Tourism authorities in the Philippines are intensifying international and domestic marketing efforts for Palawan after visitor arrivals to the island province fell during the opening months of 2026.
Regional officials from the Department of Tourism (DOT) said tourist arrivals declined by 7.92% in the first quarter of the year, with the downturn largely linked to a drop in domestic travel.
Higher airfares to key destinations such as Coron and El Nido, combined with reduced or suspended flights on some routes, were identified as major factors behind the slowdown.
Despite the decline, regional tourism officials said they remain optimistic that visitor numbers could recover over the remainder of the year, particularly through expanded promotion campaigns and alternative transport options designed to offset rising travel costs.
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Airfare surge reshapes domestic tourism
Palawan has long been one of the Philippines’ most recognisable tourism destinations, attracting both international and domestic travellers with its island landscapes, diving sites and coastal towns.
Yet the region’s dependence on air connectivity has also made it vulnerable to fluctuations in transport costs and airline operations.
DOT regional director Roberto Alabado III said in an interview with the Philippine Information Agency that the weaker first-quarter performance was primarily driven by reduced domestic movement, adding that higher ticket prices had affected travel demand to destinations including Coron and El Nido.
“It’s only the first quarter. In basketball terms, we can still recover in the second, third and fourth quarters,” he said.
The agency has responded by expanding promotional activities through international tourism expos, business-to-business meetings with travel agencies, and marketing campaigns focused on cruise and dive tourism.
Officials also highlighted efforts to encourage alternative ways of reaching Palawan, including sea travel and overland journeys linking Puerto Princesa and El Nido.
The shift reflects broader concerns in tourism-dependent regions where transport costs can influence both visitor numbers and spending patterns.
Domestic travellers, who often make up a large share of Philippine tourism flows, are particularly sensitive to airfare increases.
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Other areas highlighted for tourism promotion
The DOT has also continued to promote the province as a diving destination through “dive safari” activities in Calamianes, Coron, Busuanga, and Culion.
These campaigns brought together tourism stakeholders and influencers to showcase the region’s marine attractions.
Another area identified for future tourism development is Balabac, a municipality in the southern part of Palawan that has seen rising interest from both local and foreign travellers.
Tourism officials said local governments and private operators would need to improve facilities and readiness to accommodate future growth.
As the province navigates weaker domestic arrivals and rising transport costs, officials appear to be repositioning Palawan not only as a leisure destination, but also as a location tied increasingly to cruise tourism, diving, and international business travel.
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