International visitor arrivals to the Philippines reached more than 4.8 million, the Department of Tourism (DOT) said on Friday.

In a statement announcing its attendance at the 2024 World Travel Market (WTM) in London, the DOT said the event would serve as an opportunity to invite more tourists from the European market, especially as it makes up a huge percentage of the foreign visitors to the country.

“The United Kingdom leads as the top European source of visitors, ranking as the Philippines’ ninth-largest source market, with 128,660 arrivals recorded from Jan. 1 to Oct. 31,” it said.

“As the UK outbound travel market rebounds, it presents a valuable opportunity for the Philippines.”

As of Nov. 1, the number of international visitors to the Philippines has reached 4,879,022, less than 3 million away from the DOT’s yearend target of 7.7 million arrivals.

With UK tourists increasingly seeking destinations that offer value for money and experience, the DOT is confident the Philippines’ “diverse landscapes, rich history, and immersive travel experiences” align well with the market’s preferences.

At the WTM London, the DOT said Manila would showcase the country as a “premier global destination.”

The WTM, taking place from Nov. 5 to 7, is one of the leading global business-to-business events for the travel industry, bringing together tourism professionals, government ministers, and international media to showcase innovations in travel and tourism.

“With our largest delegation of tour operators, hotels, and resorts since the pandemic, the DOT and TPB Philippines are strategically positioned to strengthen international partnerships and solidify the Philippines as a premier destination in the global tourism market, reaffirming our commitment to transforming the country into a tourism powerhouse in Asia, as envisioned by President Ferdinand R. Marcos Jr.,” Tourism Secretary Christina Frasco said.

Frasco will lead the Philippine delegation to WTM 2024, joined by TPB Chief Operating Officer Maria Margarita Nograles, representatives of the government, and 22 private-sector tourism stakeholders.

In its 2023 edition, WTM London hosted more than 40,000 travel professionals from 184 countries, solidifying its reputation as the leading platform for industry innovations and opportunities. (PNA)