A 10 minute read giving you the Philippine and Global Hospitality and Tourism Industry News Updates for the week ending June 26, 2026.
Industry News Updates Headlines
- DOT Extends Tourism Tagline & Launches New Portal
- PHILTOA Powers Through a Landmark Week
- Boracay Aims To Rebuild Chinese Travel Market
- 15 PH Restaurants Make Wine Spectator 2026 List
- Filipino Bartenders Set for Singapore Cocktail Takeover
- Japan’s First Visa Fee Increase In 50 Years.
- Ongoing Protests At Kushner’s Luxury Albanian Resort
- Hotel Owners Demand Share Of Marriott’s Bonvoy Loyalty Program
- Barcelona To Triple Cruise Tourist Tax
- EasyJet Rejects US Takeover Bid
- Booking.com CBO Says Forget AI
Philippine Hospitality & Tourism Industry News Updates
DOT Extends Tourism Tagline & Launches New Portal
The Department of Tourism (DOT) this week launched a slogan aimed at encouraging domestic tourism. Building on the Love The Philippines tagline, which was introduced in 2023, the domestic tourism campaign will use “Discover More To Love”.
The initiative has been billed as a nationwide multi-sectoral movement that mobilizes DOT regional offices, local government units, and key private sector partners across accommodations, aviation, online travel agencies, tour operators, and other allied sectors.
The launch coincides with a refresh of the government destination portal. A click through button labelled Discover More To Love, will take visitors through to vetted deals from local hotels and tour operators, OTAs and airlines.
DOT Secretary Angara-Mathay has been quick to point out that the Philippines’ tourism branding has not been replaced.
“Love the Philippines is still our national tourism brand. [Discover More to Love] is a domestic tourism campaign under that same brand, created to encourage Filipinos to explore more of our own country and discover even more reasons to love the Philippines” – DOT Secretary Dita Angara-Mathay.
While foreign national tourist arrivals failed to reach predicted levels in 2025, domestic tourism numbers grew by 1.2% and delivered PHP 3.26 trillion expenditure.
The domestic tourism campaign was launched today (June 26) at the Central Philippines Tourism Expo (CPTEX) 2026, Ayala Malls Solenad in Nuvali, Santa Rosa, Laguna.
So far, more than 3,000 travel deals are offered by at least 70 businesses and brands, with more expected to join now that the initiative has been formally launched.
PHILTOA Powers Through a Landmark Week: Halal Tourism, National Campaigns, and 40 Years of Excellence
The Philippine Tour Operators Association (PHILTOA) capped off one of its most active weeks in recent memory, with President Maria Lourdes F. Japson at the centre of a whirlwind of forums, government consultations, industry signings, and milestone celebrations that underscored the association’s pivotal role in shaping the future of Philippine tourism.
The week opened on 20 June with PHILTOA’s participation in RHILAH 2026, the Philippines’ first-ever Halal and Muslim-Friendly Tourism Forum. Represented by President Japson and Secretary-General Nihma Karay, the association joined key industry leaders in exploring how the country can better serve Muslim travellers through culturally sensitive, faith-inclusive tourism practices – from food and hospitality to accessibility and ecosystem-building.
On 23 June, President Japson took to the airwaves as a resource person on Radyo Pilipinas World Service’s Global Tayo programme, sharing her insights on the state and opportunities of Philippine tourism before an international audience.
PHILTOA joined the Department of Tourism’s stakeholders’ consultation for the upcoming “Discover More to Love” promotional platform, and attended Marriott International Philippines’ exclusive industry gathering where the hotel giant showcased its 13 operating properties and announced new developments in Bohol, Davao, and Metro Manila.
PHILTOA also took part in a Visit Indochina Product Update and Awarding Ceremony as a special guest, and marked a momentous milestone for the association: its 40th Anniversary. 40 years is a testament to four decades of championing Philippine tour operators, and driving the growth of the country’s tourism sector.
