Tourists flock the Baluarte Watchtower, a historic U-shaped coastal fortification built during the Spanish colonial period in Luna, La Union.
The Christmas long break once again highlighted the strength and resilience of domestic tourism, as Filipinos fanned out across the country in large numbers, filling beaches, heritage districts, mountain retreats, and island destinations.
The strong holiday turnout reinforced local travel as a central pillar of the Philippine tourism industry, particularly during peak seasons when families traditionally journey together.
Among the country’s most popular holiday destinations, Boracay Island led in visitor arrivals, welcoming 118,745 tourists from December 15 to 28, 2025. Many chose to celebrate Christmas by the sea, while tourism activity received an additional boost from cruise tourism, as Star Navigator and Norwegian Sun made multiple port calls in Western Visayas, bringing in thousands of passengers and crew members.
Central Visayas also posted strong numbers, with Cebu City recording 102,124 visitors and Panglao Island welcoming 62,240 tourists. The sustained travel interest came despite the region having endured a series of natural calamities earlier in the year, underscoring domestic travelers’ continued confidence in local destinations.
Local and foreign tourists cool off in the clear waters of Kayangan Lake in Coron, Palawan.
In Eastern Visayas, Tacloban City logged 25,194 overnight guests, while Malajog Beach emerged as the region’s most visited site, drawing 56,543 tourists over the holiday period.
The Cordilleras once again proved a magnet for Christmas travelers, as Baguio City welcomed 117,137 visitors from December 15 through New Year’s Eve. Tourists were drawn by the city’s cool climate, festive light displays, and seasonal sound-and-light shows that have become synonymous with a Baguio Christmas.
In the Bicol Region, Camarines Sur attracted about 92,000 visitors, while neighboring Albay welcomed some 45,000 tourists, many traveling scenic routes offering views of the iconic Mayon Volcano.
Holiday travel was also steady across Northern Luzon. La Union recorded 47,338 foreign and local visitors seeking a coastal escape, while Ilocos Sur received 32,232 tourists drawn to its preserved heritage streets and coastal scenery. Nueva Vizcaya welcomed 10,012 visitors, with many opting for nature-based and countryside experiences during the long break.
Island destinations continued to offer a “summer in December” appeal. El Nido hosted about 40,000 tourists, while Coron welcomed 17,850 visitors. Puerto Galera likewise drew 13,204 holiday travelers.
In Mindanao, the Province of Sarangani recorded 26,191 visitors, reflecting growing interest in the region’s natural and cultural attractions. Siargao Island attracted 32,742 tourists, while Bukidnon received 9,488 visitors drawn by its rolling landscapes and cool mountain air. Camiguin Island welcomed 6,558 tourists during the Christmas season.
Within Metro Manila, Intramuros once again emerged as a focal point for holiday visits. Its illuminated streets, historic churches, and heritage landmarks drew families and groups attending Christmas masses at the Manila Cathedral and enjoying festive decorations in one of the country’s most storied districts.
“The strength of domestic tourism in the Philippines remains a driving force of our travel industry. The Christmas holidays once again showed how Filipinos continue to explore and support our own destinations,” said Christina Garcia Frasco, Secretary of the Department of Tourism.
“From ridge to reef, cities to heritage towns, domestic travel helps communities recover and thrive, boosts the economy, deepens national pride, and supports more equitable tourism development across our regions,” she added.
Even at the height of the Christmas break, the Department of Tourism sustained preparations for the Philippines’ hosting of ASEAN activities in 2026, working closely with the Province of Cebu and other national government agencies.
The Department is leading the groundwork for the 45th ASEAN Tourism Forum, with the Cebu City Tourism Commission continuing onboarding and coordination efforts, including the development of cultural and heritage activities for delegates.
DOT Central Visayas has also rolled out Project H.A.R.A.N.A. (Hosting ASEAN with Readiness, Agility, Nationalism, and Authenticity), an intersectoral initiative designed to prepare volunteers, tour guides, tourist drivers, students, faculty members, and event organizers for ATF 2026.
The program integrates the Filipino Brand of Service Excellence, refresher courses for accredited tour guides, seminars for tourist drivers as frontline workers, and modular training on reception protocol, safety, site management, and destination interpretation.
“As we prepare for ASEAN Tourism Forum 2026, we are confident in the Philippines’ readiness to welcome our ASEAN neighbors with excellence and warmth,” Secretary Frasco said. “Through this milestone event, we aim to showcase the Filipino brand of hospitality while strengthening regional cooperation and building a resilient, competitive tourism industry for the future.”