Philippines aims to boost tourism by 15% with focus on US visitors??

Jenny Ortiz May 2, 2024

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Philippines aims to boost tourism by 15% with focus on US visitors??

The Philippines is setting its sights on attracting approximately 15 percent more inbound tourists from the United States, recognizing the significant contribution of this “highly valuable” market to the nation’s tourism sector’s full recovery.

In 2023, the Philippines welcomed over 903,299 visitors from the US, generating PHP35 billion (€567 million) in tourism revenue—the highest among the country’s top tourist markets. This significant contribution underscores the importance of the American market in driving tourism receipts.

Strategy for growth?

In a report by the Philippine News Agency, Francisco Hilario Lardizabal, Philippine Tourism Director-Attache in New York, emphasized the strategic importance of the US market, highlighting that despite fewer arrivals, their spending power significantly boosts tourism revenue. He said that many inbound US travellers to the Philippines are former Filipino citizens, with a primary motivation to visit friends and relatives, leading to longer stays and higher expenditures.

Planned promotion efforts?

Lardizabal expressed confidence in achieving a 15 percent increase in inbound US visitors compared to 2023 figures. The Department of Tourism (DOT) is adopting a multifaceted approach to attract the market, including forging partnerships, enhancing training for travel agents, participating in B2B travel trade events, and organizing curated familiarization tours.

Emerging trends and focus?

A shift in US traveller demographics has been observed, with millennials showing increasing interest in the Philippines. The DOT aims to address the needs and preferences of this demographic by focusing on immersion or experiential travel, wellness tourism, workcation, premium travel, solo travel, and adventure and sports.

Responding to market preferences?

Lardizabal highlighted emerging travel trends in the US market, such as increased interest in sports and activities like hiking, horseback riding, cycling, and scuba diving. These preferences present opportunities for the Philippines to tailor its offerings to cater to the evolving needs of US travellers, thereby further enhancing its appeal as a tourism destination.?

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