The Cordillera Administrative Region (CAR) experienced significant growth in tourism in 2024, with 1,983,511 visitors recorded across its six provinces and two cities—a notable increase from 1.68 million in 2023 and 1.28 million in 2022. This influx generated PHP10.72 billion in tourism receipts based on average daily expenditures of PHP7,000 for foreign tourists and PHP4,000 for domestic visitors.
According to DOT-CAR director Jovita Ganongan, this growth has translated into economic opportunities for locals, including jobs in hospitality, food services, and souvenir production. Key destinations such as Ifugao, Kalinga, and Mountain Province attracted European visitors, while Baguio City remained a favorite among Americans. French tourists led foreign arrivals with 8,829 visitors, followed by Americans and Germans.
Infrastructural improvements also played a role, with over 376 kilometers of tourism roads built from 2012 to 2024, costing PHP11.47 trillion. Additionally, rest areas with decent comfort rooms have been constructed to enhance visitor experiences. The Department of Tourism's investment in capacity-building programs aims to elevate service standards, supporting both domestic and international tourism.
This robust tourism growth not only uplifts livelihoods but also paves the way for continued regional development in CAR.
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