The Philippines is halfway to meeting its 2024 tourism goal after recording 4.08 million international visitors as of September 5, according to Tourism Secretary Christina Frasco during the opening of the 35th Philippine Travel Mart (PTM) at the SMX Convention Center on Friday.
While the current figure is still 3.61 million short of the year-end target of 7.7 million, Frasco emphasized that it demonstrates a “sustained interest in the Philippines.”
In terms of financial performance, the sector has already surpassed pre-pandemic levels, with ₱362 billion generated from January to August 2024. This marks a substantial increase of 111.17 percent from the ₱326 billion recorded during the same period in 2019.
“This financial rebound underscores the growing appeal of the Philippines and the robust recovery of the tourism sector,” Frasco said during her speech.
She added that the Department of Tourism (DOT) is actively working on diversifying its offerings to draw more international visitors.
“We are pioneering new approaches such as experiential tourism and diversification of tourism products. We are moving beyond traditional tourism by inviting travelers to engage with the Philippines on a deeper level,” she said.
“We are offering unique and immersive experiences that connect visitors to the heart and soul of the Philippines,” Frasco added, reflecting the DOT’s efforts to position the country as a premier destination for travelers seeking more meaningful interactions.
Frasco also encouraged Filipinos to explore their own country and take advantage of travel expos like the PTM when planning trips.
“The PTM has become a vital platform to showcase our diverse tourism offerings to the world and attract trade and consumer markets, and reinforce our position as a top travel destination,” she said.
Running from September 6 to 8, the PTM showcases over 300 exhibitors, including airlines, hotels, resorts, travel agencies, tour operators, and regional offices of the DOT. The event highlights the diverse travel experiences available across the Philippines, including emerging destinations like the Spratly Islands and the Bangsamoro Autonomous Region in Muslim Mindanao.
In 2023, the event generated significant bookings in popular and up-and-coming destinations within the country. It also attracted approximately 60,000 visitors and recorded PHP240 million in sales.
For this year, the PTM offers a range of packages for both local and international destinations, with a focus on Asia, the United States, Europe, and Australia, according to the event’s organizer, the Philippine Tour Operators Association (PHILTOA).
As the tourism sector continues to recover and thrive, the DOT remains optimistic about achieving its 2024 targets, banking on both international and local travel momentum. (PNA)
