Cebu to hit 5M tourists mark if players unite

Cebu is expected to hit the five million tourists mark in 2010 if all the stakeholders in the tourism industry will unite together and support the private sector-initiated Cebu Tourism Roadmap.

Cebu provincial governor Gwen Garcia urged all stakeholders in the tourism industry in the entire province to be one in supporting the ambitious goal of Cebu stipulated in the Cebu Tourism Roadmap initiated by the Cebu Tourism Core Group of the Cebu Chamber of Commerce and Industry (CCCI).

During the launching of the Tourism Roadmap held at Shangri-La's Mactan Island Resort, Tuesday, Garcia said her government is all the way to support the project, to make the tourism as the major industry in Cebu.

The CCCI Tourism Core Group also launched the Tourism Roadmap website in order to encourage stakeholders to put in their comments and suggestions on how to effectively implement the project together.

The Roadmap follows McKinsey Reports eight critical factors for tourism product development that are vital to the successful establishment of a flourishing and sustainable global tourism industry.

Based on the McKinsey recommendation the eight critical factors that need immediate attention include; air access, accommodations, security and environment, infrastructure, local access, tourism clusters, attractions and activities, and culture of tourism.

The group identified 15 tourism interest points called "Cebu Plus", these are areas around the province or outside of Cebu province that can be reached by one hour via sea, land, and air transportation access.

According to Tourism Core Group chairman Xavier Aboitiz the group needs full participation from all the stakeholders in the tourism industry so that Cebu could make it to its goal to reach five million tourist arrivals five years from now.

Aboitiz said the Roadmap would serve as the aggregate of the many tourism initiatives of the key players that will in one way or another contribute to the vision.

The Roadmap will also provide a consolidated big picture view of both the public and private tourism sectors.

It will also serve as the accelerator of any plans by investors for Cebu Plus members.

CCCI president Robert Go said if only everyone in the community will decide to help and participate in this ambitious project, there is no reason why Cebu can be the banner province in terms of performance in tourism related revenues in the next few years.

"We are embracing an effective strategy and trying to understand the need of every sector in tourism, each one is encouraged to work towards a common goal. This is going to be strong coordination between public and private sectors," Go said.