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Philippines Tourism Market

Market Insights on Philippines Tourism covering sales outlook, demand forecast & up-to-date key trends

Philippines Tourism Market by Tourism Type, Booking Channel, Tourist Type, Age Group & Region - Forecast 2022-2032

Philippines Tourism Market Outlook (2022-2032)

[200 Pages Report] The Philippines tourism market is estimated to reach US$ 10.8 Bn in 2022. As per the report, sales are forecast to increase at a robust 10.9% CAGR, with the market valuation reaching US$ 30.4 Bn by 2032. Total sales in the Philippines tourism market represent 2-5% of the global tourism market.



Philippines Tourism Market Estimated Size (2022)

US$ 10.8 Bn

Philippines Tourism Market Projected Size (2032)

US$ 30.4 Bn

Philippines Tourism Market Value-based CAGR (2022-2032)


Philippines Tourism Market Top Players Share in 2021.


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2017-2021 Philippines Tourism Market Outlook Compared to 2022-2032 Forecast

Tourism is crucial to the economy in Philippines. The country's remarkable natural beauty is bolstered by its many beautiful beaches, sunny weather, and diverse bio-diversity. Furthermore, the unique and diverse culture of the country, as represented in its people, cuisine, and way of living, attracts many international tourists.

Philippines Tourism Market Download Report Brochure

The Philippines is an archipelagic country of 7,641 islands divided into 17 regions and 81 provinces. The country is known for its biodiversity, which is one of the key factors contributing to the expansion of the tourism sector. The Philippines' rich historical and cultural past, which includes cultural events and indigenous traditions, is one of the country's key highlights.

How is Rapid Growth of Social Media Influencing Sales?

The ongoing trend of social media, especially in a country separated by over 7,000 islands and with overseas workers, is one of the major trends contributing to the growth in the market.

Social networking platforms such as Facebook, Twitter, and Instagram, for example, have made it possible to connect and bridge gaps between family and friends. Travel influencers are also promoting the scenic locations and tourism services through digital media, and tourism companies are also advertising on the same to broaden their reach.  

According to estimates from this year, the Philippines has 76.2 million active social media users. 72.5 million people use Facebook, 8.9 million use Twitter, and 4 million use LinkedIn. Growing popularity of social media in the country is expected to drive sales in the market over the forecast period.

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Will Increasing Recreational Activities Boost the Tourism Industry in the Philippines?

There are several opportunities to explore natural wilderness in the Philippines. The Sierra Madre in Luzon and the Balbalasang-Balbalan National Park in Kalinga, for instance, are both rarely visited by tourists but provide thrilling trekking through dense rainforests and across dizzying peaks.

There are some spectacular volcano climbs in Bicol (Mount Mayon and Mount Isarog, for example), and dozens of national parks, heritage sites, wildlife reserves, and volcanoes in Mindoro, Palawan, and the Visayas.

Mount Kanlaon, an active volcano in Negros, is one of the country's most challenging climbs, while the neighboring Northern Negros Forest Reserve is a raw, mesmerizing scene of peaks, waterfalls, and fumaroles typical of the archipelago's wilderness locations.

Country-wise Insights

How are Government Initiatives Fueling the Tourism Sector in the Philippines?

“Government Initiatives Expected to Boost the Tourism Market in Philippines”

As per FMI, sales in the Philippines tourism market are expected to grow at a CAGR of 10.9% over the forecast period.

The National Tourism Act (R.A. 9593), a legacy of the Arroyo administration, has propelled Philippine tourism to new heights. The most visited destination was Metro Manila, which is famous among both domestic and international travelers. The law intends to boost the country's tourism industry and showcase the Philippines as one of the top Asian tourist destinations.

One of the law's components is the establishment of an accreditation, standard-setting, and categorization system to improve worldwide competitiveness. The Philippine Convention and Visitors Corporation (PCVC) was renamed the Tourism Promotions Board (TPB) and given the task of marketing the Philippines as a global tourism destination, promoting its other products and services under this law.

Digitalized Guest Experiences in Philippines Hospitality Sector is Attracting Tourists

“Digitalization Trend Anticipated to Augment Growth in the Tourism Sector in Philippines”

Apps are rapidly being used by hoteliers to manage the services they provide to their visitors, and they can now control many areas of the visitor cycle and experience. Since 2020, the trend of digitized and contactless services has accelerated.

