Boracay’s Bright Summer Masks a Bigger Tourism Problem

By: Guillermo Sumbiling

Boracay still looks like a postcard — white sand, turquoise water, and those famous sunsets that never get old. But behind the picture-perfect views lies a quiet alarm bell: foreign tourists are disappearing, and we’re not doing enough to bring them back.

In the first quarter of 2025, tourism arrivals to the Philippines dropped — largely due to sharp declines from South Korea and China, two of our biggest pre-pandemic markets. Boracay, once the darling of foreign travelers, has felt the hit. From over 30% of its visitors being foreign tourists, that number has now slid below 20%.

That shift matters. Domestic tourism is alive and well — Summer 2025 brought in strong local traffic, with Filipino families and barkadas giving the island a much-needed boost. But let’s be honest: the spending power of foreign visitors remains unmatched. They’re the ones who book luxury stays, dive trips, yacht tours, and spa packages. They keep the island’s economy robust, not just afloat.

While other Southeast Asian countries — Thailand, Vietnam, Indonesia — are already bouncing back with strong international numbers, the Philippines lags behind. Our biggest hurdle? Accessibility.

But there’s a glimmer of good news.

The expected resumption of direct flights from Kuala Lumpur to Kalibo could be a game-changer. Kuala Lumpur is not just another stop — it’s a gateway to the booming South and Southeast Asia travel corridor. We’re talking India, Malaysia, Thailand, Singapore, and the sprawling Indonesia chain — a fast-growing market of upwardly mobile tourists looking for the next beach paradise. Boracay should be on their radar — but we need to make getting here easier, faster, and more attractive.

Restoring and expanding foreign access is step one. Reviving flights to Kalibo International Airport must be a national priority. No world-class island can thrive if the only way in feels like a logistical nightmare. Our gateways — Kalibo and Caticlan — need real upgrades, not band-aid fixes. Tourists want a warm welcome, not a weary wait.

We also need to elevate the tourism experience. Travelers today are not just looking for selfies in paradise. They want immersive, sustainable, and premium experiences. Let’s give them better tour packages, eco-tourism options, cultural showcases, and services that meet — or beat — global standards.

Boracay doesn’t just need tourists — it needs high-value travelers who stay longer and spend more. That means not just restoring international links, but building them smarter. It also means leveraging Boracay as a hub for multi-island itineraries: imagine fly-ins that start in Aklan, then jump to Romblon, Antique, or Mindoro, giving tourists more reasons to stay in the Philippines longer.

Boracay is resilient — we’ve seen it bounce back before. But resilience is not a strategy. Without bold action, we risk watching our most famous island slowly slide down the global tourism map.

The beach is still beautiful. The sunsets are still magic. The world is ready to travel. The only question is — will we make it easy for them to choose Boracay again?