THE Philippines continues to be top of mind of many foreign tourists as arrivals grew by 8.5 percent to 4.85 million from January to August 2018.
In a speech before guests at the Virtus Awards 2018 of the Hotel and Sales Marketing Association International (HSMA) at the Marriott Manila grand ballroom, Undersecretary for Tourism Development Planning Benito C. Bengzon said the country “has kept a high profile in the world of tourism. We are still among the most sought-after destinations by foreign travelers. In fact, foreign visitor arrivals to the country continue to grow by leaps and bounds.”
While South Korea continued to be the top source of tourists at 1.06 million, this was slightly lower than the 1.07 million recorded in the same period in 2017, data from the Department of Tourism (DOT) showed. Driving much of the growth in foreign visitors in the first eight months of the year was the 35.66-percent rise in Chinese tourists to 870,177. This firmly entrenched China as the second- largest source of foreign visitors during the reference period.
In third place, said Bengzon, was the United States, with visitors increasing by 8.2 percent to 715,050; followed by Japan at 431,779 visitors (up 6.5 percent); and Australia at 178,655 visitors (up 6.8 percent).
He noted that as per the Philippine Tourism Satellite Accounts results, domestic tourism “has increased significantly over the last two years by 21.91 percent.” In 2017 domestic travelers reached 96.7 million from 79 million in 2016. “Many consider travel as a life goal, especially those receiving high disposable incomes. The working class or the young millennials are some of those who travel in and out of the country at a rate we have never seen before,” Bengzon noted.
He added that tourists are also staying longer in the country at an average of 9.35 nights, from just three to four days some years ago. The foreign tourists have also increased their spending in the country with an estimated average of $125.65 a day, based on the DOT’s 2017 Visitor Sample Survey. The biggest chunk of their expenses go to food and beverage ($38.21), followed by accommodation ($33.75), entertainment and recreation ($20.97), and shopping ($20.90 daily).
Speaking on behalf of Tourism Secretary Bernadette Fatima Romulo Puyat, Bengzon said this year’s Virtus awardees should take pride in being among the “game changers who have made it to the top and changed the way we look at doing business today.”
He expressed thanks to the HSMA for recognizing the hard work and creativity of the sales and marketing professionals in the hotel industry, who have each contributed to the growth of Philippine tourism.
“The DOT hopes that more and more people will be encouraged by this award, to take into heart our common goal of raising competitiveness in tourism, and most important, in instilling in everyone the culture of excellence, and making tourism a way of life,” he emphasized.
According to HSMA President Christine Ibarreta, this year’s nominees were the largest number in the awards’ four-year history, especially for the category on outstanding sales and marketing associate. This award went to Timothy Adrian Santos of Bellevue Manila.
Other awardees were: Mae Fatima Lolita Mationg (Makati Diamond Residences) for outstanding sales and marketing manager; Francis David (Hyatt-City of Dreams) for outstanding sales and marketing leader; and the Filipino heritage campaign of Erwin Dona III (Las Casas Filipinas de Acuzar) for outstanding marketing campaign of the year.
“Through this annual competition, we hope to ignite the passion of hotels and resorts through their all-important sales and marketing team, excite the market and deliver vigorous business,” said Ibarreta.
For her part, Virtus Awards Chairman Rose Libongco said: “Each Virtus winner is a champion and the confirmatory award raises expectations of better performance from the recipient. Bringing home the Virtus trophy is not the goal; it is the opportunity to do better and prove oneself to be equal to the consistency and commitment to the Virtus ideals.”
This year’s board of judges include the country’s foremost tourism leaders: Cathy Turvill, Tess Mauricio, Nerissa Juan, Edwin Pasahol, Jojo Clemente, Carmie de Leon, Arlene Padua Martinez, Kassy Pajarillo, Dr. Nards Garcia, Jos Ortega, Maeyeth Cadungog and Alpha Allanigui.
Founded in 1979, HSMA has a membership of 120 hotels and resorts in the country.