Tourism as a growth engine

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February 5, 2026 | 12:00am

There’s no slowing down Vietnam’s vibrant tourism industry. This is something I realized after spending a week in Hanoi, fully immersed in the sights, sounds and rich culture of our Southeast Asian neighbor.

Despite the many challenges the country continues to face, such as language barrier and infrastructure gaps, Vietnam has managed to rise above them and captivate the world, as reflected in the steady influx of tourists drawn to its unique charm.

Why is this so? Vietnam has successfully positioned itself as an accessible, affordable and welcoming destination. Yes, there are the occasional taxi scams (which I believe authorities should look into and address), but beyond that, the country provides a generally reassuring and pleasant environment for travelers. Most visitors find that traveling in Vietnam offers great value for money — an appealing proposition for those seeking rich cultural experiences without the hefty price tag.

And this is visible in the numbers. Vietnam pulled in more than 21 million international visitors in 2025. This is more than triple the Philippines’ 6.4 million.

Despite our numerous high-value tourist assets, which I dare say are among the finest in the world, the Philippines continues to lag in both tourist arrivals and receipts. Our country is home to the pristine beaches of Palawan, Siargao and Boracay; cultural treasures like Vigan and Intramuros; a rich tapestry of gastronomic delights and of course, the warmth of our unique Filipino hospitality. All the ingredients for tourism success are already here. In fact, tourism contributed an estimated P694 billion in receipts last year, based on initial figures from the Department of Tourism (DOT).

Yet, challenges remain. One growing concern that is recently amplified across social media and news reports, centers on the cost of domestic travel. Many have lamented that airfares to local destinations such as Siargao can rival, or even exceed, the price of international flights to countries like Singapore and Hong Kong. In response, Malacañang has noted that the DOT is actively working to address the issue, with local airlines committing to take steps to help bring down domestic fares.

While this is a welcome development, improving our tourism industry needs to go beyond making airfares affordable and should only be part of a broader strategy to make the Philippines a truly competitive destination in the region.

In a previous piece I wrote, I emphasized several key areas we must focus on: making travel easier, promoting emerging destinations, showcasing local cuisine and wellness experiences and upgrading airports, seaports and roads. Affordable airfares are just one piece of the puzzle. A strong tourism industry demands reliable infrastructure that ensures seamless connectivity between islands, clean and well?maintained accommodations, consistent safety and service standards, accessible health and emergency services when needed. All these, complemented by strong branding will help elevate the Philippines on the global tourism stage.

The Philippines should not be positioned simply as a tropical paradise but a safe, accessible and a truly premium destination.

There are still some persistent challenges that continue to dampen the visitor experience. Tourists have reported issues ranging from costly domestic flights that hinder inter?island travel to safety concerns such as taxi overpricing and inadequate health facilities in key destinations.  Leaving them unaddressed can have significant long?term implications, particularly when it comes to reputation and overall perception of the country.

Vietnam’s tourism boom illustrates an important lesson: even with modest facilities, the perception of safety, order and accessibility can attract millions. The Philippines, endowed with undeniably premium destinations, should be aiming higher, with world?class systems and visitor experiences that match the beauty of our landscapes. Our cultural depth, ranging from centuries?old churches to indigenous traditions, offers something rare — an authenticity and richness no other country can replicate.

Tourism is more than leisure; it is livelihood. It is an ecosystem that sustains communities and uplifts local economies. Every visitor who sets foot in the Philippines supports workers, artisans, farmers and families. Done right, tourism can stand shoulder?to?shoulder with remittances as a major pillar of inclusive, regional growth.

Our country has been blessed with natural assets that make it capable of becoming a truly world?class, premium destination. What we need now is strategic investment, unwavering consistency and a relentless commitment to elevating the visitor experience. If we can deliver on these fronts, tourism will not remain a supporting sector. It will become, as it should, a powerful driver of national progress.