Our tourism effort

SAN FRANCISCO – I received a number of reactions to a proposal I made to abolish the tourism department. Two reactions are particularly informative. Both emphasize the job creating potentials of the tourism industry, if we do it right.

Hopefully, with new leadership at the tourism department, our tourism effort will finally be on the right track. I have expressed my confidence in Secretary Berna Romulo Puyat, but she needs industry support. Our local tourism industry is so fractious, things simply must change for us to get better outcomes.

The first reaction comes from my friend, Vien Cortes. Vien is currently with the tourism promotion office of Spain in Singapore. Here is Vien’s useful reminders on how we can improve our tourism promotion effort:

“Tourism can help create jobs. Tourism can contribute a big percentage in the country’s GDP. I honestly do not know where your thought of abolishing the department came from. I honestly do not think that – it should even pass your mind.

“DOT can be equally important as DOF, DOE, DTI, DPWH or even DFA. These last three departments are the ones who should be working very closely with DOT. (And DOTr for those airports!)

“And for those of you comparing the archipelago to its neighbors, again, this is a HUGE mistake. Because it is too far away. The arrival numbers of the Philippines can only be compared with Laos. The numbers are toooooo far away with the other ASEAN 4. Wala na. Gone. Lost chance na yan.

“Therefore, to be more FOCUSED – the new DOT secretary should on her first month of work – first – set a meeting with the STAKEHOLDERS – and these are (in the order of importance) – (1) Inbound and outbound travel agents and tour operators.

“(2) Hotel operators and management, starting from the cities with airport gateways namely MNL, CEB, DVO and Clark.

“(3) National carrier including all low cost airlines owners and Management.

 “(4) Foreign airlines representatives.

“(5) CAB – She should work closely with this government department and pass a report directly to the President on the actual state and management structure of the CAB. Please do not let the janitor or cleaners answer the phone calls of such an important government department. It just gives the country a very NEGATIVE impression.

“(6) Travel media editors, lifestyle magazine editors  and newspaper editors.

“(7) DND, DOJ, and immigration – to be briefed about peace and order issues in major city destinations and to discuss the operations in the passport control area of major airports.

“(8) DILG because they should partner with DOT and work closely to promote the municipalities, towns, provinces and regions.

“These are the ONLY steps on how she will get the CLEAREST picture of the state and realities of TOURISM in the Philippines. The only way.

“And most importantly, someone has to brief her on the terminologies of the industry and the different segments. For example – ‘balikbayans’ are not tourists. They belong to the VFR (visit friends and relatives) segment.

“This VFR segment should not be included in your TSA (Tourism Satellite Account) because if you include this segment, then the Philippines will never ever get its arrival numbers accurately. Here’s wishing the new DOT secretary the best in her new position.”

On the other hand, Aileen Clemente of Rajah Travel and Tours pointed out that the tourism department is more than about promotions and marketing. Here are some of the points Aileen raised:

“The Tourism Act lays down some of the fundamental roles that it has, key of which include the recognition of its stakeholders, which is the Tourism Congress of the Philippines and the creation and implementation of the National Tourism Development Plan (NTDP).

“The NTDP is key as the roadmap of the growth of the industry and has multiple convergence with other department units to ensure that there is a balanced progress. I hope it is the frustration of knowing the potential of the industry versus what has transpired in the past years that led you to call for the dismantling of the department.

“As the only member in the Philippines of the World Travel and Tourism Council, I was privileged to attend the meeting in Argentina where the discussion revolved around sustainable growth, crisis preparedness, and security and travel facilitation.

“You see, tourism is always at the forefront of world issues because it is always one of the first industries that is impacted, and yet one of the first industries to mobilize. Resiliency and dynamism is innate in this industry.

“Lastly, while you mentioned that the creation of this department began on a whim, somebody also had the foresight to know that this, if harnessed correctly, is a very powerful industry.”

Points well taken. I realize tourism is important. It  just seems having a Cabinet-level department for it hasn’t been cost efficient. For one, it has been highly susceptible to corruption.

Maybe we just didn’t get the right person to head DOT in the past, with the exception of Mon Jimenez who had been creative and productive. Most were politicians or political proteges with little expertise, much less experience in marketing tourism.

Maybe it will be different under Sec. Berna. But private industry has to step up and help set things right.

The problem with the local tourism industry is lack of unity. “What’s in it for me” seems to be the attitude of many.

The travel agents, convention organizers, tour operators, hotels, airlines, etc seem to find it difficult to unite behind a country strategy. The private sector must sit back and figure out how to make things work with Sec. Berna.

This may be the last chance as there are also other urgent uses for funds now being misused by the tourism department.

Boo Chanco’s e-mail address is [email protected]. Follow him on Twitter @boochanco.