Finding a tourism champion

Bertie Lim will most likely never live down two infamous acts as P-Noy’s secretary of tourism: first is the poorly made and failed re-branding of a Philippine tourism campaign, and the second is his unholy war with the mighty members of the Tourism Congress.

His most remembered achievement to date, thus, will continue to be his muster of members of the Makati Business Club being then executive director in support of then “presidentiable” Benigno Aquino III during the May 2010 elections.

So it seems that Bertie could share with his grandchildren that getting a president elected is a walk in the park if compared with the task of putting together a workable and sustainable national tourism development plan. Well at least starting September, he may look forward to reading more of the books he had missed while briefly in government service.

Leadership requirements

To be fair to Bertie though, having been foisted such a major responsibility that involved first and foremost defining how this government could make tourism a major revenue earner for the country, and more importantly, setting in motion a concrete doable plan to implement this plan, was a bit hasty.

What the Department of Tourism and the tourism sector needs at this point in time is a person who could piece together this all-important national tourism development plan as required in the Tourism Act that was passed into law in 2009.

Coming up with a roadmap for the tourism industry requires a knowledge of competitive forces in the global playing field as well as an appreciation of the markets especially in today’s challenged times. Exceptional planning skills, much like a corporate planner, are therefore a must.

To be able to come up with a good plan also requires impeccable networking skills while consulting with all the industry stakeholders. This includes the multiple government agencies and local government units that will provide the infrastructures and machinery to implement the plan.

It goes without saying that the new tourism secretary must be able to work with the private sector, which will play a big role not only in finding or putting up the required financial resources, but likewise to implement and carry out the agreed program.

Promoting tourism is necessary and the tourism chief will need the creative inputs of many in coming up with effect advertising materials and campaigns. But more than these, he will need the stamina to fight a marketing war in a very competitive and tough environment.

Finally, clear targets are needed. If we agree that there will be 10 million tourist arrivals three years from now, let’s have a plan that will make this happen.

Going by stages

In crafting out an all-encompassing strategic tourism development plan, the biggest challenge would be in finding the money that would become the seed capital for this program. Depending on available government resources, there could be one or more specific areas that would be included in the first stage of the plan.

An elaborate and expensive global promotion campaign is a waste of resources if the required infrastructure facilities are not put in place first.

There are many advantages of working with a plan that can grow in stages. First, one can start with goals that are easy to meet. For example, if the plan calls for promoting Bohol and only Bohol as the premier tourist destination in the country, let’s make sure tourists who come will have the ultimate experience.

This means that the moment tourists enter any of our international airports, getting to Bohol will be a breeze. Transfer flights or alternative transport modes by land, water or air should be convenient, safe and friendly to these visitors.

Visiting Bohol should be what a tourist, whether a backpacking individual or with a group, has been primed to expect. This means having a range of experiences that will be unique in the island. If a visitor prefers nature treks, let’s have one that will want him to come back and bring friends.

The government’s role in standardizing accommodations and services is also crucial in building up the image of Bohol as the ultimate place to spend away from home. Tighter accreditation of tourist workers is a must. Not only should he or she be competent in conversing in multiple languages, knowing the whole local tourist promotions program is important.

Focusing on one or a few destinations will also allow our government tourism officials to ensure that standards are set and kept. For purposes of measuring gains, it will also allow our bureaucrats to gauge whether investments made in the area are bringing in the necessary revenues for the national government as well as local government.

An investment

Let’s not forget that we are into tourism because we want the country to earn from the investments that have been made while providing for more jobs outside Metro Manila and key cities.

Going by stages can also be applied to interest sectors. For example, our tourism technocrats could line up priorities according to different markets, i.e., eco-tourism, golf, adventure sports, etc.

Let’s not overlook the potential of local tourists. If half of the Filipinos who spend their vacation leaves travelling abroad are convinced to stay and visit local tourists spots, it would be a big boost to the local tourism business.

There are, without doubt, many ways of getting a plan approved and ready for implementation. But it will require the right man to do the job. The President has already spoken about the need for Philippine tourism to be strengthened. Let’s find the right man to do it.

UAAP top four teams

The first round results of the recently conducted by PCCL official website, www.CollegiateChampionsLeague.net showed Ateneo Blue Eagles topping the field followed by Adamson U Falcons, FEU Tamaraws and DLSU Green Archers.

Respondents who choose the top four UAAP teams in the correct ranking for the first round will receive gifts courtesy of PCCL (Champions League) sponsors. Winners will be advised by email.

Visit www.CollegiateCahmpionsLeague.net and get to know what’s happening with other collegiate leagues in the country. Register your support for your favorite teams by participating in ongoing surveys.

Should you wish to share any insights, write me at Link Edge, 25^th Floor, 139 Corporate Center, Valero Street, Salcedo Village, 1227 Makati City. Or e-mail me at [email protected]. For a compilation of previous articles, visit www.BizlinksPhilippines.net.