Additional services such as digital check-in, contactless cards, voice recognition, and fingerprints are widely being adopted in the hospitality sector. Players in the market are using facial and fingerprint verification to access customer details for payments and record keeping. The penetration of digital technologies in the hospitality sector in Philippines will continue driving sales in the market in the forthcoming years.

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Category-wise Insights

Which Tourism Type is the Most Preferred?

“Individuals are Preferring Eco/Sustainable Tourism to Explore Popular Sites”

Based on tourism type, sales in the eco/sustainable tourism segment are forecast to account for nearly 42% of the total market share over the forecast period. Growth can be attributed to rising preference for experiencing different eco-friendly sites such as coral reefs, national parks, and yoga retreats among millennials and younger adults.

Which is the Most Popular Booking Channel?

“Online Booking is More Preferred by Tourists”

By booking channel, the online booking segment will remain the most lucrative segment in the forthcoming years. Increasing preference for online booking driven by convenience and the availability of a wide range of services is expected to boost sales in this segment over the forecast period.

Tourists prefer to use an online booking platform or mobile application since it provides a straightforward, hassle-free digital payment transfer, as well as live tracking and improved security.

Furthermore, travelers may use the internet to search for and compare information on vacation locations, lodging, restaurants, and other aspects, making online booking a more popular approach around the world.

Which Age Group is More Likely to Travel?

“Popularity of Philippines Tourism among Middle-aged People Will Remain High”

In terms of age group, the number of tourists in the 26-35-year-old bracket are expected to rise significantly, since this demographic is more inclined to visit various tourist attractions and is more interested in seeing various adventure sites.

Consumers in this segment place high value on recreational and adventure activities such as sightseeing, scuba diving, and exploring various islands, and are inclined towards visiting popular sites according to the destination ratings.

Competitive Landscape

Leading players operating in the Philippines tourism market are globally in the market and are focusing on improving their offerings by providing discounts, new tour locations and packages in order to gain a competitive edge in the market. For instance:

  • Asiaventure Tours & Travel has developed tailor-made programs and “à la carte” itineraries for all kind of niche specialties: high-end luxury, honeymooners and families, special interest, group tourism, and meeting and incentive events.
  • Rajah Travel Corporation and Club Med have a strategic partnership to provide upscale travel experiences to the Philippine market. Club Med is known as the pioneer in all-inclusive holiday packages with a French touch since the 50s. It operates over 70 destinations globally, including 20 snow resorts. 

Scope of Report



Forecast Period


Historical Data Available for


Market Analysis

US$ Million for Value

Key Region Covered

South Asia

Key Countries Covered


Key Segments Covered

Tourism Type, Booking Channel, Tourist Type, Tour Type, Age Group and Region.

Key Companies Profiled

  • Scorpio Travel and Tours Inc.
  • Baron Travel
  • Asiaventure Tours & Travel
  • Vansol Travel & Tours
  • Kapwa Travel
  • Marsman Drysdale Travel Inc.
  • Rajah Tours Philippines
  • Atlas Tours and Travel Inc.
  • Bridgeway Travel and Tours
  • Haranah Tours Corporation
  • Travel Related Incentive Programs and Services, Inc.
  • Travbest Travel & Tours
  • Rakso Air Travel & Tours Inc.
  • GoldenSky Travel and Tours
  • GrandHope Travel Tours
  • Kesari Tours Pvt Ltd
  • Tourismo-Filipino Inc.

Report Coverage

Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Philippines Tourism Market by Category

By Tourism Type:

  • Cultural & Heritage Tourism
  • Medical Tourism
  • Eco/Sustainable Tourism
  • Sports Tourism
  • Wellness Tourism
  • Others

By Booking Channel:

  • Phone Booking
  • Online Booking
  • In Person Booking

By Tourist Type:

  • Domestic
  • International

By Age Group:

  • 15-25 Years
  • 26-35 Years
  • 36-45 Years
  • 46-55 Years
  • 66-75 Years

Frequently Asked Questions

The Philippines tourism market is expected to reach a valuation of US$ 10.8 Bn in 2022.

Growing popularity of diving places, new tour launches, customized tours and increasing mergers and acquisitions etc. are the key trends driving sales in the market.

Leading players operating in the Philippines tourism market are Scorpio Travel and Tours Inc., Baron Travel, Asiaventure Tours & Travel, Vansol Travel & Tours, and Kapwa Travel.

Leading players in the Philippines tourism market are estimated to account for approximately 1%-3% of the total market share.

