International visitor arrivals to the Philippines rose 10.43 percent in the first quarter of 2026, reaching 1.83 million from 1.66 million a year earlier, according to SunStar Cebu’s report on Q1 2026 arrivals. That sounds like good news, but the picture is more complicated. South Korea remains the top source of tourists, but arrivals from Korea actually dropped by 5.87 percent in that same period. Meanwhile, China arrivals surged by 56.54 percent, thanks to a new visa-free entry policy for Chinese tourists. So what does this mean for your trip to the Philippines? It means the country is working hard to get visitors back, but it’s still facing some real hurdles.
Here’s the thing: the Philippines is still trying to catch up to its neighbors. In 2025, the country saw 5.24 million visitors, which is 37 percent below pre-pandemic levels, as reported by The Straits Times. Compare that to Vietnam, which had 22 million arrivals in 2025 — a 22.2 percent increase from before the pandemic. The Philippines has some work to do. But for you, the traveler, this also means fewer crowds at popular spots compared to other Southeast Asian destinations. Let’s break down what’s actually happening and what it means for your travel plans.
What’s Keeping Tourists Away — and What’s Bringing Them Back
You might be wondering why South Korean arrivals are dropping. A big reason is that South Korean travelers are sensitive to weather-related disruptions and safety concerns. Natural disasters in the Philippines prompt cancellations and delays. The country also has a perception problem — a study by the Philippine Institute for Development Studies found that post-pandemic recovery was driven mainly by domestic travel rather than foreign visitors. That means the country isn’t yet seen as a must-visit international destination the way it was before.
Best Time to Visit and What Changes Your Trip
When you go matters a lot. The Philippines has a dry season from November to April, which is also peak tourist season. If you’re coming from South Korea, you might be more cautious about booking during typhoon months (June to October). The country is sensitive to weather disruptions, and that affects traveler confidence.
Here’s a scenario: if you’re a budget traveler, you might want to visit during the shoulder months of May or November. You’ll get better deals on flights and hotels. But if you’re coming from China, the new visa-free policy (starting January 16, 2026) makes it easier to plan a last-minute trip. Just remember that China-Philippines flights are still limited — only about 45 percent of pre-pandemic levels — so book early.
Another thing to consider: the Philippine government has streamlined visa processes, including electronic visas for Chinese travelers. But these haven’t fully offset the broader geopolitical and economic headwinds. The Chinese government has also used tourism as a pressure point, turning flows on and off based on geopolitics. So while the numbers are up now, they could change quickly.
Getting There and Getting Around — What You Need to Know
Getting to the Philippines is straightforward, but getting around is where the real challenge begins. Most international flights arrive at Manila’s Ninoy Aquino International Airport (NAIA). The airport has a reputation for long queues, tarmac delays, and baggage backlogs. If you can, consider flying directly into Cebu or Clark instead — they’re less congested and closer to popular destinations like Cebu, Bohol, and Palawan.
Once you’re in the country, connecting between islands is the main hurdle. The transport infrastructure is uneven. Domestic flights are the fastest option, but they can be expensive and delayed. Ferries are cheaper but take longer and are more affected by weather. If you’re planning to visit multiple islands, give yourself at least a full day for each transfer.
Here’s a practical tip: if you’re coming from South Korea, there are direct flights to Cebu, which is a major hub for island hopping. This avoids the Manila airport hassle entirely. For travelers from the United States, Japan, and Australia — the other top source markets — direct flights to Manila are common, but you might want to book a connecting flight to your final destination on the same itinerary to save time.
What to Actually Do There — Beyond the Beaches
Explore the Food Scene in Pampanga
The Philippines has a food capital, and it’s Pampanga. But here’s the problem: the country rarely integrates cuisine into tourist itineraries. That’s a missed opportunity. Pampanga is known for its sisig, tocino, and longganisa. You can take a food tour or just visit the local markets. It’s about a two-hour drive from Manila, so it works as a day trip or an overnight stop.
Visit the Rice Terraces in Banaue
The Banaue Rice Terraces are a UNESCO World Heritage site. They’re stunning, but they’re also remote. Getting there takes about 8-10 hours by bus from Manila. Plan for at least two nights to make the trip worthwhile. The best time to visit is during the dry season (November to April) when the terraces are green and the views are clear.
Island Hop in Palawan or Cebu
Palawan is famous for its underground river and clear waters. Cebu has whale shark watching in Oslob and the Kawasan Falls. Both are popular, but they can get crowded. If you want fewer people, consider visiting during the shoulder season (May or November). For a more off-the-beaten-path experience, check out this small island in Negros Occidental that won an ASEAN sustainable tourism award — it’s a great example of eco-friendly travel.
Experience Wellness Tourism
The Philippines is entering a new era in wellness tourism. You can find yoga retreats, spa resorts, and holistic health centers, especially in places like Siargao and Palawan. This is a growing sector, and it’s worth looking into if you want a more relaxing trip. Check out this article on the Philippines’ new era in wellness tourism for more details.
FAQ
Is the Philippines safe for tourists right now? ▾
Do Chinese tourists need a visa to visit the Philippines? ▾
How many tourists visited the Philippines in 2025? ▾
What is the best way to get around the Philippines? ▾
Why are South Korean arrivals declining? ▾
Is the Philippines cheaper than other Southeast Asian destinations? ▾
What is the Philippines doing to attract more tourists? ▾
Can I find halal food in the Philippines? ▾
What This Means for Your Trip
The Philippines is a beautiful country with a lot to offer, but it’s not without its challenges. The infrastructure is still catching up, and the country is working hard to rebuild its tourism industry after the pandemic. If you’re planning a trip, be prepared for some logistical hurdles — long airport queues, limited flight options from China, and weather disruptions. But the upside is that you’ll find fewer crowds than in Vietnam or Thailand, and the people are incredibly welcoming. Book your flights early, especially if you’re coming from China, and consider flying directly into Cebu or Clark to avoid Manila’s airport issues. If you’re looking for a more unique experience, explore the food scene in Pampanga or check out the wellness tourism options. The country is diversifying its offerings, and there’s more to see than just beaches.
If this was useful, you might also want to read how Vietnam is attracting tourists from key global markets.
Sources
Philippines enters a new era in wellness tourism — Learn about the growing wellness tourism sector in the Philippines, including yoga retreats and spa resorts.
ASEAN visa dream: Will a unified entry unlock Philippine tourism gold? — Explore the potential impact of a unified ASEAN visa on Philippine tourism.
PH tourist arrivals up 10.4% in Q1; China arrivals offset Korea decline. SunStar Cebu, 2026.
More hassle than fun: Philippines struggles to draw tourists as it lags regional peers in arrivals. The Straits Times, 2025.
