Can Asean chairmanship and ‘authenticity’ lift Philippines’ tourism game?
The Philippines aims to boost its tourism sector by leveraging its upcoming ASEAN chairmanship and emphasizing "authenticity" to attract more regional visitors. Despite a target of 7.7 million visitors for 2024, the country has only attracted 2.1 million in the first four months, significantly trailing behind regional leaders like Malaysia and Thailand. The Department of Tourism is developing targeted strategies to make the Philippines a preferred destination for affluent neighbors. AI
