“LOVE the Philippines.” “It’s More Fun in the Philippines.” “WOW Philippines.” These are just some of the tourism slogans the country has used to promote itself to the world. Yet many people continue to wonder why neighboring countries such as Malaysia, Thailand, and Indonesia consistently capture a larger share of the tourism market in terms of arrivals and revenue.
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Tourism stakeholders gathered at a coffee shop inside a mall and began discussing questions that have long puzzled them.
“Take note, guys — we have more than 7,000 islands. Do you think that is really an advantage when it comes to tourism promotion and eventual revenue?” the resort manager opened the discussion.
“Our neighboring countries are mostly one large landmass. Tourists don’t need to take another plane or boat just to reach the next attraction,” he added.
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“Here’s one thought I’d like to share,” said the tourist guide. “We cannot effectively promote and sell the Philippines as a single, unified destination. What usually happens is that marketing is done by region or by island.”
“Take Negros Occidental, for example. Tourism promotion should come in the form of a comprehensive travel package. Island attractions could include The Ruins in Talisay, Mambukal Resort, the historic Catholic church in Valladolid, the beach fronts of Sipalay, the famous Bongbong’s Piaya delicacies, the dried fish of Cadiz and Lakawon Island Resort, the beloved Chicken Inasal, the churches of Bacolod and Silay, and the heritage houses found there — and perhaps even more,” he explained.
“But are we really selling Negros Occidental that way?” the golfer asked.
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“I don’t see travel agencies and tour operators promoting destinations that way, even on social media,” the golfer continued. “Very often, travelers arrive not knowing what to do or where to go.”
“Tourism and travel businesses should not rely solely on government promotion from the DOT or the LGUs,” the hotel manager added. “There must be stronger collaboration among stakeholders to create attractive, well-packaged offerings. Most importantly, tourist destinations should agree on reasonable and affordable rates to make packages competitive.”
“As I have observed, the DOT is not always keen on sharing its resources with tourism promoters, event organizers, and active stakeholders who initiate projects through private organizations or individual efforts,” the golfer added while sipping his iced coffee.
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“Yes, I’ve noticed that too,” the resort manager said. “Government agencies seem overly focused on travel exhibits and fairs where hotels and resorts offer discounts. But how many actual travelers attend these exhibits? From what we see, tourism students make up the bulk of the attendees. Can these events really generate concrete results?”
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“I was truly amazed by the thousands of tourists I saw when I traveled to Bangkok, Bali, Phuket, and parts of Malaysia,” the hotel executive shared. “There were hundreds of tourist vans and buses transporting visitors to various attractions. Why don’t we see the same volume of organized tours in the Philippines?”
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“My view is that the Department of Tourism and other government tourism agencies should actively encourage and support private stakeholders,” the hotel manager concluded. “They should help promote privately initiated activities, events, and travel packages for both domestic and international markets. Let the private sector take the lead in creating more tour activities and experiences — with strong government backing.”
And with that, the coffee discussion came to an end./PN
