Japan is a popular travel destination among Filipinos. Photos from JNTO/Handout 

MANILA -- It's safe to say that Filipinos love Japan, especially with the Philippines ranking seventh in tourist arrivals in the Land of the Rising Sun. 

Citing official estimates released last January 17, the Japan National Tourism Organization (JNTO) said they welcomed 622,300 Filipino tourists last year, a 1.5% from pre-pandemic benchmarks set in 2019. 

JNTO made the statement as it prepares to join the 31st Travel Tour Expo (TTE) and International Travel Trade Expo 2024 this February 2 to 4 at the SMX Convention Center in Pasay City, where it will offer packages and deals on Japan destinations. 

"There are two major points that make Japan attractive based on our feedback: safety and security. It's easy to go around using public transportation. Food is also very good and there are a lot of Instagrammable spots, photogenic locations," said Belden Yñiguez, deputy marketing manager of JNTO in the Philippines. 

Klook says Pinoys still eyeing Japan despite JR pass price hike

And while most Filipinos travel independently to Japan, Yñiguez said events like the TTE encourage them to discover hidden gems and explore other attractions. 

"Our local travel agents and operators help us with customization. That's where the support system is, that's where the Japanese operators design the program flow and itinerary. People want to do their own thing. It's been ongoing for the last few years, even before the pandemic," he added. 

Aside from the usual Tokyo and Osaka, JNTO hopes to bring more Filipino tourists to lesser known cities like Fukuoka.

"Fukuoka is another stop to add to your travel bucket list if you're looking for gastronomic delights. It's located near ports, giving travelers access to fresh fish. But more than that, Fukuoka is an entry point to Kyushu -- the commercial center of Fukuoka and Nagasaki, which is popular among the Catholic faith. Dolphin watching and the Obama Onsen hot spring experience in Nagasaki is a no-miss!" Yñiquez said. 

A yatai (food stall) in Fukuoka. Karen Flores Layno/File 

JAPAN TOPS PINOYS' CHINESE NEW YEAR DESTINATIONS

Unsurprisingly, Japan remains top of mind among Filipinos when it comes to holiday destinations.

Citing its booking data, Agoda revealed that most of its users in the Philippines are planning trips to Japan -- Tokyo and Osaka, in particular -- this Chinese New Year, which will fall on February 10. 

Other preferred international spots among Filipinos for the coming Year of the Wood Dragon include Hong Kong, Thailand, South Korea, and Singapore. 

"The Lunar New Year period is a significant time for travel, and this year is no different. Since 2019, hotels and destinations have diversified the appeal of their markets with visa-free travel and other incentives," Enric Casals, associate vice president for Southeast Asia at Agoda, said in a statement. 

Tokyo was twice identified as a top holiday destination for Filipinos last year -- one based on searches on Google Flights, the other according to the booking platform Airbnb. 

Tokyo is Filipinos' top year-end destination: Google

Sorsogon, Tokyo are top holiday spots for Filipinos: Airbnb

Meanwhile, Agoda also mentioned the Philippines' top inbound markets during Chinese New Year in its latest findings. The platform looked at bookings made from January 1 to 15 for check-ins of two nights or more on February 9 or 10.

South Korea, China, United States, Japan, and Singapore came out on top, with Manila, Cebu, Boracay, Bohol, and Palawan as the five most popular Philippine destinations.