A LAWMAKER has enjoined the private hospitality industry to expand hotel capacities as the government tries to attract more foreign tourists to the country.
Keynoting the 40th anniversary celebration of the Hotel Sales and Marketing Association (HSMA) on Wednesday, Sen. Joel Villanueva said, “kindly build more rooms and please hire more Filipinos,” as the Department of Tourism (DOT) tries to attain an arrivals target of 12 million foreign tourists by 2022.
“I think it’s doable and God’s favor is upon us with the reopening of our tourism’s crown jewel, Boracay,” he said. “We also expect positive changes with the refreshed ‘It’s More Fun in the Philippines’ campaign slogan, not to mention, the country’s hosting of Southeast Asian Games by end of this year at the New Clark City.”
Under its National Tourism Development Plan of 2016-2022, the DOT projects a need for 128,000 new hotel rooms by 2022 to accommodate the projected arrivals in both foreign and domestic tourists.
Villanueva also expressed concern over the growing number of Chinese businesses and nationals working in Boracay, many of who came in first as tourists. He cited 64,087 special work permits (SWPs) issued by the Bureau of Immigration to Chinese nationals in 2018.
“Don’t get me wrong—we’re not singling out a certain nationality, but the issuance of SWPs for Chinese nationals is simply exponential as compared to other foreign nationals that were issued the permit,” the lawmaker said. “I hope that we will continue to give preference to Filipino workers who are capable, able and willing to work in our hotels and resorts. Let me remind you that the ‘Filipino First Policy’ or preferential use of Filipino labor is guaranteed by the 1987 Constitution.”
Before Villanueva’s speech, Tourism Secretary Bernadette Romulo Puyat inducted the new HSMA board of directors for 2019-2021, as the organization celebrates its 40th anniversary. Elected to the board were: Christine Ann U. Ibarreta as president; Benjamin V. Martinez, vice president; Christina S. Carreon, secretary; Carmela H. Bocanegra, treasurer; Pearl Peralta Maclang, director for public relations; Michael Jaey C. Albana, director for education; Ma. Celeste M. Romualdo, director for membership; Amie C. Villena, director for programs; Joy D. de Mesa, director for ways and means; Margarita F. Munsayac, HSMA chairman; and Rose H. Libongco, Virtus chairman.
Organized in 1979, HSMA is the premier organization of sales and marketing leaders in the Philippine travel and tourism industry, representing the hotels and resorts segment counts over 120 hotels and resorts in the country as member-partners.
The organization announced the holding of its annual Virtus Awards, now on its fifth year, this October. Of this, Villanueva said, “It’s not enough that we have nice beaches, good weather, kind-hearted people or world-class entertainment; I think we should also care about good governance, deepen our patriotism and strengthen the ‘virtus’ of every Filipino to sell the Philippines to the world.”
He recognized the need to strengthen the private sector’s role in charting the course of the country’s tourism industry, and agreed that “we need to revisit the Tourism Act of 2009 [or Republic Act 9353],” in a bid to duplicate the Singapore Tourist Board’s role and functions in their country.
In a news statement, the HSMA board is calling on industry professionals to participate in this year’s Virtus Awards, which recognizes the best in hotel sales and marketing.
“Always be hungry for excellence; don’t be complacent with the present laurels—this is what we instill in our members through Virtus,” said Martinez. “Our benchmark is always the best.”
There are four awards to vie for: Outstanding Sales and Marketing Associate; Outstanding Sales and Marketing Manager; Outstanding Sales and Marketing Leader; and Outstanding Marketing Campaign of the Year.
“Our member-properties’ top professionals deserve to be recognized in the national arena of travel and tourism,” said Libongco. “Pitting them in a reputable award-giving body sharpens the associates, hones their skills, and prepares them for the bigger challenges of the Philippines’s quickly evolving and growing hotel and resorts industry,” she added.
HSMA officers expressed hope these awards would inspire more of their colleagues to further push the promotion of Philippine tourism, through increased hotel sales.
“I believe that one of the main drivers in increasing tourist arrivals are the hotels and resorts in the country—and the main drivers of these properties are the sales and marketing people,” said Bocanegra. “The various strategies employed by the private sector when it comes to selling the country are driven by sales and marketing. Participation in various trade shows, organizing our own properties’ sales calls and road shows—these all contribute to the goal of increasing tourist arrivals. When we promote our properties, we automatically promote the Philippines,” she underscored.
Last year’s winners include Francis David of Hyatt-City of Dreams for Outstanding Sales and Marketing Leader; Fatima Mationg of Makati Diamond Residences for Outstanding Sales and Marketing Manager; and Timothy Santos of Bellevue Hotels for Outstanding Sales and Marketing Associate. Las Casas Filipinas de Acuzar bagged Outstanding Marketing Campaign of the Year.
Image credits: Roy Domingo