The Philippines is calling on more Chinese travelers to visit its islands and experience its culture, even as disagreements persist over the West Philippine Sea. Officials promoted tourism ties during a business mission in Beijing.
Ambassador Jaime FlorCruz addressed participants at the Philippine Tourism Industry Business Mission 2026 in Beijing on Tuesday. He described tourism as a bridge between peoples and societies, noting it goes beyond leisure to foster encounters and stories.
The event gathered 35 Philippine travel companies and about 280 Chinese travel agencies. It marked the first such mission in China since 2019, with similar activities held in Chengdu and Guangzhou.
Tourism Assistant Secretary Sharlene Zabala-Batin presented the “Love the Philippines” brand as an invitation to the country’s biodiversity, destinations, culture, and hospitality. Beijing-based attaché Ireneo Reyes said the Philippines is ready to welcome more visitors through better connectivity and the 14-day visa-free policy for Chinese nationals introduced in January.
FlorCruz highlighted a recent rise in Chinese arrivals and expressed confidence in renewed goodwill between the two tourism sectors.