Tourism Trends of

Philippines Major Markets

Secretary JOSEPH H. DURANO
Department of Tourism

Worldwide Visitor Arrivals and

Receipts, 1994 - 2004
Visitor Arrivals
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004

(in Millions)

% Inc/
Dec

517.3
551.5
585.8
610.0
628.2
651.8
696.1
694.6
702.6
694.0
526.0*

4.3%
6.6%
6.2%
4.1%
3.0%
3.8%
6.8%
(0.2%)
1.1%
(1.2%)
12.0%

* January August 2004

Source: World Tourism Organization

Visitor Receipts % Inc/

(in US$ Billions)
Dec
353
401
434
443
441
457
477
464
474
514
n/a

13.6%
8.2%
2.0%
(0.5%)
3.6%
4.3%
(2.7%)
2.1%
8.4%
n/a

Regional Distribution of International

Tourist Arrivals, 2001 2003
(in Million)

Region

2000

2001

2002

2003

Europe
Americas
Asia and the Pacific
Africa
Middle East

402.8
128.3
115.3
27.0
22.7

402.7
121.0
120.9
28.2
21.8

399.8
114.9
131.3
29.1
27.6

401.5
112.4
119.1
30.5
30.4

Total

696.1

694.6

702.6

694.0

Growth Rate
Source: World Tourism Organization

6.8

(0.22%)

1.1%

(1.22%)

Major Tourist Destinations in 2003

France
Spain
United States
Italy
China
United Kingdom
Austria
Mexico
Germany
Canada
Source: World Tourism Organization

Visitor Volume
( in Million)

Visitor Receipts
(in US$ Billion)

75.0
52.5
40.4
39.6
33.0
24.8
19.1
18.7
18.4
17.5

36.6
41.7
65.1
31.2
17.4
19.4
13.6
n/a
19.1
n/a

Visitor Arrivals to the Philippines

Actual Arrivals (in Million)

Projected

Actual

Year

Volume

1996
1997
1998
1999
2000
2001
2002
2003
2004

2.05
2.22
2.15
2.17
1.99
1.80
1.93
1.90
2.05

Growth Rate
16.4 %
8.5 %
(3.3)%
1.0 %
(8.2)%
(9.8)%
7.6 %
(1.3)%
23.0%

* January - November

Projected Arrivals (in Million)

Year

Volume

Growth Rate

2004
2005
2006
2007
2008
2009
2010

2.25
2.55
2.96
3,40
3.88
4.42
5.00

18%
13%
16%
15%
14%
14%
13%

Philippine Visitor Receipts

Actual Tourism Receipts
(in US$ Billion)

Year

Volume

1996
1997
1998
1999
2000
2001
2002
2003
2004

2.70
2.83
2.41
2.55
2.13
1.72
1.74
1.52
1.61*

Growth Rate
10.1%
4.8%
(14.8)%
5.8%
(16.4)%
(19.3)%
1.0%
(12.5)%
32.4%

Projected

* January - October

Projected Tourism Receipts

(in US$ Billion)

Year

Volume

2005
2006
2007
2008
2009
2010

2.34
2.72
3.12
3.56
4.06
4.59

Growth Rate
16.0%
16.0%
15.0%
14.0%
14.0%
13.0%

Actual

Philippines Major Markets,

January November 2004

Rank Country
1
USA
2
Japan
3
Korea
4
Greater China
5
Australia
6
Singapore
7
Canada
8
United Kingdom
9
Germany
10
Malaysia
Overseas Filipinos

2004

2003

Growth Rate

% Share

424,190
348,472
340,486
291,477
74,532
55,605
54,489
49,412
39,733
31,455
90,918

332,714
289,499
269,641
238,183
58,268
46,573
42,817
40,731
33,013
27,808
84,023

27.5%
20.4%
26.3%
22.4%
27.9%
19.4%
27.3%
21.3%
20.4%
13.1%
8.2%

20.7
17.0
16.6
14.2
3.6
2.7
2.7
2.4
1.9
1.5
4.4

Note: Greater China includes: Hong Kong , Taiwan, and Mainland China

Philippines Share of Greater Chinese

Market,
2001-2003
2001
(Volume)

2002
(Volume)

2003
(Volume)

Outbound

28.38 M

32.81 M

30.45 M

Arrivals to the
Philippines

238,612

286,791

238,183

Market Share

0.84%

0.87%

0.78%

Indicators

Note: Greater Chinese Market includes Hong Kong, Taiwan, and Mainland China

Philippines Share of Japanese Market,

2001-2003
2001
(Volume)

2002
(Volume)

2003
(Volume)

Outbound

16.22 M

16.52 M

13.30 M

Arrivals to the
Philippines

343,840

341,867

322,896

Market Share

2.12%

2.07%

2.43%

Indicators

Philippines Share of Korean Market,

2001-2003
2001
(Volume)

2002
(Volume)

2003
(Volume)

