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Promoting the Philippines

The Philippines is home to multiple cultures and traditions that have drawn international interest. It is considered a perfect example of a “mixed economy,” engaged as it is in agriculture, manufacture of garments and pharmaceutical products, electronics exports, etc. And then there’s its top potential—its tourist spots.

Without a doubt, we have established a good reputation when it comes to our interpersonal relations with foreign visitors. Many tourists find Filipinos very hospitable, and this impression is obviously an edge.

I’m currently working at an academic institution’s Office of International Relations as a coordinator for exchange students. My post demands good public relations skills, and if it’s any consolation, I’m glad that I’m required to deal with different people. My responsibility as a coordinator involves handling and managing foreign students’ academic demands and the like, and I believe I have an excellent opportunity to promote my country well.

Apart from their studies, foreign students in my university like to travel around the country every weekend, or during their free time. I personally encourage them to explore our beautiful islands. In this simple manner of pointing visitors in the right direction, I can say that I’m saving my country by strengthening its economic power through local tourism.

Being the Pearl of the Orient, the Philippines has much to offer, from year-round festivals to rich culture to natural wonders. But its distinct beauty will not equate to a guaranteed upward movement in the economy if we can’t promote it genuinely.

To illustrate my point, let me share my brief conversation with a French student who was at that time complaining about the weather. He came into my office all sweaty and bemoaning the scorching temperature. I told him that he was about to experience the fun of summer and that it would be more fun if he could find a perfect beach to enjoy. While talking, I showed him a travel brochure showcasing the beauty of some of our islands, with photographs of people frolicking on white-sand beaches. He began asking a few questions about the islands.

The next day, before I could realize the effect of my pep talk, the French student sent an e-mail informing me that he had just booked a flight to El Nido in Palawan and that he was excited about his trip.

The idea is to project a positive mindset and to develop a strategic way of countering negative opinions on our country. Of course, more tourists and good tourism also mean, among other things, more effective means of transport to carry them around, as well as more travel guides to educate them on our natural wonders and resources.

The effective promotion of tourism will mean a significant movement in our economic chart. This is not a rocket-science mission but more of a collective initiative in which everyone can actively participate.

I’ll be welcoming more foreign students this school year, and I’ll be more than glad to introduce my country to them.

Marshal Q. Murillo, 23, is pursuing a master’s degree in public management at the Ateneo School of Government.

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Essay: Tourism in the Philippines

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  • Subject area(s): Hospitality and tourism essays
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Tourism is recognized as an important industry in the Philippines. Its significance as main driver and contributor to socio-economic growth is acknowledged in Republic Act 9593 or the Tourism Policy Act of 2009. It has seen an increasing direct contribution to the country’s gross domestic product (GDP) and employment over the years and peaking in 2017 at 12.2% and 13.1%, respectively (Philippine Statistics Authority, 2018). Prior to the launch of the campaign, the Philippines was struggling to compete with its neighboring Southeast Asian countries such as Thailand and Singapore in terms of tourist volume (Bosangit, 2014). The Philippine Department of Tourism (DOT) developed the Philippine National Tourism Development Plan (NTDP) 2011-2016 that sought to address issues of the tourism industry, and aim achieve 10 million foreign tourist arrivals and 35 million domestic tourists by 2016. With a national policy and plan at hand and an increasing importance to the economy, the Philippine government easily put tourism as one of its main priorities for development. Then-President Benigno Aquino III, approved a budget of 3.1 billion Philippine pesos to establish a tourism marketing campaign to reach the NTDP targets by 2016, the largest the Department received for marketing (Bosangit, 2014). The establishment of a new marketing campaign was opened for bidding to advertising agencies in the country that was eventually won by BBDO Guerrero, the Philippine chapter of one of the world’s largest advertising agencies, BBDO. The winning campaign was called “It’s more fun in the Philippines” and was launched in January 2012. The Department of Tourism revealed an accompanying logo which included a pixelated weaved image of the Philippines with a color palette representing the three main colors of the Philippine flag (Figure 1). Simultaneous to the launch of the campaign was also the launch of the now-defunct website that showcased the different destinations and attractions around the country. One of the highlights of the campaign was crowdsourcing, where they encouraged people to create their own ads or memes that would showcase what makes the Philippines “more fun”.

