The Philippines Department of Tourism announced on Tuesday its goal to attract 7.7 million foreign visitors in 2024, aiming to surpass the country’s 2023 arrival figures. This target marks a significant 52% increase from the 5.07 million international arrivals recorded since January.
Tourism Secretary Christina Frasco shared the announcement during a speech in Makati City, Metro Manila. While acknowledging that the 2024 target remains slightly below the pre-pandemic 2019 level of over 8.2 million arrivals, Frasco emphasized the department’s commitment to working closely with other government agencies to reach the goal through coordinated efforts.
The Philippines continues to stand out in Asia with a thriving casino industry that appeals to both local and international visitors. In 2023, the country’s gaming sector saw positive growth, driven by recovering domestic demand and a steady return of foreign tourists.
Despite this momentum, Maybank Investment Bank Bhd reported in a Tuesday memo that overall tourism performance in 2023 fell below expectations. The bank attributed the shortfall mainly to a lower-than-expected influx of travelers from China—a historically strong source market for Philippine casinos.
Recent data from the tourism department confirmed that South Korea led all inbound markets in 2023, contributing over 1.34 million visitors. The United States followed with 836,694 arrivals, then Japan with 285,655, China with 252,171, and Australia with 238,487.
Maybank’s report also noted that the Philippines welcomed 1.74 million Chinese tourists in 2019. The decline stems in large part from China’s intensified crackdown on citizens participating in overseas and online gambling—both of which remain major draws in the Philippine market.
Nevertheless, the current landscape offers a promising opportunity. The Philippines can regain momentum by attracting more tourists and boosting revenue in both its online gaming and land-based casino sectors.
