how to promote tourism in the philippines essay

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Essay: Tourism in the Philippines

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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 www.itsmorefuninthephilippines.com 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: https://www.youtube.com/watch?v=A3xeB4-qv8I). 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 (Rappler.com, 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 (www.facebook.com/ DepartmentOfTourism) and the official Facebook page of the campaign (www.facebook.com/itsmorefuninthephilippines) 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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Essay on Tourism In The Philippines

Students are often asked to write an essay on Tourism In The Philippines in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Tourism In The Philippines

The beauty of the philippines.

The Philippines is a beautiful country with many islands, beaches, and mountains. It is a popular tourist destination for people from all over the world.

The Friendly People of the Philippines

The people of the Philippines are very friendly and welcoming. They are always willing to help visitors and make them feel at home.

The Delicious Food of the Philippines

The food of the Philippines is delicious and unique. There are many different dishes to choose from, and they are all made with fresh ingredients.

The Affordable Prices of the Philippines

The Philippines is a very affordable country to visit. The cost of food, accommodation, and transportation is very reasonable.

The Many Things to See and Do in the Philippines

250 words essay on tourism in the philippines, tourism in the philippines: a land of beauty and diversity.

The Philippines is a beautiful country with rich history, culture, and natural resources. It is a popular tourist destination for people all over the world. The country has many beautiful beaches, lush rainforests, and unique wildlife. Tourists can also enjoy the warm hospitality of the Filipino people.

Natural Wonders

The Philippines is home to some of the most beautiful natural wonders in the world. The country has over 7,000 islands, each with its own unique landscape. Some of the most popular tourist destinations include Boracay, Palawan, and Bohol. These islands are known for their white-sand beaches, crystal-clear waters, and lush rainforests.

Cultural Heritage

The Philippines has a rich cultural heritage that dates back centuries. The country is home to many different ethnic groups, each with its own unique traditions and customs. Tourists can learn about the Filipino culture by visiting museums, attending festivals, and trying the local cuisine.

Outdoor Activities

The Philippines is a great place for outdoor activities. The country has many hiking trails, biking trails, and water sports. Tourists can also enjoy swimming, snorkeling, and scuba diving.

The Philippines is a beautiful country with something to offer everyone. Whether you’re looking for a relaxing beach vacation, an adventure-filled jungle trek, or a cultural experience, the Philippines is the perfect destination for you.

500 Words Essay on Tourism In The Philippines

So much to see, so much to do, beaches and islands.

The Philippines is home to some of the most beautiful beaches in the world. From the white sand beaches of Boracay to the turquoise waters of Palawan, there’s a beach for everyone. You can also explore the many islands that dot the archipelago, each with its own unique charm and beauty.

Mountains and Rainforests

For those who love the outdoors, the Philippines has plenty to offer. The country is home to some of the highest mountains in Southeast Asia, including Mount Apo and Mount Pulag. There are also many rainforests to explore, where you can see a variety of plants and animals, including monkeys, snakes, and birds.

Culture and History

Food and nightlife.

The Philippines is known for its delicious food, which is a blend of Asian and Western influences. You can find everything from traditional Filipino dishes like adobo and kare-kare to international favorites like pizza and pasta. The country also has a vibrant nightlife scene, with bars and clubs to suit every taste.

A Warm Welcome Awaits

The people of the Philippines are known for their warm hospitality and friendliness. They’re always willing to help tourists find their way around and to make their stay as enjoyable as possible. So come and experience the beauty and diversity of the Philippines for yourself. You’re sure to have a memorable vacation.

Apart from these, you can look at all the essays by clicking here .

Happy studying!

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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March 16, 2023

Tourism in the Philippines: Exploring Opportunities and Overcoming Challenges

Introduction

Travel and tourism in the Philippines is a vibrant and growing sector. The country has many attractions, including beautiful beaches, impressive mountains, and a rich cultural heritage. Every year, millions of tourists flock to the islands of the Philippines to explore its breathtaking beauty and indulge in its offerings. In 2019, foreign arrivals peaked at 8.3 million , indicating the country’s popularity as a tourist destination.

However, the tourism industry in the country suffered significant losses in previous years because of the pandemic. Nevertheless, the country is optimistic and expecting a revival and revitalization of its tourism economy. Continue reading to explore the nation’s thriving sector, its obstacles, and the potential it provides.

Why do tourists love to visit the Philippines?

The Philippines, an archipelagic nation spanning over 7,000 islands, offers an unparalleled and distinctive experience for travellers. With a vibrant culture, delectable cuisine, welcoming locals, and breathtaking natural scenery, the country boasts a diverse range of offerings to cater to all interests. Here are just a few you won’t want to miss out on!

