The Department of Tourism (DOT) reported a massive surge in local travel during the 2025 Christmas long break, as Filipinos filled beaches, mountain retreats, and heritage sites across the country.
This influx of travelers has cemented domestic tourism as a vital pillar of the Philippine economy. Boracay Island emerged as a top choice, recording 118,745 arrivals between December 15 and 28. The island also saw a boost from international cruise ships, including the Star Navigator and Norwegian Sun, which brought thousands of additional passengers and crew to the region.
Other major destinations also posted high visitor numbers. Baguio City recorded 117,137 tourists drawn by its cool climate and festive displays, while Cebu City welcomed 102,124 guests. In the Bicol region, Camarines Sur and Albay saw a combined total of 137,000 visitors. Popular island spots like Panglao in Bohol attracted 62,240 people, and El Nido in Palawan welcomed 40,000 tourists seeking a tropical holiday experience.
Tourism Secretary Christina Garcia Frasco highlighted the importance of these numbers for local communities. “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,” Frasco said. She further noted that “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.”
Travelers also showed strong interest in diverse locations such as Malajog Beach in Samar, which saw 56,543 visitors, and Siargao Island, which recorded 32,742 arrivals. Even within Metro Manila, the historic Intramuros remained a focal point for families attending holiday masses and viewing festive decorations.
While the country celebrated, the Department of Tourism continued its preparations for hosting the 45th ASEAN Tourism Forum (ATF) in 2026.
The department is currently working with the Province of Cebu on Project H.A.R.A.N.A., a program designed to train tourism workers and volunteers in the Filipino Brand of Service Excellence. Frasco expressed optimism about the upcoming international event, stating, “As we prepare for ASEAN Tourism Forum 2026, we are confident in the Philippines’ readiness to welcome our ASEAN neighbors with excellence and warmth.”
She added that the goal is to showcase Filipino hospitality while building a resilient and competitive tourism industry for the future.