Recognized as one of the most popular islands in the world, Boracay has always been one of the country’s top tourist draws, but that reportedly no longer seems to be the case.
Data from the Malay Tourism Office showed that 1.8 million total visitor arrivals were recorded as of November 15, 2024. Of that number, 356,250 were foreign visitors, 1.42 million were domestic travelers; while 19,836 were overseas Filipinos.
Compare that to pre-pandemic in 2019, when foreign tourists on the island reached one million. In 2023, arrivals to the island reached pre-pandemic levels of over two million, but, unlike previous years, most of them were no longer foreign tourists.
Why Fewer Tourists Are Going to Boracay
Industry sources say it’s a combination of factors. For one, other destinations in the country have begun to attract more visitors.
“While Boracay was still being mentioned as a possible destination for tourists, the interest was not as high as it was in previous years,” said Rajah Tours Philippines Jose C. Clemente III. “There is a desire for new destinations within the Philippines, as well as sustained demand for places like Bohol and Palawan, with El Nido and Coron being the favored destinations.”
Another reason is higher resort prices in Boracay, which seems to have turned off some travelers. According to Jose, his agency offers only a few resorts to clients who have expressed interest in going to Boracay.
“The DMCs (destination management companies) active in the long-haul markets also noticed that Boracay seemed to favor a certain market by issuing low rates, while they (the long-haul market) were given pricier rates,” he said.
“Now that the cheaper arrivals have all but disappeared, the resorts are trying to get back the more lucrative tourists,” Jose added, apparently referring to the lucrative Chinese market. “However, DMCs have, more or less, moved on to other destinations and driven demand elsewhere. It’s no longer a sellers’ market in Boracay as it was once.”
The decline in tourist arrivals in Boracay has prompted private stakeholders to call for measures to improve the competitiveness of the island, hoping to lure back international travelers.
A joint resolution posted by Philippine Chamber of Commerce and Industry-Boracay on its Facebook page on November 5, for example, asked the local government to “streamline the processing of business permits”; proposed a “unified ticketing system” to cover environmental and port fees at the jetty port cashier; “enforce existing Municipal Ordinances that prohibit the approaching of tourists to sell activities, sun glasses, braids, massages, etc.,” and proposed that environmental fees “revert to the pre-2020 rate of P75 per head to attract more international visitors.”
Government officials have promised to do their part in addressing the issue. Malay Mayor Floribar S. Bautista said he plans to meet with the provincial governor about the joint resolution published by the Boracay Foundation Inc., PCCI-Boracay, and other island stakeholder groups.
Meanwhile, the stakeholders also had more demands, including urging the elimination of “additional fees for island hopping, snorkeling, and picnicking as these contribute to the negative perception of Boracay as an over-regulated destination; ensuring “the efficient utilization” of the P10-million budget to renovate the Caticlan jetty port and its completion before the start of the habagat (southwest monsoon) season; expediting the upgrade of the Caticlan airport by engaging with [project proponent] San Miguel Corp.; endorsing initiatives to turn Caticlan into an international airport; reintroduce beach amenities such as chairs and tables, improve the marketing of the island as a “fun, relaxing, and welcoming destination”; and encouraging the continued participation of the MICE Alliance of Boracay, Boracay Island Travel Agency & Tour Operators Association, Malay Tour Guide Association, and the Korean Residents Organization of Boracay in international trade events to ensure the continuous promotion of the island abroad.
Of total foreign tourists who arrived in Boracay as of November 15, South Koreans were at the top at 134,465; followed by mainland Chinese at 43,501; Taiwanese 4,299 Taiwan; Americans 35,234; Australians 13,682; Russians 11,280; and Britons 10,410.
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