The Philippines is positioning itself as one of Asia’s fastest-growing travel and hospitality markets as it prepares to headline the Future Hospitality Summit (FHS) World 2025 in Dubai from October 27 to 29.

Tourism officials will unveil a dedicated pavilion showcasing new investment opportunities, sustainable tourism projects, and long-term growth strategies to cement the country’s role as a premier global destination.

The Philippines’ hospitality sector has bounced back significantly from the pandemic, with arrivals climbing from 164,000 visitors in 2021 to over 6 million in 2024. From January to August 2025 alone, 3.9 million international visitors entered the country. The government’s goal is to attract 10 million tourists annually by 2028, supported by the addition of 120,000 new hotel rooms nationwide.

Tourism’s Growing Role in the Philippine Economy

Tourism has become one of the Philippines’ most powerful economic drivers. According to the World Travel & Tourism Council, the sector is expected to contribute more than $106 billion to the national economy this year, representing about 21 percent of gross domestic product.

Hotel occupancy in Metro Manila hit an average of 78.3 percent in the second quarter of 2025, with luxury hotels leading the market in revenue growth. This trend is expected to continue as infrastructure investments, from expanded airports to large-scale resorts, increase accessibility for both leisure and business travelers.

Philippines Pavilion to Highlight Investments and Incentives

The Philippines pavilion at FHS World 2025 is set to be one of the summit’s main attractions. The exhibit will highlight future development plans, ongoing hospitality projects, and opportunities for foreign investors. The Tourism Infrastructure Enterprise Zone Authority (TIEZA) will present incentives designed to encourage long-term investments in tourism infrastructure.

Jonathan Worsley, chairman of The Bench, which organizes the summit, said the Philippines is at a pivotal stage for investment and sustainable growth. He emphasized that the country is now one of Asia’s most dynamic tourism markets.

New Markets and Global Partnerships

One of the most significant developments this year is the introduction of visa-free entry for Indian nationals, announced in June. Coupled with planned direct flights between Delhi and Manila, the new policy is expected to boost arrivals from India, one of the fastest-growing outbound travel markets.

Maria Margarita M. Nograles, CEO of the Tourism Promotions Board, said the pavilion will showcase not only the Philippines’ 7,641 islands and rich culture but also investment-ready opportunities in the hospitality sector. She highlighted that the country’s strongest asset remains its people, known globally for their hospitality.

Major Developers Expand as Demand Surges

Large-scale developers are already capitalizing on the boom. Ayala Land is investing $500 million to double its hotel portfolio to 8,000 rooms, while Robinsons Hotels and Resorts is building 1,000 new rooms and plans to operate 36 properties by 2027. Hotel101 is expanding in Cebu, Boracay, and Davao, and integrated casino-resorts in Clark, Manila Bay, and Cebu are drawing billions in foreign investment.

With new airports, expanded accommodations, and a clear investment roadmap, the Philippines is positioning itself as a leading tourism destination in Asia. Its participation at FHS World 2025 signals not just recovery but a bold new era of global growth.

By Jaja Agpalo