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DOT Targets South Korea, US, and Japan to Reach 2024 Tourism Goals

Photo courtesy of The Department of Tourism - Philippines

MANILA – The Department of Tourism (DOT) is ramping up efforts to attract more visitors from South Korea, the United States, and Japan as part of its strategy to hit the 7.7 million international tourist arrival target by the end of 2024.


Tourism Secretary Christina Frasco acknowledged that various "external factors" and visa policy challenges are affecting the country’s ability to meet these projections. Speaking at the Philippine Hotel Industry Strategic Action Plan (PHISAP) event in Mandaluyong, Frasco noted that geopolitical tensions and restrictive visa policies are among the hurdles.


“We do have challenges... especially in light of external factors that include geopolitical stresses upon these arrivals, over which we have little control now,” she said. Frasco also emphasized the need for a more liberalized visa system, which the DOT is advocating in partnership with the Department of Foreign Affairs and Bureau of Immigration.


As of September 2024, the Philippines had recorded 4.43 million international visitors, with South Korea leading the market, contributing over one million tourists. However, stricter visa policies toward Chinese travelers have significantly reduced visitor numbers from China. Pre-pandemic, China was the Philippines' second-largest tourist market, but arrivals dropped from 1.35 million in 2019 to just 260,134 this year.


Given the current limitations on Chinese tourism, Frasco said the DOT is focusing on countries with higher growth potential, including India, while continuing to strengthen ties with top markets like South Korea, the US, and Japan.


Frasco also highlighted the importance of looking beyond arrival numbers and considering visitor receipts, which have exceeded 2019 levels, and tourism employment, which has also rebounded strongly. Despite the challenges, she expressed optimism about reaching the 7.7 million target, describing the DOT's approach as “very, very aggressive.”


The department remains committed to pursuing these goals, despite evolving market conditions and visa constraints.

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