Stunning Beaches

The Philippines is home to some of the most beautiful beaches in the world. From laid-back, crystal-clear waters to vibrant nightlife scenes and everything in between, you’re sure to find something that will suit your tastes. Notable attractions are the stunningly beautiful islands of Siargao, Boracay, and Palawan, all of which were ranked first, second, and third, respectively, on Condé Nast Traveller’s list of Asia’s best islands in 2018 .

Adventure & Nature

The Philippines is a nature-lovers paradise, possessing a variety of breathtaking landscapes and diverse ecosystems. The country’s rainforests are home to some of the world’s most exotic plants and animals, while its mountains offer exciting trekking opportunities. Adventure seekers can also enjoy white-water rafting in the Cordilleras or explore some of the country’s many volcanoes including the perfectly cone-shaped Mayon Volcano in the region of Bicol, which is a UNESCO Biosphere Reserve.

Cultural Experiences

The Philippines is a melting pot of cultures, and its vibrant heritage can be experienced through its cuisine, music, art, and festivals. The country also features some of the most beautiful colonial architecture in the world, notably Vigan, a UNESCO World Heritage City and one of Asia’s best-preserved planned Spanish colonial towns. Additionally, the local people are warm and welcoming, and travellers often find themselves connecting with the locals for a truly authentic experience.

Tourism and the Philippine Economy

The travel and tourism industry is one of the major contributors to the Philippine economy. In 2019, the industry contributed a record 12.7% of the country’s GDP, amounting to PhP 2.48 trillion, a 10.8% increase over 2018. It is one of the largest service industries in the country in terms of gross revenue and foreign exchange earnings. It also employs millions of Filipinos, with an estimated 5.7 million people employed in the sector as of 2019. This makes it an incredibly important source of income for many local communities across the nation.

However, the COVID-19 pandemic has negatively impacted the industry in the past few years. Thousands of livelihoods were severely affected and many jobs were lost. In fact, in 2021, the sector was only able to contribute 5.2% to the country’s GDP. Tourism employment in 2021 also took a nosedive at an estimated 4.90 million, which, while higher than the 4.68 million recorded in 2020, is still significantly lower than pre-COVID numbers.

Challenges of the Philippine Tourism Sector

Covid-19 anxieties.

As mentioned, the recent pandemic has brought unprecedented challenges to the Philippine tourism sector. The industry has been one of the hardest-hit sectors, with a significant decline in international and domestic arrivals. As a result, businesses have suffered due to restrictions on travel, social distancing requirements, and a decrease in tourist spending.

In Standard Insights’ most recent Consumer Report Philippines 2023 , which surveyed over 1,000 Filipino respondents in November 2022, more than half of the population stated health & safety-related issues (53.6%) were their biggest worry about travelling in 2023.

Filipinos' Biggest Worry About Travelling in 2023

Interestingly, most Filipinos, specifically 76.6%, feel safe and secure travelling abroad despite the ongoing COVID-19 situation. Merely a minority of 6.2% expressed feeling insecure about international travel this year.

Filipinos' Level of Safety When Traveling Internationally With COVID-19

Airline Woes & Airfare Costs

Another major challenge facing the Philippine tourism sector is the limited number of air links between domestic and international destinations. For many years, the country has relied heavily on its domestic airlines to provide service to both local and foreign passengers. However, with a limited number of flights available, it can be difficult for tourists to visit multiple destinations within the same trip. The lack of direct routes from other countries also proves to be an obstacle for those hoping to travel to the Philippines for a holiday or business trip.

Adding to this challenge is the high cost of airfare that affects the Philippine tourism sector. The cost of oil prices has been rising steadily over the past few years, and the cost of airfare is one of the most affected areas due to this trend. Moreover, airfares in the Philippines tend to be higher than in other Asian countries due to taxes imposed by both local and international airlines as well as fuel costs that are often not included in ticket prices. This makes it difficult for budget travellers and those who are looking to save money on their trips.

Infrastructure

Another challenge facing the Philippine tourism sector is inadequate infrastructure and services such as hotels, transportation networks, and attractions available at tourist destinations across the country. Inadequate infrastructure often leads to overcrowding at major tourist spots during peak season and prevents visitors from enjoying all that each destination has to offer. Additionally, poor public transportation options make it difficult for travellers to explore beyond just their immediate area without having access to private transport such as cars or taxis.

