More Americans Choosing the Philippines for Travel

NEW YORK - The Philippines emerged as the leading Southeast Asian destination for travelers from the United States among countries with available January-to-May 2026 data, as tourism officials push to attract as many as 1.2 million U.S. visitors this year through expanded air connectivity, digital marketing and new tourism products.

Maria Corazon Jorda Apo, director of the Philippine Department of Tourism’s New York Office, presented the figures during a Media Hour at the Philippine Consulate General in New York on Aug. 7.

According to the tourism briefing, the Philippines received 531,859 visitors from the United States from January through May 2026, an increase of 7.07% from the comparable period.

Thailand ranked second with 471,254 U.S. visitors, followed by Vietnam with 445,813, Singapore with 317,074, Indonesia with 162,808 and Cambodia with 91,020.

Vietnam posted the strongest growth among the countries listed, with U.S. arrivals increasing 18.8%, while Cambodia recorded an 11.6% decline.

Tourism officials noted that comparable 2026 figures for Malaysia were not available. Malaysia received 291,765 U.S. visitors in the corresponding 2025 period.

U.S. REMAINS PHILIPPINES’ TOP TOURIST SOURCE

The United States remains the Philippines’ No. 1 source of international tourists, accounting for more than one-fifth of total visitor arrivals.

U.S. arrivals to the Philippines reached 645,438 from January through June 2026, up 5.78%. By the end of July, the number had increased to 746,425, representing year-on-year growth of 5.54%.

American visitors accounted for about 20.41% of total arrivals to the Philippines, according to the presentation.

The Philippines welcomed approximately 1.1 million U.S. visitors in 2025, up 4.63% from the previous year.

For 2026, tourism officials are targeting a 5% to 7% increase, which would bring U.S. arrivals to approximately 1.18 million to 1.2 million, based on e-Travel data and projections presented by the department.

The continued growth comes despite a slight slowdown in overall American overseas travel. U.S. overseas departures by air totaled about 37.1 million from January through June, down 1.1%, while June departures fell 3.2% to just over 8 million.

MORE DIRECT FLIGHTS SEEN AS KEY TO GROWTH

Tourism officials identified air connectivity as one of the most important factors in sustaining growth from the United States and Canada.

Los Angeles remains a dominant gateway to the Philippines, with Philippine Airlines operating 14 flights a week.

San Francisco is described as a highly competitive market, with United Airlines operating 14 weekly flights and Philippine Airlines offering seven.

From New York, Philippine Airlines operates three weekly nonstop flights between John F. Kennedy International Airport and Manila. The airline is expected to increase the service to four flights a week beginning Dec. 2 for the winter season.

Seattle, meanwhile, is emerging as a growth market, with Philippine Airlines operating five flights a week.

A major expansion is also planned for the U.S. Midwest.

Philippine Airlines is scheduled to launch nonstop service between Chicago O’Hare International Airport and Manila on Nov. 9, 2026, using an Airbus A350-900.

Tourism officials described the route as a potential “game changer” for the Midwest, opening direct access to the Philippines for travelers from Chicago and surrounding states.

The briefing also highlighted EVA Air’s new Washington Dulles-Taipei service, which began in June, providing East Coast travelers with onward connections to Manila, Cebu and Clark.

Future expansion plans presented during the briefing also included possible Delta Air Lines service linking Manila with Los Angeles and Seattle beginning in 2027.

CANADA IDENTIFIED AS CRITICAL GROWTH MARKET

The Department of Tourism is also seeking additional airline capacity from Canada, particularly Toronto, home to a large Filipino community.

Vancouver currently has seven weekly Philippine Airlines flights to the Philippines, while Air Canada operates four weekly services. Toronto has three weekly flights.

Tourism officials identified increased Toronto capacity as a critical growth area, saying stronger air links could help tap the large Filipino-Canadian population in Ontario as well as non-Filipino Canadian travelers.

TOURISM CAMPAIGN TARGETS YOUNGER AND HIGH-VALUE TRAVELERS

The department’s strategy for the U.S. and Canadian markets is shifting toward more targeted tourism products designed for different generations and travel preferences.

For Generation X travelers, generally ages 46 to 61, the department is promoting health and wellness tourism.

For millennials and Generation Z travelers, tourism officials are developing more immersive, flexible and social-media-friendly travel programs.

The strategy also targets independent travelers, families, couples and small groups with a high propensity to travel, including Asian Americans, Asian Canadians and overseas Filipinos visiting friends and relatives.

High-value tourism products being promoted include meetings and conventions, scuba diving, cruises, gastronomy, wellness and retirement tourism.

The department is also emphasizing family-friendly, multigenerational travel as well as cultural, creative and culinary experiences.

DIGITAL CAMPAIGN EXPANDS U.S. REACH

A major component of the tourism push involves expanded digital marketing.

The DOT New York Office is upgrading its website and developing a redesigned ePhilippines Travel Agent Specialist Training Platform, alongside social media content, consumer and travel-trade newsletters, search engine optimization and search engine marketing.

The digital program is expected to run through June 2027.

The department is also working with major online travel agencies and travel search platforms, including Expedia, Kayak and Tripadvisor, to increase the Philippines’ visibility among American travelers.

Tourism promotions under the Love the Philippines campaign are also being placed in international travel and lifestyle publications and platforms, including Condé Nast Traveler, Travel + Leisure, Lonely Planet, AFAR and specialized cruise and diving media.

Tour operators and travel companies identified as conversion partners include Kensington Tours, Remote Lands, G Adventures and various cruise and dive operators.

TOURISM DEPARTMENT COURTS TRAVEL INDUSTRY

The Philippines is also expanding its business-to-business marketing efforts through major tourism industry events in the United States and Canada.

Among the events included in the 2026 program are Successful Meetings University in New York, Seatrade Cruise Global in Miami Beach, the Adventure Travel World Summit in Quebec City, the Dive Equipment and Marketing Association Show and the United States Tour Operators Association Annual Conference.

The tourism department has also undertaken joint promotions with travel companies and airlines, including Goway, Royal Scenic Holidays, Philippine Airlines, Mango Tours, Avanti Destinations, Korean Air and Delta Air Lines.

A Northstar educational training program held earlier this year attracted 970 travel agents from the United States and Canada, according to the presentation.

Additional training programs focusing on Philippine culture, wellness, gastronomy and creative tourism are scheduled to continue through December.

The overall strategy, tourism officials said, is to combine stronger air access, digital visibility, industry partnerships and specialized travel experiences to accelerate growth in the U.S. and Canadian markets.

With the United States already accounting for roughly one in five international arrivals to the Philippines, tourism officials are betting that new routes and more targeted promotion can push the market past the 1.2 million-visitor markand further strengthen North America’s role in the country’s tourism recovery and expansion.