Beijing: The Philippines has launched its most extensive tourism business mission to China since the onset of the pandemic, aiming to draw more Chinese travelers to its shores. The Philippine Tourism Industry Business Mission 2026, spearheaded by the Department of Tourism (DOT), brought together 35 Philippine travel-related companies and approximately 280 Chinese travel agencies.
According to Philippines News Agency, the Philippine Embassy in Beijing announced that the delegation will engage in business-to-business meetings with Chinese stakeholders in Beijing, Chengdu, and Guangzhou. During the mission's stop in Beijing on May 12, Philippine Ambassador to China Jaime FlorCruz highlighted the significant turnout as an indicator of the enduring interest, confidence, and goodwill between the tourism sectors of both nations despite recent challenges.
Ambassador FlorCruz noted the encouraging momentum, with Chinese tourist arrivals to the Philippines significantly rising, aided by the visa-free policy for Chinese tourists introduced in January. He emphasized that the Philippines is well-prepared to meet the evolving preferences of the Chinese market.
Beyond leisure travel, FlorCruz suggested that tourism could act as a bridge to foster goodwill and understanding between Filipino and Chinese communities. He stressed the importance of mutual understanding, particularly in uncertain times.
DOT Assistant Secretary Sharlene Zabala-Batin, part of the mission, confirmed the scale of this initiative as the largest tourism business mission to China by the DOT since the pandemic began in 2019. Beijing-based Tourism Attach© Ireneo Reyes assured Chinese travel firms of the Philippines' readiness to welcome more visitors.
The business mission showcased the Philippines' varied tourism offerings, including popular destinations like Boracay, Cebu, Palawan, and Manila, alongside tourism products such as diving, culture and heritage, English language learning, and others. Business matching sessions and networking activities facilitated discussions on cooperation opportunities, market strategies, and tourism product development between Philippine and Chinese stakeholders.
New direct routes between China and the Philippines have been launched this year, such as Chongqing-Manila and Quanzhou-Cebu, with further additional and charter flights planned, according to the envoy. Latest DOT data reveal that Chinese arrivals in the Philippines reached 150,708 from January to April 2026, up from 93,186 in the same period last year, placing China as the Philippines' fourth-largest source of foreign visitors.
