THE Philippines received renewed interest from foreign travel buyers at the recent World Travel Market in London, but Filipino stakeholders pointed out the need for an improvement in the country’s marketing strategies.
Matt Poonin, general manager of Travelite Travel and Tours, told the BusinessMirror, ‘There were moments when buyers told us that the Philippines has fallen off the radar simply because other countries are more visible. This is why intensified and well-aligned strategies are important. Product development must continue, and familiarization trips should be directed toward serious buyers and credible media partners, not junkets. When the budget is used wisely, the returns are much higher.’
In a budget presentation at the Senate in September, the Department of Tourism (DOT) said it received a budget of P3 billion or about $52.1 million, while the Philippines’s Southeast Asian neighbors received: $431.42 million (Singapore), $262.87 million (Malaysia), $234.36 million (Indonesia), $167.9 million (Thailand), and $147.92 million (Vietnam).
Poonin’s view was echoed by Allan Santos, general manager of the Bohol Beach Club, who said his buyers observed that, ‘the Philippines has become silent on advertising and marketing efforts. This has resulted in a slip in demand from the European market as neighboring countries have been very consistent in their efforts, and new destinations are very aggressive. Without support, presence and efforts from the DOT, the private sector has to step up and fend for ourselves.’
Arrivals from Europe up 9.5%
DOT data showed that from January to October 2025, visitor arrivals from Europe increased by 9.53 percent to 520,629 versus the same period last year, with the largest numbers coming from the United Kingdom 138,074 (+7.32 percent); Germany 64,780 (+3.05 percent); France 57,954 (+19.2 percent); Spain 39,704 (+5.55 percent); the Netherlands 30,637 (+12.4 perent); Italy 27,220 (+24.5 percent); Switzerland 21,045 (1.02 percent); Norway 16,538 (+8.57 percent); Poland 15,289 (+ 44.4 percent); and Ireland 14,570 (+11.32 percent).
The Philippine delegation to the WTM was composed of 27 private tourism stakeholders such as destination management companies, tour operators, and accommodation providers.
Rajah Tours Philippines President Jose C. Clemete III estimated that his meetings with various travel buyers yielded actual bookings of some $60,000 from his current partners alone. ‘There is still a possibility of more business based on the discussions during the show. The markets would be from United Kingdom, Brazil, and New Zealand. It’s a very eclectic trade show,’ he added. New clients, which accounted for about 60 percent of his meetings, were from India and Scandinavia.
For Travelite, this year’s meetings with new and long-time partners were very strong. ‘New clients were very curious about the depth of experiences the Philippines can offer, while our existing buyers wanted to expand their programs with fresher routes,’ Poonin said, adding that ‘several groups are already on soft hold for 2026 and 2027. Most of these sales leads came from Spain, Italy, France, the UK, and the Nordic region.’
Camiguin, Siquijor, Dumaguete attracts
She added there were also ’emerging interests’ from Northern and Latin America, also the Middle East. ‘Many are looking at long haul leisure, private groups, and soft adventure programs.’
Overall, most of her buyers inquired about about ‘community-based activities, culturally rooted experiences, and trips that support conservation and local livelihoods. Aside from the usual favorites like Palawan, Bohol, Cebu, Siargao, Banaue, and Sagada, many buyers were also drawn to Camiguin, Siquijor, and Dumaguete. They saw these destinations as peaceful, authentic, and ideal for travelers who want meaningful journeys that directly benefit local communities.’
Santos noted, however, that due to the dearth of information and ‘almost nil’ marketing efforts in Europe, many of the previous concerns of his travel buyers remained unaddressed. Among these were ‘connectivity within the country, safety and support from the government for a consistent and sustainable push for the development of tourism.’
There was concern on the recent natural disasters that have hit the Philippines, said Clemente, and buyers wondered about the difference in travel costs vis-a-vis other Southeast Asian countries. ‘The only thing we have going for us right now is that everyone else has been around our neighboring countries so they’re looking at the Philippines as a possible destination. But we have to convince them of the value-for-money proposition for the country along with the various attractions available,’ he noted.