Australians currently represent 250,000 tourist arrivals in the Philippines, which is the fifth largest source market. Philippine Tourism Attaché Norjamin Delos Reyes’ aim is to ramp those numbers up to half a million within three years.

Reyes told Travel Weekly that there will inevitably be a plateau in travel to Bali and the Philippines will seek to fill that market gap.

Appetite for the Philippines was attributed to adventurous Australians and three bilateral air agreements.

“Where Australians go the world will follow,” Philippine Tourism Undersecretary Benito Bengzon said at a recent road show in Australia.

With Philippines Air, Qantas and Cebu Pacific servicing air routes, Reyes told Travel Weekly she would like to see direct flights to Cebu as well as the Manila route.

The target demographic is millenials, and the “More fun in the Philippines” campaign has resulted in an uptake in millennial travel.

Korea has top billing as a source market, with the staggering statistic that one in four Koreans has visited the Philippines.

“We are still not a mass market destination, we offer exclusivity” Bengzon added.



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