- The Philippines Tourism Promotions Board is focusing on European travellers
- The country is promoting golf, gastronomy and MICE
- International arrivals reached 5m by early November 2026
- The destination has around 127 Michelin-recognised restaurants
- Core European markets include England, the Netherlands, France and Germany
The Philippines Tourism Promotions Board has focused on European travellers by promoting golf, gastronomy and meetings, incentives, conferences and exhibitions. International arrivals reached 5m by early November 2026, putting the country on track for its annual target. The destination now has around 127 Michelin-recognised restaurants across Manila, surrounding areas and Cebu.
Golf tourism is promoted as one of Asia’s premier golfing destinations featuring scenic courses and well-developed infrastructure through the Philippine Golf Experience initiative. The gastronomy sector is backed by the expansion of the Michelin Guide Philippines. The MICE sector aims to draw international business events by integrating local heritage, nature and Filipino hospitality into delegate itineraries.
European travel demand has remained resilient despite higher airfares, fuel costs and flight disruptions linked to the Middle East. Core European targets include England, the Netherlands, France and Germany, supported by expanding air connectivity including new France to Philippines routes. Promotion efforts continue through major international travel expos like WTM London and ITB Berlin.
