As of 2015, the Philippines attracted 5.36 million foreign tourists. The country earned some P227.62 billion in revenues, which was an increase of 6% from 2014. The Vice President for tourism and retailing of the Philippine Chamber of Commerce and Industry (PCCI) Samie Lim has proposed 8As to boost tourism in the Philippines: arrival, access, accommodations, attractions, activities, advertising, academic linkage, and assurance of safety.
The existing infrastructures have now become inadequate for six million international tourists and 50 million domestic tourists. The Philippines now ranks 6th among 10 ASEAN countries in international tourist arrivals. Hence, capacity building is essential to climb to a better position. Facilities need to be upgraded to attract the mid and high-end market. Cruising will change the current scenario for domestic and international tourism growth. The same goes for restaurants and cafes, which will lure tourists with their distinct Filipino characteristics.
