"In the past years, the tourism industry has seen a steady growth in inbound visitors with the year 2012 recording an increase of 9.1 percent. Likewise, visitor volume from the country's major markets continued to grow robustly, some even registering double-digit gains "


Using Data to Boost Key Tourism Markets for the Country
(Posted 17 October 2013)

by Undersecretary Daniel G. Corpuz 1                              Filipino Version

Using Data to Boost Key Tourism Markets for the CountryAs the Philippines is preparing for the challenge of becoming a premier destination in Asia, visitor arrivals to the country reached an unprecedented 4.3 million visitors in 2012.  This figure provided the tourism industry with new hope and optimism that the 10.0 million visitor arrival target for 2016 provided for in the National Tourism Development Plan (NTDP) is likely to be achieved.  With new developments in the country's tourism sector, this has sent a signal to the international market for renewed confidence in the Philippines as a safe and friendly tourist destination.  The potentials for tourism as a mechanism of inclusive growth are also being recognized. Among all regions in the country, Caraga is the only region that had statistically significant reduction in poverty rates from the first semester of 2009 to the first semester of 2012. Most poverty analysts would indicate that tourism (aside from mining) contributed to Caraga’s income growth and reduced poverty. 

In the past years, the tourism industry has seen a steady growth in inbound visitors with the year 2012 recording an increase of 9.1 percent.  Likewise, visitor volume from the country's major markets continued to grow robustly, some even registering double-digit gains.  Given that government resources are not infinite, it is important to be strategic and to examine data and determine where to focus our attention in attracting tourists to visit our country. One strong market for the country is China which continued to contribute significantly to the country's increasing visitor volume.  In fact, the Philippines is one of the first countries to be given an Approved Destination Status (ADS) by the People’s Republic of China.  It was observed that tourist arrivals from China have also generally accelerated.

Based on the data from 2009 to January to July 2013 (Figure 1), the Philippines continued to lure Chinese visitors to the country as arrivals from China showed a steady growth.  Except for the year 2009 when tourism showed a slowdown due to the global financial crisis, the year 2010 onwards saw a rebound in arrivals from China which showed a strong performance based on the double-digit gains in 2010 and 2011.  Meanwhile, the year 2012 likewise registered increase in volume, although the growth is not as high as the previous two years.  This market again bounced back to its growth pace in the first seven months of 2013 by producing 246,967 visitors which recorded a double-digit gain of 48.6 percent. 

With this performance, China rose as the 3rd biggest contributor of arrivals to the Philippines, a new record set by this market, overtaking the Japanese market which settled in the 4th position (Table 1).  In the span of 10 years, this market was able to leap forward from its 11th place in 2004, moving to 5th place in 2005 and onwards to 4th place from 2006 to 2012, until it landed into 3rd place in July 2013, rallying behind top gainers Korea and U.S.A.  The growth of 209.1 percent in July 2013 alone which was recorded by this market is one of the highest since this market registered a 359.0 percent and 211.7 percent increase in November and December 2005, respectively.  The feat achieved by this market shows its growth potential in the succeeding years which would likely achieve its target set in the NTDP for 2016.

The tourism industry, capitalizing on the growth of this market, has been doing aggressive marketing and promotional campaigns to attract more Chinese visitors to the country. This includes attendance to travel fairs, conduct of sales missions and familiarization trips for tour operators and the media.  In addition, ad placements on travel websites, mobile apps and Metro billboards were being done to entice more Chinese visitors to the Philippines.   The government continued to play an active role in air services agreements with China and other key growth markets to increase flight frequencies and seat capacities.  Negotiating for charter flights is also included in the agenda of air talks to service the demand from this market.  The Philippines likewise conducted joint promotional activities with Zest Air and Huatian (Changsha Charters) during the Hunan Travel Fair. In addition, border formalities and procedures were simplified and visa policies have been relaxed in favor of Chinese visitors to ease entry to the country.

The Philippines, in return, gained distinctions from various Chinese publications and travel fairs such as the Oriental Morning Post's citation to the Philippines as the "Best Tourist Destination" during its Annual World Travel Special Trip Awards as well as The Shanghai Morning Post's citation of the country as the "Most Romantic Destination" for Chinese travelers.

Looking at the profile of Chinese tourists in 2012, here are some interesting information based on the arrival/departure cards of the Bureau of Immigration and the results of the Visitor Sample Survey of the Department of Tourism:

  • Males comprised 53.8 percent while females formed 44.4 percent of the total Chinese tourists.

