Manila: International visitor arrivals to the Philippines reached more than 4.8 million, the Department of Tourism (DOT) said on Friday. In a statement announcing its attendance at the 2024 World Travel Market (WTM) in London, the DOT highlighted the event as an opportunity to invite more tourists from the European market, particularly from the United Kingdom, which is a significant contributor to the country’s tourism sector.

According to Philippines News Agency, the DOT emphasized that the United Kingdom leads as the top European source of visitors, ranking as the Philippines’ ninth-largest source market, with 128,660 arrivals recorded from January 1 to October 31. As the UK outbound travel market rebounds, it presents a valuable opportunity for the Philippines to capitalize on this trend and attract more visitors.

As of November 1, the number of international visitors to the Philippines has reached 4,879,022, which is less than 3 million away from the DOT’s year-end target of 7.7 million arrivals. With U
K tourists increasingly seeking destinations that offer value for money and experiences, the DOT is optimistic that the Philippines’ varied landscapes, rich history, and immersive travel experiences align well with the market’s preferences.

At the WTM London, the DOT announced that Manila would showcase the country as a ‘premier global destination.’ The WTM, scheduled from November 5 to 7, is a leading global business-to-business event for the travel industry, bringing together tourism professionals, government ministers, and international media to showcase innovations in travel and tourism.

Tourism Secretary Christina Frasco stated, “With our largest delegation of tour operators, hotels, and resorts since the pandemic, the DOT and TPB Philippines are strategically positioned to strengthen international partnerships and solidify the Philippines as a premier destination in the global tourism market, reaffirming our commitment to transforming the country into a tourism powerhouse in Asia, as envisioned by Pre
sident Ferdinand R. Marcos Jr.”

Frasco will lead the Philippine delegation to WTM 2024, accompanied by TPB Chief Operating Officer Maria Margarita Nograles, government representatives, and 22 private-sector tourism stakeholders. In its 2023 edition, WTM London hosted more than 40,000 travel professionals from 184 countries, reaffirming its reputation as the leading platform for industry innovations and opportunities.