Figure 1. It’s more fun in the Philippines official campaign logo. (Department of Tourism, 2012b) At the onset of the campaign, DOT launched three sample memes to set as an example (Figure 2), along with the hashtag #ItsMoreFuninThePhilippines in all online posts relating to the campaign. DOT also launched an application and the guidelines for submission of memes on the website. With an estimated 27 million Facebook users at the time of the launch, the campaign became a viral hit online (Valdez, Tupas, & Carol Tan, 2017). Within 30 minutes of the launch, the hashtag was also trending on Twitter worldwide (Bosangit, 2014).

Figure 2. Sample image released by the Department of Tourism (Department of Tourism, 2012b) Then-DOT Secretary Ramon Jimenez Jr. described the campaign as “grounded on basic, truthful communication between two persons; a campaign for people who haven’t seen the Philippines yet; with a new tourism line that allows the Filipinos to take the line and own it to themselves; and it is not a manufactured line; it is drawn from the way Filipinos have touched the lives of tourists” (Metro Manila Directions in Bosangit, 2014, p.151). A year after the launch of the campaign, foreign visitor arrivals hit a 9.07% increase from the previous year, marking the first time that the country surpassed the 4 million mark (Bosangit, 2014). While no actual measurement has been done on the online success and impacts of the campaign, DOT perceived the continuous increase of tourist arrivals (Figure 3) as an indicator of the campaign’s success.

Figure 3. Foreign visitor arrivals in the Philippines from 2010-2016 (Compiled from: Department of Tourism, 2011, 2012a, 2013, 2014, 2015, 2016) However, while the campaign encouraged to generate “fun” things about the Philippines, DOT could not also stop people from generating memes that emulated negativity about the Philippines (Figure 4) (Della Corte & Sepe, 2016). After a year, the meme generator application was discontinued. However, people are still able to produce memes containing the official font, the Harabara Mais, that is available to download for free in several sites across the internet. This makes memes look like it was generated from the online application, despite its closure. Thousands of photos were and are still being generated online and continue to be searchable on the internet. Despite these negative photos being produced, the campaign continues to run in the present.

Figure 4. An example of a negative meme resulting from the campaign (“Being poor. More fun in the Philippines,” 2013)