  • Average age of Chinese tourists was 35 years old, younger than the recorded average age of the tourists in the Philippines at 38 years old.

  • Bulk of the visitors or 66.0 percent were married.  Singles made up 33.1 percent while the widowed/separated/divorced represented 0.9 percent of the total.

  • Visitors who are holders of university/college degree were the largest segment in 2012 at 57.1 percent.  This was followed by those who had reached at most high school and vocational education at 26.3 percent.  Proportions of  those who have attended some high school and less than high school and post-graduate degree holders were 11.0 percent and 2.5  percent, respectively.

  • Visitors in the professional/managerial/administrative category constituted the biggest segment of visitors to the country in 2012 at 30.1 percent.   Students/minors formed the second largest group with 7.6 percent.    On the other hand, visitors in the clerical/sales/services category and housewives comprised 5.4 percent and 2.4 percent of the total visitors, respectively.

  • Average annual gross income of the visitors from China was US$16,363.61 which is lower than the average annual gross income of all visitors to the Philippines at US$41,630.22.

  • A Chinese visitor spent an average of 8.6 nights in the country in 2012.  This is longer compared to the average length of stay of 7.8 nights in 2011.

In terms of purpose of visit,  holiday travelers comprised 58.9 percent of the Chinese tourists in 2012 while business travelers constituted 7.6 percent.  Other purposes are to attend convention and visit friends/relatives at 0.6 percent and 0.4 percent, respectively (Table 2).  Of the  total visitor volume, majority or 84.3 percent visited the country as independent travelers while only 15.7 percent availed of package tours.

The main motivating factor cited by 38.0 percent of the Chinese visitors which influenced their choice for the Philippines as a place to visit was curiosity/never been to the Philippines.  On the other hand, 18.8 percent of the visitors mentioned having friends/relatives in the country as the motivating factor while 15.3 percent said that the Philippines was recommended by their friends.  Other motivating factors cited are past experience/have been to the Philippines before (8.7 percent), and inexpensive to spend holiday and proximity to own country/near country (3.5 percent).

The biggest segment of Chinese visitors at 37.1 percent had indicated travel agents as their main source of information about the Philippines.   Meanwhile, 27.9 percent indicated internet as their source of information while 24.9 percent sourced their information from their friends/relatives/business associates.  Visitors who have known more about the country because of their previous visit constituted 4.4 percent of the total volume. 

Repeat visits of Chinese tourists reached 50.1 percent of the total while first time visitors were registered at 49.9 percent.   Almost half of the Chinese visitors (45.3 percent) utilized hotels during their visit to the Philippines while about a third (29.1 percent) stayed in the homes of their relatives and friends.  About three in twenty Chinese visitors (16.5 percent)  stayed in resorts during their visit to the country.

Table 3  shows the  average daily expenditure of a visitor from China at  US$55.59.  The bulk of the budget of visitors was eaten up by accommodation charges which cornered 32.5 percent of the total expenses.  Shopping expenses grabbed the second biggest amount in visitor expenditure, accounting for 26.9 percent while food and beverage expenses came in third at 26.1 percent.    

Concerning  the shopping places frequented by the Chinese, the department store is the favorite which was visited by 86.5 percent of the respondents.  Other favored shopping places include Tourist Duty Free Shop (31.0 percent), Souvenir/Curio Shops (17.4 percent) and Flea Market (6.3 percent) (Table 4).  Outside Metro Manila, the most favored destination of visitors from China was Aklan/Boracay/Kalibo with 15.6 percent of the total visitors.  Other favorite places visited by Chinese tourists outside Metro Manila were:  Cebu, 5.7 percent; Tagaytay, 5.1 percent; Batangas/Matabungkay, 4.0 percent; Laguna/Pagsanjan/ Los Baños, 3.9 percent; and Bohol, 3.7 percent (Table 5).

Shopping was the main activity undertaken by 91.7 percent of the Chinese visitors in 2012.  Other activities indulged in by visitors from China were visiting friends/ relatives (19.4 percent), sightseeing (18.7 percent), and investment opportunities (2.2 percent).   The most popular item in the shopping list of visitors from China was food/delicacies as indicated by 91.7 percent of the visitors.  This was followed by apparel/textile/garments (40.6 percent), leather goods (20.3 percent), fashion accessories (9.9 percent), and arts and crafts (7.7 percent).