The momentum continued on 25 June, with President Japson serving as resource person at the 2nd DOT Regional Directors’ Meeting at Diamond Hotel Philippines, and representing PHILTOA at a DOT Stakeholders’ Consultation on the new integrated digital platform, which is set to consolidate national tourism marketing efforts ahead of a July–December campaign push.
President Japson formally signed PHILTOA on as an Event Partner of HWONFEX 2026. HWONFEX is the Philippines’ premier holistic healing and well-being expo, which will be co-located with the 37th Philippine Travel Mart at SMX Convention Center Manila this September. She was joined by 1st Vice President Mary Ann Ong and Secretary-General Karay.
Rounding out the week, PHILTOA members embarked on a three-day familiarisation tour of Misamis Occidental, exploring the province’s destinations with an eye towards developing market-ready travel packages.
Meanwhile, President Japson and Secretary-General Karay represented the association at the Central Philippines Tourism Expo (CPTEX) 2026 and the launch of the “Discover More to Love” domestic tourism campaign – reaffirming PHILTOA’s enduring commitment to promoting the full breadth of the Philippine archipelago to travellers near and far.
Boracay Aims To Rebuild Chinese Travel Market
In 2017, Boracay recorded a total of 375,348 Chinese tourists. In 2019, it had risen to 462,000 visitors, putting China as the island’s top source of foreign tourists. But in 2024 just 45,038 Chinese tourists visited the island.
A significant reduction in direct flights into Boracay’s two nearest airports from major East Asian hubs, as well as a change to visa requirements are believed to have been the two main contributors to the drop in Chinese tourists.
But this week a Business-to-Business (B2B) Networking Event brought together Chinese tour operators and key Philippine tourism stakeholders to try to turn that around.
PHILCHITEX 2026 was held on June 27, 2026, at Four Points by Sheraton Boracay, with the opening welcome remarks led by Ms. Khina Marie D. Prado – Tourism Operations Officer I of the Malay Municipal Tourism Office.
The aim of event was on building on and strengthening partnerships and travel packages, reviving and expanding on direct flights, and supporting the implementation of the eVisa and the updated visa-free entry policies.
The Municipality of Malay remains optimistic that initiatives such as PHILCHITEX 2026 will strengthen Boracay’s tourism industry, attract more visitors from the Chinese market, and support the broader economic development of the Municipality of Malay and the Philippines.
15 PH Restaurants Make Wine Spectator 2026 List
15 Philippine restaurants have found their way on to the Wine Spectator 2026 Restaurant Awards List.
The Wine Spectator Restaurant Awards, which were founded in 1981, are decided on a number of factors:-
- The quality of the restaurant’s wine list
- How well the wine list complements the restaurants menu
- The depth of the cellar
- The wine experience delivered to diners.
87 countries are now represented on the Wine Spectator List, and over 4,000 restaurants.
The fifteen restaurants that have made the 2026 List are:-
- Ayà, Makati
- Finestra [Solaire] Parañaque
- Finestra [Solaire Resort North] Quezon City
- Hapag, Makati
- Il Lupino Trattoria & Wine Bar [Opus Mall] Quezon City
- Kong, Makati
- La Piazza [Okada] Parañaque
- M Dining + Bar M Makati
- Old Manila [The Peninsula] Makati
- The Cellar [Grand Hyatt Manila] BGC
- Wolfgang’s Steakhouse, BGC
- Wolfgang’s Steakhouse [City of Dreams] Parañaque
- Wolfgang’s Steakhouse [Newport World Resorts] Pasay
- Wolfgang’s Steakhouse, The Podium Mandaluyong
- World Cellar [Gateway Mall], Cubao Quezon City
That World Cellar made the list is a significant achievement as the restaurant literally only opened it’s doors this year. However, it boasts exceptional sommelier Benedict Tan, a WSET Level 3-certified specialist who manages an inventory of more than 600 labels (wines), recommends pairings, and hosts regular “Wine 101” education classes.
