MANILA — The Philippines continues to struggle in attracting international visitors, with tourist arrivals in 2025 falling below the 4 million mark for much of the year, according to data from the Department of Tourism (DOT).
From January to April 2025, the country recorded 2.1 million arrivals, a slight decline compared to the same period in 2024 and far below pre-pandemic levels. By November 2025, total arrivals reached 5.24 million, still 37 percent lower than 2019 figures, underscoring the slow recovery compared to regional peers.
South Korea remained the top source market, but arrivals from the country dropped by 18 percent in the first four months of 2025. The decline was partly attributed to safety concerns, with the South Korean Embassy issuing a travel advisory warning its citizens about “armed robberies, deaths, abductions, and other serious crimes against Korean nationals”.
Industry observers noted that the Philippines lags behind neighboring countries in competitiveness. Infrastructure bottlenecks, airport congestion, and unreliable transport have made travel “more hassle than fun,” according to a report by The Straits Times. Connectivity issues also hinder longer stays and discourage digital nomads, a growing segment in Southeast Asia.
The DOT acknowledged the challenges, citing the need to diversify tourism sources, improve destination branding, and strengthen safety measures. Officials emphasized that while the country’s natural attractions remain world-class, execution gaps in policy and infrastructure continue to weigh down growth.
James Deakin, a motoring journalist who recently criticized government inefficiencies in another sector, echoed similar frustrations shared by travelers online, noting that “bureaucracy that creates friction by design” often discourages visitors from returning.
Despite setbacks, the government remains optimistic about recovery in 2026, banking on improved connectivity projects and renewed marketing campaigns. However, analysts warn that unless systemic issues are addressed, the Philippines risks losing ground to regional competitors like Thailand and Vietnam, which have already surpassed pre-pandemic arrival levels.
Safety, Costs, Scandals: Three Strikes Against Philippine Tourism
Philippine tourism officials keep sounding optimistic. The numbers don’t care. Arrivals in 2025 still lag behind pre-pandemic levels. Other Southeast Asian destinations have already surged back to life. The Philippines feels stuck in excuses and bad publicity.
The first strike is safety. Travel advisories warn foreigners about armed robberies, abductions, and violent incidents. Even isolated cases become permanent stains on a destination’s image. Who wants to vacation in a place that makes their families worry?
The second strike is costs. Many Filipinos themselves complain that flying home or touring the islands has grown painfully expensive. Airport fees rise. Hotels cost more. Transportation remains unreliable. Thailand and Vietnam offer cheaper options and smoother experiences. Tourists notice value. We offer slogans.
The third strike is scandals. Leadership controversies and corruption allegations overshadow real destination branding. Instead of beaches and festivals, headlines feature tainted personalities. The message to the world becomes clear. The Philippines is complicated. The Philippines is costly. The Philippines is not as fun anymore.
Optimism cannot substitute for execution. Brand campaigns cannot outrun perception. And if even Filipinos hesitate to travel their own country, what hope is left?
So here is the final, uncomfortable question. If the people in charge ignore strikes one, two, and three, is it still more fun in the Philippines, or are we already out of the game entirely?