Table of Content

1. Executive Summary

    1.1. Philippines Market Outlook

        1.1.1. Who Is Travelling?

        1.1.2. How Much Do They Spend?

        1.1.3. Direct Contribution of Tourism To GDP

        1.1.4. Direct Contribution of Tourism To Employment

    1.2. Tourism Evolution Analysis

    1.3. FMI Analysis and Recommendations

2. Market Introduction

        2.1.1. Total Spending (US$ Bn) and Forecast (2022-2032)

        2.1.2. Number of Tourists (Bn) and Forecast (2022-2032)

        2.1.3. Total Spending Y-o-Y Growth Projections (2022-2032)

        2.1.4. Number of Tourists Y-o-Y Growth Projections 

3. Global Tourism Industry Analysis

    3.1. Tourism Industry Overview

        3.1.1. Travel & Tourism Industry Contribution To  Philippines GDP

   Business Spending v/s Leisure Spending

   Domestic v/s Foreign

   Direct, Indirect, and Induced

        3.1.2. Travel Sector Contribution To Philippines Overall Employment

        3.1.3. Travel & Tourism Growth Rate

        3.1.4. Foreign Visitor Exports As Percentage of Total Exports 

        3.1.5. Impact of Covid-19

        3.1.6. Capital Investment In Travel & Tourism Industry

        3.1.7. Different Components of Travel & Tourism

        3.1.8. Global Tourism Industry Outlook

   Cultural & Heritage Tourism

   Medical Tourism

   Eco/Sustainable Tourism

   Sports Tourism

   Wellness Tourism


4. Philippines Tourism Market Dynamics

    4.1. Market Drivers & Opportunities

        4.1.1. Focusing on Tourism As A Development Strategy

        4.1.2. Aggressively Growing Government Initiatives To Promote Tourism Industry

        4.1.3. The Changing Dimensions In Tourist Motivation and Preference

        4.1.4. Increasing Recreational Activities

        4.1.5. Travel Professional Websites Encouraging Tourists

        4.1.6. Rapid Growth of Online Social Media

        4.1.7. Others (During the Course of Study)

5. Philippines Tourism Industry Analysis, 2021

    5.1. Tourism Industry Overview 

        5.1.1. Inbound Tourism Arrivals in Philippines 

        5.1.2. Air Arrivals By Port of Entry 

        5.1.3. Visitors Arrivals to the Philippines by Country of Residence

        5.1.4. Others (during the course of study)

6. Philippines Hospitality Industry Analysis, 2021

    6.1. Current Trends in Philippines Hospitality Industry

        6.1.1. Leisure Travelers & Hotel Work Spaces

        6.1.2. Holistic Hospitality, Health & Well-Being 

        6.1.3. Digitalized Guest Experiences

        6.1.4. Covid- 19 Impact

        6.1.5. Others (during course study)

    6.2. Challenges in Philippines Hospitality Industry

        6.2.1. Lack of transparency on safety and travel insurance

        6.2.2. Rising Demand for Online/ Digital Transactions

        6.2.3. Rising demand for Insurance & Refund Options

        6.2.4. Possible avoidance of tourists to occupy hotel rooms used as quarantine facilities

        6.2.5. Others (during course of study)

    6.3. Opportunities in Philippines Hospitality Industry

        6.3.1. Exploration of Local Tourism and Collaboration with External Systems

        6.3.2. Training Employees on Digital Services and Safety Protocols

        6.3.3. Rebuilding Company Brand, Improving Business Facilities, and Adapting to Modern Technology

        6.3.4. Others (during course study)

7. Market Background

    7.1. Macro-Economic Factors

        7.1.1. Philippines GDP Growth Outlook

        7.1.2. Philippines Industry Value Added

        7.1.3. Consumer Spending Outlook

        7.1.4. Philippines Direct contribution of Travel & Tourism to GDP

        7.1.5. Internet Penetration Rates

        7.1.6. Capital Investment In Travel & Tourism

        7.1.7. Top Tourism Spending Countries 

    7.2. Forecast Factors - Relevance & Impact

8. Categorizing of South Asia Tourism Market, 2021

    8.1. Introduction/ Key Findings

    8.2. Current Market Analysis By Tourist Type (% of Demand)

        8.2.1. Domestic

        8.2.2. International

    8.3. Current Market Analysis By Age Group (% of Demand)

