The MANAGEMENT ASSOCIATION OF THE PHILIPPINES (MAP) strongly recommends the immediate formation of a privately-run Tourism Promotion Board to increase the Philippines’ share of the international tourist arrivals which in 2010 were estimated at 940 Billion by the United Nations World Tourism Organization (UNWTO). The same report said international tourist arrivals in Asia-Pacific reached a historic high of 204 Million, a 13% growth in 2010 – an increase double that of the world’s average, which translated into tourism receipts of US$249 Billion. The Philippines’ market share currently lags behind its neighbors. Just take a look at these 2010 figures from UNWTO:
Countries Tourist Arrivals in Millions Tourism Receipts in US$ M
Malaysia 24.5 17.8
Hong Kong 20.1 22.9
Thailand 15.8 19.7
Singapore 9.1 14.1
Indonesia 7.0 6.9
Vietnam 5.0 4.4
Philippines 3.5 2.7
Cambodia 2.3 1.2
In terms of revenue, all destinations have grown over time from 2006 to 2010 but Philippines remained static.
We are supposed to have so much going for us – the best beaches in the world, the most varied marine biodiversity and attractive people – who love and know how to enjoy life. We have superlative music, world-class performers. We have well-educated middle-class; young, vibrant population; and we have the ability to communicate in English. Our medical facilities are at par with their international counterparts, our accommodation sector offers great hospitality service and our food is a gastronomic delight. Those who provide service, such as our doctors, nurses, care-givers, food attendants, are second to none.
To fulfill the promise of tourism – a 12% total contribution to the GDP and a total of 5.6 million jobs generated by 2020 – there must be a keener appreciation of the needs and wants of our identified tourism markets from which will emanate a concrete, targeted, cohesive and innovative marketing strategy.
For instance, it is projected that 100 million Chinese will be traveling throughout Asia by the year 2015. Philippines should be able to attract 10 million of these travelers to our shores. China is virtually land-locked and our tropical weather and beaches are natural attractions. This Chinese market is known also to respond positively to gaming, good food, shopping. What are we doing to prepare for this market?
There are many more emerging markets that we can tap and they are looking for new range of tourism products – medical tourism, sports tourism, eco-tourism to name a few. Retirement villages are fast gaining popularity and if positioned properly, Philippines can attract not only this ‘silver” market but it comes with built-in benefit of getting their relatives to also come and visit.
R.A. 9593, otherwise known as the Tourism Act of 2009, created an enabling environment for business engagement in tourism by creating the TOURISM CONGRESS, a private sector consultative body in the development, implementation and coordination of tourism policies. It is surprising that this mechanism for potentially strong public-private partnership (PPP) in tourism has not been taken advantage of by the Department of Tourism (DOT).
MAP can step in and serve as the catalyst in getting tourism stakeholders (particularly the DOT and the already constituted TOURISM CONGRESS) to work together harmoniously in pursuit of the country’s tourism objectives.
In these times when our country’s leadership needs all the help to ‘right the ship’, the first order of the day is to secure the support and cooperation of as many sectors as possible. MAP will take the lead by working closely with the present TOURISM CONGRESS in finalizing its recommendations and contribute to making the Philippines a more attractive tourist destination.
Feedback at <[email protected]>. The previous statement which was made and published by the Management Association of the Philippines on July 4, 2011 can also be viewed here.
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