The Department of Tourism (DOT) celebrates another milestone as Cebu Island secures third place in the Area Category of the NEWT Awards 2024, further highlighting the impact of the 'Love the Philippines' campaign in strengthening the country’s position in the Japanese market.

DOT Tokyo Office Tourism Attache Niel Ballesteros represented Tourism Secretary Christina Garcia Frasco in receiving the award from Tomotaka Isono of Reiwa Travel during the awarding ceremony held on January 25 at the Philippine Embassy in Tokyo.

The NEWT Awards, organized by the global travel booking app NEWT, honor the world’s most sought-after destinations, hotels, and flights based on traveler preferences. Rankings are determined by the total value of tour bookings from December 1, 2023, to November 30, 2024.

Cebu’s top-three ranking underscores its growing appeal among Japanese and international travelers, reinforcing its position as a premier island destination.

"The Department of Tourism (DOT) proudly acknowledges the collaborative efforts of all stakeholders that have contributed to Cebu’s remarkable achievement, securing third place in the Area Category of the distinguished NEWT Awards 2024. This accolade not only underscores Cebu's allure as a prime travel destination but also reflects the growing success of the Love the Philippines campaign in enhancing our country's visibility and appeal to the Japanese market,” Frasco said.

Cebu’s recognition at the NEWT Awards comes amid a surge in Japanese tourist interest in the Philippines.

Data from Rakuten Travel revealed that accommodation bookings in the country during the 2023-2024 holiday season increased by 1.82 times compared to the previous year?the second-highest growth rate on the Japanese hotel booking platform.

Meanwhile, leading Japanese travel company HIS ranked Cebu as the seventh most-booked international destination during the New Year period and fifth in the “Rapid Growth” category, with an outstanding 136.8% year-on-year increase in bookings.

The DOT attributes this growth to its proactive 'Love the Philippines' promotional efforts in Japan, including high-impact marketing initiatives such as the fan meeting of Japanese celebrity Alan Shirahama and a mega familiarization trip for Japanese media and influencers.

The Department’s strategic collaborations with Japanese travel agencies have also played a vital role in strengthening awareness of the Philippines as a top-tier travel destination.

Japan remains one of the Philippines’ largest source markets, ranking third after South Korea and the United States. In 2024, Japanese arrivals saw a significant 22.84 percent increase, reaching 444,528 visitors. DOT Office of Strategic Communications and Public Affairs