        8.3.1. 15-25 Years

        8.3.2. 26-35 Years

        8.3.3. 36-45 Years

        8.3.4. 46-55 Years

        8.3.5. 66-75 Years

    8.4. Current Market Analysis By Booking Channel (% of Demand)

        8.4.1. Phone Booking

        8.4.2. Online Booking

        8.4.3. In Person Booking

    8.5. Current Market Analysis By Tourism (% of Demand)

        8.5.1. Cultural & Heritage Tourism

        8.5.2. Medical Tourism

        8.5.3. Eco/Sustainable Tourism

        8.5.4. Sports Tourism

        8.5.5. Wellness Tourism

        8.5.6. Others

    8.6. Current Market Analysis By Country (% of Demand)

        8.6.1. India

        8.6.2. Indonesia

        8.6.3. Thailand

        8.6.4. Philippines

        8.6.5. Malaysia

        8.6.6. Rest of South Asia

    8.7. Key Findings, By Each Category

9. Philippines Analysis by Tourism Type, 2021

    9.1. Cultural & Heritage Tourism Outlook

    9.2. Heritage Tourism Market Outlook

        9.2.1. Natural Heritage

        9.2.2. Cultural Heritage

        9.2.3. Built Heritage

    9.3. Linkages of Cultural Tourism Development

        9.3.1. Pilgrimages & Festivals

        9.3.2. Drama & theatre

        9.3.3. Music & Folk Dance

        9.3.4. Art & Handicrafts

        9.3.5. Language & Literature

        9.3.6. Health Tourism

        9.3.7. Architecture & Famous Buildings

        9.3.8. Archaeological Sites & Museum

    9.4. Top Cultural Heritage Tourism Destinations

    9.5. By Tourist Type (% of Demand)

        9.5.1. Domestic

        9.5.2. International

    9.6. By Tour Type (% of Demand)

        9.6.1. Independent Traveler

        9.6.2. Tour Group

        9.6.3. Package Traveler

    9.7. By Age Group (% of Demand)

        9.7.1. 15-25 Years

        9.7.2. 26-35 Years

        9.7.3. 36-45 Years

        9.7.4. 46-55 Years

        9.7.5. 66-75 Years

    9.8. By Booking Channel (% of Demand)

        9.8.1. Phone Booking

        9.8.2. Online Booking

        9.8.3. In Person Booking

    9.9. Medical Tourism Outlook

        9.9.1. Medical Tourism Market (US$ Bn), 2021

   Dental Treatment

   Cosmetic Treatment

   Cardiovascular Treatment

   Orthopedic Treatment

   Cardiovascular Treatment

   Orthopedic Treatment

   Neurological Treatment

   Cancer Treatment

   Fertility Treatment

   Other Treatments

        9.9.2. International Medical Tourism Receipts

        9.9.3. International Medical Tourism Arrivals

        9.9.4. Overall Medical Tourism Expenditure

        9.9.5. Contribution To Tourism Industry

        9.9.6. Others

    9.10. By Tourist Type (% of Demand)

        9.10.1. Domestic

        9.10.2. International

    9.11. By Age Group (% of Demand)

        9.11.1. 15-25 Years

        9.11.2. 26-35 Years

        9.11.3. 36-45 Years

        9.11.4. 46-55 Years

        9.11.5. 66-75 Years

    9.12. By Booking Channel (% of Demand)

        9.12.1. Phone Booking

        9.12.2. Online Booking

        9.12.3. In Person Booking

    9.13. By Expenditure (% of Demand)

        9.13.1. Lodging

        9.13.2. Domestic Transportation

        9.13.3. Food & Beverages

        9.13.4. Others

    9.14. Eco/Sustainable Tourism Outlook

        9.14.1. Ecotourism Market (US$ Bn), 2021


   Local Tourism

   Pro-poor Tourism

   Wildlife Tourism

        9.14.2. Dimensions of Ecotourism

   Environmental Dimension

   Experiential Dimension

   Sociocultural Dimension

   Economic Dimension

    9.15. By Tourist Type (% of Demand)



    9.16. By Tour Type (% of Demand)

   Independent Traveler

   Tour Group

   Package Traveler

    9.17. By Age Group (% of Demand)

   15-25 Years

   26-35 Years

   36-45 Years

   46-55 Years

   66-75 Years

    9.18. By Booking Channel (% of Demand)

   Phone Booking

   Online Booking

   In Person Booking

    9.19. Sports Tourism Outlook

        9.19.1. Sports Tourism Market (US$ Bn), 2018

   Sport Event Tourism Outlook

   Active Sport Tourism Outlook

   Nostalgia Sport Tourism Outlook

