Some views on domestic tourism

Following my recent column on domestic tourism, “Selling the Philippines to Filipinos,” (The Philippine Star, March 16, 2009), I received several unsolicited advice, comments, observations and experiences of those who recently visited some of the tourist spots in our country. Below are some of them.

More expensive hotel

Terence Lee sent this email:

“I read your column regarding ‘selling the Philippines to Filipinos’. Ok. When you travel, what’s the second most expensive item you pay? Or maybe even the most expensive? Hotel or lodging? The cheapest Hong Kong hotel I’ve been was P650 (Tsimshatsui, Kowloon) a night. In Boracay, the cheapest was P1,000. So don’t wonder. The plane ticket was almost the same. Cheaper pa yung places na paying P17,000 to Pinoy laborers. Solve this problem, then people will pour in. Blame high taxes and the local government. Please recognize the problem.”

Discriminating hospitality

Filipinos may be known for their hospitality, but they are often partial to foreigners. How many times have we read about domestic tourists being discriminated upon in favor of their dollar-carrying foreign counterparts?

I recently read an account wherein a local tourist traveling to see Sagada was relentlessly offered by an individual behind a tourism information booth to take an over-priced transportation package rather than providing information on how to go around town and see the sights by public transportation.

When the fellow did not budge, the supposedly friendly tourism officer made snide remarks and turned away. When a group of backpacking foreigners approached the same booth, this front-line tourism official put on another manufactured smile, ready to exert pressure on the unsuspecting tourist arrivals.

I’m sure the same or similar incidents are duplicated in other destinations where locals have yet to fully embrace the long-term benefits and concept of tourism that does not discriminate between local and foreign visitors.

Setting standards for tourist service

Just how immature our tourism program is can be gleaned from the absence of a uniform system – something akin to a tourism ISO certification – that should be guiding our tourism service providers in any municipality or tourism hotspot when a visitor arrives.

In Venice, you will never be swamped with offers from dozens of individuals trying to outbid each other to take gondola rides. Instead, you just go the one of the nearest berths and board the next available gondola waiting in line. The same goes for taxi service in airports in Europe and North America.

In many of our domestic airports, representatives from numerous taxi and limousine service gang up on arriving passengers. Often, the passenger ends up either waiting for an available unit or worse, having to haggle about fare rates.

Training and tourism system gaps

The fascinating beauty of many of our natural wonders is oftentimes marred by the disappointing attitude, behavior and logic of locals who work in the industry. Is this the result of not having a clear cut accreditation system for local tourist guides? Clearly, this is one of the things that our national tourism officials should be doing.

There are more tourism system gaps: not all arrival ports have brochures that could guide tourists – domestic and otherwise – when they embark. Heck, even websites are often lacking of essential information; or, they may not even be available.

Enforcement is also a big problem. We may have a system of rating hostels up to hotels, but this is not updated. A three-star hotel, for example in the Bicol region, would currently only be equivalent to a one-star hotel in Manila – simply because the accreditation had been done years ago when its facilities had been spanking new.

Inadequate info

Something must be done to put in place a more systematic manner of data and statistical gathering to get a clear picture of the market, to know the particular characteristics, requirements and attitude of potential clients so that the appropriate tourism services, products, and infrastructure can be rightfully matched and provided.

By getting an more accurate profile of domestic tourists, including their socio economic status, purchasing and consumption patterns, likes, needs and behaviors, tourism marketing planners will be able to develop suitable and cost efficient marketing strategies.

A growing number of Filipino families now take vacation trips, but their horror-filled experiences with regards the inadequacies of domestic tourism facilities have taught them to book for travel to Hong Kong, Bangkok, or any of the more organized tour packages in the region.

Besides, these out-of-the-country tourism sorties are often so much cheaper than going to Boracay, Bohol or even Palawan.

Banyan Tree

Incidentally, internationally renowned hotel-resort developer Singapore-based Banyan Tree recently announced that it is investing over $200 million to construct a seaside resort in the 55-hectare Isla Diwaran integrated island resort in Palawan province. Banyan says that the integrated resort development of Isla Diwaran will herald the arrival of Palawan as a serious tourism player and a new destination in the region.

The project, its first in the Philippines, will be developed together with Filipino businessman Salvador Zamora of Tranzen Group.

Recognizing local tourists

If only such faith by Banyan on the potential of the Philippines as a tourist destination were shared by more of our countrymen. If only tourism officials would heed the little things that mean much to local tourists rather than setting them aside in favor of oftentimes outrageous demands of some foreign tourists.

If only tourism officials would spend more time here in our country exerting more effort, time and resources looking at the state of health of domestic tourism … instead of gallivanting in exotic places abroad.

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.