Make tourists keep coming back to Phl – Noy

MANILA, Philippines - Tourism industry stakeholders should go the extra mile to help the Philippines become a top tourist destination, with travelers themselves advertising the country’s attractions by word of mouth, President Aquino said yesterday.

“It is not just about sustaining the appeal of already favored destinations; it is also about discovering and marketing hidden destinations. It is not just about getting tourists to visit the Philippines once, but getting them to return,” he said at the Philippine Travel Agencies Association’s 21st Travel Tour Expo at the SMX Convention Center in Pasay City.

“The possibilities ahead are limitless now that the world knows that it is indeed more fun in the Philippines – and each one of us is asked to do his part to realize these possibilities,” he said.

“Thus, I pose a question to all of you today: have we, as a nation, gone the extra mile to make our tourists the happiest visitors to the Philippines – the most fun place on earth? Have we, like that tour guide in Puerto Princesa, done everything within our capabilities to show visitors what there is to love about our country?” he asked, citing his experience in the Puerto Princesa Underground River in Palawan made “unforgettable” by the beauty of nature and a “very vibrant tour guide.”

The Underground River has been adjudged one of the New Seven Wonders of Nature.

Like any tour guide, Aquino said the man recited facts and figures and talked about snakes and bats inhabiting the area. “Of course, he neglected to tell us that no poisonous snakes had been found until the end of the ride. Perhaps that was part of the trip. Nevertheless, he greatly enhanced our experience. He was a nonstop chatterbox, which meant that there was never a dull moment,” he said.

Aquino reminded his audience that proof of success of any business is a balance between profit and customer satisfaction, and that the collective goal should go beyond making sales and booking trips.

“What we want is for both domestic and international tourists to become advocates of the Philippines – visitors who will return again and again to explore every corner, every peak, every shoreline of our archipelago, and encourage their friends and family to do the same,” he said.

“To achieve this, we need all of you to become advocates of our country – first, to go above and beyond your normal responsibilities, to do everything you can towards the resounding success of each and every trip, even as we in government continue to do our part,” he said.

Passion and attitude

The President said Filipinos should not be satisfied with present achievements because there is still much to be done to make the country a favorite tourist destination.

He said the “attitude and the passion” of the tour guide he encountered in Palawan should illustrate the vital role local communities play in enhancing tourism.

“It is of utmost importance that – like the community in Puerto Princesa – they are involved not merely in maximizing the benefits of their assets, but also in preserving them,” he said.

“It is a clear signal: It is only through the efforts of all stakeholders – whether those in government, in the private sector, or in the local communities – that our tourism industry will continue, and perhaps even accelerate, its growth,” Aquino said.

He said his administration had been working hard to ensure visitors would find their travels smooth and worry-free.

So far, Aquino said the government has implemented reforms in civil aviation, by liberalizing airspace through pocket open skies policy, and by rationalizing taxes on foreign carriers.

With added opportunities for both local and foreign airlines to expand operations in and out of the Philippines, he said consumers now also have more options when planning their trips.

Government also continues to make massive investments in infrastructure – from construction and rehabilitation of roads leading to tourism clusters, to upgrading airports and ports in key areas, Aquino added.

The President further said the administration is on track to meet or even exceed its targets.

He said it has already surpassed its initial target of 35.5 million domestic travelers five years ahead of schedule, with 37.5 million travelers in 2011 alone.

“Now, (Tourism) Secretary (Ramon) Jimenez has the fun task of meeting, or better yet, surpassing our new 2016 target of just 56.1 million domestic travelers,” he said.

The President added that in 2012, the country reached another milestone by surpassing the four-million international arrivals mark. In 2013, despite the calamities that befell the country, the figure still grew by 10 percent to 4.7 million international arrivals.

“The good news is that, while the growth of international arrivals was affected last year, we found that international tourists have been spending more money on their visits here – with average daily expenditures among them increasing by 8.7 percent,” Aquino said.

Aquino said tourism is a low-hanging fruit ready for picking by the administration, but only if officials and industry stakeholders learn to better harness the country’s beauty as well as the hospitality of the people.

“I’m sure there are those who are doubting the figures. Perhaps, we can ask them if they can talk to people who were in Baguio either for Chinese New Year or during the Christmas holidays if indeed our domestic tourism is really on such a high,” he said.