The Philippines is rapidly losing ground in the race to attract Chinese tourists, trailing behind regional neighbors like Thailand, Malaysia, and Singapore.

According to a recent Dragon Trail International survey, less than 1% of Chinese travelers planning overseas trips in 2025 expressed interest in visiting the country—placing it alongside far-flung destinations like Denmark and Canada. Out of 764 respondents, only six chose the Philippines, and most would be first-time visitors.

Experts point to a mix of weak air connectivity, limited visa options, and geopolitical friction as key factors behind the slump.

As of March 2025, weekly flights from China to the Philippines remain at just 45% of pre-pandemic levels, far below the recovery seen in neighboring countries. Some routes have even been canceled, a move reportedly influenced by rising tensions in the West Philippine Sea. Meanwhile, local carriers have begun shifting resources toward more in-demand destinations like Vietnam.

The situation is further strained by the suspension of the country’s electronic visa program for Chinese nationals. While traditional visa applications are still available, travelers now gravitate toward countries offering more seamless, visa-free entry.

Sienna Parulis-Cook, director for marketing and communications at Dragon Trail, disclosed that without a broad visa-waiver program, the Philippines isn’t competitive, noting that delayed visas caused trip cancellations as far back as 2022—a problem rarely seen in countries like Malaysia.

Meanwhile, Chinese social media remains a powerful travel driver, influencing half of surveyed tourists through platforms like Xiaohongshu, Douyin, and WeChat. Yet the Philippines continues to struggle for visibility.

Government data from early 2025 shows a 34% drop in Chinese tourist arrivals to the Philippines compared to the same period in 2024, while outbound travel from the Philippines to China rose by 16%—a striking contrast.

Once a top source market, China has now fallen to sixth place among the Philippines’ leading tourist origins.