By Marinel E. Peroy
Japanese visitors are rediscovering the Philippines in record numbers, as both nations mark this year’s Philippine-Japan Friendship Month with renewed commitments and cultural exchange.
In a recent reception held at Hotel Okura Manila to launch the “Kaien” celebration (Japanese for “grand opening”), Japanese Ambassador to the Philippines Kazuya Endo emphasized the importance of cultural ties and tourism in strengthening bilateral relations.
“Last year alone, Japan happily welcomed over 820,000 Filipino friends, marking a historic high for [Philippine] visitors,” Endo said, noting the importance of people-to-people exchanges in foreign relations.
On the other side of the exchange, Japan continues to be one of the Philippines’ top source markets. Department of Tourism-Metro Manila’s Chief Tourism Operations Officer Ivanovich Agote revealed an 18% rise in Japanese arrivals in 2024, with 444,528 visitors contributing ₱23.7 billion to the local economy.
“Our warm Filipino hospitality resonates with Japanese travelers seeking meaningful experiences in the country,” said Agote. “Japan’s ‘omotenashi’, or service excellence, inspires our tourism industry to reach higher standards.”
This surge is more than just a rebound from pandemic-era travel, it’s a reflection of cultural synergy. Events like “Kaien” provide fertile ground for mutual appreciation, as seen in the evening’s celebration of heritage, culinary artistry, and friendship.
The Department of Tourism believes that the strong numbers are not just statistics, but symbols of curiosity and connection. “Each of those 444,528 visits represents a story of discovery,” Agote said.
With next year marking the 70th anniversary of diplomatic relations between the two nations, expectations are high for continued collaboration in tourism, infrastructure, and people-to-people exchanges.
“May our friendship continue to flourish,” Agote added, “like the sakura and the sampaguita blooming in harmony.”
