Pagdanganan: Private sector must help gov’t reach tourism goals

Tourism Secretary Roberto M. Pagdanganan urged the private sector to be more involved in the government’s programs to beef up the country’s tourism industry by further boosting domestic travel, tapping the best of the country’s products and providing top-notch services highlighted by the Filipino’s world-renowned hospitality.

This, Pagdanganan said, will only be achieved through constant dialogues between him and the private sector. "I’m extending an invitation to members of the Philippine Travel Agencies Association (PTAA) to share their insights with me so we can join hands in promoting Philippine tourism."

He challenged the PTAA members to engage him in creative exchanges of ideas to help the government pull off its plan to generate the five million tourist arrivals target by the end of 2010.

The DoT chief also unraveled a three-point tourism strategy to realize the long-term goal of increasing tourist influx to the country starting this year. That is, to log 2.23 million visitors for 2004, which is very feasible since last year’s forecast of 23 percent has already been achieved.

A special guest speaker during the recent 3rd PTAA general membership meeting at the Dusit Nikko Hotel Grand Ballroom in Makati City, Pagdanganan "wowed" the audience with his speech mostly in the vernacular, as he encouraged all to take part in building up tourism — the country’s major industry.

The PTAA’s meeting was sponsored by Malaysia Airlines, Tourism Malaysia and Wintrex Travel Corporation. Presided by PTAA president Marciano C. Ragaza and vice president Jose C. Clemente III, the meeting was also graced by Mahinder Singh, Malaysian embassy charge d’ affaires.

"Tourism is a multi-million dollar trade that helps the economies around the world thrive," he said. To firm up our new objective, we just have to believe that our 2.23 million target this year is achievable," said the DoT chief.

As a strategy, the DoT will deal with the tripartite sectors, namely, the private sectors such as the PTAA, the local government units (LGUs), and all of the DoT partner agencies such as the Philippine Tourism Authority (PTA) and Philippine Convention and Visitors Corporation (PCVC). "And from now on, we will strengthen this partnership," vowed Pagdanganan.

He said Malaysia succeeded in reaching its goal to increase tourist influx despite the SARS and is eyeing some 10 million visitors this year. Thailand is shooting for 11-12 million arrivals, while Vietnam is expecting some three million visitors also this year.

He discussed three tourism strategies. First is balanced or focused marketing programs. "Hindi na puro Boracay, jeepney, Juan dela Cruz at ang kanyang balanggot at Ifugao ang ating laging gagamitin para i-promote ang Pilipinas. (It’s not just Boracay, the jeepney, Juan dela Cruz with his hat and the Ifugao rice terraces will be the signature promotions for the Philippines.) We need to be responsive to the needs of the market. Pagudpud, Amanpulo and Puerto Galera should be developed and packaged to target other markets. The Europeans are biased with our exotic beaches and China is an emerging market that we should study."

Like China and Japan, Pagdanganan stressed that the Philippines should also publish materials in the vernacular so even the locals would be well versed about the country’s natural, historical and cultural assets. "Producing more promotional tools as well as tapping on the possibility that we can work with our neighboring countries to promote the region must also be considered. Maybe, the PTAA can hold one of its general membership meetings in Malaysia and the group’s counterpart in Malaysia can also hold their meetings anywhere in this country."

The strategy, he said is to inculcate the tourism culture in every Filipino. "Everyone must recognize the importance of tourism that’s why we are so avid in advertising domestic tourism. We are famous for our hospitality and we need to improve on that aspect. Let us entertain our foreign guests, instead of trying to put one on them. Estimahin natin ang mga dayuhang bisita imbes na isahan," said Pagdanganan.

Third, Pagdanganan pointed out, a strong partnership between the DoT and other agencies must be forged. "Let’s divide our markets – Asia, Europe and North America. To effectively campaign overseas, we’re planning to set up tourism offices in Beijing and Paris. Instead of spending more, we cut costs to retain our overseas offices."

"Our strategy also involves our partnership and we are striving to improve the system beginning with accreditation of our partners in the private sector." The government must set a criteria and give incentives like tax exemptions and privileges, among others.