The Philippines continues to build strong momentum in tourism, reinforcing its growing reputation as a premier destination in Asia despite global and domestic challenges in 2025. This positive outlook was highlighted during the National Tourism Organizations (NTO) Media Briefing held on the sidelines of the ASEAN Tourism Forum (ATF) 2026 at the Mactan Expo Center on January 28, 2026.

Representing Department of Tourism (DOT) Secretary Christina Garcia Frasco, DOT Undersecretary Verna Buensuceso reported that foreign visitor arrivals to the Philippines surpassed 6.4 million in 2025, generating an estimated Php 694 billion in inbound tourism spending. She noted that the steady rise in arrivals, strengthened air connectivity, and renewed international confidence signal the country’s sustained recovery and expanding global presence.

“This continued upward trajectory reflects the world’s growing trust in the Philippines as a premier destination. It confirms that our strategies are working as we position the country as a tourism powerhouse in Asia,”

Usec. Buensuceso

With this year’s theme, “Navigating Our Future, Together,” the NTO gathering forms part of a series of high-level meetings dedicated to reinforcing ASEAN tourism cooperation, encouraging collaboration, and opening new opportunities for regional growth.

Meanwhile, Tourism Promotions Board Philippines Chief Operating Officer Margarita Nograles emphasized that the ASEAN Tourism Forum provides a timely platform to present the Philippines’ readiness to welcome travelers, investors, and tourism partners from across the region.

“As we host this year’s ASEAN Tourism Forum and TRAVEX, we do so with openness, readiness, and a clear sense of purpose — to work alongside our neighbors, partners, and the media in telling a fuller, more authentic story of our country,”

Nograles

The Philippine National Tourism Organization Media Briefing gathered key tourism decision-makers, policymakers, and industry leaders, reinforcing the country’s commitment to strengthening partnerships, inspiring confidence, and shaping a vibrant and collaborative future for ASEAN tourism.