RP tourism:Looking back -2

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CULTURE OF TOURISM

The national advocacy for the development of a culture of tourism began against a world backdrop that showed tourism as Number One global industry with direct revenue amounting to $523 billion.

The advocacy presents that each Filipino is a stakeholder in tourism success and his contributions can be manifested through the observance of honesty, courtesy, fair pricing, the setting of quality standards and provision of tourist-friendly services. The maintenance of clean surroundings as well as safe and healthful environments fall under the advocacy for a culture of tourism.

Clean-up days were held yearround in spots frequented by tourists to instill discipline and highlight the importance of clean surroundings as tourist comeons. A memorandum of agreement was forged between the DOT and the local governments of Pasay, Parañaque and Marikina for the upkeep and cleanliness of tourist sites.

Also in relation to the fostering of a culture of tourism, airport and tourist taxi operators also agreed to sport uniforms with their names and reference numbers on the shirts to enhance accountability and to impose standard taxi rates for passengers.

Industry Unity—The private sector rallied favorably toward the DOT’s vigorous call for a united front to form, immediate modes of cooperation and address long-standing woes such as garbage collection, traffic and airport difficulties.

Presented with clear and undeniable tourist arrival figures of strong and merging competition in the region, the private sector closed ranks with the government for cooperation in matters of promotions, advocacies and tour packages development.

World View and “WOW PHILIPPINES” – The DOT embarked on a campaign for increased budget for marketing and promotions in traditional and new or emerging markets while judiciously utilizing current funds for tourism activities.

Closer scrutiny of the tourism success of neighbors and the snail-paced growth of Philippine tourism showed a market discrepancy in the funding of international marketing and advertising campaign both in traditional and new emerging markets with sophisticated media habits.

For cost-efficient promotions, Gordon set forth the “WOW Philippines!” campaign with WOW serving as master acronym for “Wealth and Wonders.” Under this “WOW” acronym, several promotion subheads have been generated such as “Warm over Winter”, “Wacko over Wildlife”, and “Watch our Whales” for particular markets that respond to various tourism attractions of the Philippines.

Energizing Domestic Tourism – Programs enhancing ecotourism and developing agritourism as a new tourism product have been put on stream side by side with moves to create new tour packages that creatively string nearby destinations.

The developed tour packages provide the much needed product support for the “hubs and spokes” strategy of tourism development where international gateways serve as hubs with destinations out these hubs from the spokes.

Samples of these tours include the Ilocos Heritage Tours; the Cagayan Valley Cave exploration; the Cebu-Bohol pilgrimage and nature tours; the Mountain Province Trek Tours; the Ilongo experience featuring Bacolod, Mt. Kanlaon-Dumaguete and Guimaras; Exotic Mindoro and Palawan tours and the Festival of Panay Islands.

Affordable weekend packages have likewise been developed to cater to travelers during long weekends that cover publicly declared holidays.

Promotions with info tech – DOT Visitors Information (DOT VIS kiosk) have been set up in sites frequented by tourists such as airports, shopping malls and popular tourist spots to provider immediate assistance on travelrelated information.

Government tourism websites have likewise been enhanced to make them functional and effective promotional tools as well as rich in practical information for travelers.

Volunteer 12 Program – Faced with budgetary constraints, the DOT pursued Volunteer 12 promotions program which is anchored on the strength of seven million overseas Filipino workers and migrants who can very well personally invite their foreign friends, relatives and business associates to come to the Philippines for a vacation.

The program has been successfully launched in key cities in Asia, Europe and America among Filipino communities, commitments of support have been given by the target communities, encouraged not only by a package of travel discounts and other incentives but also by the realization that their contribution will go a long way in the tourism chain of economic benefits.

Philippine Security Concerns – The Abu Sayyaf kidnappings and the consequent play-up of the event in global media that negatively affected perception about Philippine travel have further spurred the DOT, provincial, city and municipal tourism councils, military, police and security agencies and local government to close ranks to reinforce the safety of tourists, particularly in far-flung resort destinations.

A memorandum of agreement with the PNP, the DILG regarding “Bantay Turista” was inked by the DOT. Serving as a prime example for tourism-readiness, Palawan has emerged stronger in its security arrangements and preparation for tourists with multisectoral involvement, including citizens, in the watch.

Twinning Arrangements, Linkages and Bilateral Improvements – Twinning arrangements were made with foreign parties that would benefit from increased visitor flow into the region. One such arrangement was formalized between the Malaysian Association of Travel and Tour Agencies and the Philippine Travel Agencies Association under the auspices of the Malaysian and Philippine governments.

In the United States recently, the DOT laid the ground for the signing of a memorandum of agreement between the US-based Alliance of Philippine Travel Agencies and the Philippine Tour-Operators.

CONEX City and the MICE Industries – The burning this year of the Philippine International Convention Center (PICC) provided an eye-opener to the state of Philippine conventions infrastructure, compared to those available in neighboring competitor countries.

Although refurbished, the PICC now lags behind the more integrated set-up in countries like Singapore, Hong Kong, Taiwan, Korea and Malaysia which have set up conventions complexes featuring exhibition halls, conference sites and accommodations facilities using intelligent or technologically-advanced features.

With a vision to regain Philippine glory in the hosting of international conventions and meetings, the DOT has set the initial groundwork for a Conventions-Exhibits (COREX) City at the reclaimed site along Roxas Blvd. With pertinent organizations including the Philippine Estates Authority. The plan is being pursued by the DOT through the Philippine Conventions and Visitors Corp. (PCVC).

The Philippine participation in the Internationales Tourisme Bourse (ITB) in Berlin, Germany, drew the best in marketing energies of delegation headed by Gordon. At the Pacific Asia Travel Association (PATA) convention in Kuala Lumpur, Malaysia, the Philippines presented its concern regarding the disadvantages borne by developing countries as a result of the issuance of unwarranted travel advisories.

The World Travel Mart (WTM) in London and the Japan Travel Agents Association trade fair in Tokyo, which were held last month, and the Taipei International Trade Fair this month were also virtual stages for the DOT’s message that the Philippines was a safe destination with mixed-use attractions.

Intramuros as showcase heritage site – Intramuros has received particular attention from the Department of Tourism as a showcase for culture, history, religious, arts and crafts heritage of the Philippines. The historic site in Manila was provided enhancements such as additional lights, improved signages and the staging of a variety of special events.

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