PHILIPPINE tourism, which has long relied on international arrivals, is undergoing a transformative shift. Domestic travel has become the primary driver of the sector's recovery, proving its capacity to sustain economic activity even during global uncertainties.

It is time for the government to reorient its tourism strategy, placing local travelers at the center of its development agenda. By leveraging the support of the local business community, the country can build a robust and sustainable tourism industry that prioritizes the needs of its citizens while positioning itself for long-term growth.

Domestic tourism expenditures totaled P3.16 trillion in 2024, surpassing the P3.14 trillion pre-pandemic level in 2019. This growth reflects the enthusiasm of local travelers in exploring the country's cultural and natural attractions.

Projections suggest domestic travel will continue to expand, potentially doubling in size over the next five to 10 years. Popular destinations like Boracay, Palawan, Cebu, and Baguio have seen increased interest, creating opportunities for businesses and local communities.

This trend underscores the need for investments in infrastructure, transportation, and amenities.

Get the latest news

delivered to your inbox

By signing up with an email address, I acknowledge that I have read and agree to the Terms of Service and Privacy Policy.

For decades, the Philippines prioritized attracting international visitors, yet arrivals remain below pre-pandemic levels, with 2025 projections at six million. Key markets like South Korea saw significant declines, with a 19-percent drop early in the year due to security concerns.

It is only practical for the Philippines to step up its promotion of domestic tourism. The country's stunning landscapes, rich culture, and renowned hospitality continue to appeal to local travelers, presenting an opportunity to build a more sustainable industry. Collaboration between government and the private sector can support local businesses and ensure long-term growth.

The shift toward domestic tourism requires improving tourist areas with local travelers in mind. Poor transportation links to top destinations must be addressed by upgrading airports, roads, and ferry routes to make travel more convenient and affordable.

While the Philippines is a price-competitive region, more budget-friendly accommodations, such as mid-range hotels and homestays, are needed.

Additionally, investments in clean restrooms, reliable Wi-Fi, and well-maintained public spaces will enhance the travel experience and encourage repeat visits.

Promoting lesser-known destinations is essential for broadening the appeal of domestic tourism. While world-renowned spots like Boracay and Palawan remain favorites, emerging destinations such as Siquijor, Dinagat Islands, La Union, and Surigao del Sur hold immense potential to captivate more local travelers.

Equally vital is engaging local communities in tourism development. Initiatives that focus on ecotourism, cultural immersion, and sustainable practices not only enrich the travel experience but also create meaningful livelihood opportunities for residents, fostering inclusive growth.

The success of this strategy depends on strong collaboration between the government and the local business community. Private sector players, including hotel operators, tour operators, and transportation companies, are crucial in developing a vibrant tourism ecosystem.

Local businesses, known for their agility and innovation, have been leading efforts like the development of over 5,000 new hotel rooms this year. Public-private partnerships (PPPs) can further accelerate infrastructure upgrades and new attractions, combining resources and expertise to benefit both tourists and local communities.

The shift in strategy is not about abandoning international tourism, but about creating a balanced approach that values both domestic and foreign visitors. In doing so, the Philippines can unlock the full potential of its tourism sector, ensuring that it remains a vital pillar of the economy in the long term.

Severo C. Madrona Jr. is a professional lecturer at the Department of Commercial Law, RVR College of Business, De La Salle University. With a public policy and business development background, he writes about strategic leadership, labor economics, and fiscal policy.

Growing domestic tourism needs more support