Manila: The Philippines is shifting its tourism strategy to attract more travelers from India, Europe, and the luxury Middle East market in response to the decline in Chinese tourist arrivals last year. Tourism Secretary Christina Frasco acknowledged the impact of the lower Chinese arrivals, which reached just over 300,000, falling significantly short of the two million target for the year.

According to Philippines News Agency, Frasco emphasized the importance of visa liberalization in addressing the challenges with the Chinese market and highlighted the potential of the Indian market. “The challenges we are facing with the Chinese market have led us to focus on India,” she stated during the Kapihan sa Manila Prince Hotel event. She pointed out that while five million Indian tourists traveled to Southeast Asia in 2024, only 79,000 visited the Philippines, indicating a significant opportunity for growth.

Frasco explained that the Department of Tourism (DOT) is advocating for more liberalized visa policies to attract more Indian travelers. She expressed optimism about capitalizing on the growing Indian outbound market, especially with the President’s directive to enhance the efficiency of e-travel systems for India.

The DOT also plans to intensify its marketing efforts in the Middle East and Europe. Frasco credited the “Love the Philippines” global campaign for the market recovery in these regions, despite budget constraints. She reported that the Middle East is experiencing substantial growth, with recovery rates averaging around 500 percent, and Qatar showing a recovery rate of over 800 percent. The DOT aims to capitalize on these trends with aggressive marketing strategies.

To attract European tourists, Frasco mentioned plans for a focused marketing campaign in France and neighboring countries. This effort is intended to leverage the new Manila-Paris direct flights by Air France.

The Philippines recorded 5.94 million inbound visitors in 2024, marking a 9.15 percent increase from the previous year’s 5.45 million, yet still falling short of the 7.7 million target. Frasco reiterated the agency’s commitment to recovering the Chinese market and maintaining the Philippines as a top destination. She noted ongoing discussions with the Department of Foreign Affairs and other agencies to relax visa policies for Chinese tourists.