2.6. Retirement tourism in the Philippines The Philippine Retirement Authority (PRA) is the mandated government agency to “develop and promote the Philippines as a retirement haven” (Philippine Retirement Authority, n.d.). The PRA only became an attached agency of the DOT upon the enactment of the Republic Act 9593. Their mission is to “provide a globally competitive retirement program in the Philippines for foreign nationals and former Filipinos” as part of the socio-economic development of the country (Philippine Retirement Authority, n.d.). The PRA enjoins DOT’s efforts in promoting their services in various fairs, sales missions, expositions and conferences in the Philippines and abroad (Philippine Retirement Authority, 2017). Retirement tourism is identified as one of the core tourism products within the NTDP. According to the Plan, retirement tourism is “capable of delivering strong future growth with long average length of stay and expenditure” (Department of Tourism, 2012c, p. ix). The Plan identifies the European, Middle East, and North American markets as main targets for this tourism segment. Since the inception of PRA in 1985, it has seen increasing number of foreign retirees in the Philippines (Table 1) that mostly came from China, South Korea, India, United States of America, and Taiwan (Philippine Retirement Authority, 2017). Table 1. Cumulative count of foreign retirees in the Philippines from 1985 to 2017. Year Cumulative count 1985-2012 28,890 2013 32,697 2014 37,485 2015 42,516 2016 48,072 2017 53,933 Despite the PRA not being directly involved in the “It’s more fun in the Philippines” campaign, DOT produces material that are targeted towards retirees. In 2017, DOT launched a video entitled “Sights” that featured M. Uchimura, a Japanese retiree in different destinations in the Philippines (available online: At the end of the video, it was revealed he was not only a retiree, but also a blind man. It was met with criticism online leading to DOT pulling out the commercial following claims around social media that it was strikingly similar to a South African tourism ad (, 2017). However, during the earlier stages of the campaign, only images with older adults as subjects were produced from the campaign and did not necessarily aim to attract older adults to retire in the country. Nevertheless, these photographs contribute to the images and perceptions of the Philippines as a retirement destination. 3. Theoretical Framework Like DOT, many destination marketing or management organizations (DMOs) use photographs to represent and promote destinations and attractions. Photographs play a crucial role in promoting destinations as they set expectations of quality and experience (Garrod, 2009). Images that are portrayed and actual experience could determine tourist satisfaction and possibilities of recommending to others and returning back (Britton, 1979; Fakeye & Crompton, 1991; Garrod, 2009; Tuohino & Pitkänen, 2004). Choosing images to represent destinations and projecting how they will be received and perceived prove to be a difficult endeavor for researchers and DMOs alike owing to multiple social realities and even more complex feedback loops among multiple senders and receivers (Blichfeldt, 2018; Crick, 1985; Garrod, 2009; Hunter, 2008; Jenkins, 2003). In the advent of social media, actors and stakeholders are better able to communicate to and with amongst themselves, producing complex interactions than ever before that stimulate experiences, images, and even satisfaction rates (Oliveira & Panyik, 2015). Visual representations help build a destination image that has been referred to as both the actual image represented and possible metaphorical implications of the image and are subject to a wide range of interpretations by different tourism stakeholders (Beerli & Martin, 2004; Edwards, 1996). In this view, photographic representations of tourism destinations has three directions of inquiry: the extrinsic direction which looks into the difference between representation and reality, the intrinsic direction which deals with the message and the style of the image itself, and the dynamic direction which focuses on the ability of the image to influence perception, lens, and experience of a place (McGregor, 2000). As such, photographic representations of tourism destinations have “multiple signifiers for the endless purposes of various combinations of senders and receivers” that contribute to the complexity of a destination image in itself (Hunter, 2008, p. 356). These representations and interpretations can evolve through time, through a process called resemiotization. It deals with “how meaning-making shifts from context to context, from practice to practice, or from one stage of a practice to the next” (Iedema, 2003, p. 41). That is to say, representations and meanings are subject to different interpretations as it is communicated in varying contexts and through different media. The translation of meanings within different contexts is affected by the various social realities, and might be eventually detached from its original intentions (Mehan, 1993). Scollon (2008, p. 233) explains that these meaning-making alterations are “always mediated by the actions of social actors as well as through material objects of the world”. He describes nine processes of resemiotization which he labels as discourse itineraries – action, practice, narrative, authorization, certification, metonymization, remodalization, materialization, technologization or reification. As an example, he took the word “organic” and described the complex transformation of meanings and definitions associated with it as a result of the actions, brands, and history coming along with it. He mentioned that organic can refer to the actions and practices of farming, or to the lifestyle, to an operational definition by a national entity, to certified products, or even the narrative of a brand. This way, he illustrates how meanings sought in language, texts, photographs, and other media are inevitably a result of past actions and experiences and can even anticipate future outcomes. With co-creation as the underlying concept in the “It’s more fun in the Philippines” campaign, it involved various actors and stakeholders that not only created content, but also selected, authorized, and disseminated. Analyzing representations of the Philippines within this campaign and how their meanings are transformed across different stakeholders and contexts allows a good grasp of “the developer’s intentions, the consumers’ interpretations and the interactions among them” (Herbert, 2001, p. 317). 4. Methodology Milner (2012, p. 11) describes memes as “multimodal artifacts where image and text are integrated to tell a joke, make an observation, or advance an argument”. Internet users can create, recreate, produce and reproduce different variations of one image which allows it to be a “quintessential participatory artefact” that is “open, collaborative, and adaptable” (Milner, 2012, p. 12). Huntington (2013, p. 1) argues that internet memes are “a form of representational discourse that subverts dominant media messages to create new meaning”. As such, analyzing memes “requires an understanding of representational conventions associated with specific groups or individuals” (Milner, 2012, p. 90). These representations are best understood by taking a constructivist approach as it takes into account that interpretations are “not constructed in isolation, but against a backdrop of shared understandings, practices, language, and so forth” (Schwandt, 2003, p. 197). With co-creation behind the “It’s more fun in the Philippines” campaign, the outcomes reflect different contextual situations produced by different worldviews, experiences, and realities experienced by the different actors and stakeholders. Taking a constructivist paradigm for this study allows the researchers to delve into materials constructed by the different actors and stakeholders who took part in the campaign. Hall (1997) notes two approaches to analyzing different representations that are exemplified in memes—semiotics and discursive approach. Semiotics, as an interdisciplinary study of signs, is rooted in “how meanings are made and how reality is represented (and indeed constructed) through signs” (Chandler, 2018, p. 2). Signs may refer to images, verbal language, texts, and other media of communication that can symbolize parcels of realities, worldviews, and perceptions (Jensen, 2015). Chandler (2018) further explains that signs play a mediating role in constructing social realities and as such, it is through these signs that perceptions and realities are expressed. On the other hand, discourse analysis deals with language-in-use or how “meaning is constructed and interpreted” in different settings through the written and spoken language (Bhatia, Flowerdew, & Jones, 2008, p. 1). However, the digital world has now more than ever enabled people to communicate beyond the written and spoken language. Kress and van Leeuwen (1996) argues that textual information is not necessarily at the essence of constructing meanings. Iedema (2003, p. 33) emphasizes further that the “blurring of boundaries among different semiotic dimensions of representations” needs to bring about a multimodal approach to discourse to better understand the interplay of signs across multiple modes of communication. This multimodal approach allows the researchers to delve both into the semiotics and language-in-use”. The memes selected for analysis contain images of older adults and are mainly categorized into memes released by DOT and those that are generated by internet users. Memes released by DOT are taken from the official Facebook page of the DOT ( DepartmentOfTourism) and the official Facebook page of the campaign ( that DOT also handles. On the other hand, internet user-generated memes were scoured on Google Images using keywords “It’s more fun in the Philippines” combined with words such as “aging”, “old age”, “old people”, and “growing old” to extract memes that have older adults as subjects or are relating to older adults. The original link of the photo is also followed if still available and contextualized to the post when applicable. In addition, the memes must also follow the guidelines released by DOT. This should include a word or a phrase that describes the image followed by the phrase “More fun in the Philippines”. The font used must be Harabara Mais and divided into two lines with only the word “Philippines” in the second line (Department of Tourism, 2012b). However, some of the memes released by DOT remain undisclosed whether they are produced by DOT or by internet users. A total of 6 memes are analyzed, where 3 are released by DOT and 3 are searched from Google Images. The memes are analyzed in three parts: the image, the accompanying text, and the relationships between the two. The images are broken down to its subject and stylistic conventions to capture how older adults are portrayed visually in the memes. The accompanying texts are then explained as to the references made in the image. The relationships are then analyzed by describing the context and underlying discourses.

