TRAVEL | Why Isn’t the Philippines a Top Tourist Destination for Europeans? Here’s What’s Holding It Back

Last week, I found myself chatting with some German clients who mentioned their visit to the Philippines a few years ago. While listening to them reminisce about their time in the country, it suddenly hit me—why isn’t the Philippines more popular among European tourists? The Philippines is brimming with natural beauty, from breathtaking beaches to lush landscapes, not to mention the warm, English-speaking locals. Yet, for some reason, the Philippines doesn’t seem to make it to the top of the list when it comes to European travel destinations.

It’s a question that begs an answer, especially when neighboring Southeast Asian countries like Thailand, Vietnam, Malaysia, and Singapore are thriving in tourism. So, what’s holding the Philippines back from being a global tourist hub? 

The Hidden Gems of the Philippines

Let’s be clear—the Philippines is stunning. Picture-perfect beaches like Boracay, Palawan, and Siargao frequently rank among the best in the world. In fact, Palawan was named the world’s “Best Island” multiple times by prestigious travel magazines like Travel + Leisure and Condé Nast Traveler  . With 7,641 islands, crystal-clear waters, diverse marine life, and vibrant culture, the Philippines has all the makings of a dream destination. Yet, tourism numbers from Europe are lackluster.

As of 2022, European tourists made up only 5.5% of international arrivals in the Philippines, with just under 310,000 out of 5.2 million visitors coming from Europe . By comparison, Thailand welcomed over 6 million European visitors in the same year . 

So, what’s going wrong?

The Infrastructure Gap: A Dealbreaker for Tourists

While the beauty of the Philippines is undeniable, one critical issue stands in the way: infrastructure, or more accurately, the lack of it. The Philippines lags behind many of its Asian counterparts when it comes to transportation and tourism infrastructure. 

To put things in perspective, Thailand, which has long been a favorite for European tourists, boasts a robust network of airports, railways, and highways that seamlessly connect its tourist hubs. You can hop off a plane in Bangkok, take a quick train to a neighboring province, and then take a comfortable bus or ferry to an island paradise. Easy, right?

Now, contrast that with the Philippines. Imagine landing at Ninoy Aquino International Airport (NAIA), one of the busiest airports in the world, only to realize there’s no convenient way to transfer to another local airport for a connecting domestic flight. The country’s three main international airports—NAIA, Clark International, and Mactan-Cebu—are not linked by any direct transportation system, making airport transfers inconvenient and stressful. For a tourist with tight itineraries, this can be a nightmare.

Not only that, but public transportation outside the airports isn’t much better. Taxis often overcharge foreigners, with tourists reporting fares that cost “an arm and a leg” compared to local rates. Such issues can leave a bad first impression on visitors, which is crucial considering how important first impressions are in tourism.

Domestic Travel Woes

Even when tourists manage to navigate through Manila’s traffic-ridden streets, their adventure doesn’t get any easier. Travelers looking to explore domestic destinations like El Nido, Coron, or Puerto Princesa face the challenge of limited flight schedules and insufficient transport options once they arrive. Palawan, for instance, is one of the most beautiful places on earth, but many travelers find it difficult to explore the islands due to unreliable ferry services and scarce transportation options.

Without adequate infrastructure, tourists are often left feeling stranded, and the dream of exploring the Philippines’ hidden gems becomes more of a hassle than a vacation.

Relying on Filipino Hospitality: Is It Enough?

One of the Philippines' strongest assets is its people. Filipino hospitality is world-renowned, and many visitors leave the country praising how warm and welcoming the locals are. In fact, Filipino proficiency in English is often cited as a key factor in attracting tourists. According to EF English Proficiency Index, the Philippines ranks 18th out of 111 countries globally for English proficiency . But while the charm and kindness of the people can enhance a visitor’s experience, is it enough to rely on human capital alone to drive tourism?

The current tourism campaign, Love the Philippines, highlights the country's natural beauty and friendly locals. However, a successful tourism strategy needs more than just attractive marketing slogans—it needs infrastructure that backs up the promises. Human capital is essential, but it must be paired with the hard capital of better roads, airports, public transportation, and tourism services.

What Can Be Done? 

To compete with neighboring countries and appeal more to European tourists, the Philippine government needs to make serious investments in tourism infrastructure. The good news is that steps are being taken. In 2023, the government announced its National Tourism Development Plan for 2023-2028, which includes improving airports, building more eco-friendly tourism infrastructure, and expanding transportation links between tourist destinations . However, implementing these plans will take time and considerable funding.

Beyond infrastructure, improving the country's international reputation is key. More targeted marketing campaigns aimed at European travelers, offering hassle-free travel packages, and highlighting less-visited destinations could help raise the Philippines’ profile abroad.

The Philippines' Untapped Potential

The Philippines has tremendous potential to become a top tourist destination for Europeans and other international markets. It has everything—pristine beaches, rich culture, historical landmarks, and hospitable locals. What it needs now is a stronger foundation in terms of infrastructure and transportation to support the growing interest from foreign tourists.

Until then, the Philippines may continue to remain an under-the-radar destination for many Europeans, but with the right investments and strategies, it can one day stand alongside Thailand and Vietnam as a must-visit destination in Southeast Asia.

References

1. Travel + Leisure* (2021). "Best Islands in the World."

2. Condé Nast Traveler* (2021). "Readers’ Choice Awards: Best Islands."

3. Philippine Statistics Authority (2022). "International Arrivals to the Philippines."

4. World Tourism Organization (2023). "Tourism Statistics: Europe to Asia."

5. EF English Proficiency Index (2023). "Global Rankings."

6. Department of Tourism (2023). *National Tourism Development Plan, 2023-2028.