Light medical tourism: The right thrust but.

Inarguably, Cebuanos are in unison as far as the identified drivers of local economy are concern.   These are tourism, business process outsourcing (BPO) and export. If we are keen enough, we would notice that these are foreign-money driven. Tourism largely depends on foreign tourists’ spending. Obviously, BPOs and exports cater to foreign companies’ need. While tourism and BPO industries have sustained us, exports of goods have remained undesirable. Knowing fully well that BPOs are predominantly foreign-dominated, it is just, therefore, fitting and appropriate that we put more emphasis on tourism.  

Truth be told, tourism is significant for many countries such as Morocco, Egypt, Malaysia, Hong Kong, Thailand and tiny island nations like Fiji due to the huge intake of money for businesses. Undeniably, the tourism industry favorably affects many industries. It offers a lot of employment opportunities in the service industries associated with it. These service industries include, among others, the transport services such as rent-a-car and taxis, accommodation such as hotels and entertainment venues, and other hospitality and wellness businesses like spas and resorts.

A recent survey published by the World Economic Forum (The Travel & Tourism Competitiveness Report 2011), within the framework of the Centre for Global Competitiveness and Performance and the Industry Partnership Programme for Aviation, Travel & Tourism, confirms this.   As optimistically reported, the travel and tourism (T&T) sector has returned to the pre-crisis level in terms of tourist arrival with emerging markets on the lead. The World Travel & Tourism Council (WTTC) estimates “that, from direct and indirect activities combined, the T&T sector now accounts for a remarkable 9.2 percent of global GDP, 4.8 percent of world exports, and 9.2 percent of world investment”.   Clearly, therefore, the T&T sector remains very significant for the world economy. It accounts, among others, a sizeable share of global employment and has also provided an important opportunity for developing countries to improve and aim for bigger shares of the pie.

Consequently, uniquely blessed with at least 7,100 islands, we aren’t letting this opportunity pass our way unnoticed. In fact, to both present and previous administration’s (Arroyo) credit, this is one industry the country is trying to develop to the max, albeit, on traditional tourism only. 

Indeed, there is too much hype nowadays of the country’s tourism investment potentials and places of interest for opportunity-seeking business travelers and leisure lovers, respectively. Promotions and campaigns are appropriately made both here and abroad. Informative tarps are hanged and plastered in domestic and international airport terminals and seaports. Substantial amounts are also spent on TV, radio and print advertisements. More often, though, same as that of the previous administration, promotional efforts are more on traditional tourism only. 

However, apart from these usual sights and traditional activities, like the other major cities around the globe, Cebu is also starting to position itself as having the capabilities for medical tourism. While we are too optimistic about its prospects due to our relative success in traditional tourism, it seems that we did not realize that medical tourism is totally different from the rest. Mindfully, it is not a tour or travel for predominantly recreational or leisure purposes but out of necessity. It is not a kind tourism where even a commercial sex worker can get involve. It needs huge investments in hospital equipment and the best in our already depleted number of qualified health practitioners.

Yes, it is true that medical tourism is growing rapidly. There are many factors that led to the increasing prominence of medical travel. Principally, the reasons run from high cost of their countries’ health care to longer waiting times for certain treatments or procedures. Coupled with the ease and affordability of international travel and the vastly improved technology and health care standards in other countries, medical travel has been viewed as truly the sunny side of tourism. 

Medical tourists are coming from anywhere in the globe. They are coming from the wealthy nations in Europe, Middle East, Japan, the United States and Canada. These are countries with relatively large moneyed populations and have high cost of health care.

However, just because there is a huge market is not enough reason for us to join the bandwagon. A huge potential market doesn’t assure us of success. This potential market is knowledgeable enough to know where to get treatment. Without doing an honest assessment of our real worth or capabilities, we will only end up salivating while staring at a huge market that we can’t tap.

To the Cebu Health and Wellness Council’s (CHWC) credit though, promoting the island as the “Light Medical Tourism Destination” is a giant step towards the right direction.    Agreeably, as we try to develop our full potential in medical tourism, we can always start with light medical services such as dental, cosmetics, including wellness and leisure. 

This is very timely because as we are all aware of, the Department of Tourism (DoT) is now taking the lead and is embarking on a more meaningful promotional approach. The recently launched Tourism and Heritage Information Network-7 (THINK-7) program that shall “create a network of reporters and bloggers that would help promote the region’s tourism industry” can certainly help in spreading this very encouraging development.

Then again, we must take this positive thrust with guarded optimism. Unless, our local government executives will do their share of the responsibilities, these private sector-led initiatives will all be for naught. First and foremost, in trying to pursue these laudable initiatives, it is imperative that we should start with the basic concerns or the unavoidable prerequisites. As non-seriously ill patients themselves, their movements are not entirely curtailed and may have to travel and use our facilities. Surely, accompanying them are healthy family members and friends who might also consider their own adventures. Therefore, they will be frequent users of our public transportation facilities, terminals included. As they frolic, they will soon find out that apart from our Mactan International Airport and Port terminals of some established shipping companies, comfort rooms are so filthy. That our bus terminals’ facilities are so messy and poorly maintained. 

As they visit historical sites like Parian’s monument, they walk and drink a lot under humid conditions and can’t find places for comfort (toilets) when nature calls. Some might even throw up at the sight of human wastes as they stroll along boulevards and skywalks.   Sometimes, they tour around the Island of Cebu, hopping from one town to another to take first-hand experiences of those must publicized festivals only to find out that these LGUs do not even have decent toilets.

As an island province, ours are all coastal cities and municipalities. Each LGU has its own stretches of shorelines or beaches. They are all bragging about the serenity of their beaches and relentlessly inviting tourists to take a dip, as if, it is the only prerequisite.   Known to all of us, our public markets are situated just several meters from the shorelines, some are even so near the beaches. Unknown however, to most of us, these beaches are made receptacles of these public markets’ leftovers and wastes.

Ironically, despite these basic but unattended concerns, we brag about the potentials of our light medical tourism capabilities. Is sanitation not an issue for medical tourists? Aren’t they coming here to get cured or healed? What assurance can we give them when a basic health issue like sanitation can’t be even appropriately addressed?

We truly understand the necessity of promoting our tourism potentials both here and abroad. The need to inform potential market of our capability, rich cultural heritage, historical sites and serene beaches is unquestionable. In doing so however, we must not forget that like any business, the key to any success is continued patronage. This can only be achieved once we can develop a strong customer base that will not only give us repeat businesses but shall tell the world, how capable, clean and enjoyable our island is. 

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