Travel and tourism contributed an estimated USD 91.8 billion to the Philippine economy, according to the 2025 World Travel and Tourism Council (WTTC) Economic Impact Report (EIR). The findings, presented by the Asian Development Bank (ADB) during a recent meeting of Southeast Asian tourism ministers in Cebu City, highlight the sector’s growing importance in driving national growth and economic resilience.
At a Glance
Tourism now accounts for 19.9 percent of the country’s total economic output, placing the Philippines among the most tourism-dependent economies in Southeast Asia. The nation surpassed regional peers such as Indonesia (USD 71.7 billion), Thailand (USD 67.3 billion), and Singapore (USD 54.6 billion) in total tourism contribution.
Beyond revenue, tourism remains a major employment driver. The sector supports at least 11.2 million jobs nationwide, representing 23 percent of total national employment. This makes the Philippines one of the region’s top tourism job generators.
According to ADB Economist Sanchita Basu Das, ASEAN must now shift focus toward increasing revenue per arrival under its 2026–2030 action plan. While Southeast Asia recorded average receipts of USD 1,085 per arrival in 2024, the Philippines posted a stronger figure of USD 1,631 as of September 2025—significantly higher than its 2019 level of USD 1,184.
ASEAN tourism recovery has also been robust. The region welcomed approximately 144 million international visitors in 2025, surpassing pre-pandemic numbers. The ADB is now proposing an increase in intra-regional arrivals from 38 percent to 45 percent by 2030, signaling stronger connectivity across Southeast Asia.
Tourism Secretary Christina Frasco emphasized the Philippines’ readiness to capitalize on expanding regional routes, noting the addition of new international flights in Cebu and Manila, many originating from ASEAN markets.
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Tourism will always share a percentage in a brand’s success. It’s a commercial multiplier - when travel increases, spending increases. Like tides, tourism rises, falls, and brings momentum, so it’s important to capitalize on the wave.
However, growth in tourism doesn’t also mean brand growth automatically. Growth needs a conduit, so that the possibility of success translates into relevant growth numbers -whether these are for visibility or brand recognition.
Airports represent one of those critical conduits. They concentrate high-value audiences within controlled, confined, high-dwell environments where exposure is unavoidable and repeated.
According to these reports, tourism powers a fifth of the Philippine economy. The brands that benefit most from this are the brands that align with the wave of tourism. Capitalizing on the wave means being present at arrival halls, departure gates, and every other point of entry.
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