Markus Castro
The long Christmas break highlighted the strength of domestic tourism, as Filipinos traveled across the country in large numbers. Beaches, heritage sites, mountain retreats, and island destinations were filled, firmly establishing local travel as a vital pillar of the Philippine tourism industry during the holiday season.
Boracay Island in Western Visayas emerged as the top holiday destination, recording 118,745 tourist arrivals from December 15 to 28, 2025, as Filipinos flocked to celebrate Christmas by the beach. The region also welcomed cruise passengers, with the Star Navigator and Norwegian Sun making multiple port calls and bringing in thousands of passengers and crew, further boosting tourism activity.
Cebu City followed with 102,124 visitors, while Panglao Island in Bohol received 62,240 tourists. These figures reflect sustained domestic travel to Central Visayas, despite the region experiencing a series of natural calamities earlier in the year.
In Eastern Visayas, Tacloban City recorded 25,194 overnight guests. Malajog Beach in Calbayog City, Samar, however, was the region’s most visited destination, attracting approximately 56,543 tourists.
Baguio City in the Cordilleras—long regarded as a favorite Christmas destination—recorded 117,137 visitors from December 15 to New Year’s Eve, with tourists drawn by its cool weather, festive lights, and seasonal sound-and-light shows.
In Bicol, Camarines Sur attracted 92,000 visitors over the holiday break, while neighboring Albay welcomed 45,000 tourists, many traveling along scenic routes with views of the iconic Mayon Volcano.
Northern Luzon destinations also saw steady holiday traffic. La Union recorded 47,338 foreign and local visitors seeking a beach escape, while Ilocos Sur welcomed 32,232 tourists drawn to its heritage streets and coastal landscapes. Nueva Vizcaya, meanwhile, received 10,012 visitors, many of whom chose nature-based and countryside travel during the break.
Island destinations remained popular for a “summer in December” experience. El Nido, Palawan, welcomed 40,000 tourists, while Coron recorded 17,850 visitors. Puerto Galera also drew 13,204 holiday travelers.
In Mindanao, the province of Sarangani in SOCCSKSARGEN welcomed 26,191 visitors, underscoring the growing interest in the region’s diverse landscapes. Siargao Island drew 32,742 tourists, while Bukidnon received 9,488 visitors, attracted by its rolling mountains and cool climate. Camiguin Island also welcomed 6,558 tourists during the Christmas season.
In Metro Manila, the historic Walled City of Intramuros once again emerged as a focal point for holiday travel, as Filipinos flocked to its illuminated streets, centuries-old churches, and heritage landmarks. The area was especially vibrant during the season, with families and groups attending Christmas Masses at the Manila Cathedral and taking in the festive decorations in one of the country’s most cherished heritage destinations.
“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 Secretary Christina Garcia Frasco.
“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.”
Holiday work continues for ASEAN Tourism Forum 2026
Even at the height of the Christmas holidays, the DOT sustained preparations for the Philippines’ hosting of ASEAN 2026, working closely with the Province of Cebu and other national government agencies.
The Department is leading preparations for the 45th ASEAN Tourism Forum (ATF). At the same time, the Cebu City Tourism Commission oversees complete onboarding and coordination, including the development of proposed cultural and heritage activities for delegates.
In support of this, DOT Central Visayas launched Project H.A.R.A.N.A. (Hosting ASEAN with Readiness, Agility, Nationalism, and Authenticity), a comprehensive intersectoral program designed to prepare volunteers, tour guides, tourist drivers, students, faculty members, and event organizers for ATF 2026.
The initiative brings together the Filipino Brand of Service Excellence (FBSE), refresher courses for DOT-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 added.
“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.”
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