THE country’s tourism campaign, “It’s More Fun in the Philippines,” is a big success. But the private sector in the industry is asking, “What’s next?” as they expect the full support of the incoming administration.
Philippine Tour Operators Association (Philtoa) members gathered on June 8 for the third General Membership Meeting at the Nobu Hotel, City of Dreams, to discuss the future of Philippine tourism.
Philtoa President Cesar Cruz led the meeting between its members and other tourism stakeholders, represented by the Hotel Sales and Marketing Association International, Philippine Airlines, Philippine Travel Agencies Association, Philippines Association of Convention/Exhibition Organizers and Suppliers Inc., Management Association of the Philippines and the Department of Tourism (DOT).
One of the highlights of the meeting was the public presentation of the Tourism Agenda for the First 100 Days of the New Government by MAP’s Alma Jimenez, which discussed in length a list of policy matters to be taken up with the new administration.
According to Jimenez, the plan will focus on three major areas: “implementation of needed infrastructure development; foster Philippine competitiveness in the global market; and boost inbound and domestic tourism.”
In consultation with the private and public sectors, the integrated plan hopes to “harmonize infrastructure, tourism attractions and business environment, and enhance the coordination of all tourism sectors,” Jimenez added.
Jimenez is confident that the incoming administration will give the same full support that the outgoing administration has shown to the tourism industry.
For the government’s part, Tourism Assistant Secretary Rolando Cañizal spoke on behalf of Tourism Secretary Ramon R. Jimenez Jr. He reported on Philippine tourism’s improving competitiveness and its strategic directions.
He mentioned that tourism has a 7.5 -percent share of the country’s GDP, and underscored how this fast-growing industry has provided livelihood opportunities and decent jobs for 4.98 million Filipinos in 2015, contributing a 12.5-percent share to the total employment in the country.
Moving forward, Cañizal said the National Tourism Development Plan for 2016-2022 is now in the offing, with the goal of further strengthening the DOT’s branding campaign and tourism marketing and promotion activities; institutionalizing the tourism coordinating council; enhancing local government units’ capacity on tourism planning and product development; and implement the star rating system; among others.
For its part, Philtoa vow to continue its support in the growing industry—tourism being the fifth-largest industry in the country today. The group, founded in 1986, is the single largest association of registered tour operators in the Philippines that exclusively promotes in-bound and domestic tourism. The membership includes travel agencies, hotel, resorts, transportation companies, handicraft stores, and other tourism-oriented establishments and association.
The Philippine Travel Mart, held every year in September, is the flagship program of Philtoa that focuses on the one thousand and one ways to enjoy the beautiful, scenic and exciting Philippines through various activities and promotional tour packages.