Filipino Bartenders Set for Singapore Cocktail Takeover
Some of the Philippines’ most talented bartenders will showcase Manila’s thriving cocktail scene in Singapore next month as part of the Philippine Cocktail Fiesta Exchange.
The guest takeover at MOGĀ, Pullman Singapore Hill Street, will bring together leading names from some of Manila’s most celebrated bars for two evenings of cocktails and hospitality.
The first guest spot is set to take place on July 2, and sees bartender Clyde Ferrer of ReCraft pair up with Shinichi “Ichi” Itoh, head bartender of Raion.
The second guest shift will take place on 7 July, and showcases cocktails from Rian Asiddao of Bar by East and The Jury, Kenneth Bandivas of The Grasshopper, and Aaron James Limpe-Aw of Destileria Limtuaco & Co. and Drinks Be With You (DBWY)
Each participating bartender will be showcasing signature cocktails inspired by the Philippines, while highlighting the diversity of Manila’s bar culture.
The Singapore takeover, presented in partnership with DrinkCollectiv and The Philippine Cocktail Fiesta, forms part of the build-up to the 2026 Philippine Cocktail Fiesta later this year.
The takeover extends the festival’s reach across Asia giving Filipino bartenders an international platform to share their craft with new audiences.
Global Hospitality & Tourism Industry News Updates
Japan’s First Visa Fee Increase In 50 Years.
Japan announced this week it’s first increase to visa fees for visiting foreign nationals in nearly 50 years. The last time visa fees increased was way back in 1978.
The increase is by a significant amount too :-
- Single Entry Visa will increase from 3,000 yen to 15,000 yen
- Multi-entry visa’s will increase from 6,000 yen to 30,000 yen.
The increases have been made in response to the ongoing weakening of the yen, inflation and exchange rate fluctuations.
Japan’s Upper House also voted to raise other visa-related fees during May 2026 :-
- Permanent Residency Visa (upper limit) applications will increase from 10,000yen to 300,000 yen.
- Changing residency status has increased from 10,000 yen to 100,000 yen
- Extending a period of stay has also increased from 10,000 yen to 100,000 yen.
Ongoing Protests At Kushner’s Luxury Albanian Resort
Thousands continue to protest in Albania against Trump’s son-in-law’s proposed luxury apartments and resorts. The protests center around the threats and impacts the development will have on the previously protected natural area, which is on Albania’s Adriatic coast.
The location is home to endangered pink flamingos, which lend their name to the protests; “flamingo revolution”.
Protesters are angry that Albania’s Prime Minister, Edil Rama, not only approved a foreign owned and funded multi-billion euro development, but that it is in a protected area, with an already delicate ecosystem.
Protesters last weekend carried a flamingo effigy and banners and placards with “Albania is not for sale” on them. They are calling for not just Rama to resign but the entire government.
Hotel Owners Demand Share Of Marriott’s Bonvoy Loyalty Program
Marriott is currently facing a challenge by 51 hotel owners, representing nearly 1,000 hotels, for a share in its Reward earnings after Marriott revealed it was expecting to earn nearly $1Billion from it.
Hotel owners are angry with Marriott because they bear the costs of fulfilling “free” Bonvoy reward nights, while Marriott has been pocketing nearly $1 billion in royalty fees from credit card partnerships. They allege that they have been informed for years that Marriott’s credit-card, co-branded partnerships program only “broke even”.
Franchisees are pushing Marriott for better financial transparency and higher reimbursement rates for reward bookings.
The primary points of frustration fueling the dispute include:
Unfair Cost Absorption: Many reward points are now earned on everyday credit card spending (groceries, gas) rather than actual hotel stays. When guests redeem these points, individual hotel owners must provide the room, effectively absorbing the financial gap without adequate compensation from corporate.
Surging Royalty Profits: Marriott’s intellectual-property royalty fees from credit card partnerships are soaring – expected to hit nearly $1 billion. Owners argue they are funding the backend of this highly lucrative program but receiving none of the direct credit card profit share.
