Southeast Asia is having a moment. Tourists are flocking to the region like moths to a tropical flame. Even tourism giant China has started promoting its provinces that apparently “feel like Southeast Asia all year round.” The selling point? Weather that lets you bask outdoors… unless, of course, a monsoon decides to crash your plans.
Meanwhile, the Philippines seems content to watch from the sidelines. Despite the proud slogan “Love the Philippines,” the country ended 2025 with 5.6 million visitors, down from 5.9 million in 2024. By contrast, Bali, slightly bigger than Cebu, managed to squeeze in 7 million tourists in the same period. Ouch.
Vietnam, on the other hand, is practically the rising rockstar of Southeast Asian tourism. In December alone, it welcomed over 2 million international visitors, bringing its 2025 total to nearly 21.2 million. That’s a 20.4 percent jump from 2024 and comfortably above pre-pandemic levels.
Malaysia, with a population of 35 million, is right there in the spotlight, too. It’s the K-pop of Southeast Asian tourism, welcoming a whopping 40 million visitors.
Thailand is showing a little vulnerability with a 7.2 percent drop in foreign visitors, but 32.9 million is still nothing to scoff at.
Singapore, just a tad larger than Metro Manila, keeps things classy with a “quality tourism” approach: fewer visitors, bigger wallets, longer stays, and less strain on the city’s infrastructure. It welcomed 18 million visitors based on available data.
Indonesia, meanwhile, continues its steady climb, nearly regaining its pre-pandemic momentum with nearly 14 million visitors in January–November 2025.
I’m not surprised with these figures at all, to be honest. As a frequent traveler, I have visited most of Southeast Asia’s tourism hotspots, and it’s not hard to see why tourists keep coming back. Yet every time I land at Ninoy Aquino International Airport after a foreign trip, the same sinking feeling hits me. Stepping off the plane, I automatically switch into “tourist mode”—and Manila, let’s be honest, is ugly. Shanties, dusty sidewalks, and random chaos greet visitors the moment they leave the airport. First impressions matter, and ours? Well, they leave a lot to be desired.
This isn’t a rant—it’s a 20-year-old reality check. I started traveling abroad two decades ago, and guess what? Nothing’s really changed. Every return trip, I find myself whispering the same wish: if only we had that here in the Philippines.
Yes, there have been improvements here and there, but what we need is drastic change. If the Philippines wants to compete, it’s time for a serious overhaul. Better airports and transport infrastructure, reliable inter-island connectivity, consistent service standards, safety measures, and proper environmental management are not luxuries—they’re basics.
Expanding tourism beyond beaches (despite the Philippines having the best beaches in the world, yes, the best beaches, fight me!) into cultural, culinary, and wellness experiences would help too—if only it came with honest marketing. And yes, fixing the government would be a good start. But are we doing enough? Are we even marketing it properly? If we were, the numbers would show it.
Here’s the kicker: even Filipinos often don’t bother traveling locally because it’s expensive. Hotels in our “tourist” spots cost more than in our neighbors’ countries, and domestic flights sometimes outprice trips to Taiwan. And let’s not forget the taxi “adventure”—locals themselves often refuse to ride them.
All the warm hospitality in the world can’t fix disorder and chaos. Until that changes, we’re left watching Vietnam, Malaysia, and even Bali (Indonesia’s tiny tourist hotspot) scoop up the tourists we keep letting slip through our fingers.