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AIM Leader

Rebooting Philippine Tourism from the COVID-19 Pandemic

promoting philippine tourism essay brainly

Revitalizing tourism activities has become one of the primary concerns for the Philippines. In the short run, domestic tourism is expected to play a vital role in supporting the initial recovery phase of travel. With its presumed impact on travelers’ behavior and business operations, an analysis of the Filipino travelers’ sentiments and the existing domestic travel market is necessary in presenting effective strategies in the midst of the new normal in Philippine travel.


The Philippine tourism economy has been heavily hit by the measures implemented to contain the spread of COVID-19. The pandemic has prompted an unprecedented crises with projections and revised scenarios suggesting that the shock in global tourism could be at 60-80% for the entire 2020, translating to a loss of approximately 67 million international arrivals or USD 80 billion in exports from tourism, while putting 100 to 120 million direct tourism jobs at risk. While affecting all economies, the Asia-Pacific region has been projected to suffer with the highest impact, affecting about 33 million arrivals (United Nations World Tourism Organization [UNWTO], 2020).

Tourism is a significant pillar in many economies in the region, especially in the Philippines, where in 2019, it contributed 12.7% share in the country’s GDP, and employed 14 out of 100 or 5.7 million of Filipinos (Philippine Statistics Authority [PSA], 2020). Following the outbreak of the pandemic, estimates for the first three months of 2020 suggest that revenue from foreign arrivals decreased by 35%, and employment in the industry may be reduced by about 33,800 to 56,600 (CGTN, 2020). Several months into the implementation of  stay-at-home  and quarantine policies, travel in the Philippines remains uncertain. Travel restrictions and limits in people-to-people interactions are likely to be in place for a long period of time, thus bringing the industry to a standstill.

With the expectation that domestic travel will recover faster than international tourism, insights on the possible strategies that can help bootstrap the Philippine tourism economy should be discussed. Critical to this approach is an understanding of the Filipino travelers’ sentiments towards travel and a marketing analysis which scrutinizes ways to revive travel demand and resume operations in the face of the new normal in tourism. This article will look into the variety of conducted surveys regarding travel perceptions and will reintroduce the concept of  space travel  to guide the creation of strategies towards travel in the new normal.

