EDITORIAL - Gaining momentum

Barring no hitches, a chartered flight from Russia carrying a group of Russian tourists will arrive in Cebu tomorrow. Aside from touring Cebu, the group is also expected to visit Boracay for a date with the country’s fine beaches.

Tourism Secretary Ace Durano has been reported as saying that he was “pleased” to welcome the New Year with the Russian tourists. He seemed to be in “cloud nine” knowing that their efforts to penetrate the huge European tourist market have finally paid off.  

Actually, tomorrow’s arrival was not the first from the northern giant country since last month. It is the third batch of Russians visiting the Philippines to escape the freezing winter cold in their country.        

The Department of Tourism has been trying hard to entice the Russians and other European tourists to take a look at the Philippines. Europeans are known to flee their countries during winter and settle in sunny beaches in the Caribbean and in Southeast Asia.    

However, for decades the Europeans have been sidestepping the Philippines for Thailand, Indonesia, Malaysia and other tourist destinations in Asia. This is due to the fact that peace and order situation in the country remains fragile.

The Europeans only recently have discovered the beauty of the Philippines, thanks to DOT’s intensified global promotions of the country as a tourist haven.

 Now, the entry of Russian tourists can be considered as a giant leap forward for the country’s tourism industry. If Indonesia’s Bali is Australians’ favorite destination in Southeast Asia, why can’t the government vigorously make Cebu or Bohol or Boracay the mecca for European tourists?

Despite the good news about the arriving Russians, there are definitely more works to be done to further enhance the country’s image to attract more foreign tourists. The DOT programs must be promoted more vigorously, and there is also a need to maintain peace and order to project the Philippines as a safe destination for tourists.    

Right now, the country remains the last choice as tourist destination among Southeast Asian countries. But it is fast catching up as it has been embarking on an extensive global tourism campaign.

If the momentum continues, the Philippines will soon enjoy the biggest share of the pie.