        9.19.2. International Sports Tourism Receipts

        9.19.3. International Sports Tourism Arrivals

        9.19.4. Domestic Sports Tourism Expenditure

        9.19.5. Contribution To Tourism Industry

        9.19.6. Others 

    9.20. By Tourist Type (% of Demand)



    9.21. By Tour Type (% of Demand)

   Independent Traveler

   Tour Group

   Package Traveler

    9.22. By Age Group (% of Demand)

   15-25 Years

   26-35 Years

   36-45 Years

   46-55 Years

   66-75 Years

    9.23. By Booking Channel (% of Demand)

   Phone Booking

   Online Booking

   In Person Booking

    9.24. Wellness Tourism Outlook

        9.24.1. Wellness Tourism Market (US$ Bn), 2019

   Spa Tourism Wellness Tourism Market

   Non-Spa Wellness Tourism Market

        9.24.2. International Wellness Tourism Receipts

        9.24.3. Domestic Wellness Tourism Expenditure

        9.24.4. Wellness Tourism Contribution To Overall Domestic and International Tourism

        9.24.5. Contribution To Tourism Industry

    9.25. By Service Provider (% of Demand)


   Sports & Fitness Centers

   Massages and Therapy Centers


    9.26. By Tourist Type (% of Demand)



    9.27. By Age Group (% of Demand)

   15-25 Years

   26-35 Years

   36-45 Years

   46-55 Years

   66-75 Years

    9.28. By Booking Channel (% of Demand)

   Phone Booking

   Online Booking

   In Person Booking

    9.29. By Expenditure (% of Demand)


   Domestic Transportation

   Food & Beverages


10. Categorizing of Philippines Tourism Market, 2021

    10.1. Introduction/ Key Findings

    10.2. Current Market Analysis By Tourist Type (% of Demand)



    10.3. Current Market Analysis By Age Group (% of Demand)

   15-25 Years

   26-35 Years

   36-45 Years

   46-55 Years

   66-75 Years

    10.4. Current Market Analysis By Booking Channel (% of Demand)

   Phone Booking

   Online Booking

   In Person Booking

    10.5. Key Findings, By Each Category

11. Social Media Sentimental Analysis

    11.1. Social Media Platforms Preferred









    11.2. Consumer Perception for Destinations On Social Media Platforms-Positive and Negative Mentions

    11.3. Trending #Hashtags

    11.4. Social Media Platform Mentions (% of Total Mentions)

    11.5. Region-Wise Social Media Mentions (% of Total Mentions)

    11.6. Trending Subject Titles

12. Consumer Sentiment Analysis 

    12.1. Which specific destination is preferred by the tourists and why?

    12.2. Which features are most important for tourist while choosing a destination?

    12.3. Are consumers ready to pay premium price for destinations?

    12.4. Does social media influence tourist’s decision making?

    12.5. Which mode of advertisement does travel agencies prefer?

    12.6. Others

13. Competition Analysis

    13.1. Competition Dashboard

    13.2. Pricing Analysis by Competition

    13.3. Competition Benchmarking

    13.4. Competition Deep Dive 

        13.4.1. Scorpio Travel and Tours, Inc.


   Product Portfolio

   Profitability by Market Segments (Product/Channel/Region)

   Sales Footprint

   Strategy Overview

       Marketing Strategy

       Product Strategy

       Channel Strategy

        13.4.2. Baron Travel

        13.4.3. Asiaventure Tours & Travel

        13.4.4. Vansol Travel & Tours

        13.4.5. Kapwa Travel 

        13.4.6. Marsman Drysdale Travel Inc.

        13.4.7. Rajah Tours Philippines

        13.4.8. Atlas Tours and Travel Inc.

        13.4.9. Bridgeway Travel and Tours

        13.4.10. Haranah Tours Corporation

        13.4.11. T.R.I.P.S (Travel Related Incentive Programmes and Services, Inc.

        13.4.12. H.I.S. Phils Travel Corp

        13.4.13. Travelavida Philippines Solutions Inc. 

        13.4.14. FCM Travel Philippines

        13.4.15. SABRE GLBL INC.

        13.4.16. GrandHope Travel Tours

        13.4.17. Kesari Tours Pvt Ltd.

        13.4.18. Tourismo-Filipino Inc. 

        13.4.19. Others (As Per Request)

14. Assumptions and Acronyms Used

15. Research Methodology
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