International tourism experts tag Cebu's target "unrealistic"

Foreign tourism experts told Cebu stakeholders that the five million tourism arrivals target in the next five years is too ambitious and unrealistic.

The recently concluded Regional Tourism Congress 2005 resulted to a "wake-up call" to both government and private sector players in the regional tourism playground in Central Visayas, as experts left numbers of homework the industry players and government officials to do in order to truly make it a real international tourism destination.

In his talk during the congress, Peter A. Semone vice president for development, Pacific Asia Travel Association (PATA) recommended that Cebu should not push for mass travel market in hitting the five million arrivals, rather focus on attracting quality tourists that produces higher yield such as those long staying guests, among others.

Cebu, which currently suffers from hotel and resort room shortage, is unlikely to attract five million arrivals in the next five years, unless stakeholders could immediately address this problem, including other support facilities in tourism, such as infrastructure, added attraction, among others.

For Cebu to achieve this ambitious goal, Semone said attractions here are to be improved the most, and number of rooms should be tripled or more, otherwise, Cebu tourism will remain struggling.

Another tourism expert, John M. Daniels president director of Bali Discovery Tours highly recommended that Cebu should avoid aiming for quantity or numbers, rather focus on formulating marketing blitz for the quality tourists, or focus on higher-yield visitors. These include; the long-staying guests such as the Europeans, heavy-spender visitors- like the Japanese, or other high-end markets.

Semone emphasized the four A's of in order to be successful as an international tourism destination like Phuket, these are Accessibility, Accommodation, Attractions and Acceptance.

Thailand for example he said is able to establish acceptance in the world tourism market as " Land of Smiles" -a smile seems to be a continuous part of life in Thailand. The Thai outgoing friendliness/happiness rubs off.. one could find greeting others with friendly smile after a few days.

The Cebu Tourism Core Group organized by the Cebu Chamber of Commerce and Industry (CCCI) is currently crafting a Tourism Roadmap for Cebu emphasizing its target to hit five million tourists in the next five years.

Semone said stakeholders, including the government need to ponder more and realize Cebu's capability to accommodate this number of visitors.

Hearing this awakening recommendation from outsider experts in tourism, Cebu provincial board member and chairperson for tourism Agnes A. Magpale vowed to get together tourism players in the region immediately to improve or may correct the Tourism Roadmap details.

"Their recommendations served as an eye-opener for us. We would soon meet and discuss on this important matter," Magpale said.

Cebu tourism prime mover Jay P. Aldeguer on his part said players have to be united and be convinced that Cebu can make it as world-class destination, and urged everyone to recognize each role in the development of tourism in Cebu, as well as in the region.

Department of Tourism (DOT-7) regional director Patria Aurora Roa said DOT has never advocated for mass tourism market, however, it pushed to attract higher yielding visitors.