CEBU, Philippines - Given the proper utilization of resources and establishment of the right instruments at the right place, 2013 will be a better year for the local hotel, resort and restaurant sector to improve from last year’s performance and to prepare for the Association of Southeast Asian Nations (ASEAN) economic integration come 2015.
Hans Hauri, head of Cebu’s Hotel, Resort and Restaurant Association (HRRAC), said a double-digit growth rate in tourist arrivals for Cebu should correspond to the projected 10-percent additional room supply in the market equivalent to 500 new guest rooms and an anticipated generation of an estimate of 4,000 to 5,000 employment opportunities.
This year, Hauri said that the industry primarily aims for the seamless implementation of the new standards of hotels and resorts classification by the Department of Tourism.
“We currently have all the right instruments in place such as air connections, room supply, value rates, promotion campaigns, working committees on improving infrastructure, a government that has tourism as its focus, a well-motivated, experienced workforce to service travelers beyond expectation and with the exception of the China market that bothers us all. Let’s find a solution, Mr. President.,†Hauri stated.
Although Cebu is acknowledged to strengthen its position as the No. 2 airport in the Philippines with the planned expansion of airport facilities, he said that the province is being challenged by secondary airports in the Visayas such as those in Iloilo, Bacolod, Bohol and Caticlan that are all vying for international connections for the faster tourism boom in the country.
Other growth opportunities he cited included investing on a tourist attraction such as a wildlife and marine sanctuary and redeveloping Colon Street and the project of the tourist bus “Hop-on/Hop-off†connection.
He further noted that the private sector and the government should collaborate through active participation for a shared sense of strategic direction in preparation for the ASEAN economic integration.
He added that industry players of both sectors should change its mindset and widen their perspectives regionally and globally.
He then recommended the improvement of regional cooperation to enhance scale efficiencies, dynamism and competitiveness, facilitation of borderless travel, cultivation of freedom of movement for skilled people, support to open-sky opportunities, promotion of new investments, shift from free-trade agreements to zero tariffs, implementation of new tourism classification and standards and evaluation of the necessity of formulating a bill of rights for tourists.
Such action plans will benefit tourism through increased access to international tourists, enhanced labor force mobility within ASEAN and development of broader and a more competitive product range, Hauri said.
“Never has our industry received such a place in the spotlight than over the last 3 years be it the sheer attention to tourism as an indispensable engine of the nation’s economy through investment, employment, foreign exchange earnings, socio-economic growth and national development. The building of a strong sense of pride among all Filipinos to enhance the service concept has been supported with the campaign “It’s more Fun in the Philippines†and the 10 million of OFW’s who act as ambassadors for our tourism product around the globe and the source of display of our national pride,†he pointed out.
Next to the automotive industry and banking and financial services, tourism ranks as the third biggest industry in the world with an estimated one trillion worth of receipts and passing the one billion in Tourist Arrivals in 2012.
Asia is the second largest Continent of Tourism movements, behind Europe, accounting for a share of 22% or 217 million in Tourist Arrivals, outpacing the average annual growth over the last 10 years of 5% across the globe, and generating an income of US $289 million or 28% with an annual growth of 11% over the last 10 years.
Hauri remained bullish that the Philippines shall exceed its targeted 10 million foreign arrivals and 35 million domestic arrivals by 2016 as 2012 posted a total 32 million visitor arrivals in the country of which 28 million are domestic while over 4 million are international arrivals.
At present, HRRAC is preparing to release its remodeled website, overhauled guidelines and checklists to improve fire and life safety, sanitation and hygiene with its vision to prepare establishments for HCCAP Certification and the promotion of corporate social responsibility for a sustained tourism. (FREEMAN)