With all these things said, the Philippines has the potential to be a global leader when it comes to tourism and hospitality. But it will require continuous improvement and commitment to standards. Are we really serious about maintaining it? As we say, “quality has a cost.” How far can we go to maintain our desire to protect the integrity of excellence? Allow me to share what I refer to as the Three R’s for the continuous progress of our tourism industry.
Real investments and partnerships
We must invest in tourism drivers that can greatly advance the delivery of our services, such as accessibility, amenities, attraction, activities, and accommodation. Palawan is positioning itself as the primary cruise destination in the Philippines; to realize this vision, it invested in ports that can accommodate various types of cruise ships.
They are ready to welcome small and big cruise ships to their islands. Also, it is time to witness real partnership and collaboration among the government, private sector, and local communities to ensure sustainable and world-class Philippine Tourism. We need to develop more community-based sustainable tourism projects to provide opportunities for locals without inflicting the environment.
Reputation Building
How do foreign tourists perceive us as a country? What image do we portray in the international community that can boost their interest and desire to visit the Philippines? Safety and security is an utmost concern for any tourist. It is important to establish a solid brand that will not only promote the Philippines as a fun destination, as we say in our tourism slogan, “It’s more fun in the Philippines,” but a well-defined message that will assure tourists of their safety and security.
Despite the many attractive attractions we can offer as a destination, tourism products are highly substitutable. Any negative reviews not adequately addressed can result in tourists seeking alternative options. We certainly do not want another kidnapping and terrorism story in the Philippines that spread globally and almost crippled our tourism industry.
Rejuvenation
While preservation is a priority for natural attractions, it is important to note that too much familiarity with the destination, without any substantial improvements over time, can lead to boredom. Eventually, this can result in a decrease in tourist visits. For instance, in the case of Palawan, a tour guide informed me about the ongoing development of new attractions, both natural and events, in the southern part of the province. This aims to spread the potential tourism opportunities across the entire island.
The rejuvenation process does not disrupt the natural form of our country’s flora and fauna, which is the differential advantage of our country. However, introducing additional “attractions” that can ignite their curiosity can generate interest among tourists to visit and explore the destination.
Recently, the DOT launched its new tourism slogan, “Love the Philippines.” According to Secretary Frasco, the enhanced slogan goes to the very heart of every single Filipino with the distinct grace and hospitality with which we welcome every guest that comes to our shore, our communities, and our homes. She added that “Love the Philippines” recognizes our natural assets, our long and storied history, and our rich culture and diversity. The future of Philippine tourism does not solely depend on the key individuals directly responsible for its delivery. We are the heart of Philippine tourism. Filipinos themselves are the genuine gem of the Tourism Industry.
I started and will end this article with a question: Are we ready to become the face of excellence in hospitality and tourism in Asia? Think about it.
The author is a Doctor of Business Administration student at the Ramon V. del Rosario College of Business, De La Salle University. He can be reached at jhon_-@dlsu.edu.ph.
The views expressed above are the author’s and do not necessarily reflect the official position of DLSU, its faculty, and its administrators.
