Published on
October 9, 2025
South Korea, Japan, the United States, and Australia are leading the surge in sports tourism to the Philippines, with these countries driving a significant increase in international visitor arrivals. As the Philippines continues to establish itself as a premier destination for sports events, airlines such as Philippine Airlines, Cebu Pacific, and AirAsia are expanding international routes to meet the growing demand. Meanwhile, major hospitality brands like Marriott and Hilton are gearing up for the influx of visitors by enhancing their services and increasing their hotel capacities. This growth in sports tourism is not only benefiting the airline and hospitality industries but also contributing to the country’s economy, as sports enthusiasts from these countries flock to the Philippines for major sporting events and world-class facilities.
South Korea, Japan, the United States, Australia Continue to Fuel the Growth of Sports Tourism to the Philippines
The Philippines is partly a consequence of the country’s concerted efforts to host more international sporting competitions and its growing stature as a sports tourism destination. The Philippines is also growing to become a sports tourism destination, and sports events being hosted there is growing its stature. South Korea, Japan, the United States, and Australia are now the primary sources of the increase.Sports events continue to provide the Philippines with plenty of opportunities to grow its stature as a sports tourism destination. The Philippines is also growing to become a sports tourism destination, and sports events being hosted there is growing its stature. South Korea, Japan, the United States, and Australia are now the primary sources of the increase.
South Korea, Japan, United States, and Australia Fuel Growth of Sports Tourism to the Philippines
In 2025, South Korea continued to be the Philippines’ largest source of international visitors, with approximately 877,690 South Koreans visiting the archipelago in August alone. South Korea has long been a key partner in boosting tourism, with travelers flocking to the Philippines to attend major sporting events such as volleyball tournaments and international triathlons.
Japan, with its well-established sporting culture, also experienced an increase in tourist traffic, with 300,000 Japanese tourists visiting the country in 2025. Japanese sporting enthusiasts, particularly golfers and those who enjoy water sports, have the Philippines promotional campaigns aimed at this growing target market. The United States December 2025 figure also positioned the US with 753,544 visitors. The US remains an important source market for Philippine tourism, and for good reason. The country has the largest Filipino diaspora, and a growing interest in global sports events.
Australia has also been an emerging tourism market for the Philippines, and the number of tourists visiting from this country also increased in 2025. The availability of direct flights from Sydney and Brisbane, which are operated by Qantas and Philippine Airlines, also helps improve the accessibility of the region. The Philippines expects an increase in the number of Australian sporting tourists, who, unlike the more leisure oriented Australian tourists of the previous years, will also be participating in sporting activities.
Philippine Airlines, Cebu Pacific, and AirAsia Expand International Routes
To meet the growing demand for sports tourism, Philippine Airlines, Cebu Pacific, and AirAsia have extended their international routes. They have added more flights and services to South Korea, Japan, the USA, and Australia to attract even more visitors to the Philippines. The Philippines is becoming a more popular sports tourism destination, and these airlines are meeting the growing demand.
The flag carrier, Philippine Airlines, has increased the frequency of flights to South Korea and Japan and added direct flights from Manila to Seoul, Tokyo, and Osaka. Philippine Airlines has also added routes to Los Angeles and San Francisco, making travel for U.S. tourists more accessible. For Australia and South Korea, Cebu Pacific has also expanded services with direct flights from Cebu to Sydney and Incheon. As booster for travel to the Philippines, AirAsia, which services Southeastern routes and sports tourists, has added more affordable flights from Kuala Lumpur, Singapore, and Bangkok.
Awaiting Arrival of Customers – Marriott and Hilton Hotels
Sports tourism is a great way to fill hotel and lodgings and with this trend is changing international tourism and hospitality. Hotels and lodgings from chains like Marriott and Hilton have increased arrivals in international tourism, with Marriott hotels in Metro Manila, Cebu, and Davao, and the Philippines holding sport events like the FIVB Volleyball Men’s World Championship and international triathlons.
More sport event tourism has led Hilton hotels in Philippines with investment to expand to the increase. Hilton hotels in Manila and Cebu are being selected as sport event tourism and are being target along with amenities and services for international tourism. Not only did they and other lodes supply beds and lodgings, they also made access to beds, sport event tourism and venues to sport events.
Marriott and Hilton are expecting a shift and increase in demand from business sport event tourism in the Philippines.
The Economic Impact of Sports Tourism on The Philippines
The growth of Sports Tourism continues to positively affect the economic growth of the Philippines. In 2025, the travel and tourism industry is expected to record a contribution of PHP 5.9 Trillion to the economy which is a 13.5% growth compared to the contribution of the industry to the economy pre-pandemic. The economic boom that the Philippines is experiencing is greatly attributable to the Philippines hosting international sporting events.
The increase in tourist arrivals directly affects the economic growth of a locality. Tourists from South Korea, Japan, The United States, and Australia have directly impacted spending on transport, food, and various local activities. During peak event seasons, cities like Manila, Cebu, and Davao have been experiencing large spikes in hotel occupancy.
The Offer of Sports Tourism in The Philippines
The tourism experience in the Philippines during the period of sports tourism transcends just watching sporting events. The country is also beautiful to explore in between events. Relaxing and adventuring in the Philippines can be enjoyed in white sand beaches and mountain resorts. Activities like diving in Palawan, surfing in Siargao, and golfing in Tagaytay can be enjoyed by sports tourists, and all of these, in addition to major events.
Tourists need to consider visa policies too. Indians can visit the Philippines without a visa for 14 days. U.S. citizens can also visit the Philippines without a visa for 30 days. To prepare for the increase of tourists, the government of the Philippines is focused on improving transportation infrastructures for easy and efficient traveling, especially during the peak of events.
Travel Tips for Sports TouristsPlan Early. Sports events in the Philippines attract large crowds, so it’s advisable to book flights and accommodations well in advance.Know the Best Time to Visit. Major sports events take place year-round, but consider visiting during off-peak months for a more relaxed experience.Stay Near Event Venues. For easy access to the sports events, book accommodations at the hotels near the major venues such as the SM City Bacolod Skyhall. and the Philippine Arena.Explore Beyond the Events. Visit the Philippines’ famous tourist spots aside from the events such as Boracay, Cebu, and Bohol.Flight Details and Airline OptionsPhilippine Airlines has several daily flights from Seoul, Tokyo, and Los Angeles to Manila. This is convenient for international sports tourists.Cebu Pacific provides cost-effective direct flights from Cebu to Sydney, Inchon, and Singapore, servicing cost-sensitive clientele.AirAsia integrates sports tourists from Kuala Lumpur and Singapore to principal Philippine destinations, providing seamless access for travelers in Southeast Asia.
South Korea, Japan, the United States, and Australia are leading the way in the surge of sports tourism to the Philippines. With airlines and hospitality giants like Philippine Airlines, Cebu Pacific, AirAsia, Marriott, and Hilton gearing up, the country’s tourism industry is set for significant growth.
The Philippines – A Sports Tourism Hub
The Philippines is beginning to be recognized on the global front for sports tourism. More and more international travelers from South Korea, Japan, the United States, and Australia are coming to the country. The growing demand has resulted in Philippine carriers, Philippine Airlines, Cebu Pacific, and AirAsia to expand their offerings. Hotels such as Marriott and Hilton are also prepared to receive the inflow of sports tourists. With the increase in flight facilities, the increase in hotel infrastructures, and the world class sporting activities, the Philippines will certainly be one of the most sought after destinations in the world for sports tourism. It will leave international travelers with a unique travel experience.