Redefining Travel in the New Normal: The Filipino Travelers’ Sentiments

In these times of uncertainty in the outlook of travel in the Philippines, a data-driven approach to support the revival of the industry has become an imperative. During the period of March to May 2020, several public and private organisations deemed it necessary to conduct surveys to understand stakeholders’ perceptions on travel in relation to the pandemic. Given mobility restrictions, surveys have been conducted online while targeting a range of stakeholders from enterprises, decision makers, to tourists. Conducted in varying time frames, general survey results suggest that travel sentiments might have evolved over periods of time. Insights on travel perceptions are necessary in crafting strategies for tourism recovery. Thus, consumer perception on the future of travel should be taken into consideration in planning interventions and strategies. Table 1 presents the surveys conducted in relation to travel and pandemic.

promoting philippine tourism essay brainly

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From the results of the surveys, several insights about the future of travel in the Philippines were made: First, domestic travel will be a priority. Travelers opt to either engage in land travel or air travel. Second, travelers will prioritise travel in rural, secluded, and natural areas once restrictions are lifted. Travel away from mainstream and overcrowded destinations are expected, although beach destinations are still considered ideal destinations post-pandemic. Furthermore, due to the restrictions imposed by the pandemic, travelers are now more open to digital travel experiences. Similarly, travelers are likely to choose customised travel experiences over packaged group tours. Third, health and safety protocols will be their number one priority once travel resumes. Thus, effective communication of safety measures and protocols implemented in destinations and enterprises will greatly influence travel choices. Perception towards the health and safety in travel will therefore predict where travelers will travel, when they will be traveling, and what kind of experiences they hope to obtain. Fourth, while domestic travel is expected to resume within four to twelve months after easing of travel restrictions, sentiments are primarily dictated by perceptions on public health and safety. Finally, given that the pandemic has affected people’s source of income and their personal finances, travelers seek more cost-effective experiences.

Re-Introducing  Space Travel

As emphasised in the webinar entitled  Space travel: A conversation on strategies to revitalize Philippine tourism post-COVID-19  ( ) hosted by the AIM- Dr. Andrew L. Tan Center for Tourism last 28 July 2020, much has been said about the world getting smaller, we forget that the world is actually big. There are still so many places to explore and to visit, much to learn and to unlearn. Overcrowding (i.e.,  mass tourism ) is no longer an option because of the established physical/social distancing, health and safety protocols that require decongestion of tourist attractions. To care for earth by giving nature room to flourish, to give fellow travellers the room to breathe, to explore, to grow, to reflect and participate in the lives of others, and to give destination stakeholders time to recover from visitor activities is the essence of  space travel . It is a literal practise of giving each other and the earth space.

Tourists who routinely return to familiar destinations are considered  second home tourists . These tourists are in the best position to care for a destination because they are invested in this as their go-to place for sanctuary. On the other hand, for those who travel to experience destinations from a distance, risking the alteration of local behaviour and culture are deemed  fishbowl tourists . By including activities that increase their involvement in local custom, rather than just mere observation can transform these tourists and their attitude towards travel. Those who immerse themselves and make their experience a journey is called the  inspired travellers , who imbibe sustainable tourism when they protect and safeguard the earth by their conscious defence and accountability of environments and travel behaviour.

Until restrictions are lifted and travelling returns to normal, tourism needs to adjust and adapt to reflect the present restrictions, initiating a new way of serving travellers called  transition tourism . This type of tourism distributes the business amongst many stakeholders – accommodations, transportation, alimentation, security, and sanitation – in small groups triggering a collaborative rebooting of a local economy in many areas. Thus, for space travel to take root, transition tourism must inspire fishbowl and mass tourists to become inspired travellers (see Figure 1).

promoting philippine tourism essay brainly

By working together, stakeholders and travellers alike, in stimulating local economies as a tight organism is to  think small . It reduces the unwieldiness of the task of re-booting economies and industries. When each one of us does our little bits, we can save our big world by thinking small.

Moving Forward: From Crisis Response to Recovery

Further discussions, through webinars, have been initiated among experts and stakeholders on rebooting Philippine tourism. In the webinar titled  Bootstrapping Philippine tourism: Recalibrating our priorities during and after COVID-19  ( ) hosted by the AIM-Dr. Andrew L. Tan Center for Tourism last 03 June 2020, the following discussions have been featured: best practices on how tourism industries recover from disasters; strategies on how tourism stakeholders can manage COVID-19’s impacts; and insights on resilient recovery from a disaster risk-reduction management lens and how these can be applied for tourism recovery efforts.

