MANILA—The Philippines is focusing on enhancing the quality of tourist experiences, particularly high-quality food and beverage (F&B) offerings, to boost tourism revenue, according to an Oxford Economics study launched on Thursday.
The report found that F&B experiences, characterized by exceptional service, variety and authentic local flavors, are among the top factors tourists consider when choosing a travel destination.
A survey of 1,800 travelers from major source markets revealed that tourists are willing to spend an additional $250 per person on average per day to visit destinations offering premium experiences.
The country’s tourism sector is steadily recovering from the COVID-19 pandemic, with foreign arrivals reaching 65 percent of pre-pandemic levels from January to August 2024. In response, tourism authorities are shifting their strategy from visitor volume to the quality of the visit, targeting travelers seeking premium experiences.
Tourism Promotions Board (TPB) chief operating officer Maria Margarita Nograles said the idea of “quality” in tourism has moved beyond brand-driven travel towards more curated, meaningful and bespoke experiences, which the Philippines is well-positioned to offer.
“This report comes at a pivotal time, as the region seeks to capture the potential of high-value travelers and shape a tourism strategy that drives inclusive economic growth,” Nograles said.
“By elevating our premium food, beverage, and cultural experiences, the Philippines strengthens its position as a destination for travelers seeking something deeper, more personal, and beyond the ordinary,” she said.
Alcoholic Beverages Alliance of the Philippines Inc. (ABAPI) president Nok Laohaphan underscored the necessity of cross-industry partnerships, including collaborations between hospitality establishments, the F&B sector and alcohol producers, in attracting high-quality tourism.
Public-private partnerships between organizations and policymakers are also considered crucial for building high-quality tourism experiences in the Philippines.
