The Philippine highlands are witnessing an unprecedented surge in foot traffic as Gen Z hikers flood trails like Mt. Pulag, Mt. Mt. Arayat, Mt. Daraitan, and Mt. Makiling. This movement is heavily fueled by viral content on TikTok and Instagram where scenic summits are marketed as the ultimate lifestyle aesthetic. While social media makes the outdoors more accessible to a broader audience, it also encourages the use of natural landscapes as popular locations for digital content.
Travelling Now Made Accessible
The rise of “joiner” tour packages has lowered the barrier to entry by offering all-inclusive mountain trips for as low as PHP 1,299. These organized groups provide transportation and guides which simplifies the logistics that previously deterred solo explorers. Consequently, the Department of Tourism has noted a significant shift in traveler demographics toward younger cohorts seeking affordable adventure.
A study reveals that Gen Z’s tourism preferences have shifted from comfortable, serene, and accessible destinations toward rugged landscapes featuring extreme topography, natural immersion, and photogenic appeal.
Moreover, mental health remains a primary driver as 70% of Filipino Gen Zs report feeling overwhelmed by urban burnout and academic pressure. Hiking serves as a physical “reset” button that offers a temporary escape from the hyper-connected digital world. This growing trend highlights a collective yearning for silence that the concrete jungle cannot provide.
According to an IMARC Philippines Adventure Tourism Market Report, the sector is projected to expand dramatically from USD 2.14 billion in 2024 to USD 8.24 billion by 2033, reflecting a compound annual growth rate (CAGR) of 14.42%.
This surge is driven by rising interest in activities such as trekking and hiking at popular sites like Mt. Apo, alongside pent-up post-pandemic demand, which signals substantial growth in participation rates.
While older generations viewed climbing as a specialized technical sport, today it is a mainstream weekend hobby. This massive influx of people requires a critical look at whether our mountains can sustain such rapid human interference.
Economic Shifts and Environmental Costs
The hiking boom has revitalized local economies by providing steady income to indigenous guides and mountain communities. For instance Cordillera Administrative Region (highlands) reported 17.7% growth in total visitor arrivals (1.98M in 2024 vs. 1.68M in 2023), specifically from upland trekking activities. This capital infusion supports small businesses like homestays and local eateries that were previously struggling. This boosts local economies including trekking-related homestays, eateries, and guides through community-based eco-adventures.
The rapid commercialization of hiking trails in the Philippines has triggered ecological degradation and waste accumulation, particularly in popular sites like Mt. Apo, where trail closures and intensive cleanups have become necessary.
Studies document upland soil erosion rates reaching up to 159 tons per hectare per year amid heavy tourist traffic. Tourism authorities thus face the challenge of balancing short-term economic benefits against the substantial long-term expenses of biodiversity restoration.
Domestic travel in the Philippines has increasingly embraced “slow tourism,” encouraging longer stays in rural municipalities for multi-day treks that foster deeper community engagement. This shift has prompted some local government units (LGUs) to prioritize eco-tourism infrastructure, as seen in Bohol’s integrated community-based projects where LGUs contribute 10–20% counterpart funding alongside national allocations for trails, falls, and sanctuaries.
Duties Beyond Joining the Trend
Above all, Filipinos should be reminded that hiking should prioritize personal well-being and physical conditioning rather than the pursuit of a perfect profile picture. Many beginners underestimate the 5-10% incline of certain trails which leads to avoidable injuries and emergency rescues. Remember, true satisfaction comes from the internal journey of endurance rather than the external praise of a digital audience.
Proper preparation involves more than just buying trendy gear or hiring a professional photographer for the summit. Experts note that inadequate preparation, including poor training and hydration, contributes to over half of hiking incidents globally. Respecting the mountain means acknowledging one’s physical limits and understanding the spiritual significance of the land.
To become responsible hikers, Filipinos should strictly adhere to the principles and show respect to the local indigenous customs. Investing in proper physical training and carrying out every piece of trash brought into the wilderness are also a must.
The hiking phenomenon reflects a generation searching for meaning amidst a chaotic modern landscape. While the economic benefits are clear, the environmental and personal risks cannot be ignored. We must ensure that our footsteps leave no permanent scars on the peaks we claim to love.