During the webinar, Aileen C. Clemente (President, Rajah Travel Corporation) highlighted the following lessons from the pandemic: “it takes a while for people to get from philosophical discussion to general frame working to actual implementation”; “those who had a lot of excuses not to implement what needed to be implemented have no choice but to now implement them; and “greed has been tempered”. From these, Clemente cited the four stages of recovery as per the World Travel & Tourism Council – managing and mitigating the crisis, restarting the sector’s operations, reaching recovery, and redesign for the new normal.

In line with this, Maria Cherry Lyn S. Rodolfo (Consultant, Department of Tourism) explicated that the tourism industry must have a calibrated recovery plan, in which domestic tourism should be given priority. That is, tourism authorities and enterprises must incessantly develop safety and health protocols that will ensure domestic travel is safe, secure, and seamless. Rodolfo also emphasised that the pandemic warranted the need for “strong, innovative, and responsive network” in moving towards recovery, reset, and resiliency. Rodolfo also highlighted the role of “cohesive and collaborative networks” in tourism reboot. There should be: call to action for inclusive recovery assistance, innovation, infrastructure, and institutional strengthening; community engagement in utilizing the resources of networks and in leveraging local with national and international networks; and a communication plan that will cascade tourism reboot strategies to both existing strong and weak networks in the industry.

In doing so, Clemente argued that in the new normal, repositioning product offerings, raising levels of service, defining world-class destination, re-examining consumption of tourism products and services, and increasing awareness about mass tourism are essential. Similarly, Lesley Jeanne Y. Cordero (Senior Disaster Risk Management Specialist, World Bank) stressed that in transitioning towards the new normal, there is a need to redefine tourist experience and destination management; invest in innovative and creative ways of product development; promote sustainability, inclusivity, and resiliency; recalibrate travel timelines, concepts, spaces and experiences; shift and share burden by collaborating with government, stakeholders, communities and tourists.  

While information about the impact of the COVID-19 pandemic has already dominated discourses on tourism, only a few discussions have been made regarding strategies to accelerate tourism recovery. With tourism activities at a standstill, an opportunity to adapt new models for conducting tourism activities has opened. More than ever, the role of tourism stakeholders in transitioning to the new normal has become more apparent.

In addressing the question on how tourism can recover after the COVID-19 pandemic, we analysed existing data regarding travel perceptions and conducted a marketing analysis to identify ways to revive travel demand and operations in the new normal. Our analysis suggest that existing business models may have become obsolete, thereby needing adjustments and re-assessments. While travel restrictions remain, transition tourism takes place. Crucial at this period is considering travelers’ perceptions and sentiments. Following the findings in the various surveys conducted, travelers are expected to engage in tourism activities with health and safety as their priority, which further suggests their preference towards natural areas and uncrowded destinations, digital travel, and customised experiences.

Reflected by these findings is a paradigm shift in the future of travel—from  fishbowl tourism  to  inspired travellers,  which also tantamount to a shift from mass tourism to a more sustainable form of tourism. However, this shift does not occur without the collaborative rebooting of the local economy by using local tourism as a springboard. Thus, stakeholders need to work together, along with tourists, to create a tightly knit industry that fosters  thinking small .

  • CGTN. (2020). Philippines Q1 tourism revenue dips 35% due to COVID-19.
  • Department of Tourism, Dr. Andrew L. Tan Center for Tourism, & Guide to the Philippines (DOT, ALTCFT, GTTP). (2020, June). The Philippine Travel Survey Report: Insights on Filipino Travelers’ Sentiments on the New Normal. Department of Tourism, Asian Institute of Management, Guide to the Philippines. .
  • Experience Philippines. (2020, May). How Filipinos view traveling after COVID-19 flattens? .
  • Filinvest Hospitality Corporation and Chroma Hospitality Inc. (2020, June). Domestic travel sentiment survey. .
  • Tajara Hospitality and Horwath HTL. (2020, April). Hotel sentiment survey 2020 (Impact of COVID-19). .
  • TwoEco, Inc. (2020). Philippine tourism after the pandemic.
  • Philippine Statistics Authority (PSA). (2020). Contribution of Tourism to the Philippine Economy is 12.7 percent in 2018.
  • PwC Philippines. (2020, July). Impact of COVID-19 on the Philippine tourism indusry. .
  • United Nations World Tourism Organization (UNWTO). (2020). International Tourist Numbers could fall 60-80% in 2020.

