MANILA, Philippines - The Department of Tourism (DOT) is “communitizing” tourism development and promotion in a bid to bring about inclusive growth to all socioeconomic sectors from an industry that has proven to benefit the masses.
This strategic product development and marketing direction was practically announced by DOT Assistant Secretary Benito C. Bengzon Jr. when he called on the tourism industry and local communities to make it truly more fun in the country, especially during the Visit Philippines Year 2015, which was designed to bring in 10 million visitors next year.
Reading a message from Tourism Secretary Ramon Jimenez Jr. at the opening of the NorthPhil Expo 2014 in Clark recently, Bengzon said:
“There has never been a better time to be part of nation-building than today, as the country’s tourism industry has now evolved to become a national business and everybody’s concern. It is through your active participation and commitment that we, as a Department, are able to reach where we are now. Through your cooperation and efforts, the Department has constantly managed to grow its arrivals and gained greater confidence from tourism stakeholders, both in the local and international communities.”
Bengzon used the secretary’s message to underscore the DOT’s strategic thrust of a community-driven tourism development where the “It’s more fun in the Philippines” brand can be experienced at its very essence.
“Politically, tourism increases the power of the community because of the involvement of the local people,” Bengzon said.
“…The local communities become the focal point for the supply of accommodation, facilities, information, products and services to the tourists,” Bengzon explained as he hailed the Northern Philippines’ efforts “to attract more tourists and ensure their share in the country’s growing foreign visitor arrivals which posted a 10.12-percent increase from the same period last year.”
North Philippines accounts for 2.7 million foreign and domestic visitors, according to DOT Central Luzon director Ronnie P. Tiotuico.
“That number, when multiplied by the average tourist spend of $100 per day for four days, would translate to $1.098 billion, or almost P50 billion, in annual tourism receipts,” Tiotuico said.
“The growth of tourism in North Philippines can be gleaned from the sustained expansion of the NorthPhil Expo in terms of industry participation, visitor volume, and exhibit space covered, partly because of the ever-increasing passenger inflows at the Clark International Airport,” Tiotuico added.