When asked about the things that they liked most about their visit to the country, the warm hospitality and kindness of the Filipino people remained the most appealing factor to visitors from China, accounting for 76.8 percent of the respondents.  Other notable factors cited by the Chinese visitors were:  beautiful sceneries/nice beaches (24.0 percent), good food/liquor/fruits (10.4 percent), and able to see loved ones/relatives/friends (9.2 percent) (Table 6). 

All these information provide us a way to identify our strengths and weaknesses in ensuring that more and more tourists from China can experience that “it’s more fun in the Philippines.”  Other markets will also need to be further identified so that we can maximize the potentials of the tourism sector in making growth in the country become sustainable and inclusive.

Reactions and views are welcome thru email to the author at  


Filipino Version


Ang paggamit ng mga datos upang paunlarin ang pangunahing merkado ng turismo sa ating bansa

ni  Undersecretary Daniel G. Corpuz 1 

Habang pinaghahandaan ng Pilipinas ang hamon na maging pangunahing tourist destination sa Asia, ang dami ng mga dayuhang pumapasok sa bansa (o visitor arrival) ay umabot sa 4.3 milyong katao noong 2012. Ang mataas na bilang na ito ay nagbibigay ng bagong pag-asa at optimismo na ang hinahangad na 10 milyong dayuhang bisita para sa 2016 ay makamit ayon sa National Tourism Development Plan (NTDP).  Ang magandang pangyayaring ito sa sektor ng turismo ay senyales ng buong pagtitiwala ng international market sa Pilipinas bilang ligtas at mapagkaibigang tourist destination. Pagkilala rin ito sa turismo bilang mekanismo sa tinatawag na “inclusive growth”.  Sa lahat ng rehiyon sa bansa, ang Caraga ang tanging  rehiyon na nagpamalas ng napakalaking pagkabawas sa poverty rate o bahagdan ng populasyon na mahihirap sa ating bansa mula noong unang anim na buwan ng taong 2009 hanggang sa unang kalahati ng taong 2012. Sinasabi ng karamihang mga dalubhasa sa kahirapan na ang turismo (maliban sa mining) ang nag-ambag sa malaking pag-aarangkada ng kita at pagkabawas ng kahirapan sa Caraga region.

Sa mga nakalipas na taon, ang industriya ng turismo ay kinakitaan ng matibay na paglago ng inbound visitors sa record na 9.1 % na pagtaas noong 2012. Ganoon din naman, patuloy na lumalaki ang dami (double digit gains) ang mga turistang bumibisita sa bansa. Dahil sa limitadong budget ng pamahalaan, narararapat lamang na pag-isipang mabuti at suriin ang mga datos kung anong bansa dapat ipako ang ating atensyon upang makaakit ng mas maraming turista sa bansang yaon. Ang isang malaking pagkukunan ng turismo ay ang bansang China, na patuloy na nag-aambag ng malaki sa tumataas na dami ng mga dayuhang pumapasok sa bansa. Sa katunayan, ang Pilipinas ang isa sa mga unang bansa na pinagkalooban ng Approved Destination Status (ADS) ng People’s Republic of China. Kapansin pansin ang pagtaas sa bilang ng mga tourist arrivals mula sa China.

Ayon sa datos, mula noong 2009 hanggang January - July 2013 (Figure 1), patuloy na nae-enganyo ang Pilipinas ng mga turistang Chinese na bumisita sa ating bansa.  Maliban noong 2009, kung saan nagkaroon ng tourism slowdown dahil sa global financial crisis, tumaas taon-taon ang dami ng mga turistang mula sa China. Simula noong 2010, nagkaroon ng pagtaas sa visitor arrivals mula sa China na umabot pa sa double-digit gains noong 2010 at 2011. Ganito rin ang nangyari noong 2012 bagamat hindi kasing lakas noong dalawang taong nakalipas.  Sa loob ng pitong buwan ng 2013, muling lumubo ang dami ng mga turista sa bilang na 246,967 o 48.6% na pagtaas.

Dahil dito, umakyat ang China bilang ikatlong pinakamalaking contributor ng mga dayuhang dumarating sa bansa, sa isang bagong record at naungusan ang Japan na ngayon ay bumagsak sa ika-apat na pwesto (Table 1). Sa loob ng sampung taon, ang mga turistang mula sa China ay tumalon paitaas mula sa ika-11 pwesto noong 2004 at naging ika-lima noong 2005 hanggang maging ika-apat na pwesto mula 2006-2012. Ngayong July 2013, pangatlo na ang China mula sa mga nangungunang Korea at USA sa dami ng mga turistang dumarating sa Pilipinas. Ang 209.1% na paglago nito noong July 2013 ang syang isa sa pinakamataas na paglago sa Chinese tourism market pagkatapos tumaas ito noong November 2005 (359.0%) at December 2005 (211.7%). Ang  ipinakitang gilas na ito ng Chinese tourism market ay pagpapatunay lamang ng malaking potensyal nito sa paglago sa mga darating pang taon. Hindi kataka-taka na makakamit nito ang inaasahang target na itinalaga sa NTDP para sa taong 2016.

