Central Visayas Tourism Sees Strong 8.57% Increase in 2025, Reaching 2.55 Million Visitors
Tourist arrivals to Central Visayas rose by 8.57 percent in 2025, reaching a total of 2.55 million visitors, up from 2.35 million in 2024, according to data from the Department of Tourism (DOT) Region 7. This growth was driven by robust performances from several key international markets, which helped offset a decline from South Korea, the region's largest source of tourists.
Market Performance: Japan Surges, South Korea Declines
South Korea maintained its position as the top source market for Central Visayas, but arrivals fell by 5.38 percent to 966,285 in 2025, down from 1.02 million the previous year. This decrease reflects softer demand observed earlier in the year. In contrast, Japan posted the fastest growth among major markets, with arrivals surging by 50.45 percent to 337,812 visitors, up from 244,537 in 2024.
The United States followed with a significant increase of 22.03 percent, reaching 261,004 arrivals. Other markets also recorded solid expansions:
- Taiwan grew by 17.25 percent to 103,219 visitors.
- Australia rose by 19.58 percent to 77,546 arrivals.
- European markets showed robust gains: France up 34.40 percent to 48,606, Germany up 23.77 percent to 58,912, and the United Kingdom up 17.59 percent to 50,745.
- Canada increased by 21.46 percent to 44,245 visitors.
China, however, experienced a slight contraction of 2.57 percent, with arrivals dropping to 112,121.
DOT Highlights Uptick in Chinese Arrivals and Visa-Free Policy
In a Facebook post on Wednesday, April 8, 2026, the DOT noted a gradual uptick in Chinese tourist arrivals, supported by expanded direct flight connectivity between the Philippines and China this year. During a courtesy meeting on April 7 with Chinese Ambassador Jing Quan, DOT Officer-in-Charge Secretary Verna Buensuceso attributed this increase partly to the recently introduced visa-free policy for Chinese nationals entering via Manila and Cebu for tourism and business purposes.
Discussions during the meeting focused on sustaining this momentum by widening the visa-free program to include more gateways and boosting air capacity through new and upcoming routes from cities such as Guangzhou and Chongqing to key Philippine destinations, including Cebu, Manila, and Boracay. Buensuceso also highlighted the expected rise in cruise ship arrivals, which could bring thousands of additional Chinese tourists across various destinations in the country.
The DOT emphasized that the liberalized visa policy had previously supported strong growth in Chinese arrivals and people-to-people exchanges before it was temporarily suspended in 2023, underscoring the importance of streamlined entry processes in driving tourism demand.
