The Philippines failed to meet its projected 7.7 million international tourist arrivals for 2024, recording only 5.9 million due to a sharp decline in Chinese visitors, Tourism Secretary Christina Frasco announced on Friday, January 10.
Frasco cited geopolitical factors and the suspension of electronic visas for Chinese travelers as major reasons behind the drop. The Department of Tourism (DOT) initially anticipated over 2 million Chinese tourists but recorded only 300,000 by the end of the year.
“The barriers to entry into the Philippines, including and chiefly the suspension of the electronic visa, gravely affected the Chinese market for the Philippines,” Frasco said in a Phil Star Global report. The issuance of e-visas was indefinitely halted in December 2023, and the Department of Foreign Affairs has yet to resume the service.
Frasco emphasized that the decline was not related to the closure of Philippine offshore gaming operators (POGOs), which were banned in 2024 due to links to criminal activities, including human trafficking and document fraud.
Despite these challenges, the DOT generated P760 billion in revenue from international tourists, a 9% increase compared to 2023. Frasco attributed this growth to efforts in tapping other markets, with South Korea remaining the top source of foreign visitors.
The DOT achieved this revenue increase despite operating with a significantly reduced marketing budget—down from P1.2 billion in 2023 to P200 million in 2024. The department also faced backlash over its “Love the Philippines” campaign in 2023, which was criticized for using foreign stock footage in its promotional materials.
