Change and transformation are words easy to say, but difficult to pursue. The challenge for the Department of Tourism is even more daunting having been perennially a poor performer not only on the global stage, but also when compared with other ASEAN countries.
As the world economies reopen their borders to international travel, tourism is coming back with a vengeance. Anyone with enough money to board an aircraft or a cruise liner is booking a flight to relieve the stress of having gone through months of pandemic restrictions.
The Philippines may not be the first to open its borders to travel-hungry international visitors, but it has been raring to make an impression on potential tourists looking forward to some unique experiences.
A friend tells me of a young visitor from Germany who chose the Philippines for his one-month vacation escape. A surfer, it was easy to understand why he especially wanted to go to the tiny island of Siargao, south of the Philippines.
With 27 kilometers of coastline exposed to swells, Siargao has Cloud Nine, which is now rated as having one of the best waves in the world, as well as seven other surf spots that can give avid surfers some of the best rides of their lives.
I am told that Siargao could be a destination for more world surfers if only the trip from any of the two international gateways (Manila or Cebu) would have been “friendlier.” From any, one still needs to book a flight to Surigao, and then take a two-hour ferry ride to Siargao Island. With waits and transfers included, travel time could take more than 24 hours.
Staying in the island is often described as not up to the standards that most tourists expect. Most accommodations can be described as spartan, and communication connectivity is often spotty. But for wind, wave, sand, and sea lovers, modern-day conveniences are not the priority.
Plan 2023 to 2028
Siargao is an unpolished gem, much like Boracay was half a century ago when the first visitors from Europe took a fancy to the free-spiritedness of the island. Perhaps, Siargao will soon find its time to shine under the DOT’s new five-year development plan.
Formally unveiled to stakeholders last March, Tourism Secretary Christina Garcia Frasco named seven goals that would underpin the five-year plan. The first two objectives, to improve tourism infrastructure and accessibility, and to strive for cohesive and comprehensive digitalization and connectivity, present challenges that could take some time to hurdle.
These do represent formidable tasks not within the full control of the tourism department, but definitely important stepping stones to be able to accomplish many of the other goals that have been set. For example, the objective of creating an enhanced overall tourist experience is not possible if our air and sea ports remain in their current states, or if middle-sized islands like Siargao continue to grapple with digital connectivity, and incidentally, with recurring power outages.
Still, there are many things that can be done to prepare for the day when the national and local governments deliver the necessary improvements in tourism-related infrastructure, including the long-awaited delivery of internet connectivity to many of our smaller islands.
Equalizing tourism
The DOT has made reference in one of its objectives of “equalizing” tourism product development and promotion, which is in contrast to earlier directives of past tourism administrations of prioritizing only a limited number of areas for tourism development.
Previous plans have worked within the limits of budget allocations, hence the need to prioritize tourism spending with the end view of maximizing every peso of tax money spent to generate revenues.
Equalizing tourism, in the words of Frasco, would mean providing new opportunities for tourism development and linking emerging and potential destinations while continuing to support improvements of key destinations. She mentions this in the context of her experience as mayor of the municipality of Liloan in Cebu, which has received little support for tourism-related programs.
How Frasco will be able to translate the concept of “equality” in tourism initiatives will be interesting. It makes for a soothing reassurance, though, especially for many local governments that continue to request for a bigger importance in the national tourism initiatives.
Tourism experience
The Philippines truly has a lot to offer visitors who will not fuss about airport arrivals and departures, or the inconveniences of lodging, communications, and many other details that could have made for a truly satisfying stay. Unfortunately, these are not the majority of tourists looking for the best way to spend their hard-earned money.
Still, there is work that can be given attention and support while putting together other bits and pieces necessary to give tourists a gratifying experience.
One of these is improving on our human capital. As Frasco proudly announced, the Tourism department aims to train 100,000 tourism workers this year, a move that would provide the much-needed upgrade in the quality of service found in many local tourist destinations.
While tourist feedback often mentions the warm and amiable demeanor of our tourism personnel on the ground, much is left to be desired in other areas of service – from basic cleanliness, to attention to detail, and ability to foresee guests’ needs.
By all means, we should aim high, but still remain grounded as to the limitations that we face. For sure, the tourism blueprint in the next five years will require from its leadership and organization much more grueling work than had been expended during the previous eight months.
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