In a major push to revive its fourth-largest source of foreign visitors, the Department of Tourism (DOT) has dispatched the Philippine Tourism Industry Business Mission 2026 to China — the country’s largest post-pandemic travel trade delegation to the market.
The mission brings together 35 Philippine travel suppliers and roughly 280 Chinese travel agencies to boost arrivals, deepen B2B cooperation, expand market networks and position the Philippines as an accessible, diversified destination.
The campaign arrives amid complex geopolitical dynamics, underscoring tourism’s role as a vital diplomatic and people-to-people bridge.
Speaking at the opening leg in Beijing on May 12, Philippine Ambassador to China Jaime FlorCruz highlighted enduring goodwill between the two nations’ travel sectors.
“Despite differences and disagreements on the issue of the West Philippine Sea, the Philippines wants more Chinese tourists to visit and experience the country’s beauty, culture, and warm welcome,” FlorCruz said.
“Tourism serves as a bridge between peoples and societies. This strong turnout sends a signal that there remains tremendous interest and confidence between our tourism industries.” he said.
Official DOT data show inbound Chinese arrivals surged to 150,708 from January to April 2026, up sharply from 93,186 in the same period last year.
Industry officials attribute the momentum to expanded air connectivity–including newly opened direct routes such as Chongqing–Manila and Quanzhou–Cebu, and policy reforms like the 14-day visa-free entry for Chinese tourists arriving via major gateways including Ninoy Aquino International Airport and Mactan‑Cebu International Airport.
Moving beyond traditional sun-and-sea packages, the DOT and the Tourism Promotions Board (TPB) are promoting a diversified product mix to Chinese operators.
Core offerings being highlighted include world-class diving and nature-based travel, MICE (meetings, incentives, conferences and exhibitions), English language learning programs, cultural heritage tours and cruise tourism across key destinations such as Manila, Boracay, Cebu and Palawan.
The mission also featured business-matching sessions and networking events designed to foster cooperation on market strategies, service upgrades and product development.