Government Tourism Revival Efforts

The Philippine government has undertaken various measures to revive the tourism sector. In 2021, it launched the Tourism Response and Recovery Plan (TRRP) to help mitigate the impacts of COVID-19 on the industry and protect jobs, visitors, and communities by providing financial assistance for businesses and individuals in need. This allows support for the recovery of tourism enterprises and helps to rebuild confidence and growing demand in domestic and foreign markets. The plan also included an incentive program for domestic tourists, which was implemented in late 2021 and aimed to help revive local tourism by offering discounts on accommodations, food, and activities.

Moreover, starting in 2024, foreigners will be allowed to get tax refunds for purchases made in the Philippines as part of the government’s aim to attract more visitors. Value-added tax (VAT) , which is presently charged at a rate of 12% on goods consumed domestically, will eventually be refunded to international visitors on items they take out of the country.

Finally, the Philippines can be hopeful about the future of its tourism industry. In the previous year, the country welcomed 2.6 million visitors , surpassing its 2022 goal of 1.7 million arrivals. This achievement has encouraged the Department of Tourism (DOT) to set a new target of attracting 5 million foreign visitors in 2023, double the number from last year.

In recent years, the Philippine tourism industry has encountered a multitude of obstacles, particularly with health and safety concerns. In the aftermath of the pandemic, these issues continue to linger, with over half of the population expressing apprehension about travelling in 2023 due to the ongoing impact of COVID-19. Despite the challenges, the industry remains resilient and adaptable, implementing measures to ensure the safety and well-being of tourists and locals alike.

The government has also responded by launching various initiatives such as the Tourism Response and Recovery Plan to help revive the industry and promote domestic and international travel. By continuing to focus on strengthening infrastructure, encouraging domestic tourism, and offering attractive packages for foreign visitors, the Philippines is taking steps toward restoring its tourism sector to its former glory.

Unlock reliable market research in the Philippines with real and authentic consumer insights. Know the needs and preferences of the Filipino population to help you make well-informed decisions in this dynamic market landscape.

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Philippine Tourism: A Vibrant Fusion of Culture and Scenic Wonders essay

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The SDG Communicator

Stories and Advice to Engage Citizens for Sustainable Development

Save Our Spots! Calling for Responsible Tourism in the Philippines

This campaign engages visitors, businesses and locals to join forces in a bid for sustainable tourism.

The COVID-19 pandemic has kept people at home and brought an entire industry close to standstill. With vaccines rolling out, however, we can be sure that people will begin traveling again very soon. So what kind of tourism will we see? At its best, tourism promotes inter-cultural exchange and helps instil a sense of universal human community. At its worst, it can damage the environment and destroy local cultural traditions.

The Philippines, a rising star in East Asian tourism with 8.3 million tourist arrivals in 2019 , wants more of the better kind of tourism. The “Save Our Spots – S.O.S.” campaign reflects the sense of urgency that many locals felt in 2018 when they saw pictures of waste-littered beaches on their popular island paradise of Boracay. Authorities even had to close the beach in order to clean up .

The Philippines Department of Tourism (DOT) launched the campaign in late 2019 as an effort to educate people on how to be better travellers, and to convince them that sustainable behaviours can enhance their holiday experience.

The campaign shares 20 practical recommendations for tourists to apply throughout their trip: on preparation, on arrival and on site. There are “dos” like using oxybenzone-free sunblock or bringing refillable tumblers and “don’ts” like not touching wildlife or avoiding long showers. Prospective visitors will come across these colourful and engaging recommendations on the country’s official travel website philippines.travel . Meanwhile, on social media, tourists are encouraged to participate in the campaign themselves by downloading GIFs and garnishing their Instagram/Facebook stories with them.

Upon arrival and in transit, tourists will also come across three short videos designed specifically for airports, transport vessels, seaports and accommodation establishments. At first glance, these videos could be mistaken for tourism promotion, drawing viewers in with lavish images of spectacular landscapes and picturesque towns. However, the video’s “Small acts – big change” message quickly becomes clear when local celebrities explain what sustainable tourism is all about.

The SOS campaign has secured support from the national tourism industry, with travel agencies, hotels and tour operators helping multiply the message. For example, see how this tourism operator takes up the campaign . The DOT provides these stakeholders with information and promotional materials and encourages them to include the campaign in their staff training. The Department also offers its own training programmes, like this webinar on how to reduce single-use plastics in the hospitality sector .

The campaign received a lot of support and media attention in the Philippines, with many calling it a bayanihan initiative, a word that refers to a traditional kind of community spirit. Visitors and locals alike can regard their participation in the campaign as a voluntary effort for the common good. The campaign thus combines proven narratives like “We’re in this together!” and “Here’s how you can help!”.

