Destination Philippines: Toward post-pandemic tourism success

The world is making significant progress toward a semblance of normalcy in the aftermath of the global pandemic. With this, opportunities for recovery and growth emerge across different industries, particularly in those that were deeply affected by the health crisis.

In the Philippines, the tourism sector is steadily regaining its footing and we see promising potential for further development and growth.

Recent data from the Department of Tourism (DOT) reveals that the Philippines recorded over four million international arrivals in the first nine months of this year. DOT said that this positive development positions the country well on track to meet and even exceed its full-year target of 4.8 million foreign arrivals, especially with the upcoming holiday season. The sector has already contributed P344 billion in revenues to the economy, underlining its significant contribution to the national output.

Tourism Secretary Christina Frasco emphasized the need for a developmental approach in improving the industry in the post-pandemic world.

With the renewed global interest and confidence in travel, the Philippines stands prime and ready to further elevate its tourism industry, aiming not only to become the destination of choice for leisure and adventure, but also for health and wellness, sports, food, and heritage, among others.

To unlock the immense potential of Philippine tourism in this new normal, the DOT needs robust funding to effectively develop and implement programs meant to improve the industry. In fact, this year, despite its limited budget, the DOT has made great strides with projects that elevate Philippine tourism and are aligned with global trends, particularly the growing focus on sustainability.

I would like to believe that with additional funding, the DOT can achieve even more, which, thankfully, many lawmakers also recognize. During a recent public hearing at the Senate on the proposed DOT budget for 2024, Secretary Frasco appealed for a reevaluation of the agency’s allocation, which is significantly lower at P2.99 billion compared to the 2023 provision of P3.7 billion.

With confidence in travel on the rise, tourism offers a vast array of opportunities for growth and development in the immediate post-pandemic world. This potential can be fully harnessed with adequate support for the DOT.

As Secretary Frasco highlighted, Philippine tourism can serve as a powerful socio-economic tool for development- providing livelihoods and employment for Filipinos. In a recent event, Frasco said target of the industry is to employ over 34 million Filipinos by 2028.

Sadly, it will be detrimental to miss out on the tourism opportunities and potential if the DOT’s proposed budget is reduced. Building the foundation of a strong tourism industry necessitates funding to maintain attractions and destinations, establish a robust security and safety infrastructure in tourist areas, employ highly skilled and trained workers, ensure stable and reliable electricity service in top destinations, and implement an effective heritage preservation program.

Sustaining investment in tourism development can result to a wide range of socio-economic benefits for our country. Beyond job creation and fueling investment opportunities, tourism brings prestige and honor to the nation.

A recent example is the successful co-hosting of the Philippines of the 2023 FIBA Basketball World Cup, which showed the nation’s readiness for business and firmly established it on the global stage as top sports tourism destination.

According to reports from the DOT, there was a notable upswing in hotel occupancy rates and tourist arrivals during the 2023 FIBA Basketball World Cup. Additionally, there was a substantial surge in the number of visitors from countries participating in the World Cup. Specifically, the DOT reported a remarkable growth in visitor arrivals from the following countries: a staggering 700 percent increase from the Dominican Republic, a substantial 600 percent surge from Latvia, an impressive 595.85 percent rise from China, a notable 444.58 percent increase from Lithuania, and a significant 429.07 percent uptick from Serbia.

In the post-pandemic world, our tourism offerings should extend beyond pristine beaches and natural wonders. With a well-equipped DOT, we can unlock more of the country’s tourism potential by developing other facets, such as culinary experiences, culture, pilgrimage sites, conferences and exhibitions in order to diversify the industry’s appeal.

There should also be strategies to embrace digital transformation to expand the industry’s reach and enhance tourist experience. Likewise, we should also putt  a premium on sustainability practices, including waste reduction, energy conservation, and the promotion of responsible tourism. We should also forge collaborations with various stakeholders, such as the government, private sector, and local communities, to ensure that the industry’s growth is both sustainable and inclusive.

In promoting “Love the Philippines” on the global stage, we must remember that preserving, progressing, and presenting the best of our country requires collective effort- and this all starts with being equipped with the sufficient and necessary resources and tools to do so.