MANILA, Philippines - Tourist arrivals in the Philippines are poised to hit 3.3 million this year, the biggest ever in the history of Philippine tourism.
This was disclosed last Thursday by Tourism Secretary Alberto A. Lim in a speech before a joint meeting of the Makati Business Club and the European, American and Canadian Chambers of Commerce, where he unveiled the tourism program of the Aquino administration.
From a decline of 3.9 percent in 2009, arrivals are expected to post a growth of 12 percent. Tourist arrivals include overseas Filipinos (but not OFWs), who constitute about five percent of the number.
The Tourism secretary also disclosed that the Philippines has been rated by the Country Brand Index as among the world’s rising destinations.
It also ranked No. 8 as a value for money destination. And in the entire Pacific Region, it is now rated No. 11.
Lim said that Philippine tourism is benefiting from two major boosters: The election of President Benigno Aquino III and the passage of the Tourism Act of 2009.
The new President and the wave of reforms he is implementing has put a “new shine on the country’s brand before the world.”
The new Tourism law in turn has reorganized the entire machinery for tourism development and mobilizes resources for infrastructure development and tourism promotions, he said.
Lim unveiled details of the comprehensive tourism program which the Department of Tourism (DOT) will implement over the six-year term of President Aquino.
He underscored the key targets of the program over six years:
• Six million tourist arrivals
• $18.7 billion tourism receipts
• Three million new jobs
The numbers could be more, but Lim said that he would prefer “to over-deliver than to over-promise.”
He said that the key strategies to achieve the program goals are: Building infrastructure to support tourism; upgrading the quality of tourism products; harnessing nature, history and culture; raising private investments in tourism infrastructure like hotels and resorts; strong local government participation; and sustained marketing promotions.
“All regions and provinces will be involved in our tourism drive,” he said.
He said that in addition to promoting and strengthening the anchor destinations, new areas of the country will be opened up for tourism development. He cited as one example the current project to develop the Samar-Leyte region, especially in Guian, Samar.