S.O.S. reflects a general reorientation of the Philippines towards sustainable tourism, specified in the latest National Tourism Development Plan . The country’s Voluntary National Report of 2019 highlights the closure of Boracay Island as a starting point for wide-ranging efforts to restructure local tourism in a sustainable way. Indeed, “Save Our Spots” is part of an overarching campaign for sustainability called “More Fun Forever” .

Time will tell when tourists will begin visiting the Philippines and other destinations again. When they do so, campaigns like Save Our Spots will be of crucial importance. They represent hope for the future. They can help turn a devastating economic and social crisis into an opportunity to build more sustainable business models . SDG communications is well and truly core business for the COVID recovery.

This post is published in partnership with Engagement Global , a German service agency working on behalf of the Federal Ministry of Economic Cooperation and Development (BMZ) to engage civil society on issues of development co-operation.

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How does the Philippines envision tourism after the pandemic?

The Philippines | Tourism

Tourism played a central role in the Philippines’ economic development in the years leading to 2020, and an increasing emphasis on sustainability and responsibility underscores the sector’s importance for the years to come. While the popular island of Boracay has long drawn tourists, local authorities continue work to diversify destinations through the creation of tourism enterprise zones (TEZs). These endeavours, as well as those aimed at widening source markets, have laid the groundwork for an expanded yet more tailored offering.

Although the Covid-19 pandemic had a negative effect on the sector and the economy as a whole in 2020, policymakers and stakeholders are looking to adapt the sector’s offering and prioritise domestic tourism to support the national recovery. Enhanced health and safety measures have been implemented to align hotels, tourism sites and other services with the demands of the new normal. Meanwhile, a shift towards digitalisation and the use of technology to upskill the workforce are readying the sector for the future.

Structure & Oversight

The Department of Tourism (DOT) is the sector’s main regulator and also markets the Philippines as a destination via its overseas offices. While international arrivals were banned for much of 2020 due to Covid-19 restrictions, these branches are expected to be key to reviving international tourism once international restrictions are eased. Meanwhile, the Tourism Promotions Board (TPB) is responsible for designing promotions and marketing campaigns. In 2019 the TPB began new programmes to market alternative destinations such as Pampanga, Southern Cebu, Samar and the Bangsamoro Autonomous Region in Muslim Mindanao.

The Tourism Infrastructure and Enterprise Zone Authority (TIEZA) – which operates under the auspices of the DOT – works to drive investment in designated areas through fiscal and non-fiscal incentives such as six-year income tax holidays. Created in 2009, it also develops, manages and supervises tourism infrastructure projects, as well as designing, regulating and supervising TEZs. There are five TEZs: Bucas Grande, a 167.7-ha area in Socorro, Surigao del Norte; the Amorita Resort in Panglao, Bohol; Aton Land and Leisure in Negros Occidental; the Magikland Cultural Zone inside Aton Land and Leisure; and the King Dome Stadium in Davao. TIEZA is also looking to develop tourism clusters, with different areas of the country focusing on specific segments. “Clark could be an appealing destination for business and shopping tourists from China and other Asian markets, while remote islands can be attractive to European and other western markets,” Pocholo Paragas, COO of TIEZA, told OBG. “It is not possible to base all tourism on ecotourism; there has to be variety, and clusters are a promising way of facilitating diversification,” he added.

The DOT’s National Tourism Development Plan (NTDP) 2016-22 is the framework that guides the industry’s development. It aims to encourage sustainable and socially responsible tourism. It identified 20 tourism clusters around the country, each including priority tourism development areas. It was designed with the aim of almost doubling tourism revenue from P2.1trn ($41.8bn) in 2015 to P3.9trn ($77.6bn) in 2022, while also increasing the number of inbound visitors from 5.4m to 12m. “It is important to prioritise some products and services in order to reach the NTDP’s goals of improving access, developing the product and protecting the environment,” Aileen Clemente, chairman and president of travel service provider Rajah Travel, told OBG. The roadmap also aims to boost the sector’s competitiveness on a global scale. In 2019 the Philippines ranked 75th out of 140 countries in the World Economic Forum’s travel and tourism competitiveness index, up from 79th in 2017. It performed best on price competitiveness (24th), natural resources (36th), and human resources and the labour market (37th).

