Cebu lacks infrastructure to lure high-end travelers

Although Cebu has the capacity to attract the world's upscale and high-spender travelers, it lacks some basic infrastructure to become a competitive high-end destination in Asia.

Five-star and deluxe hotel accommodations and fine beaches could already be a tool to take the attention of wealthy travelers, but Cebu's shopping component still needs to be improved.

Department of Tourism (DOT) on the Philippine Tourism Marketing Strategy in Japan, senior consultant Colin Marson suggested that Cebu should build a shopping village located near the high-end resorts in Mactan to give easy shopping access for tourists.

Marson said this shopping village should house shops that carry strong international brands, or signature names in retail so that upscale visitors would be able to have its complete vacation in Cebu.

Shopping goes along with tourism, in Cebu however, although there are a few shops in the malls that are also carrying well-known international brands, most of these brands are not attractive for the wealthy foreigners.

However, this weakness could mean an opportunity for investors to consider this facility, although their market could largely be the high-end foreigners, and the sophisticated Filipino consumers.

He suggested inviting shops like Prada, Louis Vuitton, Gucci, and other luxury brands.

"This would not be a bigger shopping square, but it commands exclusively for high-end consumers especially the tourists, that should be located near a destination, like in Mactan Island," Marson recommended.

Likewise, Filipino tourism player, Robert Lim Joseph, the chairman of National Association of Independent Travel Agencies (NAITAS) said high-end shopping, as well as food and beverage facilities should be built in Cebu to strengthen the province' bid, and maximize its potential becoming a high-end destination in Asia.

"Please do not sell them cheap things. We want them to spend money here, let's invite high-end shops here," Joseph said in his recent visit to Cebu.

According to Joseph, there is no question if Cebu can attract rich market abroad because of its magnetic charm for tourists, but if infrastructure and support facilities are not there, they might as well go to other places, like Thailand, Bali, Hawaii, and other destinations.

On the other hand, DOT-7 regional director Patria Aurora Roa said although a shopping facility with upscale shops, which should be located near the five-star resorts in Mactan could be a great help to fully develop Cebu as premier destination, the problem is "who is willing to build now?"

Roa said investors will pour in their money if they will be able see a good business out of it. However, building these facilities require huge amount of investment, as well as difficulties to invite these kinds of brand name shops in Cebu.