A heated debate erupted on Philippine social media in late May, revolving around a sensitive topic: Why does a country with dreamy beaches, a vibrant culture, and friendly people still rank near the bottom in Southeast Asia for tourist arrivals?

It all started with a post by content creator Thea Tan: "The Philippines has everything other countries dream of: breathtaking scenery, delicious food, rich culture, and warm people. So why do tourists choose Thailand, Vietnam, or Bali over us?"

Tourists walk along the beach on Boracay Island. Photo: AP

Tourists walk along the beach on Boracay Island. Photo: AP

In the first quarter, Malaysia was the most visited country in Southeast Asia with 10.1 million arrivals, according to the Tourism Malaysia Board. Thailand came in second (9.5 million), followed by Vietnam (over 6 million), and Singapore (4.3 million). According to the Philippine Department of Tourism, as of April, the country had only welcomed 2.1 million visitors.

In 2024, 5.9 million international tourists visited the Philippines, far fewer than other countries in the region, and even behind Cambodia (6.7 million). This fell short of the government's target of 7.7 million.

Despite acknowledging some "small wins" like increased spending and longer stays, Tan argued that these don't mask the reality. "The Philippines is not a priority ASEAN destination. We tire tourists out with poor infrastructure and complicated travel," she said.

Even Filipinos find domestic travel arduous and expensive, let alone international tourists. "The Philippines has beautiful beaches, delicious food, and friendly people, but lacks roads, airports, and public transportation is a joke. Most importantly, the cost – traveling here is too expensive," a local shared.

This reality is startling to some, as names like Boracay and Palawan frequently appear on global travel rankings. In 2024, Boracay was named the "world's leading luxury island resort."

However, the numbers don't lie: tourist arrivals in the Philippines during the first 4 months of the year were still 26% lower than pre-pandemic levels.

Tourists bathe in a waterfall on Siquijor Island, Philippines. Photo: SCMP

Tourists bathe in a waterfall on Siquijor Island, Philippines. Photo: SCMP

Researcher Edieser dela Santa from the University of the Philippines noted that the Philippines once surpassed Indonesia and Vietnam in tourism. Now, even Cambodia has overtaken them.

Experts caution against solely relying on arrival numbers to evaluate tourism effectiveness. Eylla Gutierrez from the Asian Institute of Management emphasized the importance of the economic value generated by tourism. She pointed out that in Baguio City, tourism contributes up to 25% of the GDP.

The Philippines, according to Gutierrez, is quietly transitioning from mass tourism to a "fewer tourists, higher quality" model, focusing on sustainable value rather than just counting arrivals. Destinations like Baguio City, in northern Philippines, have greatly benefited from tourism, which contributes 25% to the city's gross domestic product (GDP), according to local officials.

Gutierrez stated that more and more leaders recognize that tourist numbers don't fully reflect the effectiveness of the tourism sector. Therefore, the current slowdown in arrivals to the Philippines "is not necessarily a decline, but a transformation" in the national tourism strategy.

This means prioritizing conscious travelers who spend more and engage with local communities—a trend spreading globally during the post-pandemic tourism recovery.

She also cited that the Philippines' tourism revenue in 2024 exceeded pre-pandemic levels, reaching a record 760 billion pesos (nearly 13.2 billion USD), indicating higher spending and a shift towards a high-value, sustainable tourism model.

This change, according to experts, can help avoid repeating the "Boracay lesson" of 2018 when the island was forced to temporarily close due to overtourism and serious environmental issues like untreated sewage discharge into the sea.

However, Edieser dela Santa, a lecturer at the Asian Institute of Tourism, University of the Philippines, believes the Philippines is still recovering slower than its neighbors and has much work to do—especially in improving accessibility from major tourist markets.

He pointed out that Manila currently has fewer direct flights from regional cities than Bangkok or Jakarta, and only one European airline operates direct flights to the Philippine capital. Meanwhile, Bangkok receives weekly direct flights from major cities like Paris, London, and Rome.

Domestic travel between tourist spots is also complex. For instance, many flights to islands like Batanes and Siargao using propeller planes depart from Clark Airport—a two to three-hour drive from Ninoy Aquino International Airport in Manila.

While this may help decongest the main airport, the long travel times and inconvenience can discourage tourists from exploring multiple destinations within the country. These islands, however, have the potential to attract visitors.

Gutierrez believes that improving Philippine tourism requires societal participation, from upgrading infrastructure and connectivity to enhancing destination management capabilities and developing vocational skills for locals.

"Growth is central to tourism, ensuring benefits not only for tourists but also for Filipinos," Gutierrez said.

Anh Minh (SCMP)