Are we ready for the intelligent traveler? /2

Awakening

It was only in 1973, when the DOT was formed, that awareness

for the preservation of a rich cultural heritage came about.

The National Museum and the National Historical Institute set

up local museums. Currently, the National Museum cares for 14

branch museums and four archaeological sites, while the NHI

looks after at least 27 historical museums and shrines.

Cultural tourism, according to the National Museum and the

NHI, ''is coming to be seen not only as a source of economic

growth but also as a means of promoting civic and national

pride.''

Noted for their successful attempts in promoting cultural and

heritage tourism are Vigan and Taal in Luzon and Silay City in

Negros Occidental, places known for stately ancestral homes,

and Bohol, for impressive churches.

Iloilo also managed to preserve some of its ancestral homes in

Jaro district, the country's first Millionaires' Row. Its churches

and cemeteries, which bear heavy Spanish influence, have been

restored.

At the strategic planning workshop sponsored last year by the

DOT and the Canadian Urban Institute, owners and manager of

hotels, resorts, museums, travel agencies, booking offices and

other tourism-related establishments agreed that the Visayas

should focus on aggressively marketing itself as a heritage and

cultural site.

But Iloilo participants realized that they have to laboriously

climb the steep mountain of challenges.

Firstly, some culturally important areas are in a state of disrepair,

such as the historic Fort San Pedro, where many invading forces

that came by sea were repulsed by Ilonggos.

Then, there is the widespread ignorance of the richness of

Ilonggo culture and the tourism network.

All these contribute to a lackluster performance in selling Iloilo

as the cultural experience in the Visayas.

Collective effort

Maclaren said these problems were could be seen even in other

developed places trying to make a go of this new tourism

commodity.

He cited Alberta province in Canada as a case study, with its

five World Heritage Sites, cowboys and Indians, plus

mountains. Despite all these cultural riches, Alberta has been

lagging behind as a tourism site, he said.

Its tourism network had to contend with problems, like an

increasing demand for a sensitive ecosystem, a scene-stealing

shopping mall, and too much concentration of tourism in the

central areas, like Banff and the Rocky Mountain Parks.

These problems were solved by easing pressures on traditional

tourism destinations, focusing marketing on key visitor groups

like the Japanese and Europeans, developing cross-border

partnerships and establishing a market coordinating body.

''This shows that marketing partnerships can still be successful

and that different layers of government can work together

effectively toward a common goal,'' said Maclaren.

Given that the Philippines' culture and tourism developers have

put their acts together to promote certain destinations, the

community must also be involved to sustain the momentum.

Moneymaking ventures

As in the case of other Asian countries, what many areas in the

Philippines lack in old churches, ancestral homes and rice

terraces, they make up for with food, drink, music, theater,

festivals, leisure activities, cultural landscapes, religion, arts and

crafts, and the ever-entertaining notion of celebration.

This is their way of presenting their culture and heritage as a

moneymaking venture. (In Singapore and Hong Kong, it surely

sells.)

A response to the call of the times in tourism is needed to bring

in those valuable dollars. The intelligent tourist, as other

countries have proved, does not mind spending for a place and

experiencing some inconveniences if the visual and intellectual

attractions are all worth it.

Heritage and cultural tourism is but one aspect of the

multifaceted tourism industry. The lessons in it could apply to

the whole industry as well.

The EIU is right in saying the archipelago must be serious in

developing its tourism sector.

While the potential for the Philippines in the long term is clearly

substantial, careful handling of these and other issues will

determine the speed and success with which tourism develops.

Some are anxious that it be pushed hard ahead so as not to

overtaken by regional neighbors, like Vietnam and Burma.

A greater danger is that it should proceed so fast and not learn

from the mistakes of others.