Tourism is an important sector for the Philippine economy. The travel and tourism industry contributed 8.9% to the country's GDP in 2024; this was lower than the 12.7% recorded in 2019 prior to the COVID-19 lockdowns. Coastal tourism, encompassing beach and diving activities, constitutes 25% of the Philippines' tourism revenue, serving as its primary income source in the sector. Popular destinations among tourists include Boracay, Palawan, Cebu and Siargao. While the Philippines has encountered political and social challenges that have affected its tourism industry, the country has also taken steps to address these issues. Over the past years, there have been efforts to improve political stability, enhance security measures, and promote social inclusivity, all of which contribute to creating a more favorable environment for tourism, such as the Boracay rehabilitation. As of 2024, 6.75 million Filipinos were employed in the tourism industry, it generated ₱760.5 billion (US$13.1 billion) in revenue from foreign tourists, coming mostly from South Korea, the United States and Japan. The country attracted a total of 5,360,682 foreign visitors in 2015 through its tourism campaign of It's More Fun in the Philippines! In 2019, foreign arrivals peaked at 8,260,913.