Boracay remains one of the Philippines’ most iconic beach destinations—renowned not just for its white sand and clear waters, but also for its vibrant beach festivals that turn the island into a lively escape from the city’s chaos.
Photo: WhenInManila.com
However, during my recent Labor Day visit, while the island’s beauty and buzz were still very much alive, there was a noticeable shift in its atmosphere. Here are some of the changes we observed—and why they might just change the way you experience Boracay.
Boosting purposeful tourism in Boracay
This year, Boracay has taken a bold step in redefining the concept of beach festivals by transforming “LaBoracay” into “Love Boracay”—a celebration that highlights sustainable and affordable travel while promoting purposeful tourism on the island.
Photo (from Left to Right): AirAsia Spokesperson and Country Head of Communications and Corporate Affairs Steve Dailisan, Malay Mayor Frolibar Bautista, and Tourism Officer Felix Delos Santos/When In Manila
AirAsia Spokesperson and Country Head of Communications and Corporate Affairs Steve Dailisan emphasized why the shift was necessary and progressive.
“Actually, it [Love Boracay 2025] perfectly aligns with our [theme] because para sa amin (for us), it’s about responsible and purposeful travels… Kaya nga, habang nagpa-party tayo, habang nagsasaya tayo (That’s why, while we’re partying, while we’re having fun), there’s more to that. It can be fun times with family, ‘yung masayang (happy) bonding with friends [and] outdoor activities,” Steve told the media, adding that flight frequencies in Aklan have increased from 70 to 81 flights weekly due to the island’s charm.
“It’s more of a redefining kung ano man yung mga ginagawa natin (whatever it is that we’re doing) previously pre-pandemic,” he added.
Through Love Boracay 2025, stakeholders aim to shift the narrative from excessive partying to a more regulated and meaningful experience that will strengthen familial bonds and create well-rounded connections.
With the rising cost of commodities, Malay Mayor Frolibar Bautista expressed his enthusiasm in making sure that local travelers, who are becoming more mindful and strategic with their spending as they travel, opt to choose local tourist destinations like Boracay.
“Ang ginagawa namin dyan is sa experience natin babawiin yan. In spite na gumastos kayo, but you enjoyed. Ang importante, ‘yung fun at saka ‘yung enjoyment na i-offer ng Boracay. So, parang babalik at babalik ka pa rin kasi nag-enjoy ka (What we’re offering there is that you’ll get your money’s worth through the experience. Even though you’ve spent, you still enjoyed. The most important thing is the fun and enjoyment that Boracay has to offer. So, you’ll keep coming back because you enjoyed it),” said Mayor Frolibar.
“Lalo na yung mga (Especially with) Gen Zs or Millennials na always on a budget. Of course, you fly with us, you fly with confidence, with peace of mind, you enjoy Boracay through our partners, and of course, we also help, we support yung ating local tourism activities dito as well as yung economic opportunities lalo na din sa mga nabibigyan din ng trabaho dito sa isla (especially for those who are given jobs here on the island).”
More regulated and well-rounded activities in Boracay
With “Love Boracay” encouraging more local travelers and foreign tourists to indulge in the island’s natural and ethereal beauty, it’s clear that Boracay is entering a new era.
Photo: WhenInManila.com
The shift was felt during Labor Day, an occasion that traditionally draws massive party crowds. While the energy was still high, the vibe felt more intentional and balanced.
As we wandered around Boracay, it was easy to notice a growing number of locals and tourists spending their mornings outdoors—running, working out, and embracing a more active, health-conscious lifestyle. The island vibe now feels more in tune with wellness and mindful living.
“With regards to our wellness in our island of Boracay, we position our island of Boracay as a wellness destination,” Mayor Frolibar remarked, stating that the island saw an increase in guests engaging in a more active lifestyle, such as zumba, yoga, and the like.
In addition, Boracay has also become a popular destination for workcations, attracting remote workers who seek a balance between productivity and paradise. Meanwhile, the island’s food scene continues to thrive, with both emerging and well-established restaurants, bars, and food stalls serving a wide array of quality dishes from various global cuisines.
“So ‘yung workation natin, especially during pandemic, isa na ‘yun sa mga (it is one of our) strategies natin kasi parang napaka-slow yun (since it is very slow during those times,” the mayor shared. “Sa ngayon, ang dami pa rin ditong talagang nagsistay for a workation… May mga nomads tayo, ang dami rin mga celebrities. Dito na talaga [sila] nag-stay (For now, there are still a lot of people staying here for a workation… We have digital nomads, and there are also a lot of celebrities. Many of them are really choosing to stay here now).”
However, Labor Day in Boracay wouldn’t be complete without an electrifying OPM music festival that featured some of the most sought-after acts in the industry. From KAIA’s vibrant beats and The Juans’ emotive songs that tugged at everyone’s heartstrings, to Denise Julia’s sultry R&B hits and Itchyworms’ nostalgic tracks, the night perfectly captured the island’s energy and love for music.
After a night of pure vibes, health and wellness were the afternoon highlights as Premier Volleyball League (PVL) stars Kyla Atienza and Roma Doromal spearheaded AirAsia’s highly anticipated beach volleyball cup.
Lower costs on flights, better travel experiences
AirAsia has launched numerous initiatives aimed at making travel more affordable and accessible to many Filipinos. Whether it’s your first time traveling, you’re embarking on a solo beach trip, or you’re visiting Boracay with your family, friends, and loved ones, the journey is guaranteed to be convenient, budget-friendly, and memorable.
Photo: WhenInManila.com
For those who are planning to visit and enjoy the beauty of Boracay this summer, guests may avail of a Php 544 one-way base fare to Caticlan until May 4 with a travel period from April 7 to September 30, 2025. This move alone serves as a significant boost to local tourism and economic activity in Boracay.
Moreover, AirAsia guests are also entitled to more exciting promos and discounted offers through their boarding pass! This powerful boarding pass, once presented, allows guests to avail 20% discount on food and beverages at participating merchant partners such as Feliz Hotel, Epic Boracay, Tides Boracay, and The Lind Boracay.
The discount, which runs until July 31, allows travelers to enjoy Boracay even beyond the peak summer season. As the rainy season approaches, travelers can still look forward to a fun and memorable stay regardless of the weather.
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