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Michael Punongbayan - The Philippine Star
May 14, 2026 | 12:00am
A file photo of people holding Chinese and Filipino flags.
The STAR / KJ Rosales
MANILA, Philippines — Despite differences and disagreements on the issue of the West Philippine Sea, the Philippines wants more Chinese tourists to visit and experience the country’s beauty, culture and warm welcome that Filipinos are known for.
Calling on more Chinese travelers to visit the Philippines, Ambassador Jaime FlorCruz highlighted the country as a destination that offers not only world-class islands and attractions, but also meaningful cultural encounters and genuine hospitality.
“Tourism is about people. It is about encounters, experiences and stories,” he said, adding that tourism is “more than leisure” and serves as “a bridge between peoples and societies.”
FlorCruz made the pitch during the Philippine Tourism Industry Business Mission 2026 held in Beijing on Tuesday, as similar missions happen in the cities of Chengdu and Guangzhou.
Organized by the Beijing and Shanghai offices of the Philippine Department of Tourism, the event brought together 35 Philippine travel-related companies and around 280 Chinese travel agencies, opening new opportunities to deepen tourism cooperation and people-to-people exchanges between the Philippines and China.
FlorCruz noted that the event was especially significant as it was the first Philippine Tourism Industry Business Mission in China in six years, the last one being held in 2019.
“The strong participation I see today sends a message that despite the challenges and uncertainties of recent years, there remains tremendous interest, confidence and goodwill between the Philippine and Chinese tourism industries,” he said.
Tourism Assistant Secretary Sharlene Zabala-Batin, who was in China to participate in the promotion activity, said “Love the Philippines” is more than a tourism brand.
“It is our love letter to the world. It is an invitation to experience the rich biodiversity, award-winning destinations, diverse culture and gastronomy and hospitality of the Filipino people,” she said.
Beijing-based tourism attaché Ireneo Reyes also spoke at the meeting, where he emphasized that the Philippines “is ready to welcome more Chinese visitors with diverse experience, improved connectivity and the warmth of Filipino hospitality that continues to leave a lasting impression on travelers.”
FlorCruz further underscored how travel helps create understanding by allowing people to encounter each other’s cultures firsthand, stating that when Chinese tourists visit the Philippines and experience Filipino hospitality, the country’s islands, food and culture, they bring home positive impressions and lasting memories.
“Tourism strengthens familiarity, goodwill and people-to-people ties between the Philippines and China,” he said, citing what he described as the encouraging momentum in bilateral tourism, including the significant rise in Chinese tourist arrivals in the Philippines attributed to improving air connectivity, and the Philippines’ 14-day visa-free arrangement for Chinese tourists introduced in January.
