Year 2012 brings fresh wave of optimism to Cebu tourism

CEBU, Philippines - While the tourism sector experienced a “hiccup” in 2011, largely due to leadership transition, the year 2012 brings a fresh wave of optimism among tourism players in Cebu, boosted by the commitment of new Department of Tourism (DOT) secretary Ramon Jimenez –to make tourism as the country’s number one economic “bread and butter.”

Because of this promise, Cebu tourism players are anticipating an exciting tourism business in the province, after-all Cebu is considered as the tourism center in the Philippines.

“The new DOT secretary seemed to know what he is doing. He understands the market well. He is right, the Philippines needs proper pushing and intense promotion utilizing whatever resource we have,” said tourism capitalist Jay P. Aldeguer.

According to Aldeguer because of this commitment and on-track direction to be implemented by the DOT by 2012, Cebu is seen to lead in the tourism growth, as it has been leading in the previous years with or lesser support from the government.

“A lot of investors are looking into tourism now. Exporters are even entering into this profitable and sustainable business. Even those who are not into tourism business are starting to put their money in the sector,” said Aldeguer.

Tourism related employment is expected to surge by 2012, with the opening of more condotels, hotels, Aldeguer said. Likewise, tourism entrepreneurship specifically in the countryside areas will further grow starting 2012.

In fact, a revisit of Cebu’s tourism master-plan to be supported by large business chamber groups in Cebu led by the Cebu Business Club (CBC) will start by early January, in order to re-enforce the tourism advantage of Cebu.

While CBC, is initiating its own tourism master-plan review in coordination with the Research, Education and Institutional Development (REID), as well as other tourism groups like the Hotel, Resort, Restaurant Association of Cebu (HRRAC), the Cebu Chamber of Commerce and Industry (CCCI) also announced its own initiative that will be fully implemented within the first quarter of 2012, called Through the program called “Serbisyo Turismo” or SET.

CCCI will work closely with the Provincial Government, sustaining the successful “Suroy-Suroy sa Sugbo” initiative making it a sustainable program.

With the help of the academe sector, and business players, including experts in marketing CCCI president Samuel Chioson said each town in Cebu province is seen to develop good packaging in their respective tourism attractions.

Part of the plan, is to tap the academe sector and involve the students in the tourism-related courses to take their OJT (on-the-job) training in the different towns in Cebu, helping municipalities and private sector stakeholders to promote products and services.

According to CCCI president Samuel Chioson, Cebu Provincial Governor Gwendolyn Garcia has already vowed to support the project, in fact Garcia already vowed to provide brand-new transportation facility in each municipality to service visiting tourists.

Initially, the CCCI, tourism committee headed by Milagros Espina has already identified pilot municipalities in the province, for the particular project, which will start early next year.

Starting this year 2012, Joseph said Cebu should double its effort to maximize its tourism potential, and that the recommendation that will be submitted to the government, should be pushed seriously by the private sector, in order to pressure the government for implementation and support of “effective” programs and projects that geared towards strengthening the potential of tourism in Cebu.

Joseph added that the group will also tap the Local Government Units (LGUs) for support in the review of Cebu Tourism Master-plan, so that all segments in the society could participate in this initiative.

Under Jimenez’s leadership, he vowed to hit 10-million tourist arrivals by 2016. For next year, the country targets to achieve 4.2-million tourist arrivals.

“If we create the demand and raise the target, we push other agencies to elevate their performance,” the secretary said.

Jimenez added that the planned improvements on the country’s international airports resulted from the demand created by the DOT and the stakeholders in the private sector.

“We have to provide the impetus for change so we have to target a bigger figure,” Jimenez said.

Because of Jimenez’ obvious passion and sincerity to bring tourism to its highest potential, Aldeguer said investors are now re-enforcing their interest to put their investment “baskets” on this promising industry. (FREEMAN)