EDITORIAL - Reviving tourism

The past year has been a disaster for the international tourism industry. There’s little to celebrate as the nation marks National Tourism Week. The picture doesn’t look too promising in the near future either, with war drums beating over Iraq. Reports of al-Qaeda moving to Southeast Asia have aggravated the situation in the Philippines, one of four countries in the region where Osama bin Laden’s terrorist network is said to have active cells.

This new global threat isn’t going to be wiped out overnight, but this should not spell doom for the tourism industry. People aren’t going to stay home forever in fear of lunatics planning to blow up airplanes with shoe bombs. In time people will get used to this new threat and won’t let their lives be run by terrorists. New risks of doing business will be factored in as the global economy recovers. People will travel again – for leisure, for business, for family gatherings.

What can the Philippine tourism industry do in the meantime, apart from sitting out the storm? The industry can focus on domestic travelers, gearing their packages to please local needs. The industry, with assistance from the government, can also consi-der the business slowdown an opportunity to focus on improving infrastructure, processes and facilities that will make life easier for travelers.

The Philippines still has enough natural attractions to boast that the country is a tropical paradise. Some destinations such as Boracay have gained international renown; others, such as the surfing areas of Siargao, are just starting to become popular. Even disaster sites such as Mt. Pinatubo and surrounding areas have been turned into tourist destinations.

We all know what’s lacking in many of these destinations – communications and first-aid facilities, clean toilets with running water and amenities, potable water sources or at least bottled water outlets. Some destinations are suffering from outright neglect and are deteriorating, such as the rice terraces of Banawe. The local travel industry must also grapple with the perception – not entirely unfounded – that travel is dangerous throughout the country because of robbers, kidnappers, the Ativan gang and, why not, those vile cohorts of al-Qaeda.

There are, of course, travelers who seek out adventure and avoid any tourist spot where they can access their e-mail. But most travelers prefer to be safe, comfortable, and pleased by attractive surroundings. These needs must be met and the problems addressed if the government wants the travel industry to achieve its full re-venue-generating potential.