Ang industriya ng turismo, sa pagnanais na mapalakas pang higit ang kampanya para sa tourism market mula sa China, ay nagsagawa pa ng maigiting na marketing at promotional campaigns. Kasama na dito ang mga travel fair, sales mission at familiarization trip para sa mga tour operator at maging ng media. Dagdag pa rito ang mga ad placement sa mga travel website, mobile app at metro billboard upang mas lalong maka-akit ng mga turistang mula sa China na bumisita sa bansa. Patuloy ang pamahalaang Pilipinas sa aktibo nitong papel sa pagpapatupad ng air service agreement sa pagitan ng China at iba pang pangunahing growth market upang madagdagan ang dami ng mga flight at seat capacity.

Kasama rin sa mga hakbanging ito ang pakikipag-ugnayan para sa mga charter flight upang matugunan ang iba pang pangangailangang kaugnay ng mga air service agreement. Nagsagawa din ang Pilipinas ng isang joint promotional activity kasama ang Zest Air at Huatian (Changsha Charters) noong magkaroon ng Hunan Travel Fair. Dagdag pa rito ang pagpapadali sa mga visa policies at mga border formalities and procedures upang bigyang pabor at mapadali ang pagpasok sa bansa ng mga turistang mula sa China.

Kaugnay nito, tumanggap ang Pilipinas ng iba’t ibang papuri mula sa ilang Chinese  na publication at travel fair. Isa na rito ang pagturing ng Oriental Morning Post sa bansa bilang  "Best Tourist Destination" para sa mga manlalakbay mula sa China noong Annual World Travel Special Trip Awards at "Most Romantic Destination" para sa mga manlalakbay mula sa China na iginawad naman ng The Shanghai Morning Post.

Ilang sa mga magagandang impormasyon ukol sa profile ng mga turistang Chinese noong 2012 na galing sa arrival/departure cards ng Bureau of Immigration at resulta ng Visitor Sample Survey ng Department of Tourism ay ang mga sumusunod:

  • Mas maraming lalaki (53.8%) kaysa sa mga babae (44.4%) ang bumubuo ng mga turistang mula sa China na bumibisita sa ating bansa.

  • Ang average age ng mga turistang Chinese ay 35 years old, mas bata kaysa sa 38 years old na average age ng lahat ng turista sa Pilipinas.

  • Dalawa sa tatlong (66%) mga turistang Chinese ay pawang may asawa samantalang sa isa sa tatlo sa kanila (33.1%) ay ang mga walang asawa. Halos isa sa isang daan (0.9%) naman ay mga biyuda/biyudo at hiwalay sa asawa.

  • Karamihan sa mga turistang ito ay mga university/college degree holder (57.1%) samantalang isa sa apat sa kanila (26.3%) ang mga nakatapos sa high school at vocational school, at isa sa sampu (11.0%) ang  nakapasok sa high school at mababa pa sa high school samantalang isa sa limampu (2.5%) ang post-graduate degree holders.  

  • Mula sa hanay ng mga professional/managerial/administrative category ang bumubuo sa pinakamalaking segment ng mga bisita sa bansa (30.1%).   Sumunod sa grupong ito ay pawang mga students/minors  (7.6%). Ang mga nasa clerical/sales/services category ay 5.4% samantalang 2.4% ng mga turista ay mga housewife.

  • Ang average annual gross income ng mga bisitang mula China ay US$16,363.61, mas mababa sa average annual gross income ng lahat ng turista sa bansa sa halagang US$41,630.22.

  • Halos siyam na gabi (8.6)  ang panahong ginugugol ng isang turistang Chinese sa Pilipinas noong 2012. Mas mahaba ito kumpara noong 2011 na halos walong gabi lamang (7.8).

Ayon pa rin sa mga datos noong 2012, mga holiday traveler  ang karamihan sa mga turistang ito mula sa China (58.9%), samantalang 7.6% ay mga business traveler. Ilan pang dahilan sa kanilang pagbisita sa Pilipinas ay upang dumalo sa mga convention at bumisita sa mga kamag-anak at kaibigan na 0.6% at 0.4%, ayon sa pagkasunod-sunod (Table 2). Sa total visitors volume na pumasok ng bansa, 84.3% ay pawang mga independent traveler samantalang 15.7% ay nag-apply sa pamamagitan ng package tours.