Dr. Andrew L. Tan Center for Tourism

promoting philippine tourism essay brainly

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Philippines as a Tourists Destination

Welcome to Philippines

The Philippines is a country located in Asian continent in the western Pacific. It is an independent republic that comprises over7, 000 islands. Over the years, the country has remained a safe and attractive tourist destination.  The country has been receiving numerous visitors both from within and international tourists. The Philippines has a majority of tourist attractions ranging from natural wonders, recreation, historical landmarks, arts, entertainment, culture, and traditions just to mention a few. Though a developing country, it is important noting that the country has distinct touristic offerings that make it a special destination for domestic and international tourism. The different parts of the republic have distinct features, products and destination that are critical to the development of tourism in the Republic.

Why visit The Philippines

As earlier mentioned, most of the people all over the world may fail to understand the fun and satisfaction likely to come from The Philippines. However, this brochure will be essential in offering critical information to prospective tourists. The country has over 7,100 islands that hold several destinations and activities that any tourist would envy to enjoy. After going through this brochure, I firmly believe that I will see you in some of these destinations soon.


The Philippines is an easily accessible country with major international airports in most parts of the country. Most notable international airports are found in Clark, Cebu, Santos, General, Manila, Princesa, and Kalibo just to mention a few. The Ninoy Aquino International Airport (NAIA) Terminals 1, 2 and 3 in Manila are the premier gateways that serves over 30 airlines that offer services all over the world.  It is also essential noting that Mactan-Cebu    International Airport (MCIA) in Lapu-Lapu City is also critical in handling international flights especially from Japan, Singapore, Korea, United States and Malaysia among others. Other international airports also include Diosdado Macapagal International Airport (DMIA), Laoag International Airport and Davao International Airport that makes the country easily accessible.

In addition to accessibility, the flights are also affordable with the Cebu Pacific Air being famous due to its budget flights and frequent seat sales. Children below the age of two years are exempted from flight charges as well as the entry fee to the various destinations. There are also numerous hotels that offer tourists first class services with the adequate security and affordable accommodation. Most of these airports provide travelers with critical information and assistance that makes it easy for visitors to adopt and understand their course easily. There are also adequate medical services, banking services, postal services sauna and massage thus ensuring our guests feel comfortable during their stay in the country.

Top Destinations

As earlier mentioned, the country has various tourist attraction destinations. For instance, Visayas region has been an important tourist destination despite the Typhoon Yolanda experienced in the country in November 2013. Most of the regions such as Boracay, Cebu, Bohol, Iloilo, and Bacolod have remained critical to tourism industry due to their accessibility. The Philippines is also known to have the longest coastline that offers unlimited tourist attraction sites all over the several islands.

Our beaches

Our coastline is recorded as the fourth largest in the world resulting from the numerous numbers of islands in the country. The total length of this coast is estimated to be around 36,289 kilometers that offers our visitors a chance to explore hundreds of warm tropical islands and beaches that make a resounding experience. For instance, Boracay has over the years cited by international travel publications as one of the best beaches. These beaches offer an excellent opportunity for enjoyment, relaxation and water activities that can be enjoyed by our visitors.

Natural attractions

The Philippines have a great number of natural attractions that serves as tourist destinations. For example, the country’s varied landscape offers beautiful natural sights such as the cone shaped Mt. Mayon in Albay, Chocolate Hills of Bohol and the world’s smallest volcano of Taal. Mt. Pinatubo in Pampanga or Mt. Apo in Davao is also other major tourist destinations where visitors can enjoy hiking and adventurous trek in these mountains.

Water activities

Being a series of islands, the country has large water bodies that make it possible for our visitors to do whatever they think whether under water or over it. Scuba diving is a major water activity that most visitors are associated with. Our country has the world’s best sites that include UNDESCO World Heritage Reefs and World War II wrecks. Swimming, windsurfing, kiteboarding, and skating are other major activities that our visitors can enjoy our scenic views.

Our culture

The Philippines is a hotbed of vibrant and diverse culture that offers a lot for domestic and international tourism. Our people love the fun and are accommodative thus making it a wonderful experience interacting with this group f wonderful people. Batak tribal community is an example of diverse culture evident in this republic. This is a group of indigenous Philippines who are commonly referred to as mountain people who are inhabitants of the river valleys north of the provincial capital. The population of this group of inhabitants from the Negrito stock is gradually decreasing with only 500 of them believed to be surviving today. Despite them being “disappearing people,” the group also lives in funny places such as the slopes of Cleopatra’s needle, a 1,593-foot sharp mountain and   Sitio Riandacan, which are both fascinating sites for tourist attraction.

