Philippines eVisa to Boost Chinese Tourism in November

Photo courtesy of PhilStar

The Philippines is set to restart its eVisa program for Chinese tourists this November, aiming to close the gap in tourist arrivals compared to its Southeast Asian neighbors. Tourism Secretary Christina Frasco announced on October 21 that China’s visitor numbers are expected to increase with the eVisa in place, though market penetration may only become significant next year due to typical marketing lead times.

With the eVisa, travelers from mainland China and its Special Administrative Regions will have easier access to visas for up to 14-day stays for tourism or business. The Department of Tourism (DOT) plans to collaborate with Chinese partners to enhance charter flights and promote the Philippines as a destination for both leisure and business.

Despite earlier marketing efforts in China, the Philippines has faced setbacks in tourism numbers, reporting only 203,923 Chinese arrivals from January to September 2025. This is a step up from the previous year's 300,000 but falls short of the 2-million target.

The Philippines is trailing behind regional peers in overall tourism. In early 2025, the country attracted 2.1 million foreign visitors, a 3.2% decrease from 2024. In contrast, Malaysia and Thailand saw tourism figures of 13.4 million and 12.1 million, respectively.

Reintroducing the eVisa is crucial, considering China was the Philippines' second-largest tourist source pre-pandemic in 2019, with 1.7 million visitors. The move is part of a broader strategy involving joint promotions with the Tourism Promotions Board and private-sector partnerships.

Tourism analysts highlight that the region remains highly competitive, with inbound tourism recovering slower than outbound. David Mann, Mastercard’s Chief Economist for Asia-Pacific, emphasized the need for increased focus and resources to maintain tourism competitiveness.

Key Takeaways

• The Philippines will resume eVisas for Chinese tourists in November.
• The initiative aims to boost lower than expected tourist arrivals.
• Competition in Southeast Asia remains intense, highlighting a need for strategic focus.

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  Adapted by ASEAN Now from PhilStar 2025-10-22