Tourism in the Philippines Faces Challenges with Decline in South Korean and Chinese Visitors

Published on December 16, 2025

The Philippines has experienced a slight decline in international tourist arrivals, with the country recording a 2.16% drop in the first 11 months of 2025. According to the latest data from the Department of Tourism (DoT), the number of visitors dropped from 5.35 million in the same period of 2024 to 5.235 million in 2025. This decrease in visitor numbers comes amid a notable decline in tourists from South Korea and China, two of the Philippines’ largest tourist markets.

Although the total number of visitors showed a decline, the bulk of the arrivals—4.918 million—were still from foreign tourists, with the remaining numbers made up of overseas Filipinos returning to the country. The decrease in arrivals from key markets such as South Korea and China has raised concerns within the tourism sector, as both countries have historically been among the largest contributors to the Philippines’ tourism economy.

The Impact of Declining South Korean and Chinese Tourists

South Korea continued to be the Philippines’ largest source of international tourists, accounting for 21.66% of the total arrivals in the first 11 months of 2025. However, the number of South Korean visitors has dropped significantly, contributing to the overall decline in international arrivals. Historically, South Korean tourists have favored the Philippines for its proximity, tropical climate, and affordable travel options, making them a key market for Philippine tourism.

Similarly, China, another major source market, also saw a decline in tourist numbers. The COVID-19 pandemic and geopolitical tensions have had a long-lasting effect on travel from China, as travel restrictions and shifting tourism preferences have impacted outbound tourism to destinations like the Philippines. The decline in Chinese arrivals has been a major factor in the reduced overall tourist numbers, even as other markets remain stable or see growth.

The reduction in visitors from these two countries has been a setback for the Philippines’ tourism sector, which has been working to rebound from the pandemic’s impact and regain its standing as one of Asia’s premier travel destinations. The country’s tourism authorities are now focused on exploring new markets and boosting engagement with emerging travel destinations to offset these declines.

Shifting Focus to New Source Markets

In response to the decline from traditional markets, the Department of Tourism is working to expand the Philippines’ reach by targeting new source markets. Efforts are being made to attract more visitors from Southeast Asia, the Middle East, Australia, and Europe, regions where interest in Philippine destinations is growing. By diversifying its marketing strategy, the Philippines hopes to make up for the decline in South Korean and Chinese visitors while maintaining a steady flow of international tourists.

One of the areas the Philippines is focusing on is the luxury travel segment, promoting high-end destinations such as Boracay, Palawan, and Cebu, which remain popular among travelers seeking pristine beaches, private resorts, and world-class service. The country is also emphasizing its eco-tourism offerings, such as its national parks, diving spots, and natural reserves, attracting environmentally conscious travelers from around the world.

Continued Appeal of the Philippines’ Top Destinations

Despite the drop in numbers from South Korea and China, the Philippines continues to attract visitors from other regions, with Western countries showing a steady interest in visiting the archipelago. Popular destinations like Manila, Boracay, Cebu, Davao, and Palawan remain top choices for travelers. With its beautiful beaches, rich cultural heritage, and diverse activities ranging from adventure tourism to wellness retreats, the Philippines retains its appeal to a wide range of international tourists.

• Boracay Island, with its world-famous white sand beaches, continues to be a top choice for tourists seeking both relaxation and vibrant nightlife. Following the island’s rehabilitation and sustainable tourism efforts, Boracay has regained its status as a premier tourist destination.
• Palawan, known for its crystal-clear waters and UNESCO-listed sites such as the Puerto Princesa Underground River, remains a major draw for nature lovers and adventure seekers.
• Cebu is another popular spot, offering a combination of cultural attractions, historical sites, and beautiful beaches, while Davao is gaining popularity for its eco-tourism offerings and tranquil atmosphere.

Encouraging Regional Tourism and Expanding Domestic Travel

The Philippines’ Department of Tourism has also been promoting regional tourism to boost local travel. With infrastructure improvements and enhanced connectivity between major cities and lesser-known destinations, the domestic tourism market has been a key focus for the sector. By encouraging Filipinos to explore the country’s diverse provinces and destinations, the government hopes to stimulate economic growth and tourism activity.

Looking Ahead: Recovery Strategies for the Philippines

The tourism industry is looking ahead with optimism despite the setbacks in visitor numbers. The Philippines’ tourism authorities continue to invest in digital marketing campaigns and collaborations with international airlines to attract new tourists. In addition, efforts are being made to improve the overall travel experience, including enhancing airport facilities, streamlining visa processes, and ensuring sustainable tourism practices.

As the tourism industry rebounds, the Philippines is expected to recover and build on its reputation as a world-class travel destination. With an abundance of natural beauty, a vibrant cultural scene, and a growing focus on sustainability, the Philippines remains a strong contender in the global tourism market.

Conclusion

While the Philippines has experienced a slight decline in international tourism in 2025, primarily due to the drop in South Korean and Chinese visitors, the country is focused on diversifying its tourism market and encouraging more visitors from emerging regions. The ongoing promotion of its top destinations, coupled with investments in infrastructure and sustainable tourism, ensures that the Philippines remains an attractive destination for travelers worldwide. By adapting to changing travel trends and strengthening its presence in new markets, the Philippines is set to continue its journey toward tourism recovery.