The number of Philippine international visitors grew to around 3.7 million as of July, buoyed by more relaxed visa policies, with growing markets seen in China, India, and Taiwan, according to the Department of Tourism (DoT) on Friday.
DoT Undersecretary Verna Esmeralda C. Buensuceso cited the figure, noting a 4.25% increase in tourist arrivals compared to last year.
“From January to July this year, the Philippines welcomed approximately 3.7 million international visitors, representing a 4.25% increase in visitor arrivals compared to the same period last year,” Ms. Buensuceso said during the launch of the 4th Travel Sale Expo 2026.
“We are seeing good growth from markets like China at 67%, India at 34%, and Taiwan at 11.21% growth, buoyed in large part by more liberal visa policies,” she added.
The tourism Undersecretary also noted sustained growth trajectories from the country’s traditional foreign markets such as the United States of America, Canada, and Japan, driven by additional flights.
The country is also experiencing double-digit to triple-digit growth in international arrivals from our Southeast Asian peers, such as Indonesia, Vietnam, Myanmar, Cambodia, Laos, and Timor-Leste, due to the ongoing ASEAN Summit 2026 where the Philippines serves as the host country.
“These are encouraging signs, but let me emphasize that our goal is not simply to increase the number of arrivals,” Ms. Buensuceso said.
“Our real goal is to increase the value of tourism. We want tourism to create more jobs, attract more investments, and generate more opportunities that reach communities across the country,” she added.
The tourism industry contributed 8.1% to the country’s gross domestic product (GDP) in 2025, down from 8.7% in the previous year, according to the Philippine Statistics Authority (PSA).
It also employed around 7.70 million Filipinos in 2025.
Underscoring the DoT’s goal is the launch of the 4th Travel Sale Expo 2026 set to be held from October 2 to 4 at SM Megamall in Mandaluyong City.
The expo, led by the Global Tourism Business Association (GTBA) and OneKlik Events Management Services, will offer up to 75% discounts for both local and international tour packages.
“This is no ordinary event and is living proof that tourism is about uplifting minds, opening opportunities, and binding hearts and nations together,” Michelle G. Taylan, president of GTBA, said in her keynote speech during the expo’s launch. — Edg Adrian A. Eva
