The Philippine tourism sector is currently in a deeply challenging period in its history.
In recent weeks, we have witnessed a change of hands at the wheel of the country’s Department of Tourism (DOT) as Dita Angara-Mathay took over from Christina Frasco in mid-April.
At the same time, despite present upheavals in terms of geopolitics and global economics, Philippine tourism remains resilient, what with visitor arrivals at 2.24 million as of 27th April.
The new tourism secretary also announced that her agency’s strategic direction will focus on connectivity, domestic tourism, destination readiness, investment, as well as ease of entry through relaxed visa regulations.
But Angara-Mathay soberly pointed out that the problem with Philippine tourism is primarily a structural issue.
As she told attendees of the Tourism Congress of the Philippines’ conference on tourism resilience last 29th April: “Some of the challenges we face-particularly in infrastructure, connectivity, and investment-will take time. These are structural issues; they require sustained effort and long-term commitment. So I ask for patience; but patience does not mean a delay. We begin now.”
Shifting priority markets
We have pointed out in previous features how the Philippines tended to focus on a single source market, specifically China, and how this has not worked to its advantage, especially when geopolitical issues involving the West Philippine Sea came into play.
Under Angara-Mathay’s leadership, China will still be a key source market, but the Philippine tourism sector will also increase visibility in other markets to boost its arrival numbers.
Among the markets being considered for further development and promotion are the country’s Southeast Asian neighbours, Japan and South Korea, Australia, much of Western Europe, Taiwan, as well as North America, though not necessarily the United States.
As the new tourism secretary’s professional background has been in trade, investment, and industrial development, she sees the field as a dynamic ecosystem that depends on properly vetted and consistent investment flows, corporate and industrial development, well-built and maintained infrastructure, as well as consistent supply chains.
Of this, Angara-Mathay has said: “[The tourism industry] requires input, coordination, and investment; and it requires discipline in execution. This lens will guide our work.”
Could focusing on secondary destinations help?
For the most part, Philippine tourism has focused on urban centres like Manila and Cebu, resort towns like Siargao and Boracay, or academic destinations like Baguio and Dumaguete.
But perhaps it is time to cast the spotlight towards lesser-known but equally interesting destinations throughout the country: the Spanish colonial hub that is Vigan in the north; the wind-swept creative enclave of Batanes in the northernmost tip of the country; even the richness of the Muslim culture of Southern Mindanao which calls to mind that of pan-Malayan neighbours Brunei, Indonesia, and Malaysia.
For this to work, however, strong and viable infrastructure and an equally stable and sustainable maintenance programme for such facilities matter, along with a better-trained workforce that is able to compete with its peers throughout the world.
We have begun to see the beginnings of such improvements in areas like Clark in Central Luzon and Bohol in the centre of the country, both of which have seen extensive airport redevelopment, the arrival of new hospitality players within their respective vicinities, as well as more creative promotional campaigns for their attractions.
There has also been a shift from beach culture and island tourism to one which centres on highlighting the diverse cultures that make up the country’s heritage, running the gamut from historical districts and museums, to Michelin-starred dining establishments and entertainment venues.
However, even with the implementation of programmes like the DOT’s Philippine Experience Programme (PEP) and the development of rest areas in major destinations to improve the overall visitor experience, all the effort will be for naught if the new administration at the department does not become consistent, even persistent, with implementation.
Indeed, a consistent programme would work best for Philippine tourism rather than another flash in the pan initiative that would be highly visible but flounder over time.
For now, we will keep our eyes on the sector and see which direction it takes under new management.
