Asia's leading beach country vows to improve experience for foreign tourists

By Hoang Vu August 17, 2025 | 09:46 pm PT

Foreign tourists walk along a beach in Boracay Island, the Philippines. Photo by AP

The Philippines, named "Asia's Leading Beach Destination" at the 2024 World Travel Awards, has pledged to invest in tourism infrastructure, boost connectivity and improve travel experience for tourists.

First Lady Liza Araneta-Marcos said at a recent meeting that the government recognizes the tourism sector as a key economic driver, which contributed 8.9% to the country's 2024 Gross Domestic Product, Philippine News Agency reported.

"So, this is why this administration is investing in better airports, stronger connectivity, and smoother travel experiences," she said.

Some tourism experts previously called the government to improve its infrastructure and enhance safety measures to establish itself as a leading tourist destination in Southeast Asia, Philstar newspaper reported.

While the country has clear advantages over its neighbors, including stunning islands, fluency in English, and a vibrant arts and entertainment scene, it has lagged behind in attracting international tourists, said Victor Lim, president of the Federation of Filipino-Chinese Chambers of Commerce and Industry.

In the first six months of this year, the Philippines received 2.9 million international tourist arrivals, far fewer than Thailand's 16 million and Vietnam's 10.7 million.

The Philippines, boasting over 36,000 kilometers of coastline, has set a target of 8.4 million foreign arrivals in 2025, representing a more than 55% increase from the 5.4 million recorded last year.