Expanding Boracay’s Reach — Look South for the Next Wave of Tourists

By: John Dela Cruz

For decades, Boracay’s tourism marketing has cast its strongest spotlight on Metro Manila — and rightly so. As the country’s most populous urban center, the National Capital Region remains the largest source of domestic tourists, fueled by its dense population, high disposable income, and easy air connectivity. Yet if Boracay wants to sustain its leadership as a premier island destination in Southeast Asia, it’s time to widen the lens and look south — toward Davao.

The numbers make a compelling case. According to the Department of Tourism Region VI, domestic tourism’s share of Boracay arrivals surged from just 51% in 2019 to 79% in 2024, reflecting a major shift in the island’s visitor profile. In other words, Boracay is now increasingly powered by the domestic market — a shift that calls for a more diversified approach to tapping local travelers across the country.

And yet, despite this growth, one large market remains significantly underrepresented: Mindanao. From January to August 2025, Boracay welcomed 1.5 million domestic visitors, but only 17,687 came from Region XI — the Davao Region. This figure underscores an important reality: Mindanao, as a whole, continues to register the lowest domestic tourist turnout to Boracay, even though it represents a massive untapped market.

Davao City alone — the country’s third-largest metropolitan area and the biggest city by land area — is home to 1.8 million people, and serves as the gateway to a regional population of 5.3 million. With a flight time of just 1 hour and 35 minutes, Boracay is within easy reach of this southern powerhouse. The upcoming Davao–Samal Island bridge, expected to further boost regional tourism, offers an even greater opportunity for partnership and visitor flow.

The potential doesn’t stop with leisure travel. Boracay’s strategic location at the center of the Philippine archipelago makes it a natural hub for MICE (Meetings, Incentives, Conferences, and Exhibitions), providing an ideal venue for national gatherings that bring together participants from both north and south.

The message is clear: to sustain growth and remain a top destination in Southeast Asia, Boracay must look beyond its traditional markets and actively court travelers from Mindanao. By strengthening air connectivity, designing targeted promotions, and building partnerships with tour operators and business groups in the south, Boracay can unlock a powerful new corridor of growth — one that keeps the island at the heart of Philippine tourism’s next chapter.