Why the Philippines Is Losing the Tourism Race—Even with Boracay

By: John Dela Cruz

Southeast Asia welcomed 121.3 million tourist arrivals in 2024. Thailand led the pack with 35 million, followed by Malaysia with 25 million, and Vietnam with 17 million. Even Cambodia, with fewer resources, attracted 6.7 million visitors. Meanwhile, the Philippines lagged behind with only 5.9 million, despite having what many call the region’s most beautiful island: Boracay.

Boracay is our crown jewel—a destination known globally for its powdery white sand and vibrant sunsets. And yet, even Boracay is feeling the pinch of the Philippines’ systemic failure to compete in the tourism race. If our most iconic destination can’t pull us forward, what hope is there for the rest?

Boracay’s Declining Foreign Market

Boracay, once bustling with tourists from China, Korea, and Western nations, is now sustained mostly by domestic travelers. Foreign arrivals have dropped significantly, with foreign tourists making up less than 20% of total visitors, down from over 30% before the pandemic.

The main culprit? Poor transport access. Kalibo International Airport, a key gateway to Boracay, now handles just a few international flights. In contrast, countries like Thailand are opening new international routes to secondary cities to disperse tourism. Meanwhile, the Philippines can’t even guarantee efficient land-sea-air connectivity to its most prized island.

Beauty Isn’t Enough

Tourists expect seamless, stress-free travel. But getting to Boracay involves multiple transfers, high fees, slow processing, and inconsistent local coordination. By the time travelers set foot on the island, many are already frustrated. No wonder they choose Thailand or Bali next time—destinations that offer comparable beauty, but with smoother access, cheaper options, and better digital services.

Boracay’s brand alone is strong, but the supporting systems are weak. High local costs, limited electronic payment access, insufficient public transport, and periodic environmental management failures keep Boracay from truly thriving.

Even tour packaging is fragmented. Other countries sell Boracay-like islands with all-inclusive deals: airport pickup, boat rides, hotel stays, and cultural tours. We still expect tourists to figure it out themselves—or worse, deal with inconsistent or overpriced local operators.

The Cultural Disconnect

Where other Southeast Asian countries highlight their cultural heritage, we downplay it. Boracay has no major cultural circuit, no signature heritage experience. Our festivals emphasize basketball games and beauty contests, rather than indigenous music, dance, or storytelling. While Thailand showcases its temples and cuisine, we offer an island paradise—but little narrative around it.

Boracay’s Ati-Atihan roots are rarely felt on the beach. There is no coherent visitor journey that links the island to the greater Aklanon identity or Filipino hospitality legacy. Our crown jewel sparkles, but lacks a soul.

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What Needs to Change—Starting with Boracay

Boracay can be the centerpiece of a Philippine tourism reboot, but only if we fix the fundamentals:
1. Restore and expand direct international access to Kalibo and Caticlan with strong international partnerships.
2. Build integrated tour circuits from Boracay to Antique, Iloilo, and other cultural or eco-tourism destinations.
3. Strengthen branding around Filipino culture, not just beaches—emphasize food, festivals, crafts, and community life.
4. Improve price competitiveness of domestic airfares, accommodations, and transport services.
5. Raise local service standards and strictly enforce cleanliness and environmental laws.
6. Create a national tourism story where Boracay is not just a stop, but a meaningful start to discovering the Philippines.

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Boracay is more than a beautiful island—it’s a barometer of Philippine tourism. And right now, it shows we are behind.