Visitor arrivals had steadily increased since the implementation of the NTDP’s baseline of 5.4m in 2015. The country welcomed 6m visitors in 2016, above the plan’s target of 5.9m, with 6.6m arriving the following year, above the targeted 6.5m. However, in 2018 visitor arrivals fell short of the targeted 7.4m, totalling 7.1m. This was largely attributed to the closure of Boracay, one of the country’s most popular destinations, between April and October in order to rehabilitate the island from the effects of unchecked development, overburdened wastewater facilities and overpopulation. Upon reopening, measures were put in place to prevent future damage, including a maximum allowance of tourists and workers, and strict environmental accreditation procedures. Arrivals bounced back in 2019, surpassing the NTDP’s target of 8.2m to reach almost 8.3m – a 15.2% increase. The Philippines’ most popular destination for foreign arrivals in 2019 was the newly reopened Boracay, which hosted 1.6m foreign guests, according to the DOT; followed by Cebu, with 1.4m; and Davao del Sur, with 1.3m.

Covid-19 was an understandable setback for the NTDP’s goal of 9.2m foreign visitors in 2020. In late March the country closed its borders to most foreign arrivals, with exceptions for the spouses of citizens, diplomats, airline crew and holders of certain special long-term visas. In the first seven months of 2020 arrivals dropped by 73%, from 4.9m to 1.3m. Pandemic-related lockdowns also imposed restrictions on business operations and domestic travel, limiting the potential for local travellers to make up for international visitors. Tourism revenue similarly fell by 72% year-on-year (y-oy) to P81bn ($1.6bn) as a result. While the country is expected to remain closed to most foreigners through mid-2021, in October 2020 the Inter-Agency Task Force for the Management of Emerging Infectious Diseases ordered a technical working group to review the ban on foreign arrivals. Exemptions and other issues remained under discussion as of late 2020.

Looking ahead, a July 2020 survey of around 250 businesses in tourism-related segments by PwC found that 79% of respondents were optimistic about a recovery by mid-2021, while 21% expected a longer time frame. PwC similarly forecast that international arrivals would bounce back in the medium term, from an estimated 3.9m in 2020 to 6.2m by 2024.

Hotel Infrastructure

As visitor arrivals grew over the 2010-19 period, hotel infrastructure expanded by an average of 2000 hotel rooms per year – with around 2800 rooms completed in 2018. While real estate consultancy Colliers initially expected 6870 new hotel rooms to come on-line between 2020 and 2022, for an average of 2300 rooms per year, this projection was revised downwards in light of the pandemic. Nonetheless, even after hotel room construction slowed to 375 rooms in the first half of 2020, the agency noted in August that it still expected 1725 rooms to enter the market by the end of the year.

Hotel performance similarly reflected rising visitor numbers, with the average hotel occupancy rate countrywide reaching 72% in 2019, before falling to 50% in April and May 2020 amid Covid-19-related restrictions ; full-year occupancy is expected to drop to 30%. Continued air transport disruptions are likely to affect the segment for some time, with Colliers forecasting occupancy rates will hover below 50% through 2021. Meanwhile, average daily room rates in Metro Manila are expected to fall by 30.4% from $79 in the second half of 2019 to $55 by the end of 2020.

Spending, Employment & Investment

The rise in visitors in recent years saw higher expenditure, with tourism spend reaching P3.7trn ($73.6bn) in 2019, up 12.1% from P3.3trn ($65.6bn) in 2018. Domestic tourists contributed the majority, at P3.1trn ($61.7bn), while foreign visitors spent P548.8bn ($10.9bn). These totals were considerably higher than the previous year, up 10.7% and 23.2%, respectively. Tourism revenue also rose, reaching a record $9.3bn, up 20.8% from $7.7bn in 2018. Higher levels of spending and revenue had a trickle-down effect, increasing the number of jobs in the sector from 5.4m to 5.7m, with 14% of employed Filipinos working in tourism-related industries.

Investors, in turn, were attracted to the burgeoning market. Investment from the private and public sector reached P663.2bn ($13.2bn) in 2019 – P569.1bn ($11.3bn) of which came from private investment and P94.1bn ($1.9bn) from the government – according to figures from the Philippine Statistics Authority. Government spending on tourism grew by 23.5% over the year, highlighting the sector’s importance to economic development. Indeed, tourism contributed 12.7% to GDP in 2019, up from 12.3% in 2018 and 11.7% in 2017. Tourism direct gross value added reached P2.5trn ($49.7bn), 10.8% above 2018’s figure of P2.2trn ($43.8bn).

