The Philippine Department of Tourism (PDOT) made a strong impression at the 2025 Travel & Adventure Show, held on January 25-26 at the Jacob Javits Convention Center, showcasing the country’s breathtaking destinations and diverse cultural experiences to thousands of travel enthusiasts and industry professionals.
The event comes on the heels of a banner year for Philippine tourism. Department of Tourism (DOT) Secretary Christina Garcia Frasco recently announced that the sector reached an all-time high revenue of P760.5 billion in 2024, marking a 9.04% increase from 2023 and surpassing pre-pandemic levels by 26.75 percent. This milestone highlights tourism’s critical role as a key economic driver for the Philippines.
Consul General Senen T. Mangalile
At the Philippine booth, visitors were immersed in the country’s stunning landscapes, from world-renowned beaches and dive sites to vibrant festivals and culinary delights. The exhibit highlighted why the Philippines continues to captivate travelers worldwide, reinforcing its position as a must-visit destination in 2025 and beyond.
“We join the Travel & Adventure Shows to inspire more tourists to explore our islands and experience the hospitality and warmth of the Filipino people,” said Francisco Lardizabal, Tourism Attaché of the Philippine Department of Tourism in New York. “We value our continued participation in the different travel trade events like the USTOA Conference and Marketplace, Seatrade Cruise Global and DEMA Show but these initiatives should be complemented by directly engaging the US travelers in consumer shows like the Travel and Adventure Show New York, considered the biggest travel show in the USA.”
Francisco Lardizabal, Tourism Attaché of the Philippine Department of Tourism in New York (center) with (from left) Bettina Gorriceta and Kat Alcantara
According to the DOT, more tourists set foot in the Philippines from January 1 to December 31, 2024 compared to the same period in 2023.
Based on the agency’s data on visitor arrivals, a total of 5,949,350 international visitors arrived in the country by the end of the year 2024. From the figure, 91.42 percent are predominantly foreigners which accounts for 5,438,967, while the remaining 8.58 percent or 510,383 were Filipinos living overseas.
Consul General Senen T. Mangalile and Tourism Attaché Francisco Lardizabal
The total in 2024 was higher by 9.15 percent when compared to data of visitor arrivals in 2023, recorded at 5,450,557 foreign guests.
At the luncheon in nearby Hudson Yards, Consul General Senen T. Mangalile shared that he has one Philippine destination that he wants to equally gatekeep but at the same time, he also wants the rest of the world to know.
“Batanes, the place is so beautiful,” the consul general said, recalling his early days working with the Philippine National Bank, where he got the opportunity to visit the country’s smallest and northernmost province.
PDOT New York’s Katherine Alcantara and Tourism Attaché Francisco Lardizabal
He also acknowledged the DOT’s efforts in coming up with projects such as the Tourist Rest Areas that double as a pasalubong center, a must-visit for every tourist visiting a destination. Last year’s VIP Tour brought the group to Northern Mindanao and they were able to visit a rest area in Manolo Fortich, Bukidnon.
It was a welcome respite to the visiting balikbayans and they appreciated the clean restrooms in the rest area, alongside the pasalubong and souvenir store, which showcased the province’s numerous products.
Consul General Senen T. Mangalile
The various rest areas scattered across the country are meant to cater to travelers who are on a road trip to tourist destinations and would want to have a quick bathroom or coffee break.
DOT’s participation at the Travel & Adventure Show emphasizes its commitment to positioning the Philippines as a premier travel destination for the U.S. market, in line with the department’s goal of transforming the Philippines into a tourism powerhouse in Asia.
The U.S. remains a top source market for Philippine tourism with American travelers drawn mainly by the country’s pristine beaches, world-class hospitality, the opportunity to spend time with family and friends, and new experiences.
Consul General Senen T. Mangalile and Francisco Lardizabal with Elizabeth Chin, PATA New York’s Executive Director
The United States ranked second after South Korea, with 1,076,663 visitors in 2024, increasing from 1,041,305 in 2023. American travelers continued to flock to the Philippines, drawn mainly by the country’s pristine beaches, world-class hospitality, the opportunity to spend time with family and friends, and new experiences.
DOT’s development of authentic cultural attractions and indigenous tourism experiences under the Philippine Experience Program, the market development initiatives for cruising, culinary tourism, diving, wellness, and adventure travel, plus enhanced connectivity – including nonstop flights from San Francisco to Manila by United Airlines and from Seattle to Manila by Philippine Airlines – have contributed to the growth of the US market.
According to DOT data, the number of overseas Filipinos returning to the Philippines saw a 14.15% increase in 2024 compared to 2023.
