Philippine Tourism: Sustaining Growth in a Challenging Environment


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Industry Performance

Tourist arrivals in the top sixteen tourism destinations went up by 16.5% reaching close to 4 million in the first semester of 2009.


The Department of Tourism’s (DOT) efforts to maximize opportunities in international markets and encourage greater domestic travel movement in the first six months provided the impetus to sustain tourism growth in the midst of challenges brought by the global financial crisis and Influenza A (H1N1).


This feat is attributed to the substantial increase in domestic tourism by 20% in the second quarter of 2009, which enhanced the business and investment confidence in the sector during the period January to June 2009. Likewise, the changing lifestyle and travel pattern of more Filipinos and Philippine residents to spend their Holy Week, long weekends and summer/ holiday vacation in the various tourist areas of the country boosted tourist flow. Foreign arrivals in key destinations also increased by 6% in the first half of the year despite a decrease of 6% in inbound visitors into East Asia and the Pacific.


First and Second Quarters Tourist Volume

2009 and 2008

Camarines Sur posted a hefty growth in both foreign and domestic arrivals by 52% and 260%, respectively, ranking it as the most visited destination during the first semester with 902,202 tourists. The Provincial Government of Camarines Sur investment in a wakeboarding tourism product stimulated visitor volume while continuing to bolster demand for more accommodation, tour services and transportation.


The influx of tourists in Camarines Sur also facilitated the expansion of infrastructure and development of tourism related products. The success of this Local Government Unit (LGU) initiative serves as a model for other LGUs to harness their tourism potentials and optimize local resources to create more economic activity.

Cebu is the second most visited tourist destination with 830,599 visitors, claiming 23% share of total arrivals. Cebu continues to be the top destination for foreign tourists with 321,116 in the first semester. The expansion in air access from major tourist markets, including the new charter flights from Incheon, Busan, Shanghai, Guangzhou, and Kaohsiung as well as increase in room supply, aggressive promotion, public and private sector partnership to diversify the tourism products greatly contributed to the hike in visitor volume to Cebu.


Visitor count in Puerto Princesa and Bohol went up by 63% and 16%, respectively, as diving, ecotourism, birdwatching, adventure and incentive tourism products were jointly launched by the DOT, LGUs and the private sector. Increased demand also ushered the conception of more community-based tourism products that increased the availability of product offering and livelihood for local residents.


Other most frequently visited destinations included Boracay (383,813); Davao City (330,247); Puerto Galera (215,755); and Ilocos Norte with 99,747 tourist arrivals.


Tourist Volume in Top Sixteen Destinations

January to June 2009

Destinations

Foreign

Domestic

Total

Growth Rate

Camarines Sur

147,504

754,698

902,202

194.0%

Cebu

321,116

509,433

830,599

2.3%

Boracay

112,315

271,498

383,813

6.0%

Baguio *

20,677

350,528

371,205

-14.5%

Davao

29,691

300,556

330,247

2.7%

Puerto Galera **

215,755

20.2%

Bohol

45,995

114,619

160,614

15.6%

Negros Occidental *

32,780

113,724

146,504

-55.2%

Negros Oriental

22,729

95,069

117,798

11.1%

Ilocos Norte

8,088

91,659

99,747

6.5%

Masbate *

10,257

71,630

81,887

-7.5%

Camarines Norte

1,711

79,466

81,177

63.9%

Puerto Princesa

11,380

69,376

80,756

63.0%

Legaspi

7,892

59,732

67,624

10.9%

Catanduanes

9,953

55,188

65,141

115.0%

Sorsogon *

26,251

27,952

54,203

-14.0%

Total

808,389

2,965,128

3,989,272

16.5%

Source: DOT Regional Offices

* Partial Data; ** No Breakdown


Enhancing Tourist Products

The increased demand encouraged more entrepreneurs to create new products and experiences for visitors.

The Island Banca Cruises in Cebu has attracted visitors with its differently organized and packaged island hopping tour of the marine sanctuaries of Nalusuan and Gilutungan, the pristine white beach of Pandanon and dive sites of Moalboal.


Kultura Filipino in Intramuros gave the tourists an opportunity to acquaint themselves with the Philippine cultural heritage through local dances, music and cuisine. This product also serves as the highlight of the new city tour program for Manila.

