RECENT developments in the tourism industry showed that with the proper approach and consistent follow-through of established programs, the nation can achieve tangible gains, at least in economic activities where we already have a competitive advantage.
The country’s immense and scenic coastline with a total distance of 36,289 kilometers (the fifth longest in the world) that frames the whole archipelago are dotted by deep and challenging dive sites such as those in Siargao, Baler, Masbate, Quezon, Boracay, Palawan, and Anilao in Batangas.
This year, the Philippines was again awarded the “world’s leading dive destination” at the World Travel Awards (WTA), the sixth so far for the country. According to Tourism Secretary Christina Garcia-Frasco, the country won the same honor from 2019 to 2023. The WTA’s website also confirmed that the Philippines was cited as Asia’s leading dive destination for 2024, which qualified it for the global category.
`Global tourism marketing is basically offering places, services, accommodation and food in prime destinations where the Philippine brand is already known.’
Such consistent A-1 performance in this particular tourism niche may not be attributed solely to our naturally endowed beaches and internationally rated dive sites that are open to tourists most days of the year. The Department of Tourism (DOT) and even the local government units where these tourist destinations are located share in the successful promotion and meticulous upkeep of these sites, including pro-environment measures.
Also contributing to our dominance in this field is the DOT’s promotional programs, such as the recent Philippine Dive Experience Program in Anilao. In this event, Secretary Frasco announced that the country earned an estimated P73 billion from the dive industry in 2023.
Frasco and other Cabinet members also recognized that for the tourism industry to thrive and grow, sea and air transportation should both be enhanced. This is the reason the government is eager to scale up our air connectivity with the countries in the Middle East, where many people still travel despite the political tensions in the region. The Gulf Cooperation Council (GCC) states are on the radar of the Department of Tourism in efforts to boost air connectivity and enhance two-way tourism.
It was reported that Frasco recently discussed with Bahraini Minister of Tourism Fatima bint Jaafar Al Sairafi the possibility of increasing flights between Bahrain and Manila, to include Cebu province.
“For the rest of the Middle East, we note that these countries are very well-recovered in terms of inbound to the country. And with this momentum, we wish to be able to grow further by forging strategic collaborations with them,” she said.
The DOT has been channeling its marketing efforts by participating in expos such as the Arabian Travel Market (ATM). Last year, its ATM participation generated at least $3 billion in sales leads and drew 2,109 exhibiting companies from 156 countries into the Philippine booth, which showcased the country’s diverse tourism offerings.
The value of the GCC outbound market — Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates — last year was S$70.46 billion and is projected to reach $181.48 billion by the end of 2036, according to New York-based Research Nester.
If our strength in the tourism industry is in dive sites and pristine beaches, then we must develop these destinations well and continue making them better in the years ahead.
