Philippines Promotes Hidden Beach Gems

The "LOVE the Philippines" campaign, launched in June 2023 to succeed the 11-year "It's More Fun in the Philippines!" slogan, is part of a broader strategy to showcase the nation's culture, heritage, and diverse natural attractions. This initiative aims to move beyond just promoting destinations and instead focuses on creating a deeper connection with travelers by highlighting the entire Philippine experience. The campaign has been actively promoted internationally, with advertisements appearing in places like New York's Times Square and on buses in Los Angeles. Tourism is a significant pillar of the Philippine economy. In 2024, the travel and tourism industry's contribution to the nation's GDP was 8.9%. Projections for 2025 anticipated the sector would contribute a record PHP 5.9 trillion to the economy, representing over a fifth of the national GDP and supporting nearly a quarter of all employment. By the end of 2025, the Philippines had recorded 6.4 million international visitors and returning Filipinos, generating an estimated PHP 694 billion in tourism receipts. The campaign's focus on "hidden gems" aims to distribute tourism's economic benefits more widely. While Boracay remains a powerhouse, attracting 118,745 visitors in just the last two weeks of December 2025, emerging destinations are showing significant growth. For instance, Camiguin Island saw a nearly 38% increase in tourist arrivals in 2025, welcoming 397,818 visitors. During the same holiday period that Boracay saw its surge, Sarangani recorded 26,191 tourists. Sarangani, often called the "Boracay of the South," offers stretches of powdery white sand at Gumasa Beach without the large crowds of more established destinations. The province is also a destination for eco-tourism, featuring attractions like the Tuka Marine Park, perfect for snorkeling, and various waterfalls. To improve accessibility, numerous road projects under the Tourism Road Infrastructure Project (TRIP) have been completed, with more underway to connect visitors to sites like Kawas Beach and Bugasan Falls. Davao Oriental boasts untouched beaches and natural wonders, from the surfing-friendly Dahican Beach to the unique sight of two seas meeting at Cape San Agustin. The region is also home to Mount Hamiguitan, a UNESCO World Heritage site. A major boost to the region's accessibility is the P700 million development of Mati Airport, which is expected to be operational in 2026 and will accommodate larger aircraft, providing a new gateway to Mindanao. The volcanic island of Camiguin offers a different kind of tropical experience, with attractions like the White Island sandbar, the towering Katibawasan Falls, and the historic Sunken Cemetery, a remnant of an 1871 volcanic eruption. The provincial government is targeting at least 30% annual growth in tourist arrivals through 2028, with plans to restore pre-pandemic visitor numbers of 800,000. To support this, the "Isle Visit Camiguin 2026" campaign has been launched. The government's strategy includes significant infrastructure investment to support these rising destinations. The "Build Better More" program is funding numerous projects, including the development of new airports and the establishment of Tourist Rest Areas across the country to enhance the travel experience. These facilities provide clean restrooms, information centers, and a place to showcase local products, with 12 already operating and more planned.