MANILA, Philippines — Filipino travel experts and industry advocates are calling for a fundamental shift in the government’s tourism strategy, urging the Department of Tourism (DOT) to prioritize hard infrastructure over costly marketing campaigns and ever-changing slogans.
The appeal comes as 2025 data shows a significant decline in visitors from South Korea, the Philippines’ top source of foreign tourists, due to persistent concerns over safety, high costs, and inadequate transportation facilities.
Infrastructure vs. Promotion Riza Rasco, co-founder of the Philippine Global Explorers (PGE), argued that millions of pesos in taxpayer money are being “wasted” on repetitive rebranding efforts.
- Airport Woes: Rasco described Philippine airports as “embarrassing” and lagging behind international standards, citing confusing layouts, poor food options, and a lack of clear transport links for arriving passengers.
- The “Information Gap”: Advocates highlighted the lack of a centralized, reliable online hub for ferry and bus schedules, making it difficult for tourists to plan multi-destination trips.
- Regional Competitiveness: Tourism officials admit that neighbors like Vietnam and Thailand are winning the regional race by offering better value for money, more efficient transportation, and a safer environment.
Safety and the Korean Market The number of Korean visitors dropped by 18.49 percent in 2025, falling to 1.34 million from 1.65 million in 2024.
- Perception of Risk: Erwin Balane, tourism attaché in South Korea, noted that safety concerns were heightened by a series of crimes targeting Koreans, including the fatal shooting of a tourist in Angeles City in April 2025.
- Safety Shifts: Korean travelers are increasingly redirecting their interest to Japan and Taiwan, which are perceived as significantly safer destinations.
Cost Barriers Post-pandemic inflation has hit the Philippine tourism sector hard, leading to a surge in tour package prices:
- Package Comparison: A three-night tour to Cebu now costs between 959,000 to 2.1 million Korean won, significantly more expensive than similar trips to Bangkok (349k–1.8M won) or Danang (689k–1.6M won).
- Stagnant Value: While prices have risen due to higher operational and hotel rates, infrastructure development—such as road quality and traffic management—has not kept pace, resulting in lower visitor satisfaction.
Recommendations for 2026 To regain its edge, industry leaders suggest a return to basics:
- Staff Training: Improve the training of tour guides and hospitality staff to better anticipate the needs of international travelers.
- Cultural Identity: Focus on unique Philippine strengths, such as Muslim heritage in Mindanao, which remains an untapped market for the global Muslim population of 2 billion.
- Digital Support: Tap into local travel vloggers and content creators who have a genuine understanding of the archipelago’s hidden gems.
“Foreigners are not going to come here because it’s like Japan or Thailand. They’re going to come here because we offer something different,” Rasco stated. For the 2026 tourism cycle, the clamor remains clear: fix the roads, the airports, and the security first, and the tourists will follow.