The Decline of Boracay Tourism in 2024: A Deep Dive into the Factors Behind the Numbers
Tourism Statistics in 2024: A Closer Look
According to the Malay Tourism Office, Boracay welcomed approximately 2 million visitors in 2024. While this figure might seem impressive, it falls short of the 2.3 million target for the year. By comparison, the island achieved 2.15 million visitors in 2023, reaching the 2-million mark as early as December 19 of that year.
Breaking down the numbers for 2024:
Domestic Tourists: 1,592,355
Foreign Tourists: 397,867
Overseas Filipino Workers (OFWs): 22,806
For context, in 2019, before the COVID-19 pandemic, Boracay attracted 1 million foreign visitors, highlighting the stark decline in international arrivals in 2024. While domestic tourism has remained robust, the drop in foreign visitors, particularly from China, has significantly impacted the island’s overall tourism performance.
Key Reasons Behind the Decline
1. Geopolitical Tensions: The West Philippine Sea Issue
The ongoing territorial dispute between the Philippines and China over the West Philippine Sea (WPS) has strained bilateral relations and discouraged Chinese tourists from visiting Boracay. Historically, Chinese tourists accounted for a significant portion of Boracay's international arrivals. However, with diplomatic tensions rising, the number of Chinese visitors has dwindled.
This decline has had a noticeable impact on Boracay’s tourism, as Chinese tourists are known for their spending power and frequent visits to Southeast Asian destinations.
2. Shift in Traveler Preferences
As competition among Philippine destinations grows, tourists have started exploring alternatives to Boracay. Regions like Palawan (El Nido and Coron), Bohol, and Siargao have emerged as popular choices, offering unique experiences that rival Boracay's white sand beaches. These destinations provide a mix of adventure, eco-tourism, and less commercialized environments, which are increasingly appealing to travelers seeking new experiences.
Rajah Tours Philippines president Jose C. Clemente III noted, “There is a desire for new destinations within the Philippines, as well as sustained demand for places like Bohol and Palawan.”
3. Rising Costs of Accommodation
Boracay’s resort prices have increased over the years, making it less competitive compared to other Southeast Asian beach destinations. Reports from Destination Management Companies (DMCs) indicate that Boracay resorts tend to offer higher rates to long-haul markets while prioritizing low-cost packages for local visitors. This pricing strategy has alienated international tourists, who often find better value elsewhere.
4. Overregulation and Hidden Costs
Private stakeholders have raised concerns about overregulation in Boracay, which has contributed to a negative perception among tourists. For instance:
Additional fees for activities like island hopping and snorkeling.
Higher environmental and terminal fees (currently ₱150 per tourist, compared to ₱75 pre-2020).
Strict municipal ordinances that discourage street vendors and freelancers from approaching tourists, potentially limiting the local vibe.
These factors have painted Boracay as an over-commercialized and overly regulated destination, deterring budget-conscious travelers.
5. Limited Marketing Efforts Abroad
Despite its popularity, Boracay has struggled to maintain its international appeal in long-haul markets like Europe and North America. While participation in events like the World Travel Market London 2024 helped attract some European visitors, the lack of consistent global marketing campaigns has allowed other destinations to dominate the international tourism scene.
Economic Implications for Boracay
Despite the challenges, Boracay’s tourism industry still generated ₱530 million in revenue in 2024, up from ₱500 million in 2023. Much of this revenue came from terminal fees collected at the Caticlan Jetty Port. However, stakeholders believe there is untapped potential for even higher earnings if the island addresses its underlying issues.
Niven Maquirang, the Jetty Port Special Operations Manager, highlighted that longer periods of amihan (northeast monsoon) weather allowed for steady tourist arrivals, contributing to the revenue increase. However, he also acknowledged the need for further investment in infrastructure, such as the ₱10-million renovation of the Caticlan Jetty Port and the upgrade of Caticlan Airport to accommodate international flights.
Stakeholder Recommendations for Reviving Boracay’s Tourism
Private stakeholders and government officials have proposed several measures to address the decline and enhance Boracay’s competitiveness:
Streamlining Business Processes
Simplify the processing of business permits for resorts and tourism-related businesses.
Introduce a unified ticketing system for environmental and port fees to reduce tourist inconvenience.
Reducing Fees
Revert environmental fees to the pre-2020 rate of ₱75 per head to make the destination more affordable.
Eliminate additional fees for popular activities like snorkeling and picnicking.
Enhancing Marketing Efforts
Increase participation in international tourism trade shows and campaigns to promote Boracay abroad.
Collaborate with the MICE (Meetings, Incentives, Conferences, and Exhibitions) Alliance of Boracay to attract corporate and event-based tourism.
Infrastructure Upgrades
Expedite the upgrade of Caticlan Airport into an international gateway.
Ensure the efficient utilization of renovation budgets for the jetty port and related facilities.
Reintroducing Amenities and Activities
Bring back beach amenities like chairs and tables to enhance the tourist experience.
Improve the overall ambiance of the island by relaxing overly restrictive regulations.
Outlook for 2025 and Beyond
While 2024 was a challenging year for Boracay, there is optimism that 2025 could bring a rebound in tourist numbers. The growing interest from European tourists, coupled with domestic travelers’ unwavering support, provides a foundation for recovery. However, achieving long-term growth will require coordinated efforts from local government units, private stakeholders, and the national tourism board.
By addressing the key pain points—such as high costs, overregulation, and limited marketing—Boracay can regain its status as a world-class destination. With its natural beauty, vibrant culture, and hospitality, the island has all the ingredients for success. The challenge lies in adapting to the evolving needs of travelers and competing destinations.
What do you think?
Can Boracay overcome these challenges and thrive once more? Share your thoughts and experiences in the comments below!
www.boracayprime.com