Nang tanungin kung ano ang motivating factor sa pagbisita nila sa Pilipinas, dalawa sa limang Chinese na turista (38.0%) ang nagpahayag na curiosity/never been to the Philippines ang pangunahing dahilan ng kanilang pagparito sa bansa. Sinabi naman ng isa sa lima sa kanila (18.8%) na mayroon silang kamag-anak/kaibigan sa bansa kaya sila bumisita rito, samantalang 15.3% ang nagsabi na inirekomenda ng kanilang mga kaibigan ang Pilipinas para bisitahin. Ilan pa sa mga motivating factor na ito ay ang pagkakaroon ng dati nang karanasan sa pagparito sa Pilipinas (8.7%) at ang murang halagang gagastusin at pagiging malapit nito sa kanilang bansa (3.5%).

Saan nga ba nila nalaman ang impormasyon ukol sa Pilipinas? Sinabi ng 37.1% ng mga Chinese visitors na mga travel agents ang main source nila ng impormasyon ukol sa bansa. Samantalang 27.9% ang naglahad na internet ang kanilang pinagkunan ng impormasyon. Ayon naman sa 24.9%, mga kaibigan/kamag-anak at business associates ang kanilang source of information. Samantala, sa total volume ng mga turistang ito, 4.4% ang nagsabi na nadagdagan ang kanilang kaalaman ukol sa bansa dahilan sa kanilang nauna nang pagbisita rito.

Sa kabuuang bilang ng mga mga Chinese visitors na ito, 50.1% ay pawang mga repeat visitors o dating nakarating sa Pilipinas, samatalang 49.9% ay mga first time visitors. Halos kalahati sa mga Chinese visitors (45.3%) ay sa mga hotels tumuloy samantalang 29.1% ay pansamatalang nanirahan sa kanilang mga kamag-anak at kaibigan. Tatlo sa 20 Chinese visitors (16.5%) ay piniling tumira sa mga resorts noong kanilang pagbisita sa bansa. 

Makikita sa Table 3 na ang average na ginagastos ng mga turistang Chinese ay US$55.59.  Sa halagang ito, 32.5% ay napupunta sa accommodation charges. 26.9% naman sa gastos sa pamimili (shopping) at 26.1% para sa pagkain at inumin.

Alin nga bang shopping places ang malimit puntahan ng mga Chinese visitors na ito? Ayon sa ulat, ang mga department stores ang paboritong lugar na puntahan ng may 86.5% na respondents. Ilan pang lugar ay mga sumusunod: Tourist Duty Free Shop (31.0%), Souvenir/Curio Shops (17.4 %) at Flea Market (6.3%) (Table 4). 

Sa labas ng Metro Manila, ang pinakapaboritong puntahan ng mga Chinese visitors ay ang Aklan/Boracay/Kalibo (15.6%) Cebu, (5.7%); Tagaytay, (5.1%); Batangas/Matabungkay, (4.0 %); Laguna/Pagsanjan/Los Baños, (3.9%); at Bohol, (3.7%) (Table 5).

Noong 2012, shopping ang pangunahing aktibidad na isininagawa ng may 91.7% ng mga Chinese visitors. Ang iba pa nilang ginawa sa bansa ay ang mga sumusunod :  visiting friends/ relatives (19.4 percent), sightseeing (18.7 percent), at  investment opportunities (2.2 percent).   Ang ilan sa mga pinakapopular na binili ng mga Chinese visitors ay mga food/delicacies (91.7%), apparel/textile/ garments (40.6%),   leather goods (20.3%), fashion accessories (9.9 %), at arts and crafts (7.7%).

Nang tanungin ang mga Chinese visitors kung anong pinakagusto nilang bagay tungkol sa kanilang pagbisita sa Pilipinas, tatlo sa apat sa kanila (76.8%) ang nagsabi na ang mainit na hospitalidad at kabaitan ng mga Pilipino ang nanatiling malaking factor sa kanilang pagbisita sa bansa. Ang iba pang factors ay ang mga sumusunod: beautiful sceneries/nice beaches (24.0%), good food/liquor/fruits (10.4%), and able to see loved ones/relatives/friends (9.2 %) (Table 6). 

