For years, Aussies have packed flights to Bali and Thailand for a quick dose of tropical sun. Those destinations have been staples on the holiday calendar, delivering predictable value for travellers seeking warm weather and familiar luxury close to home. But the tide is turning.
The Philippines is stealing the spotlight, with a 57% jump in demand from Aussies over the past year, according to booking platform Klook.
Why the Philippines, why now?
Flights are multiplying, fares are sharp, and the beaches are the kind travellers post without filters. Low-cost carriers are making it easier to reach Manila and beyond. A strong Aussie dollar against the peso is also helping. For families trying to stretch a holiday budget or couples wanting something fresh, the Philippines ticks plenty of boxes.
“We’re seeing more Australians discover the Philippines through Klook, drawn by its stunning islands, vibrant food scene, and a wide range of activities for families or solo travellers,” Henry Hooper, Klook’s Managing Director of Oceania, UK and The Americas, said.
“With the cost of living rising, the Philippines is an attractive option for those looking to make the most of their well-earned holiday without compromising on experiences.”
What this means for travel agents
The Philippines is now a serious contender in the region’s holiday rotation. Agents can:
- Sell the affordability angle while still offering luxury options
- Promote the new Brisbane–Cebu route as a growth opportunity
- Position Palawan and Siargao as alternative islands with bragging rights
- Highlight experiences that suit families, couples, adventurers, and digital nomads
An agent’s cheat sheet to the Philippines
Palawan’s island magic
Palawan is where travellers go to lose track of days. El Nido’s limestone cliffs rise straight from aquamarine lagoons, while hidden beaches like Secret Beach require a swim through a crack in the rock. Puerto Princesa, the capital, is both basecamp and gateway. Travellers can reach the underground river or head to Honda Bay for island-hopping adventures. Coron, with its World War II wreck dives and dramatic limestone landscapes, is another favourite for those seeking adventure and photogenic backdrops.
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Boracay keeps its party hat on
Boracay has been on Aussie radars for decades. White Beach delivers on its name by day, then transforms into one of Asia’s most famous party strips by night. Activities such as kitesurfing, paraw sailing, and beach clubs keep visitors entertained around the clock.
Cebu’s big break
Aussies in Brisbane are about to get a direct line to Cebu from November 2025. It will be the first direct service of its kind. Cebu offers a mix of history, waterfalls, and world-class diving, combined with a buzzing metropolis. Mactan Island adds resort life, making it an easy sell for agents building packages with both adventure and comfort.
Siargao: the cool kid
Siargao is being called “Bali 20 years ago.” Its Cloud 9 surf break pulls in the global surf crowd, but yoga retreats, smoothie cafés, and mangrove kayaking broaden the appeal. For digital nomads, it’s the WiFi-with-a-view island. For Aussie families, it is slower, cheaper, and far less crowded.
KARRYON UNPACKS: A 57% surge in demand shows Aussies are ready for new island playgrounds. For agents, this is the moment to put the Philippines on itineraries and capture fresh demand.
