PHL tourism suffers identity crisis

CEBU, Philippines – While the Philippine government is recognizing tourism as the country's fourth growth engine, the sector however is noted to have suffered from "identity crisis."

Unless, the PNoy government will be able to address this issue, tourism in the country will not be able to take advantage of its maximum potential, said Cebu Business Club (CBC) president Dondi Joseph.

In an interview, Joseph emphasized the need of the present government to make brilliant move in the tourism sector as the country's potential to attract more foreign tourists, has slowly been eaten by neighboring state which has also the same attraction as the Philippines.

Joseph said the Philippine tourism in the recent years had been exploring its niche, but up until now, it still has to decide where to settle down, and on what strength the sector should put its confidence into.

In recent years, the Philippines tried to sell different attractions, these are; education tourism, adventure tourism, wedding destination, medical and wellness tourism, religious tourism, among others. But, it still has to make decision where to put its focus on these potentials.

Although the Philippines is diverse, with attractions covering different market interests, Joseph said it has to establish its identity, just like what other developed destinations are doing.

He said one of the obvious causes that push this problem, is the discontinuity of the government's programs in tourism, because "every new administration changes the rules."

In Marcos' time, he said the Philippines was widely known for its "Tinikling (national dance)" branding. After that the country had no identified recall and it changed branding, and direction, every time new government leaders come in.

This time, while the Philippines has started to take off as a tourism destination, the new government should continue the good things started by the past administration for the sake of the industry's success.

What happens now, Joseph said is there is so much "political bickering", and it has not achieve anything.

He said the interference from former government executives and politicians, has largely affected the Philippines' road to take advantage of the recovery. While the present government's "ugly actions" and pronouncements against the former administration is very disturbing and further discourage the outside spectators including the Filipino people already.

For the Philippine tourism to take off, "its time to get the 'old hands' in the industry, that really knows tourism, and will take the country into its highest potential in support with the active stakeholders," Joseph stressed.

The recent controversy of "Pilipinas Kay Ganda" tag line was the perfect example of how other "tourism-industry-wannabes" are going to take the tourism industry in the Philippines, if the present government will not consult the experts and seasoned players in the country.

In his earlier pronouncements, President Benigno Aquino III said that the Philippines will put its focus more on the tourism sector, as this has proven its strength, and considered as the fourth engine of growth of the country.

In fact, Aquino directed all related agencies, such as Department of Trade and Industry, Department of Transportation and Communications (DOTC), Department of Internal and Local Government (DILG), and others to coordinate closely with DOT in supporting tourism-related projects and developments. (FREEMAN)