Chinese tourist arrivals in the Philippines, once a significant driver of the country’s tourism industry, have seen a noticeable dip in enthusiasm as political and social tensions between the two nations continue to cast a shadow over travel sentiment. While official numbers still show some visitors trickling in, industry stakeholders say the mood among Chinese travelers is more cautious and subdued compared to the pre-pandemic years when the Philippines was marketed heavily as a friendly, affordable, and scenic destination for Chinese holidaymakers.
In 2019, before the pandemic, China was the Philippines’ second-largest source of foreign tourists, with over 1.7 million arrivals. Charter flights from cities like Beijing, Shanghai, and Guangzhou brought tourists to Manila, Cebu, Boracay, and Palawan in steady waves. Many came for the tropical beaches, diving spots, and shopping opportunities. Tour operators reported strong spending patterns, particularly in duty-free goods, high-end resorts, and group tours. However, that momentum has faltered in recent years as multiple factors have converged to dampen interest.
Geopolitical disputes, particularly over the South China Sea, have been a central source of strain. The Philippines and China have engaged in repeated verbal exchanges and maritime confrontations over contested waters, with incidents involving coast guard vessels and fishing boats making headlines in both countries. While these events occur far from most tourist areas, they influence public perception. In China, state media coverage often frames the Philippines as politically unfriendly, while in the Philippines, nationalist sentiment has grown stronger, sometimes creating unease for visitors.
Visa policies and travel advisories have also played a role. During the height of the pandemic, restrictions were tight on both sides, and while travel has resumed, processing times for visas and group travel permits have lengthened. Some Chinese travel agencies say their clients are hesitant to book Philippine packages due to uncertainty over entry requirements or fears of sudden policy changes. In addition, sporadic online narratives about safety and hospitality — sometimes fueled by isolated incidents — have made prospective visitors wary.
For those Chinese tourists who still choose to visit, the atmosphere feels different from the bustling, upbeat pre-pandemic tours. Several travelers interviewed in Manila and Cebu described a more subdued mood within their tour groups. “Before, we would see many big Chinese tour buses and everyone was excited, taking lots of pictures,” said a Chinese traveler from Guangdong visiting Boracay. “Now, the groups are smaller, and people are more careful about what they say and do. It feels a little tense.” Others mentioned being more conscious about avoiding political conversations and focusing solely on sightseeing.
Philippine tourism operators who once specialized in the Chinese market are adjusting their expectations. Some have shifted resources toward South Korea, the United States, and Australia, which have shown stronger post-pandemic recovery in tourist numbers. Others are trying to re-engage the Chinese market through social media influencers, bilingual travel content, and reassurance campaigns that highlight the safety and hospitality of the Philippines. Despite these efforts, many admit it will take time to rebuild confidence.
Economic factors in China are another undercurrent affecting outbound tourism. Slower economic growth, real estate market struggles, and cautious consumer spending have made luxury and international travel less of a priority for many middle-class Chinese families. The Philippines, while more affordable than some Western destinations, still competes with closer and politically less complicated destinations like Thailand, Vietnam, and Malaysia. These countries have managed to maintain relatively stable ties with China while offering similar tropical attractions, making them easier sells for travel agencies.
Cultural differences, which were previously navigated with relative ease, have also been under greater scrutiny. Language barriers, differences in travel habits, and occasional misunderstandings between Chinese tourists and local communities have been magnified in recent years by the broader political climate. Small issues that might once have been brushed off — such as disagreements over pricing or service — can now become amplified online, reinforcing stereotypes on both sides.
The Philippine government has expressed its intention to separate tourism from political disputes, emphasizing that visitors from all nations are welcome. The Department of Tourism (DOT) continues to participate in Chinese travel expos and has reopened tourism offices in key Chinese cities to promote Philippine destinations. “We remain committed to strengthening people-to-people ties,” said a DOT spokesperson. “Tourism should be a bridge that fosters understanding, not a casualty of disagreements.”
On the ground, many local businesses share that sentiment. Resorts, restaurants, and souvenir shops that once relied on Chinese spending are eager to see visitors return in larger numbers. “They are good customers. They come in groups, they buy souvenirs, they like to try different food,” said a shop owner in Cebu. “We don’t care about politics. We just want them to feel welcome and safe here.”
Yet, reversing the current gloomy sentiment among Chinese tourists will require more than marketing slogans. Travel analysts suggest that confidence-building measures — such as improving direct communication channels, addressing negative social media narratives, and ensuring smooth visa processing — are essential. Joint cultural exchange programs, student travel initiatives, and business-to-business tourism partnerships could also help rebuild trust.
Some signs of recovery are visible. Certain Chinese tour operators are cautiously reintroducing Philippine packages for the upcoming Lunar New Year holiday, focusing on well-known destinations like Boracay and Palawan. These packages emphasize leisure activities far removed from any political flashpoints, promoting white-sand beaches, diving excursions, and island-hopping tours. However, the bookings are still below pre-pandemic levels, and industry insiders warn that any flare-up in maritime tensions could quickly reverse gains.
The role of online opinion is perhaps the most unpredictable factor. In both countries, social media plays an outsized role in shaping travel decisions, and narratives can change quickly. Positive stories — such as viral videos of Chinese tourists enjoying Filipino hospitality or influencers showcasing hidden gems — can spark interest, while negative headlines can just as quickly cause cancellations. This volatile media environment means that any effort to attract Chinese tourists must be both sustained and adaptable.
Despite the challenges, some Chinese travelers remain loyal to the Philippines. Repeat visitors who have built personal connections with locals or fallen in love with specific destinations say they continue to come back, albeit more discreetly. “I have friends here. I know the reality is different from what you read online,” said a businessman from Shanghai visiting Davao for the fifth time. “I just hope things get better so more people can see the real Philippines.”
In the end, the current gloom among Chinese tourists is a reflection of broader geopolitical, economic, and social forces that extend beyond tourism itself. While the Philippines remains a beautiful and culturally rich destination, the path to restoring its once-thriving Chinese market will require patience, strategic engagement, and a commitment to keeping travel and politics as separate as possible. Until then, the smiles may still be there, but they come with a touch of caution — a reminder that even paradise can feel different when clouds gather on the horizon.
