2013: A make or break year for Cebu tourism

CEBU, Philippines - Although there are dozens of reasons why Cebu is anticipating another exciting year for tourism, the year 2013 may be the sector’s “make or break” year while competition is surging, and infrastructure and services supplementation is not properly balanced.

Cebu Business Club (CBC) president Gordon Alan “Dondi” Joseph said that tourism sector may experience more pressure this year, saying “it’s a mistake to assume that things stay the same.”

According to Joseph, Cebu is obviously lacking proper soft and hard infrastructure to complement the bullish tourism industry here.

Cebu as the center for the Philippine tourism, should create its own effective tourism roadmap or masterplan. Otherwise, its edge in tourism will be outsmarted by other provinces, or regions that are now desperately working hard to improve their tourism advantages.

Nevertheless, Joseph said tourism will continue to offer good opportunities for capitalists—big or small in Cebu. However, government and private sector also should world together in providing good infrastructure and services that will complement the robust growth in the sector this year.

Joseph also expressed confidence of the government’s effort to make tourism the country’s major revenue contributor, saying the government vowed to spend more money in tourism developments. “Definitely, there is still opportunity for tourism.”

Tourism capitalists and business leader Jay P. Aldeguer said that Cebu will always be on top in the tourism sector in the Philippines, and 2013 is another year that tourism stakeholders in Cebu will be excited about.

“I think the momentum is on our side. Philippine tourism is on the upswing and Cebu will definitely benefit from this. The airport expansion, more flights domestic and international, interest from local businessmen in the sector, whale shark attraction, St. Pedro Calungsod’s canonization are factors that will revitalize Cebu’s tourism even more,’ Aldeguer said.

Cebu Chamber of Commerce and Industry (CCCI) chairperson for tourism committee, Milagros Espina, likewise emphasized Cebu’s need to strengthen the tourism support services, such as infrastructure and others.

“We should increase budget for services and infrastructure and human resources by cultivating further the culture of tourism in Cebu,” Espina said.

This June’s Cebu Business Month (CBM 2013), the event will once again highlight the tourism advantage of Cebu by promoting the province as the preferred tourism destination globally.

Espina said the CBM 2013 Tourism theme is dubbed “Power Up Cebu—in the global market.” This aims to define Cebu’s cutting–edge advantage in the tourism sector.

Overall, Espina said Cebu’s 2013 will steadily increase because it will expand to prolific areas like architecture tourism, medical tourism, real estate, fashion and lifestyle.

Moreover, Cebu must sustain its zeal to make the place safe, clean and beautiful devoid of political undertones.

Expat hoteliers also joined the Cebuano tourism stakeholders’ sentiment to improve the infrastructure support in tourism, in order to ride-on the market’s sustained interest for Cebu tourism.

Radisson Blu Hotel Cebu general manager Lyle Lewis said that Cebu has all what it takes to attract travelers across social status segment, and luring the high end market can be easily achieved if infrastructure and attraction development will be improved.

“Infrastructure and attraction is vital for a destination to succeed. Airport access in particular is very important,” Lewis said in an interview.

Likewise, in a separate interview with Cebu City Waterfront Hotel and Casino general manager Alfred Portenschlager, he said that Cebu has all the charm to attract the wealthy travelers providing the proper infrastructure should be in place.

Portenschlager said that if Cebu is going to take advantage of its potential to get the high-end business and leisure travelers all over the world, it has to work hard on putting on right infrastructure and providing travel accessibility should be the first priority.

The expatriates tourism players believe that while the province is already well-known as a destination that offers both business and leisure attractions, it has to move further in seizing the high-spending travelers, and offer what this particular market is looking for.

Portenschlager added that aside from putting off support services for the high end market such as offering world-class accommodation facilities and services, travel accessibility is very important.

Although there are a number of low-cost airlines providing travel access to different destinations in Asia Portenschlager said business and the wealthy travelers prefer convenience over cost.

The foreigner hotelier said hat Cebu should not cheapen itself as a destination, because it has huge potential to attract the middle to high-end market, which can afford to spend more on transportation cost, leisure, and others.

He added that it is “hard” for the business market to be forced to transfer to low-cost just to get to Cebu. Otherwise, there are wide alternatives for a business and leisure destination among the Asian countries.

According to Portenschlager competition is tough, Cebu or the Philippines should trail the blaze in seizing the opportunity to further boost tourism.

Also, seeing Cebu’s capability to lure the affluent traveling market around the world, National Association of Independent Travel Agencies (Naitas) chairman emeritys Bobby Lim Joseph said that Cebu should attract tourism capitalists that would build six-star hotel and resort facilities.

 “Cebu needs more five star or six star hotel and resort facilities. It needs for signature brand shops, nicer and bigger museums, and more attractions that could entice the high end foreign tourist market,” said Joseph.

“We have to develop Cebu as high end destination, thereby attracting the big MICE [Meetings, Incentives, Conference and Exhibition] market from all over the world,” Joseph said.

Therefore, the year 2013 will define Cebu’s edge in tourism sector, and implementation of infrastructure support projects for tourism, will play a critical role in the growth and sustain vitality of the sector.