6.08 M

7.12 M

7.09 M

Arrivals to the
Philippines

207,957

288,468

303,867

Market Share

3.42%

4.05%

4.29%

Indicators
Outbound

Share of Balikbayan Market to Total

Balikbayan Population in North
America, 2001-2003
Indicators

2001
(Volume)

2002
(Volume)

Estimated Total
Balikbayan
Population
USA
Canada

n/a

n/a

Total
Balikbayan
Arrivals to the
Philippines

n/a

n/a

333,710

Market share to
total Balikbayan
population

n/a

n/a

6.87%

Source: CFO, POEA, and DFA

2003
(Volume)

4.1 M ++
759,118

Creation of Task Forces

Issuance of Office Circular No. 2004 - 25 creating

the China, Korea, Japan, and Balikbayan also
known as Biyahe Tayo Task Forces composed of:

Head
Monitoring and Evaluation
Coordination and Information
Secretariat

Task forces report directly to the DOT Secretary

on the implementation of the marketing plans.

THANK YOU!

2005 Work Program for other Markets

AREA

ASEAN

PROGRAM/PROJECTS/ACTIVITIES

ASEAN Tourism Forum

BUDGET
(In Php Millions)

2.329

Philippine Tourism Roadshow

.300

Asian Dive Expo

.171

National Association of Travel Agents in Singapore

.143

Malaysia International Travel Fair 2005

.228

PATA Travel Mart

1.557

Spa and Wellness Exhibition

.150

Discover Southeast Asia Travel Exhibition and CTC

Holidays

.086

Advertising and Promotions

.400

2005 Work Program for other Markets

AREA

HONG KONG

PROGRAM/PROJECTS/ACTIVITIES

International Travel Expo 2005

1.710

Production of collateral materials in Chinese

language

3.192

Maintenance of DOT website in Chinese language

Taiwan

BUDGET
(In Php Millions)

.684

Bus Mobile Ads

1.140

30th Anniversary of Philippine-China Diplomatic

Relations

1.710

Advertising in local print media and local TV

stations

5.700

Taichung International Travel Fair

.185

WOW Philippines Product Presentation

.100

Kaoshiung International Travel Fair

.185

WOW Travel Presentation Kaoshiung, Taiwan

.100

2005 Work Program for other Markets

AREA

Taiwan (cont..)

Australia

PROGRAM/PROJECTS/ACTIVITIES

BUDGET
(In Php Millions)

Taipei International Travel Fair in Taiwan

1.000

Advertising and Publicity Campaigns

1.000

WOW Philippines Product Presentation Taipei

.150

Collateral materials

.750

WOW Philippines Dive Presentation

.100

WOW Philippines Cultural Promotions

.285

Taipei International Lantern Festival

.075

WOW Philippines Banners

.057

Adelaide Travel Show

.421

Sydney Holiday and Travel Show

.228

2005 Work Program for other Markets

AREA

Australia (cont..)

PROGRAM/PROJECTS/ACTIVITIES

Melbourne Holiday and Travel Show

.285

Sydney Travel Agents Seminar

.044

Melbourne Travel Agents Seminar

.044

Balikbayan Program (Filipino Community Program)

New York

BUDGET
(In Php Millions)

1.994

Adventures in Travel Expo

.034

ASEAN Evening for travel agents and writers

.091

Philippine Seminar, PATA Baltimore and Washington

DC Chapters

.143

2005 Life Insurance and Market Research

Association International Annual Meeting

.171

American Society of Travel Agents World Congress

and Travel Show

.171

2005 Work Program for other Markets

AREA

PROGRAM/PROJECTS/ACTIVITIES

New York (cont..)

Advertorial on Northwest Traveler Magazine

Frankfurt

International Tourismus Bourse

BUDGET
(In Php Millions)

1.653
10.000

Consumer Fairs

.304

Travel Trade and Media Invitationals

.380

Travel Trade PEP Educational

.076

Agent Seminar

.551

Joint Promotional Flyers

.228

Travel Trade and Media Invitationals

.228

Asia Pacific Workshop - Switzerland

.446

Feiren Reisen - Austria

.342

2005 Work Program for other Markets

AREA

PROGRAM/PROJECTS/ACTIVITIES

BUDGET
(In Php Millions)

Frankfurt (cont..)

Information Materials in German and Russian

2.336

London

World Travel Mart

8.000

Paris

Sales Presentations (London, Stockholm,

Copenhagen, Oslo)

.509

Brochure support for the UK Major Tour Operators

(Kuoni, Hayes and Jarvis, Silverbird)

.848

Travel Trade Fairs in Scandinavia and Nordic

(REISELIV, MATKA, FERIE, TUR)

2.260

Diving Sales Promotions

1.520

Sales Calls during Diving Events/Marketing Support

to Dive Operators in Diving Events

.507

Marketing Activities with the Filipino Communities

1.013

Consumer Promotions

5.319