Low Reimbursement Rates: Franchisees argue that the compensation they receive from Marriott when a customer books using points is far too low. Some owners want compensation that matches what they would earn from third-party booking sites like Expedia, which they consider a better economic alternative.
The dispute found its way into the mainstream media spotlight this month, but it has been revealed that a letter was sent to Marriott CEO Anthony Capuano and Chairman David Marriott in March 2026, signed by 51 owners who represent roughly 1,000 Marriott-branded properties.
Barcelona To Triple Cruise Tourist Tax
Barcelona Politicians want to raise the tourist tax for cruise ship passengers visiting the city, not to raise cash but to reduce overtourism.
The thinking is that if they raise the tourist tax for cruise ship passengers from €11 to €30 a day, fewer passengers will disembark. The increased tax rate will only apply to passengers who spend less than 12 hours in the city.
Passengers on cruises which start and end in Barcelona, or which dock in the port for longer than 12 hours, will not be charged the €30 tourist tax.
Other politicians wish to see further caps on the number of cruise ships docking in Barcelona, particularly those that are in port for less than 12 hours.
The World Travel & Tourism Council (WTTC) has cautioned both proposed measures, highlighting that the city sees around 4 million cruise visitors every year, and an average local spend of €255 per person.
The tax hike has been passed by Barcelona City Council but is yet to be heard by the Parliament of Catalonia.
EasyJet Rejects US Takeover Bid
EasyJet has rejected a £4.74bn takeover bid from US investor Castlelake, arguing the offer undervalues the airline.
Castlelake has apparently made three takeover approaches in June, and each offer had been rejected. The company, which currently owns an approximate 2.14% stake in EasyJet, has until today (Friday 26th June) to make a “firm offer” or walk away.
All this despite European Union (EU) regulations that hold that European airlines must be majority-owned by EU citizens. Castlelake aims to get around this by partnering with two EU national businessmen who will hold majority ownership.
Industry News Updates: Tech
Booking.com CBO Suggests Forget AI
James Waters, Booking.com’s Chief Business Officer has suggested this week that travel brands should not get distracted by AI Tech.
He suggests that they should instead remain focused on their traveler and partner needs, on the basis that travelers may be interested in the role AI can play in holiday planning and booking, but they don’t trust it to make decisions for them – yet.
Over at a Adobe, their latest analysis highlights that Hotel ‘product pages’ are at 76% machine readability, putting the Hotel industry ahead of Airlines, Cruises and Car Hire in terms of being AI ready.
Adobe’s data, taken from more than 8million visits in May 2026, highlights that AI-referred guests/customers:-
- spent 70% longer per visit to a recommended hotel website than visitors from other channel sources, AND
- They Bounced 41% less
Unfortunately, they also converted 28% less – despite “arriving” on the hotel website with (effectively) more intent than the average visitor.
Adobe’s findings point to a challenge for hotel and travel brands: to improve the “convert” stage of the customer journey.
While AI-referred visitors are arriving with higher intent, many are still failing to complete their booking directly. Instead, returning to their initial Google search for the AI recommended hotel – which is dominated by sponsored and paid Ads for the big OTAs.
For hotels and travel sites seeking to capitalize on AI-referred guests, more must be done to their booking and payment pages to build trust, reduce friction and reassure guests at the point of purchase. Clear pricing, transparent policies, recognised payment options and a seamless checkout experience are becoming critical competitive advantages.
But are Waters comments a possible indication that Booking.com sees AI answer and search engines as a tech disrupter, with the potential for the company to lose some of its dominance over hotels and direct bookings?
Certainly Booking.com (and the other major OTA’s) has been spending $’s on its tech and embedding itself into AI platforms, to try to remain the go to checkout destination.
But, as AI search focuses on personalization rather than which brands throw the most money at PPC Ads, it will cite individual hotels or tour operators that match closely with what the traveler is seeking.
Waters might be offering sound advice for the now; don’t worry about, or overly focus on AI tech because most hotels and travel site pages are already structured in a way that encourages AI citations and visibility. But do focus on improving your conversion pages.
