Premium Experiences Power Philippine Tourism Growth—Oxford Economics
The Philippines has a unique opportunity to boost tourism revenue not by simply increasing overall arrivals, but by enhancing the quality of the tourist experiences, according to “Capturing High-Quality Tourism in Southeast Asia”, a recent study by Oxford Economics (OE) in collaboration with the Asia Pacific International Spirits and Wines Alliance (APISWA) and the Alcoholic Beverages Alliance of the Philippines Inc. (ABAPI).
Titled “Capturing High Quality Tourism in Southeast Asia: The Impact of Premium F&B Experiences on Destination Choice,” the report surveyed 1,800 travelers from the region’s five major tourist source markets—China, South Korea, Australia, the United States, and the United Kingdom—to understand what influences destination choice. Findings show that high-quality food and beverage (F&B) experiences, characterized by exceptional service, variety, and authentic local flavors, are among the top drivers for travelers, with tourists willing to pay US$250 more per person per day, on average, to visit destinations that offerpremium experiences.
Carmela Febrio, Acting Head of the Americas Division at the Philippine Tourism Promotions Board (TPB), emphasized that high-value tourism is about authenticity and memorable experiences, and not confined to luxury resorts or fine dining. “Localfood and beverage experiences introduce international visitors to the vibrancy of Filipino culture and heritage, providing uniquely Filipino experiences they cannot find anywhere else,” she said.
Her colleague, Ramon Julian de Veyra, Acting Head of the Europe, Africa, Middle East, and India Division at TPB, added that sustainable, premium tourism ensures long-term growth while protecting local destinations from the negative effects of mass-market packages.
The report highlights that the Philippines’ tourism sector is steadily recovering from the pandemic, with arrivals from January to August 2024 reaching 65% of pre-pandemic levels. Tourism authorities are now shifting their strategy to emphasize quality over volume, targeting visitors who seek premium experiences..
“Over the years, the idea of ‘quality’ has evolved—moving beyond brand-driven travel toward more curated, meaningful, and bespoke experiences. The Philippines is exceptionally well-positioned to meet this demand, offering sustainable and immersive journeys rooted in our culture, creativity, and our commitment to circular economies,” said Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board (TPB).“This report comes at a pivotal time, as the region seeks to capture the potential of high-value travelers and shape a tourism strategy that drives inclusive economic growth. By elevating our premium food, beverage, and cultural experiences, the Philippines strengthens its position as a destination for travelers seeking something deeper, more personal, and beyond the ordinary.”
Nok Laohaphan, President of ABAPI, emphasized the importance of cross-industry partnerships in attracting high-quality tourism. Collaboration among hospitality establishments, F&B sector, and alcohol producers is essential to create immersive, premium experiences that meet global standards while supporting local businesses.
High-quality tourism experiences can be further built through private-public partnerships, with organisations working hand in hand with policymakers to optimise the tourism experience and make the Philippines a more attractive holiday destination. With that, the Philippines can shift from volume-driven strategies to an experience-driven model that maximizes economic benefits, boosts visitor satisfaction, and strengthens its position in the competitive Southeast Asian tourism market.
Full report available here: https://apiswa.org/wp-content/uploads/2025/01/APISWA_Final-OE-Tourism-Report.pdf
