The Filipino Way to Wander: How Pinoys are choosing to travel this 2026

Klook Philippines presents the latest travel trends from its annual Travel Pulse study

March 25, 2026 | PHILIPPINES - Coming from a 39.2% increase in Klook’s domestic business last 2025, new findings from Klook’s Travel Pulse 2026 reveal what Filipino travelers are looking to explore and experience this 2026.

The Travel Pulse study, which covered 11,000 consumers from across the globe, included 500 Filipino respondents composed of Gen Zs and Millennials.

“We at Klook eagerly anticipate the results of the Travel Pulse survey every year, as it not only gives us an idea of what to expect from our users, but also insights on the why behind their travels”, shares Klook Philippines General Manager, Michelle Ho. “These findings represent how travel is ever evolving, and help us tailor fit our offerings to meet the specific needs of Filipinos. For this year, we are excited to support Filipino travelers as they embark on new adventures close to home, such as in Taiwan and Vietnam.”

This year’s results highlight a significant shift in the travel behavior of Filipinos, specifically in terms of travel intent, and the experiences they look forward to.

Short-Medium Haul Travel on the Rise

Last year, Gen Zs and Millennials alike looked to domestic travel and staycations as a form of therapy and wellness. From Manila to the ever-iconic Boracay and Cebu, Klook saw a 127% growth of hotel bookings within the Philippines from 2025 vs. 2024.

This year, Filipinos are setting their sights on short to medium-haul destinations, with the majority of Gen Zs and Millennials planning trips to Southeast (within the Philippines,  Vietnam, Thailand, Singapore, Indonesia, Malaysia) and Northeast Asian destinations (Japan, South Korea, China, Hong Kong, Taiwan) this year.

Top travel destinations for 2026 have remained consistent with last year’s survey results, with Northeast Asia (67%), Southeast Asia (30%), and South Asia & Oceania (3%) at the top of mind for Filipinos.

Beyond these destinations, Klook has also monitored a 193% growth for Vietnam, and 124% for Taiwan in 2025 vs. 2024, aligned with this year’s findings of a significant interest among Filipino travelers to visit nearby destinations.

Meaningful experiences on a budget

When asked what factors travelers prioritize the most when planning their trips, budget and affordability remain top of mind (42%) closely followed by ‘building memories with travel companions’ (34.2%) and ‘seeking meaningful experiences’ (33.9%). This aligns with the study’s findings of Filipinos being more open to increasing their budget for food and experiences, while cutting back on shopping and material purchases in exchange.

For many Filipinos, family comes first when it comes to decision making, and planning for a holiday is no exception. While other travelers look to more adventurous or creative experiences while on holiday, Filipinos specifically look for experiences that bring loved ones closer, scoring the highest for this data point out of all markets surveyed globally.

Alongside family-centric activities, Filipino respondents also ranked food and dining experiences as what they are most willing to travel for, even if this means extending their stay to seek out popular food spots. After dining experiences, travelers are keen on local tours and guided activities such as cultural walks or city tours, and cultural festivals. Group activities and attractions such as theme parks and cruises, day tours, and live shows saw a significant growth in bookings from 2024 to 2025. 

On AI and Social Media for travel planning

Contrary to what most would think, the use of AI for travel by Filipinos is led by Millennials over Gen Zs. While Gen Zs turn to AI for translation and itinerary planning, Millennials on the other hand are fully utilizing AI across all aspects of their trips. From researching destinations to finding the right travel deals and accommodations, Millennials are maximizing AI tools for bang for the buck deals and maximum efficiency on their travels.

When looking for travel hacks and budget tips, Facebook, Youtube, and Instagram remain the go-to platforms for Filipinos. Where AI is used for surface research and planning, social media highlights real testimonies travelers can trust.

Social media is also utilized for finding hidden gems or recommendations from locals, aligned with how travelers are now seeking cultural hotspots and local food markets (38.9%) over theme parks or water parks (34.8%). With personal interests and destination-specific attractions influencing travelers the most when it comes to planning their itineraries and choosing their destinations, these local guides provide a more nuanced preview of what visitors can expect and prepare for.

The year is looking to be an eventful one for Filipinos, with new experiences and destination goals on the horizon. The 2026 Travel Pulse findings showcase a generation of Filipino travelers who are moving beyond the usual landmark tourist attractions and more towards activities and experiences that align with their interests and spending capabilities. While the top destinations are still aligned with those of recent years, the travel intent and motivation to visit have shifted to cater to the more comfortable and meaningful vs. the trendy.

“With these findings, we are working towards further improving our offerings, and curating even more experiences that align with the interests of next-generation Filipino travelers”, shares Ho.

To learn more, follow Klook on Facebook, Instagram, and TikTok to stay updated. Download the Klook app through the Google Play Store or the Apple Store  for unforgettable travel experiences and book your next trip with Klook today.