Ang mga nabanggit na impormasyon ay nagbibigay daan upang malaman natin ang ating kalakasan at kahinaan sa ating layunin na mas marami pang turistang Chinese ang makaranas ng sinasabi nating “it’s more fun in the Philippines.”  Kinakailangan din nating malaman ang iba pang tourist markets bukod sa China upang mas lalo nating magamit ang potensyal ng sektor ng turismo sa ating mithiin para sa paglawig ng bansa tungo sa patuloy na kaunlaran para sa lahat ng Pilipino.


Figure 1. Chinese Tourist Arrivals in the Philippines

Source of data:  Arrival/Departure Cards and Shipping Manifests, Bureau of Immigration


Table 1. Chinese Tourist Arrivals in the Philippines

Year Arrivals Rank Growth Rate (%) Share (%)
2009 155,019 4th -5.3 5.1
2010 187,446 4th 20.9 5.3
2011 243,137 4th 29.7 6.2
2012 250,883 4th 3.2 5.9
Jan-July 2013 246,967 3rd 48.6 8.8

Source of data:  Arrival/Departure Cards and Shipping Manifests,
Bureau of Immigration

Table 2. Purpose of Visit of Visitors from China,
2011 and 2012

Purpose Share (in %) Growth Rate (%)
2011 2012
Holiday 44.1 58.9 33.5
Visit Friends /  Relatives 1.4 0.4 -73.4
Business 6.3 7.6 21.3
Official Mission 0.1 0.1 -16.7
Convention 0.4 0.6 40.9
Incentives             -                  -                     -  
Health / Medical Reason   0.0 0.0 -50.0
Others 1.9 1.4 -25.4
Not Stated 45.3 30.6 -32.5


Table 3. Average Daily Expenditure of Visitors
from China, 2012

  Expenditure (in $US) Share (%)
Accommodation 18.06 32.5
Food / Beverage 14.48 26.1
Guided Tour 0.24 0.4
Entertainment and  Recreation 4.05 7.3
Local Transport 2.84 5.1
Visits to Cultural / Historical Sites, Museums,  0.14 0.3
   National Parks and other sites   0.0
Shopping  14.97 26.9
Miscellanous  0.82 1.5
TOTAL 55.59 100.0

Source of data:  Visitor Sample Survey, DOT

Table 4. Shopping Places of Visitors
from China, 2012

Place Share (%)
Tourist Duty Free Shop 31.0
Department Store 86.5
Flea Market 6.3
Souvenir/Curio Shops 17.4
Hotel/Resort/Lodge 0.3
Others 7.4

Source of data:  Visitor Sample Survey, DOT

Table 5. Places Visited Outside Metro Manila
by Visitors from China, 2012

Place Share (%)
Aklan/Boracay/Kalibo 15.6
Baguio 1.0
Batangas/Matabungkay 4.0
Bohol 3.7
Cavite 1.8
Cebu 5.7
Davao 0.2
Laguna/Pagsanjan/Los Baños 3.9
Mindoro/Puerto Galera 1.2
Olongapo 0.3
Pampanga 2.3
Tagaytay 5.1

                       Source of data:  Visitor Sample Survey, DOT


Table 6. Things Liked Most About the Philippines by
Visitors from China, 2011 and 2012

 Things Liked in the Philippines Share (%) Growth Rate (%)
2011 2012
Warm hospitality and kindness of people 65.1 76.8 18.0
Beautiful sceneries/nice beaches 32.6 24.0 -26.4
Able to see loved ones/relatives/friends 9.3 9.2 -1.1
Good food/liquor/fruits 10.9 10.4 -4.6
Good climate 4.7 3.6 -23.4
Shopping opportunities 5.6 5.1 -8.9
Good accommodation/restaurant facilities/services 5.3 4.6 -13.2
Inexpensive/reasonable prices of commodities 0.1 0.2 100.0
Good place for relaxation 0.2 0.3 50.0

Source of data:  Visitor Sample Survey, DOT



1 Undersecretary  for  Tourism  Planning, Department of Tourism (DOT); Undersecretary Corpuz is the Co-Chairman of the Interagency Committee on Tourism Statistics of the NSCB.  This article  was co-written by Assistant Secretary Rolando Canizal and Milagros Say of DOT.  The  authors  thank  NSCB Secretary General Jose Ramon G.  Albert,   the Tourism Statistics, Economic Analysis and Information Management Division of DOT, Cynthia S. Regalado, Florande S. Polistico, Noel S. Nepomuceno, and Simonette A. Nisperos of   NSCB in the preparation of the article, as well as Ruben V. Litan for the Filipino translation.




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