The Philippines is setting its sights higher—and wider—in 2026.
The Department of Tourism (DOT) is preparing to pour more money and effort into promoting the country across key global markets, from the United States and South Korea to Canada, China, India, and the Middle East.
Tourism Secretary Christina Frasco shared the plan Tuesday, making one thing clear:
2026 is about recovery, expansion, and momentum.
South Korea: A Comeback Mission
South Korea remains the Philippines’ top source of tourists—but numbers slipped.
From 1.45 million visitors in 2024, arrivals dipped to 1.34 million in 2025.
That’s not acceptable, Frasco said.
The goal now is simple but ambitious:
full recovery.
And the DOT is ready to spend to make it happen.
United States: A Reliable Anchor
If there’s one market the Philippines can count on, it’s the United States.
Frasco described it as one of the country’s “most reliable” sources of visitors—steady, consistent, and strong. The DOT plans to lean on the US market to help drive arrivals higher in 2026.
Canada: New Flights, New Promise
Canada is also firmly on the DOT’s radar.
With new connections via Air Canada, Frasco said the department is optimistic that more Canadians will soon be landing on Philippine shores.
“Generally, the Americas are very, very promising for us,” she said.
China: A Careful but Targeted Push
China, however, is a different story.
Frasco didn’t sugarcoat it.
“China has been challenging, to say the least,” she said.
But change is coming.
With China easing its visa policy—allowing 14-day visa-free entry for Chinese travelers—the DOT sees a fresh opening. Promotions will be highly targeted, focusing on select cities and coordinated closely with airlines and the private sector.
Despite progress, flights from China have only recovered 50 percent of pre-pandemic levels.
“The visa-free will really help us,” Frasco said.
Middle East: Rising Interest, Strong Airlines
The Middle East is quietly gaining momentum.
The Philippines is seeing promising growth from the United Arab Emirates, especially among leisure travelers. Flag carrier Emirates is even requesting more flight slots to Manila—and possibly expanded services to Cebu and Clark.
Qatar is also in focus, as the DOT looks to strengthen partnerships and raise the country’s profile across the region.
Tourism by the Numbers
The push comes on the back of a strong year.
In 2025, the Philippines welcomed 6.4 million foreign visitors and returning overseas Filipinos, generating an estimated ₱694 billion in tourism receipts.
Top markets included:
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South Korea – No. 1
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United States – 1.32 million visitors
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Japan – 469,521
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Australia – 359,646
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Canada – 333,136
China ranked sixth with 237,101 visitors, while India placed 11th with 104,994 arrivals.
Looking Ahead
With new policies, stronger airline ties, and aggressive promotions, the message from the DOT is clear:
The Philippines is open, ready, and aiming higher.
And in 2026, the world is once again being invited to come—and stay a little longer.