Source Markets

Even as the number of travellers to the Philippines rose, the composition of visitors remained relatively consistent. South Korea has been the top source market since 2010, with nearly 2m visiting in 2019, comprising 24% of all tourists. These figures were up from 1.6m visitors and 22.7% of all arrivals in 2018. Visitors from China – the second-largest source market – also rose, from 1.3m in 2018 to over 1.7m in 2019, increasing from 17.6% to 21.1% of the total. Other major source markets are the US, with 1.1m visitors and 12.9% of the total, Japan (683,000, 8.3%) and Taiwan (327,000, 4%). Of the top-12 markets by volume, China was the fastest growing in 2019, with visitor numbers expanding by 38.6%, followed by Taiwan (35%), South Korea (22.5%) and Germany (12.7%).

Domestic Tourism

With an eye on reopening and recovery, in early September 2020 the government announced a gradual resumption of domestic tourism starting in October. “The year 2021 will be about local tourism,” Bernadette Romulo Puyat, secretary of tourism, told local press. Under the plan, domestic travel bubbles were created within specified regions to facilitate travel while adhering to health mandates. The popular island of Boracay, however, was opened to all domestic tourists, with travellers required to show a negative Covid-19 PCR test result and a confirmed booking with an accredited establishment. The government also encouraged Filipinos to take staycations in local hotels in some low-risk areas starting in May, gradually expanding to areas under general community quarantine (GCQ) – characterised by a lifting of the stay-at-home order, the resumption of limited public transport and the reopening of some establishments – in October. In mid-October it was also announced that some hotels in areas under GCQ, or the more relaxed modified GCQ, would be permitted to return to 100% operational capacity – subject to DOT approval and based on hotel compliance with safety guidelines.

Indeed, the volume of local tourists could even offset the loss of foreign tourists, according to a September 2020 report from the Asian Development Bank (ADB): around 8m Filipinos travelled abroad in 2018, exceeding the 7.1m international arrivals. In a positive sign for tourism players, 77% of 12,000 respondents to a DOT poll released in June reported a willingness to travel domestically upon the easing of restrictions. Participants stated a preference for destinations closer to home, although Boracay, Siargao and Baguio were also named as top destinations. With regard to priority tourism activities, beach trips ranked highest, selected by 69% of respondents as a likely reason for travel, followed by road trips (54%) and staycations (41%).

Health & Safety

Integral to the DOT’s efforts to reopen to both domestic and international tourists is ensuring health and safety; however, some hard-hit players have voiced concerns about their ability to finance the necessary changes to enable social distancing and enhance sanitation. To facilitate these alterations, in June 2020 the DOT and the Board of Investments (BOI) announced the approval of incentives to help entities upgrade and modernise tourism facilities to ensure the health of customers. Included in these incentives was a BOI-led, three-year income tax holiday, with the list of eligible project types including barriers and deionisers in transport, as well as the renovation of rooms and the installation of partitions, automatic doors and elevators, thermal scanners and ventilation in hotels. The DOT also issued new health-related guidelines for accommodation facilities, with protocols launched in late May for activities such as guest handling; housekeeping; food and beverage services; kitchen sanitation and disinfection; transport; and the treatment of symptomatic guests. In June the DOT and the Department of Trade and Industry issued recommendations for restaurants, such as advisories for delivery services, sanitation, and employee and customer health. As the country moved to reopen domestic tourism, in September the DOT issued rules for beaches and other island operations. Under the guidelines, visitors must present bookings at an accredited establishment upon arrival, with walk-in guests prohibited unless they are part of an organised day tour or present a return ticket for the same day.

The DOT worked to align its health-related protocols with international standards. In late September 2020 the World Travel & Tourism Council (WTTC) gave the department the SafeTravels Stamp, certifying it complied with global health standards. This enabled the DOT to grant the stamp, in turn, to hotels, airlines, restaurants, tour operators, attractions and transport that follow the WTTC’s health and safety protocols.

Government Assistance

In response to Covid-19, President Rodrigo Duterte signed the first national stimulus package, the Bayanihan to Heal as One Act, into law in late March. The legislation, supported with P275bn ($5.5bn) of funding, granted the president emergency powers to address the pandemic.

The Bayanihan to Recover as One Act, or Bayanihan 2, was signed by President Duterte in mid-September 2020 and provided a further P165.5bn ($3.3bn) to aid recovery. This package specified a P10bn ($198.9m) allocation for the tourism industry and micro-, small and medium-sized enterprises (MSMEs). MSMEs comprise around 99.9% of all accommodation and food service businesses, and will therefore be instrumental in the recovery of the tourism sector. Some P6bn ($119.3m) of this sum was designated for a loan programme: DOT-accredited MSMEs and businesses licensed by local government units will be prioritised for no-collateral, interest-free loans, payable in three years with a one-year grace period. P3bn ($59.7m) of the remaining assistance was earmarked for financial aid for displaced and unemployed tourism workers, with the remaining P1bn ($19.9m) for road infrastructure improvements.

