As an archipelago of 7,641 islands, the Philippines is determined to direct more Chinese travel attention beyond Boracay, Bohol, and Cebu, which currently draw the most Chinese arrivals.
Through the Department of Tourism’s presence at MITE 2025 in Macau last week, messages about the diversity of the country’s tourism offerings were conveyed through a destination presentation and visual showcases at the Philippine pavilion.
Francisco Hilario M Lardizabal, tourism attaché with the Consulate General of the Philippines in Shanghai, China, told TTG Asia that he hopes to “spread Chinese traveller interest to more parts of the Philippines”, particularly to Palawan, Iloilo, Davao and Siargao.
“Palawan, for instance, is not registering a lot of Chinese arrivals even though it is the second or third most popular destination in the Philippines among global tourists, thanks to its pristine beaches, crystal-clear lagoons, and rich marine biodiversity. Palawan is a great destination to explore because it has so many must-visit locations, like Coron, El Nido, and Puerto Princesa,” said Lardizabal.
He added that while the Philippines is known for its coastlines, the country also offers culture, history and activities for travellers to explore.
Iloilo, for example, is known for its historic sites, century-old Spanish colonial churches and colourful festivals. Davao is well-developed and offers both man-made and natural attractions, and is suited for families and business events. Siargao Island, known as the Surfing Capital of the Philippines, also has cave exploration and rock climbing.
Lardizabal said the Philippines draws many young Chinese travellers, “which is great because the country offers a lot of adventure tourism opportunities”.
He added: “This demographic is also more open to venturing off the beaten track to see lesser known destinations and attractions – this will help with our efforts to spread tourism deeper into the country.”
To educate Chinese outbound travel agents on the country’s diverse tourism offerings, Lardizabal is advocating for more fam trips for the Greater China market.
A recent trip was held for agents based in Hong Kong, and he hopes to organise another for trade buyers from different provinces in Mainland China.
He also identified the Philippine Travel Exchange as “an important travel trade event to engage with trade buyers and showcase the country”, and will work with the Tourism Promotions Board of the Philippines, which produces the event, to increase participation from Greater China.