Similarly, the Pasig River Cruise had lured back tourists to visit and appreciate the many sights and attractions of Metro Manila. More than a river cruise, the product provides cultural interaction, culinary treat, historical tour and entertainment.


With increased popularity for adventure tourism, spelunking in the Sohoton Caves in Basey, Samar offered visitors with a quaint experience to commune with nature, explore the area’s wonders and promote cultural exchanges. Likewise, cruising along the Golden River of Basey provided a glimpse of rural and community life amidst the scenery and images of clear waterways surrounded by green vegetation.


The sheer motivation of the Municipal Government of Danao in Bohol brought a new dimension to adventure tourism and created employment for local people. Dubbed as Ecological, Environmental and Educational Adventure Tour (EAT) Danao, this product offers an extreme and exhilarating challenge with its 200-meter plunge,  1 km suislide, caving, river tubing, rappelling, kayaking and root climbing.


Likewise, the opening of a theme park called Fantasyland in Zamboanga del Norte had boosted tourist arrivals in said destination. The entertainment facility includes interactive rides, shows and activities for foreign and domestic visitors. A 360-room hotel will also be built in the park.


Gauging from the interests of many foreign and domestic visitors to participate in environmental, heritage and livelihood projects, the Hands On Volunteer Vacation Tour Package was launched in Oriental Mindoro, Bohol, Boracay Island, Aklan, Laguna and Batangas.


Trekking, birdwatching, and ecotourism products in Mt. Apo were enriched with new adventure, camping and cultural interaction activities which have drawn more tourists during the summer months.


The 3rd Philippine International Tourism Fair (PITF) in Cebu gave the LGUs and private entrepreneurs a venue to feature these innovative and new tourism products to foreign buyers from the Middle East, China, Hong Kong, Singapore, India, Japan, North America and Canada.


Travel agents from overseas also availed of these latest tourism experiences.


Europe’s biggest long-haul travel group, the Meier’s Weltreisen, had its Far East Live Seminar in Boracay and Manila, participated by 265 officers and member-agents who experienced these new and diverse tourism products, destinations and facilities.


Similarly, 110 top tour wholesalers from Switzerland visited Boracay, Banaue, Bohol, Cebu and El Nido to discover the different products in said destinations. These have intensified the awareness of available tourism products for the European market.


Pushing Dive Tourism

Based on the survey conducted by the TNS in the first semester of 2009, the volume of dive tourists in Cebu, Bohol, Palawan, Mindoro Oriental and Batangas grew by 62.8%. German dive enthusiasts posted 131.9% increase while the Koreans dive tourists went up by 104%, American (37%), Japanese (34%), and Chinese (31%).


Overall gross receipts from dive tourism in said destinations posted an increase of 52.8% to P 31 Million vis-à-vis P 20.2 Million in the first half of 2008. Substantial growth of 82% was recorded during the first quarter of 2009. Revenues generated by dive operators in Bohol surged by 195% while those in Cebu rose by 69%.


At the 17th Marine Diving Fair in Tokyo, the DOT Pavilion attracted more than 20,000 visitors and garnered awards for Best Diving Area, Most Desirable Destination, Best Dive Resort and Favorite Dive Operators for the country and participating dive operators.


The DOT also continued to draw dive tourists in its annual participation in the Golden Dolphin Fair in Moscow which attracted over 23,000 visitors from all the regions of Russia and overseas.


Consolidating Growth for the Second Half of 2009

As tourism facilities and products continue to expand, the DOT anticipates greater growth in tourist arrivals in key destinations towards the end of 2009. The growing interests among LGUs and private sector to offer innovative tourism experience for visitors will greatly enhance the quality of Philippine tourism products.

DOT foresees that increased investments in accommodation and transportation as well as development of new facilities and destinations will sustain the growth of the sector and position Philippine tourism for the next level of growth spurts as international markets recover from the global economic downturn.


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220
143 shares, 220 points
Mommy Iris

My name is Iris. Others call me Aeirin. I'm a full time housewife and mother; a part-time blogger. Pinay Ads was created to share bits and pieces of my life and my family. I have a wide array of interests that include entertainment, movies, music, gadgets, traveling, food, baking, and more. So, I hope you’ll stick around and enjoy reading!

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