Assessment results to serve as Cebu’s tourism blueprint

CEBU, Philippines - Following the completion of the study done by the Research, Education and Institutional Development, a concrete recommendation collated by other experts on tourism development will be presented to help Cebu advance its tourism advantage.

The project, initiated and conceptualized by the Cebu Business Club got several support from international institutions such as REID, USAID, and the Japan International Cooperation Agency. The full result will soon be presented backed by experts' suggestions and scientific studies that will serve as blueprint on how Cebu will be able to compete and truly find its niche in tourism development.

CBC president Gordon Alan Joseph hopes that this will be taken seriously by the implementing agencies of the government in both local and national levels, otherwise it will again become a "white elephant" roadmap and efforts and resources made will become futile.

The studies made focused on the sector's immediate needs in order to sustain its tourism advantage. Initial results showed the pressing issues faced by Cebu including concerns on  infrastructure, accreditation process, creating strong and real culture of tourism, effective marketing and branding. 

REID is a policy research advocacy group based in Pasig City. It earlier selected Cebu as one of the six provinces where it will implement its Partnership for Better Infrastructure campaign, through a Memorandum of Agreement with the CBC done few years back.

REID Foundation provided technical assistance through a series of workshops on the national and regional economy, national budget, and procurement, among others.  These activities are supported by the United States Agency for International Development through The Asia Foundation.

According to Joseph, the submission of the revised Cebu Tourism Masterplan to concerned government agencies, particularly the Department of Tourism is an important and vital action to be done by Cebu.

Although Cebu has sustained its tourism sector, several external interventions and other problems has to be given utmost attention and support from the government.

He said tourism is expected to cushion Cebu from being affected by any economic hiccup, but it has to improve its tourism product to strengthen the momentum.

And that Cebu’s strong wealth lies only in few industries such as tourism, and Business Process Outsourcing, while exports is still finding its place again, and still has to wait for the recovery of the global market, particularly the US.

He said Cebu should double its effort to maximize its tourism potential, and that the recommendation that will be submitted to the government, should be pushed seriously by the private sector, in order to pressure the government to implement and support “effective” programs and projects geared towards strengthening the potential of tourism in Cebu.

He added the group will also tap the Local Government Units for support in the review of the Cebu Tourism Masterplan, so that all segments in the society could participate in this initiative.

He also mentioned a possible creation of “Tourists Village” in Cebu, that will also be installed in the barangay level to push tourism entrepreneurship among residents, and help tourists to identify a one-stop-shop area in each destination, where they can shop for their souvenir needs.

The JICA study will also be presented soon and will be incorporated with the previous studies on proper tourism roadmap in Cebu.

Initially, the tourism assessment team of the USAID has recommended some factors that will endanger Cebu's appeal to tourists, if not given immediate attention.

Narzalina Lim, USAID project head, and president of Asia pacific Project Incorporated revealed that dilapidated structures in the heritage sites of Cebu; lack of good toilet infrastructures and supporting services in tourists' destination stops; weak interpretative information that tells stories in a heritage destination or historical site; absence of site guides at Fort San Pedro; limited choices of merchandizing are just few of tourism pitfalls that Cebu should focus on.

According to Lim this is just a preliminary result of the team's assessment, while the group still has to finish its research and competitiveness study for Cebu province in the next few months.— (FREEMAN)