The Philippines has welcomed more than 4.8 million international visitor arrivals through the first 10 months of 2024, although it is unlikely to achieve its full year goal of 7.7 million.

The latest tourism figures were provided by the Department of Tourism on Friday in which it revealed a total of 4,879,022 arrivals as of 1 November, still almost 3 million shy of its target.

The Philippines is, however, on track to exceed the 5,450,557 arrivals through all of 2023.

The DOT's update came as it announced its presence at the 2024 World Travel Market in London, taking place from 5 to 7 November, with the agency stating that it is hoping to attract more arrivals from across Europe.

"The United Kingdom leads as the top European source of visitors, ranking as the Philippines' ninth-largest source market, with 128,660 arrivals recorded from Jan. 1 to Oct. 31," it said.

"As the UK outbound travel market rebounds, it presents a valuable opportunity for the Philippines."

The DOT added that it had its largest delegation of tour operators, hotels and resorts attending the World Travel Market since the pandemic.

"The DOT and TPB Philippines (Tourism Promotions Board) are strategically positioned to strengthen international partnerships and solidify the Philippines as a premier destination in the global tourism market, reaffirming our commitment to transforming the country into a tourism powerhouse in Asia, as envisioned by President Ferdinand R. Marcos Jr," said Tourism Secretary Christina Frasco.