The DOT has altered its marketing strategies to reflect the new reality. In April 2020 it launched the Travel from Home campaign, encouraging potential travellers to explore destinations virtually – including virtual backgrounds of top travel spots for video calls. The following month, it launched the Wake Up in the Philippines campaign, featuring videos from all 16 regions, 360-degree underwater virtual tours and instructional cooking videos from well-known Filipino chefs, to continue the promotion of local destinations. These campaigns followed the relaunch of It’s More Fun in the Philippines in 2019, which crowdsourced photos and videos to promote new travel destinations and highlight the importance of sustainable tourism.

Like much of the economy, the pandemic prompted the tourism industry to digitalise. In addition to marketing and online expos embracing trends like virtual meetings, in September 2020 the DOT digitalised its accreditation system, which certifies that enterprises adhere to minimum standards and environmental regulations. The portal handles accreditation requests, contactless transactions and government services, and features real-time application status notifications and online payments. The gateway aims to ease the burden on MSMEs, which often lack the resources of larger companies. There were 10,042 accredited tourism enterprises by mid-September, marking a 32.4% increase y-o-y, according to the DOT.

Technology is also being used to upskill tourism workers to enable them to capitalise on post-pandemic opportunities. In April the DOT launched an online training programme to help stakeholders manage pandemic-related challenges, aiming to enhance the quality of tourist services by analysing previous performance and unlocking the full potential of human capital.

Technology has also been used in the meetings, incentives, conferences and exhibitions (MICE) segment. In late September 2020 the 19th Philippine Travel Exchange was held virtually, with 161 Filipino tourism service providers, 124 customers and 350 delegates in attendance. Participants from Africa, Europe and South America, as well as players from the region, signed into the online platform to generate P4.5m ($89,500) worth of future bookings. Highlighting the importance of the segment, in July the DOT announced it would allow MICE events in certain areas, at 50% capacity, with safety measures such as distanced seating, wide aisles and pre-packaged individual meals.

While 2020 proved to be a challenging year for tourism, the Philippines’ push to encourage domestic travel and staycations could provide a short-term cushion. Meanwhile, efforts to improve infrastructure and adjust to the new normal are readying hotels, tour operators and other service providers for the eventual return of international guests, expected in 2021.

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Tourism in the Philippine Society: Conclusions and Looking Forward

First Online: 07 October 2022

Cite this chapter

Richard S. Aquino 5 &
Brooke A. Porter 6 , 7

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This edited book uncovered some of the contemporary tourism issues in the Philippines, explored through the perspectives of communities, hosts, tourists (local and foreign), and Filipino scholars. This concluding chapter revisits the contributions from each chapter organized through thematic analysis. Particularly, key findings from the contributions are discussed as they inform two broad themes, namely, the tourism orientation of hosts and guests’ orientation of the Philippines . Implications for furthering knowledge of tourism within the context of Filipino society are outlined.

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Aquino, R.S., Porter, B.A. (2022). Tourism in the Philippine Society: Conclusions and Looking Forward. In: Aquino, R.S., Porter, B.A. (eds) Tourism in the Philippines. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-19-4013-2_10

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Rebooting Philippine Tourism from the COVID-19 Pandemic

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.

Introduction

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.

Photo credit: https://bit.ly/3ag2GUz

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 ( https://www.youtube.com/watch?v=Zq-Co_DWg8E ) 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).

