Cebu needs to reinvent itself to maximize tourism potential

CEBU, Philippines - Cebu needs to reinvent itself as a destination and broaden its market base if it wants to maximize its tourism” seminar hosted by the Ateneo Graduate School for Business in Cebu.

Durano, who was one of the speakers of the half-day seminar conducted by AGSB-Cebu, which tackled on Sustaining Cebu’s Tourism Leadership.

Durano believes that Cebu can achieve its highest peak in the tourism sector, as long as stakeholders will unite in formulating programs, and activities such as introducing new facets of attraction basing on “What’s New in the Old Cebu” proposition.

“Prudence dictates that Cebu must broaden its market base. It [currently] too depended on two major markets—Korea and Japan,” Durano said.

While these two markets are identified as the “bread and butter” markets for Cebu tourism, it has to recognize the growth giver which is the “momentum” market such as China, and countries in the Southeast Asia region.

According to Durano, the Cebu private sector stakeholders in tourism industry should take a lead in this action, as he believes that the government or the new DOT leadership will ultimately support whatever may be started.

In a study conducted during his stint as DOT chief, in coordination with Professor Tommy B. Lopez Jr., director of ACE Center for Entrepreneurship and Management Education Inc., he said it was identified that Cebu could take advantage of the four types of markets in the tourism industry, these are; the core market (Korea and Japan); momentum market (China, Southeast Asian region); Investment market (potential, this according to former tourism secretary Joseph Ace Durano during the “Blue Ocean Strategy India), and maintenance market through promoting well the specialized activities like Scuba Diving, among others.

In this suggestion, Durano said travel operators, and Cebu tourism advocates will play a critical role in reinventing Cebu, and make further the leader in tourism industry in the Philippines.

“As the market space evolves, so must the product base,” Durano said adding that “Cebu has a lot to offer, and it is the best destination brand in the country by far”, but it has to “dance with the music well” otherwise other destinations will be able to snatch Cebu’s potential in tourism leadership and revenue.

“You can’t be reliant on the same market base. Cebu has to expand its product base as the market base is also expanding,” Durano told participants of the seminar which included active members of the Cebu tourism industry.

Durano suggested that the Hotel, Resorts and Restaurant Association of Cebu (HRRAC) can spearhead the re-invention project of Cebu, adding that the DOT can only give its support if roadmap and program details are already in place.

About 70 percent of Cebu’s foreign arrivals are coming from Korea and Japan. Durano said it is about time for Cebu to expand its momentum markets such as China, Singapore Kuala Lumpur, among others.— THE FREEMAN