The Market Monitor Minding the Nation's Business
By Riza Lozada
Tourism is expected to have a renaissance under President Duterte with his administration’s focus on restoring public order throughout the country to support the target of drawing more than 12 million tourist arrivals by 2022, which is more than double the number of tourist arrivals in 2015, based on the National Tourism Development Plan (NTDP) 2016-2022.
Consultations on the plan have started among stakeholders.
Tourism Secretary Wanda Corazon Teo said that aside from public order, the department will also focus on tourism-related infrastructure, the development of new destinations in the country, and expanded marketing—including through social media—to achieve the master plan’s goal.
The tourism industry is currently among the major drivers of economic growth, contributing 1.1 percentage points of the 5.2-percent gross domestic product (GDP) growth in 2015. It added to the economy, P1.093 trillion or 8.2 percent of GDP in 2015, according to Department of Tourism (DoT) data.
The industry also continues to hold out a huge potential for employment; it was responsible for 4.98 million direct jobs or 12.7 percent of the labor force last year.
Among the DoT’s immediate concerns are the assessment of underdeveloped tourist destinations, the development of new destinations, the improvement of facilities in tourist spots and the focus on advertising.
Teo said the “It’s More Fun in the Philippines” campaign to attract tourists would be retained; she cited its effectiveness in promoting the country’s tourist spots.
But Teo said the DoT aims to create an improved campaign slogan.
The DoT also seeks to capitalize not only on the country’s exotic destinations but also the Filipino people themselves who are well known for their hospitality and their smile as well as their familiarity with the English language, she said.
Based on the NTDP, an annual 10-percent growth rate in tourist arrivals will have to be achieved to meet the target of 10 million to 12 million tourists by 2022.
Philippine Statistics Authority (PSA) data showed that tourist arrivals reached 5.3 million in 2015, which was a 10-percent increase from the 4.8 million arrivals in 2014 that, in turn, was 3.25 percent higher than the 4.6 million arrivals in 2013.
Tourism receipts last year reached P306.6 billion or about 8.2 percent, compared with total exports receipts.
Total tourism arrivals last year, however, were short of the government’s 6 million target. The DoT is confident that the target of 6.5 million tourist arrivals is possible by the end of this year with the approval of the NTDP.
Tourism Undersecretary Benito Bengzon Jr. said the DoT had consulted with stakeholders regarding the NTDP.
“The NTDP will be the Duterte administration’s road map for tourism, which will represent the interest of the industry and help the sector achieve its collective goals,” Bengzon said.
6-year tourism
roadmap
Bengzon said the DoT hopes to complete the NTDP within the first 100 days of Mr. Duterte’s term.
The NTDP contains the overall guide on an inclusive development, regulation and promotion of the tourism industry as a major socio-economic activity that would benefit the communities where tourism destinations are found.
To support the country’s tourism, the President promised in his first State of the Nation Address (Sona) to build more access roads to tourism sites.
He said road-development projects should be able to complement the government’s thrust to provide modern agriculture infrastructures to boost eco-tourism.
“We are elated and inspired by the President’s announcement that topping his list of priorities is the building of highways and roads that can provide easy access to our tourist sites,” Teo said.
She vowed to run an efficient and streamlined bureaucracy, making sure DoT’s resources are properly used.
Under the NTDP draft, the proposed tourism infrastructure focus include the expansion of the Ninoy Aquino International Airport (Naia), the development of the Clark airport and access road from the Subic-Clark-Tarlac Expressway (SCTEX), the rehabilitation of the Kalibo Airport old terminal building and expansion of its runway capacity for long-haul international flights, the expansion of the Puerto Princesa airport for international flights, the improvement of the Caticlan Airport for short-haul international flights, the privatization of the operation and maintenance services for Iloilo, Bacolod, Bohol, Davao and Laguindingan airports; modernization of the Laoag airport; the stepping up of the construction of the Bicol and Bohol airports; and expansion of the Cebu-Mactan Airport.
The Philippine Tour Operators Association (Philtoa), one of the largest associations of registered tourism-oriented businesses, expressed confidence the NTDP would bring the much-needed boost in tourism infrastructure and transportation.
Citing the revitalized efforts of the Duterte administration to speed up infrastructure projects, Philtoa President Cesar Cruz said the association expects the new NTDP to accomplish what the previous administration “failed to accomplish in the previous plan, which is basically infrastructure.”
Miss Universe pageant in 2017
The improvement of infrastructure and the ability of the country to welcome more tourists have become more urgent with the country’s hosting of the Miss Universe pageant next year.
Teo said the private sector would shoulder the cost of producing the pageant estimated at $11 million; it will be held at the Mall of Asia Arena in Pasay City.
Related Miss Universe events will also be held in the country’s top tourist destinations in Davao, Cagayan de Oro, Boracay, Cebu, Palawan and Vigan.
Gridlock in Metro Manila and public safety are among the major concerns of the DoT in the hosting of the Miss Universe pageant.
These were discussed during the first meeting of the Philippine Host Committee (PHC) that included several government agencies to prepare for the beauty pageant.
Worried about the expected inconvenience that the holding of the “pre-pageant events” would cause to Metro Manila residents, the committee is considering the provinces of Cebu, Davao, Palawan, Batangas, Iloilo, Isabela and Ilocos Sur as venues.
Other issues discussed during the meeting include facilitating the arrival and admission of Miss Universe participants from over 90 countries and organizers, security at the various pageant venues, and coordination with partners in the private sector.
The President agreed to have the Philippines host the pageant after being assured the government would “not spend a single centavo” for it.
Teo said private sponsors would shoulder all the expenses for the pageant.