshadowed the country’s tourism offerings. Stories about territorial disputes in the South China Sea, reports of Chinese students being kidnapped, and accusations of human trafficking have raised concerns among potential visitors. The Chinese media has criticized the Philippines for its stance on issues such as the South China Sea and its relationship with China.

An editorial in the state-run People’s Daily called for the Philippines to show more “sincerity” in addressing Chinese concerns. The publication highlighted that while other Southeast Asian countries such as Malaysia and Singapore have invested in high-quality maritime tourism systems, the Philippines is often overshadowed by negative headlines that create an image of insecurity and hostility. The editorial suggested that such an environment is not conducive to attracting Chinese tourists, who prioritize safety and a welcoming atmosphere when choosing travel destinations.

Pressure to Improve Infrastructure and Expand Tourism Footprint
To remain competitive in the Southeast Asian tourism market, the Philippines must improve its tourism infrastructure and expand its tourism footprint beyond the popular destinations around Manila and Cebu. According to Amro, more than 60 percent of total tourist overnight stays are concentrated in these areas, leaving many promising sites underdeveloped or difficult to reach.

The government has been urged to invest in better transport connectivity, upgrade utilities like water and sanitation, and enhance digital readiness and visitor facilities across the country. By addressing these infrastructural constraints and diversifying the tourism offerings, the Philippines could better position itself to attract tourists from China and other countries in the region.

Optimistic Outlook for the Future
Despite the current struggles, there remains hope that the Philippines can still make significant progress in boosting tourism numbers. Experts suggest that seasonal increases in foreign tourists, particularly around the Christmas holidays, could help improve the overall figures. Filipino overseas workers often return to the Philippines during this period, contributing to an uptick in tourist arrivals.

With continued efforts to address infrastructure challenges, improve safety, and enhance the country’s image, there is potential for the Philippines to gradually recover and become a more attractive destination for international tourists, including those from China.

A Long Road Ahead for the Philippines

The tourism industry in the Philippines is looking at a long road to revitalize, especially with regards to Chinese tourists. The competition in the region has already moved forward, and the geopolitical strains that exist between China and other countries continue to cast a heavy influence on the country’s attractiveness as a destination. With correct investment, however, the Philippines can regain its lost market share.