Amid all the bad news coming from the Philippines, one bright spot came to focus this week when Gloria Macapagal Arroyo said the government will continue to focus on tourism, saying it will be the country’s hedge against the global economic crisis.
While the overseas Filipino sector remains one of the biggest contributors to the Philippine economy, the tourism sector, despite all the negative publicity about the country, is slowly but surely catching up. From 2004 to 2007, Tourism Secretary Joseph “Ace” Durano reports that tourism’s share in the country’s Gross Domestic Product (GDP) rose to 6.2%, making it a key economic growth driver, especially in these times of global economic crisis.
Tourism raked in $4.88 billion in 2007, which is still a far cry from the OFW’s contribution of about $14 billion a year, but it is certainly headed that way. In addition, domestic tourism expenditures grew 19.8%, which goes to show that even Filipinos in the homeland are beginning to realize and enjoy the beauty of their country.
Despite the financial crisis and negative news coming from Manila, a total of 3,139,442 tourists visited the Philippines in 2008, registering a 1.5% growth, which is phenomenal considering that most industry sectors showed a decline the past year.
For decades, the country’s numerous tourist destinations were overlooked. So much had been said about the Philippines having the most exotic tourist spots in the world (including the famed white beaches of Boracay, the pristine wonders of Palawan, the exhilarating beauty of Banawe Rice Terraces), some of the most alluring places (the bars and the clubs, and the fabulous golf courses), the most colorful events (the ati-atihan, the Masskara festival, the traditional fiestas), and the most hospitable people.
And yet, the Philippines continues to be the pretty maiden left alone on a chair during dance parties — worth a glance, but not a dance.
In the late 70’s and in the early 80’s, people began to notice. Under the stewardship of then Tourism Minister Jose D. Aspiras, Philippine tourism began to flourish. But after the assassination of Sen. Benigno Aquino Jr. and the political chaos that reigned even after President Marcos was toppled from power, tourism again took the backseat.
And then came the vibrant and dynamic Richard J. Gordon of Olongapo City, who revealed his creative mind as soon as he was appointed tourism secretary by Arroyo in 2001.
Gordon immediately launched his WOW (Wealth of Wonders) Philippines tourism and in just one year, the Philippines increased many fold the number of tourist arrivals and the income generated from these tourists. These were achieved despite the bad publicity brought about by the spate of kidnappings in Mindanao and a very limited budget.
In addition, Gordon set in motion several innovative promotions programs, infrastructure development, beautification and cleanliness campaigns, and many other programs designed to make the Philippines a major tourist destination in Asia. In addition, he pushed for the completion of several new airports and roads.
With these in place, Gordon then launched his WOW (Wealth of Wonders) Philippines that promotes worldwide the many wonders of the Philippines in terms of sights, sounds and activities for tourists the whole year round.
The Philippines definitely has a very good potential to become a major tourist destination in Asia. The country is made up of more than 7,000 islands that offer some of the best beaches in the world, particularly the ones in Boracay and Palawan. The Philippines has some of the most amazing natural wonders of the world, including the Banaue Rice Terraces, the Palawan undergound caves and the Chocolate Hills of Bohol. It has some of the best hotels in Asia, the biggest malls, the best resorts, the best golf courses, and the most exotic festivals. And most importantly, the country has some of the friendliest, warmest and most hospitable people in the world.
The current tourism secretary, the youthful Ace Durano of Cebu, is almost the opposite of Gordon. Dick Gordon is a man you would describe the life of the party. He loves to talk and loves publicity. Ace Durano is the quiet, unassuming man who you rarely read in newspapers. But one common trait stands out in both men. They are both achievers and are both men of action.
He picked up from where Gordon left. Acknowledging the great strides Gordon’s innovative program had made, Durano pursued it, and added a few more novelty programs of his own. Despite very limited budget, Durano pushed for a more aggressive promotion campaign by making sure the Department of Tourism, through its various offices in key cities worldwide, participated in tourism fairs and expos to highlight the country’s various offerings to tourists.
For example, through his efforts, the Philippines was featured as a Destination of Honor at the recent Paris Dive Show. Recent fairs joined by DOT were the German Boat Show, the Russian Golden Dolphin Festival, Spain’s Tour Buceo, the Japan Marine Dive Show, the Las Vegas International Dive Show and just two weeks ago, the prestigious Los Angeles Times Travel and Outdoor Expo at the Los Angeles Convention Center.
Gordon launched many WOW programs, among them “Welcome of Warriors” (warrior-based festivals, such as ati-atihan), “Watch our Whales (to showcase whale sharks in Bicol), “Watch our Wonders” (Banawe Rice Terraces, Palawan caves, etc.), World on Wheels” (beautifully decorated jeepneys).
Durano, on the other hand, added programs that didn’t have to play with words, but are achieving similar results, such as the Kulinarya Tours (where visitors are introduced to Filipino cuisine through unique restaurants all over the country), the annual Ambassadors and Consul Generals Tour (where overseas Filipinos travel in group with selected Filipino diplomats and treated to tour packages and a photo shoot with the President in Malacanang), the English as Second Language (ESL) Program (where foreign visitors, particularly the Koreans, learn to speak English for periods of from 20 to 100 days, and, of course, visit tourist spots while there), diving and golf tour packages, and several other tour packages.
Just last week, Durano launched what he called a tourism stimulus package, a tour package designed for this period of recession. The tour package, which costs only $999, includes roundtrip international air fare from San Francisco, Los Angeles or Las Vegas via Philippine Airlines, two (2) night hotel accommodation in any of the selected deluxe hotels, daily American breakfast and one-way transfer from the airport to hotel or vice versa.
In anticipation of continued growth in tourist arrivals in the coming years, the DOT and the Philippine Tourism Authority are encouraging developers to build more hotel rooms, resorts and spas. In Cebu, 1,801 additional rooms are expected to be opened this year, adding to its 13,967 existing hotel rooms. In Boracay, 2,132 new rooms are being built to add to its 5,524 existing rooms. Bohol already has 3,336 hotel rooms.
The DOT is also promoting medical tourism, one sector that offers a good potential. In 2008, DOH-accredited medical tourism facilities brought in P108.8 million from 1,071 foreign patients. This month, the Philippines will host the World Health Tourism Congress in Manila, which will definitely be a boost to the country’s medical tourism.
The Philippine tourism industry has the potential to become the major moneymaker for the cash-strapped Philippine economy. Look at the countries whose tourism industry is a major money-earner – the Bahamas, Jamaica, Puerto Rico, Hawaii, California, Florida, Spain, Mexico, Hong Kong, France, Greece, Singapore, Morocco, Costa Rica, and Italy, among others.
The Philippines has all the qualities to join this league. It just needs to pursue an honest-to-goodness tourism information and promotion campaign, which Durano, with the help of his tourism personnel abroad, can pursue with the help of the national government, the airline industry, especially the Philippine Airlines being the national flag carrier, hotels and other tourist-related companies.