The Philippines continues to gain ground as a sought-after destination in Asia, with over ₱262 million in confirmed tourism sales leads generated during a recent business mission to Japan. The figure reflects a 43% increase from 2023, highlighting strong bilateral interest and paving the way for increased Japanese arrivals in 2025 and beyond.

Held in Osaka and Tokyo on June 9 and 11 respectively, the 2025 Philippine Business Mission (PBM) gathered 88 Philippine tourism stakeholders to connect with 185 Japanese buyers. A total of 1,282 business meetings took place, bridging tourism sectors such as resort operations, eco-wellness experiences, travel agencies, airlines, and government-led initiatives.

While largely focused on international partnerships, the mission’s outcomes carry significant implications for domestic tourism. Enhanced demand from international travelers, particularly from Japan—currently the Philippines’ third-largest source of inbound tourists—can catalyze employment and sustainability-focused investments in key regions.

Cultural Curiosity Meets Economic Opportunity

Japanese interest in the Philippines continues to rise due to the latter’s varied tourism offerings, including its beaches, cultural heritage sites, and wellness retreats. Destinations like Cebu, Bohol, Boracay, and Palawan were heavily marketed during the mission, offering curated itineraries that promise immersive and responsible travel.

Many of the showcased properties prioritize eco-tourism practices, incorporating locally sourced materials, sustainable design, and partnerships with local communities. These initiatives align with growing global demand for ethical travel while creating job opportunities for Filipino workers, artisans, and entrepreneurs.

Broad Participation, Local Benefits

Philippine delegates included major hospitality groups like Solaire Resort Entertainment City, Shangri-La Mactan, and The Bellevue Hotels and Resorts, as well as regional operators such as Badian Island Wellness Resort and Amorita Resort in Bohol. Tour operators and government agencies from Regions III to VII also participated, illustrating a whole-of-nation approach to tourism promotion.

Airlines like Philippine Airlines and Cebu Pacific highlighted ongoing efforts to improve direct air connectivity between major Japanese cities and Philippine gateways. Increased flight options will not only serve foreign tourists but also ease travel for domestic passengers connecting across islands.

For local communities, these developments promise broader market access for regional products and services. Increased tourist spending will ripple into small businesses—from souvenir shops and culinary enterprises to transport services and guided tours.

Travel and Mental Health

The growing emphasis on eco-wellness destinations signals an acknowledgment of the health benefits associated with travel. The natural environments featured in the mission—lush forests, quiet coastlines, and mineral-rich springs—offer spaces where travelers can de-stress, reconnect with themselves, and experience cultural healing rituals rooted in Filipino heritage.

These settings appeal not just to Japanese tourists but to a growing number of Filipinos looking for mindful escapes within their own country. With accessibility and affordability improving, local travelers are rediscovering the value of visiting domestic destinations for mental wellness and emotional restoration.

How to Get There

Most international visitors fly into Manila, Cebu, or Clark before transferring to regional airports. Popular destinations such as Bohol, Boracay, and Palawan are serviced by both budget and full-service airlines, with options increasing during peak seasons.

For Japanese tourists, improved routes from Tokyo, Osaka, and Nagoya will facilitate easier access to central and southern Philippine destinations. Meanwhile, local travelers can expect improvements in inter-island ferry services and domestic flight frequencies as the tourism sector responds to rising demand.

The Road Ahead

The success of PBM 2025 marks another milestone in the Philippines’ post-pandemic tourism recovery. With South Korea identified as the next target for promotion in November, efforts continue to diversify inbound markets and ensure sustained growth.

For local economies, especially those in rural or emerging tourism areas, such missions represent more than international attention—they are platforms for inclusive development. As tourism numbers climb, so too does the opportunity to build a more resilient, community-centered travel industry.

Whether you’re a returning visitor or a local resident planning your next escape, the resurgence of global interest in the Philippines affirms one thing: the country’s destinations remain not only beautiful, but vital to economic growth, cultural preservation, and collective well-being.

By Jaja Agpalo