Qwertyman for Monday, December 22, 2025
NEXT WEEK, after Christmas, my wife Beng and I are flying to a southern city—I won’t say yet exactly where—for a short break from the stresses of the season. (Surely you’ll agree that there’s no time fraught with more anxiety—and the entire gamut of emotion from euphoria to depression—than a Pinoy Christmas, from its tinkly inception in September to its grim, budget-busting conclusion post-New Year. Let’s not even talk about the traffic.)
Beng and I have done this for years now, making it a point to visit some local place the two of us have never been before—among them Balabac, Camiguin, Dipolog, Roxas City, and Virac, destinations usually passed over by tourists in search of thrills and spills outside our septuagenarian menu.
We’ve done this out of a deep love for and interest in our country and culture, despite all the inconveniences we associate with local travel. We’ve never been first- or business-class-type passengers to begin with, and despite our age can take a few bumps on the road in search of native fabrics, fresh iterations of suman and fish tinola, and a dip under a waterfall.
In other words, tourism-wise, we’re the easy sell, the low-hanging fruit, with modest expectations and demands and a developed tolerance for discomfort (delayed flights, rough roads, no aircon, the occasional mosquito or cockroach).
Not surprisingly, it isn’t people like us who lift up the Philippine tourism industry. We remain heavily dependent on foreign visitors bearing dollars, won, and yuan, and those tourists—typically educated, digital-savvy millennials seeking leisure and adventure experiences—have literally a planetful of destinations to choose from, and the figures clearly show that even within Southeast Asia, we’re hardly their first choice.
A comprehensive report by Zhan Guo on the ASEAN+3 Macroeconomic Office (AMRO) website notes that while Philippine tourism has rebounded somewhat since the pandemic, major structural bottlenecks continue to restrain the sector from achieving its full potential.
The report notes that “Compared with ASEAN peers, the Philippines’ international tourism market remains relatively small. Even before the pandemic, the country lagged regional peers in foreign arrivals—8.2 million foreign visitors—well below Indonesia’s 16 million, Malaysia’s 26 million, Thailand’s 40 million, and Singapore’s 15 million. Moreover, foreign tourists remain concentrated in a few destinations: the National Capital Region and Central Visayas (home to Cebu) account for over 60 percent of total foreign overnight stays. Many promising sites remain underdeveloped or difficult to reach.”
In 2024, foreign arrivals barely reached 6 million. As of November 2025, we haven’t even hit 5 million.
Completing the picture, AMRO notes that “Tourism has long been a cornerstone of the Philippine economy. In 2024, the sector’s gross value added reached ₱3.5 trillion—7 percent higher above pre-pandemic levels—and accounted for 13.2 percent of GDP. It also supported 4.9 million jobs, or 13.8 percent of the labor force. AMRO’s analysis shows that tourism-related industries—such as hotels and restaurants—can generate higher domestic value-added per unit of production input than the average for all sectors, making the sector a key driver of the country’s post-pandemic recovery.”
Now, these figures are helpful, and AI can spout them any time, but what we really need to hear are ground-level stories from real people—tourists and expats—who’ve been here long enough and who can tell us in all candor what we need to do to catch up with our neighbors. I know we Pinoys can be extremely sensitive to criticism, especially when it comes from white people who fly in from their comfort zones and begin to expect everything here to work just as well as they do back home, and who then broadcast their woes and gripes to the world like the Philippines was the foulest and most benighted place on earth, ever. I’m sure we’ve all met louts like these.
But then there are foreigners who actually and deeply love this country—sometimes more than some of us do—despite everything they and we have to bear with, and these are the friends we need to listen to. It was an online encounter with one such expat last week that triggered this column, when I came across the blog of a European who goes by the moniker “The Lazy Traveler,” who’s been living in the Philippines for over a decade now and has traveled quite a bit around the country and the region.
Let me quote what he wrote (with some minor edits just to improve the flow):
“Main problem: accommodation is bad and overpriced. I’m planning a motorcycle route in Vietnam from south to north. Almost everywhere there, you can sleep for $3–$4. $10 already feels like luxury. In the Philippines, it’s hard to find anything under $10. The average is $25–$30, and the quality is usually terrible.
“I remember sitting at White Beach in Puerto Galera with a resort owner. He showed me rooms priced at almost $100 per night. Inside, everything was broken—doors, toilet flush, fittings. I told him, ‘Don’t be offended, but who is paying 5,000 pesos for that crap?’ His answer: ‘They come fifteen people, so it’s cheap.” (Sleeping on the floor and everywhere.) I asked why he doesn’t fix the rooms. He said, “It will be broken again in two weeks.” That mindset explains a lot.
“If I ride from Pagudpud to General Santos, the trip will cost me at least thirty times more than Vietnam, with more hassle and less comfort.
“Another big issue: transportation. If you don’t have your own transport like a motorcycle, roaming around the Philippines can be a horror—slow connections, overpriced tricycles, limited public transport, and wasted time. Mobility here often feels like a struggle, not freedom.
“Second issue: domestic flights are insanely expensive. Not long ago, Manila–Siargao was close to $400.
“Third issue: too many restrictions, no real freedom. Hiking? Register at the barangay.
Simple trail? Mandatory guide. Then come the fees: ‘local support’ fee, environmental fee, parking fee, toilet fee, shower fee…. That’s why some foreigners call it Feelippines.
“Not to mention the official Facebook page of the Department of Tourism—it’s full of Frasco and Marcos faces instead of destinations. With 1.4 million followers, their posts get 30–40 reactions. Sayang. (I checked the page, and it’s true—JD)
“I love the Philippines. That’s why I’m still here. But if tourism wants to improve, these problems need to be called out—not ignored.”
I’m sure this isn’t the first time we’re hearing these things, and that the government knows what it needs to do. The AMRO paper lays it all down: better transport connectivity, basic utilities and infrastructure, digital readiness, and visitor facilities.
Now we need BBM to treat this like flood control: another way to lose a lot of money aside from thievery is not to make it when we very well could.































