Selling the Philippines to Filipinos

Tourism and tourists for many is associated with Caucasians or Oriental-looking individuals visiting and frolicking in the country’s numerous world-class attractions, both natural and man-made.

The past few years, the tourism department has been harping over the modest increase in the number of foreign tourist arrivals to the country, which last year breached the three-million mark.  

Well and good. But again, a lot more needs to be done. The latest independent survey showed that tourism in the Philippines dropped several notches below in ranking compared to other countries.

With the global economic meltdown not expected to ease up soon, world tourism organizations predict that there will likewise be a slowdown in tourist arrivals and tourist spending in the Asia-Pacific region. 

It was forecast that the Philippines’ foreign tourist arrivals for 2009 would post no growth or at best, a measly 1.9 percent increase as traditional overseas markets struggle to recover from the economic crunch.

Change in focus

Such a realistic forecast must compel Philippine tourism industry leaders and stakeholders to put even more emphasis on the domestic tourism market that has been often overlooked in lieu of foreign tourism markets.

Global tourism industry observers note that in many developed countries including the USA, Canada, France and Australia, domestic tourism formed the backbone of their tourism industry, making up for almost 60 percent of all tourism-related spending and income. 

In contrast, developing countries like the Philippines, experts noted, have not devoted or initiated enough attention and action in making a more accurate measurement of the size and impact of domestic tourism to the local economy.

Ignored stats

Local tourism leaders admitted that there is indeed a dearth in domestic tourism statistics which slows down efforts to make strategies and plans to further boost this market. 

In its 2008 year-end report, the tourism department merely stated that domestic tourism expenditures posted double digit growth of 19.8 percent in 2007, indicating an increasing appreciation for the country’s tourism products by local tourists.

Some quarters say that domestic tourism is on the rise based on a report by the Civil Aeronautics Board that domestic passengers are on the rise since 2007. The same data, however, could not validate if all passengers are actually tourists or travelers on official business.

Since the 1990s, plans and measures have been recommended and proposed to improve statistical data gathering for domestic tourism to better address the needs of this potentially large market. But nothing much was achieved to address this deficiency in data.

With a population of over 80 million, a mere five percent or the equivalent of four million Filipinos successfully tapped to contribute to domestic tourism would definitely hike revenues in tourist destinations all over the country. 

And what about the Filipinos who annually fly overseas for vacation? Tapping them would definitely be a boost to local tourism and their allied industries.

Saving grace

The tourism department some years ago managed to penetrate previously untapped tourist markets of China, Russia, India, and the Middle East by offering more exciting specialty products such as medical tourism, English as Second Language courses and other innovative adventure tours and packages.

With the same kind of zeal, creativity and innovations, and more efficient and effective statistical data gathering, by tourism officials and stakeholders, Filipino tourists could be the tourism industry’s saving grace as the economic meltdown continues to haunt key tourist markets abroad.

We all know there are still thousands of Filipinos with a capacity to travel who have vacationed in Hong Kong Disneyland, Thailand, Singapore, the United States, Canada and Europe but have never been to world renowned domestic destinations as the Chocolate Hills in Bohol, Underground River and other natural wonders in Palawan, the rice terraces in the Banaue highlands, or heck, even the crater of Taal Volcano or the former Subic Naval Base just two to three hours from Metro Manila. 

Sell the Philippines to the Filipinos

If only our bureaucrats would think less about junketing abroad purportedly to sell the Philippines to reluctant foreigners and devote more time and effort on how to attract local tourists, there are many practical and less expensive marketing approaches that may be creatively developed.

With the summer holidays fast approaching, why not stage more promo tours, exhibits, road shows in various schools and business districts so that both students and parents can be made more aware and be convinced to dump overseas travel plans and take equally exciting tours to local destinations.

Domestic tourism can also be aggressively promoted to would-be couples thinking of spending their honeymoon overseas. Why fly to the Caribbean or the Bahamas when Amanpulo, Boracay, Batanes, Bohol and many other less publicized but equally amazing destinations are just, at most, a two hour flight? And you get to pay in pesos too.

For the more adventurous, scuba diving and other outdoor adventure packages can be made available. Or how about including the same in the school curriculum? Or offering incentives to companies opting to have company bonus outings locally instead of overseas? Or offering only local tour packages in raffles promos in support of the government’s holiday economics?

There is still value in the slogan used in the past, “Huwag maging dayuhan sa sariling bayan.” If only those in the tourism sector shift their focus and think of ways to sell the Philippines to the Filipinos.

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Should you wish to share any insights, write me at Link Edge, 25th Floor, 139 Corporate Center, Valero Street, Salcedo Village, 1227 Makati City. Or e-mail me at [email protected]. For a compilation of previous articles, visit www.BizlinksPhilippines.net.