Our rich culture has also been conserved in major museums around the country. Tabon Museum is a good example of museums where our rich and diverse culture is preserved. Most visitors are visiting the country first visit the museum for orientation before getting to Tabon Caves Complex. In the museum, the visitors get crucial information regarding the history of Palawan, archeology of the caves and other critical information of the vibrant culture. Despite the learning experience, the museum also houses other important artifacts and diggings that prove worthy and enjoyable for visitors.

Apart from the Tabon Museum, Palawan Museum, Puerto Princesa National Museum and Palawan State College Museum are an important part of our culture. For instance, most of our culture, history, arts, music and crafts of Palawan are showcased in Palawan Museum. Significant collections such as jars, hunting tools, musical instruments artifacts and other traditional tools are exhibited in this museum. The museum also has a library well equipped with books where visitors can get essential information on Philippine and Palawan history. Fossils and crude tools of the ancient man can also be found in the state college museum. The transportation within these museums is also an enjoyable experience where visitors get a chance to ride tricycles, bancas, and our iconic jeepneys. The culture also has distinct food and fiestas that make our culture a top-notch tourist attraction.

Our Lifestyle

The Filipinos love to celebrate whether on the street, beach, city or the mountains. This lifestyle offers a guarantee to any person willing or thinking of an outing to enjoy a visit to The Philippines. Our lifestyle makes it easy for visitors to integrate easily and make friends since we are the friendliest people on earth.

We continue to be the same exciting destination that the world has come to know. And the genesis of all that fun has always been anchored on the Filipino people’s hospitality, strength, warmth, and indomitable spirit.

We look forward to having your future travels with us!

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Tourism Essay for Students and Children

Where am I Book

500+ Words Essay on Tourism

Tourism Essay – Tourism is a major economic activity that has developed significantly over the years. It’s an activity that can be recognized in both developed and developing nations. In general terms, tourism is the movement of a person from one place to another to visit and mesmerize the beauty of that place or to have fun. Moreover, the concept of traveling is considered a luxury and only people with higher income can afford this luxury.

Tourism Essay

The Growth of Tourism

Earlier our ancestors used to travel by sea routes as it was a convenient and most affordable medium but it was time taking. Due to, technological advancement we can now easily travel to any place without wasting time we can travel thousands of miles within a few hours. Technological advancement has shrunk the earth into a global village. Besides, the modern modes are much safer than the modes that our predecessors used.

Effect of Tourism on a Country

For any country, tourism generates a lot of money especially a country like India. Due to the Taj Mahal (one of the seven wonders of the world) every year the government raise a huge sum of revenue. Also, because of tourism other industries also bloom. Such industries include transportation, wildlife, arts and entertainment, accommodation, etc.

Moreover, this ultimately leads to the creation of job and other opportunities in the area. But there are some drawbacks too which can affect the lifestyle and cultural value of the country.

Importance of Tourism

Traveling is a tiring and difficult thing and not everyone is able to travel. But at the same time, it’s a fun activity that takes your tiredness away. Travelling adds flavor to life as you travel to different places that have a different culture and lifestyle. Also, it’s an easy way to learn about the culture and tradition of a place. Besides, for many areas, tourism is their main source of income.

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India- A Tourist Attraction

The Taj Mahal is not the only destination in India that attract tourist. Likewise, there are hundreds of tourist destination that is spread over the Indian plateau. India has a large variety of Flora and Fauna. Besides, the equator divides the geographical land of India into almost two equal halves that make India a country where six seasons occurs.

Moreover, in almost every city of India, there is a historical monument made by the rulers in their time period.

Benefits of Tourism

Tourism not only benefits the government but also the people that live in the local area. It also creates a business as well as employment opportunities for the local people which ultimately help the government to earn income.

Benefits Due to Tourism

As we know that tourism contributes a lot to the revenue of the country. Also, the government uses this income for the growth and development of the country. Likewise, they construct dams, wildlife sanctuaries, national parks, Dharamshala and many more.

In conclusion, we can say that tourism is a very productive activity both for the tourist and the government. As they support each other simultaneously. Also, the government should consider improving the conditions of the country as more and more number of tourist visit their country.

Above all, tourism is one of the fastest-growing industry in the world that has changed the scenario of the world.

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