Cebu needs to strengthen edge in education tourism

CEBU, Philippines - While the tourism growth in Cebu is facing an edgy route brought about by the growing competition among domestic destinations and abroad, it has to capitalize fully on its potential on the “education tourism,” a Cebuano economist said yesterday.

Fernando “Perry” Fajardo believes that if Cebu were to seriously venture into “education tourism,” the growth of the tourism sector will not be easily threatened by usual concerns, such as competition, accessibility, among others.

At present, Fajardo said Cebu’s strength in “education tourism” is not properly coordinated, although there is a constant interest from other non-English speaking countries to consider Cebu as the preferred destination specifically for “English as Second Language” short courses.

Besides, he said while this particular potential or tourism wealth is not being seriously considered by local capitalists, what sustained the “education tourism” growth momentum is the outsiders’ belief to push this service on Cebu, such as Korean’s establishing their own ESL facilities using English fluent Cebuanos.

Undoubtedly, Cebu has wealthy potential to hold a strong grip in tourism, however, it has to work harder, and one important lacking in Cebu is the implementation of a good tourism master-plan.

What happens now, he said is Cebu is becoming complacent of its attractiveness to both domestic and foreign clients, and that proper programs that will sustain the interest is taken cared of, much less the capitalization of other probable tourism revenue contributors such as the “education tourism,” service.

In 2010, the Cebu Business Club (CBC), wherein Fajardo sits as the executive director, introduced the group initiated the establishment of Cebu Hub for English Excellence (CHELE), an advocacy group that will help Cebu take off as an ESL destination.

However, with the lack of interest from the academe sector in pushing Cebu as premier “Education Tourism” destination, has weakened the potential of the program now its functionality stays in-active.

Based on a study, Fajardo said that Cebu has huge potential to hit at least 30 thousand education-tourists a month, if Cebu players will be able to work together in developing the “education tourism” edge.

Record showed that at present, Cebu registered 10 thousand (or less) tourists, who take up ESL in Cebu a year. Most of them are Koreans. However, Joseph said if big facilities will be built and standard will be properly set up, attracting thousands of ESL students a month can be easily achieved.

Joseph projected, the education-tourism will be able to further turn-around the tourism figures for Cebu starting next year, if both private and government sectors will pull their hands together in focusing this potential.

On the other hand, in an earlier interview with Jaehee Jung, head of the Department of Tourism and English at the Hallum College in Korea, the Philippines is now threatened by other countries such as Australia and New Zealand, in terms of attracting ESL students from Korea.

Jung said if the Philippine government will not do something in regulating the increasing cost of ESL rates posted by schools and institutions, the country may lose its opportunity to attract foreign students, especially from Korea.

“Your government should control the rates for ESL services, otherwise you lose the opportunity to other countries,” Jung warned.

In the past, a two-month ESL program for instance only costs US$1,000, now the rate has gone up to US$2,000, same as the rate of Australia, and New Zealand. (FREEMAN)