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 ( https://www.youtube.com/watch?v=3kNhIZqy92I ) 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. https://news.cgtn.com/news/2020-05-02/Philippines-Q1-tourism-revenue-dips-35-due-to-COVID-19-Q9MV8ZEnW8/index.html
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. https://guidetothephilippines.ph/ph-travel-survey .
Experience Philippines. (2020, May). How Filipinos view traveling after COVID-19 flattens? https://www.experience.ph/poll-how-filipinos-view-traveling-after-covid-19-flattens/ .
Filinvest Hospitality Corporation and Chroma Hospitality Inc. (2020, June). Domestic travel sentiment survey. https://indd.adobe.com/view/30521fd3-30fa-4ba2-b165-919e100569c3?fbclid=IwAR05IrayFDrJfKvoCfq5CDyzxcdawAra34OO_NuRXAidwU-JzXtcmYAsuO0 .
Tajara Hospitality and Horwath HTL. (2020, April). Hotel sentiment survey 2020 (Impact of COVID-19). https://cdn.horwathhtl.com/wp-content/uploads/sites/2/2020/04/Sentiment-Survey_Philippines_Hotels_Covid-Impact.pdf .
TwoEco, Inc. (2020). Philippine tourism after the pandemic. https://drive.google.com/file/d/1jw57pIvX0fh7l1y739HGk46COUOpRNFI/view.
Philippine Statistics Authority (PSA). (2020). Contribution of Tourism to the Philippine Economy is 12.7 percent in 2018. https://psa.gov.ph/content/contribution-tourism-philippine-economy-127-percent-2018
PwC Philippines. (2020, July). Impact of COVID-19 on the Philippine tourism indusry. https://www.pwc.com/ph/en/publications/tourism-pwc-philippines/tourism-covid-19.html .
United Nations World Tourism Organization (UNWTO). (2020). International Tourist Numbers could fall 60-80% in 2020. https://www.unwto.org/news/covid-19-international-tourist-numbers-could-fall-60-80-in-2020

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Couple at a white sand beach in Coron, Palawan, Philippines

13 Reasons Why You Should Travel to The Philippines Now

1. Summer Weather in the Philippines Almost All-Year

2. friendly and warm filipinos, 3. budget-friendly destination, 4. philippine beaches and islands, 5. natural wonders unique to the philippines, 6. colorful and fun philippine festivals, 7. delicious filipino cuisine, 8. incredible diving and snorkeling spots, 9. exciting outdoor adventures, 10. encounter wild and rare animals, 11. unique philippine transportation: jeepney, 12. preserved history of the philippines, 13. fun nightlife with filipinos.

Female traveler on a boat in Palawan, Philippines

Before deciding where to spend your next vacation, be sure to read our top 13 reasons why visit the Philippines. Learn about what makes the Philippines unique and what makes visitors return and explore more of this tropical getaway.

The Philippines is an archipelago found in Southeast Asia comprised of more than 7,000 islands dotting the Pacific Ocean. Thanks to the geographical features of the Philippines , the country is gifted with stretches of pristine white sand beaches surrounded by crystal-clear waters.

In fact, several Philippine islands and beaches, like Boracay , Palawan , and Siargao , have been consistently named as the best in the world by major travel publications.

But there’s more to the Philippines than just being an idyllic tropical destination for island-hopping getaways and beach adventures .

Explore the widest selections of Philippine tours and best Philippines tour packages for your trip
See destinations for solo travel in the Philippines
Read our article on the best golf courses in the Philippines

The Philippines is also home to world-renowned natural wonders like an underground river and rice terraces, incredible diving spots rich in biodiversity, colorful public transportation in the Philippines , unique cuisine , vibrant festivals that showcase its colorful culture, and friendly locals regarded as some of the happiest in the world.

The country's official tourism slogan is “It’s More Fun in the Philippines” because whatever type of travel adventure you’re looking for, you’re bound to discover a fun experience in the Philippines. Read on to find out why visit the Philippines and why it deserves to be on top of your travel bucket list:

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Coconut trees in a Siargao beach in the Philippines

If you want to escape winter, a trip to the Philippines is a must. As a tropical country, the Philippines only has two seasons: dry and rainy seasons.

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The dry season covers November to May, while the rainy season is usually from June until October. It’s still sunny and warm during the rainy months, except when there's a typhoon warning in the area. You can still enjoy outdoor and indoor rainy season activities in the Philippines like surfing, waterfalls tours, river adventures, food tours and more, with cancellations only necessary when there’s a typhoon.

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The warmest months are during the Philippines' summer season, covering March, April, and May. January and February are ideal months for travel as the sun shines on, but the weather is cooler overall. Island and beach destinations in the Philippines, such as Boracay, Palawan, and Cebu , are best enjoyed during the dry season.

Smiling Filipina in Sinulog Festival, Cebu, Philippines

Aside from the Philippines' picturesque spots, the Filipinos' warmth and hospitality is a reason itself for you to visit the country. In fact, the Philippines often rank as the friendliest country in Asia . The moment your plane lands here, you will be greeted with the genuine and loving smiles of Pinoys.

Find unique cultural experiences that you can try in the Philippines

Filipinos are very proud of the beauty of their country and their culture. That’s why when they meet travelers who are visiting the country, the locals will go out of their way to help you experience this. Filipinos acting like tour guides come naturally, from teaching you local words to pointing out the best places to visit or delicacies to try.

Communicating with locals is not a problem. English is one of the Philippines' official languages, and most Filipinos speak and understand it.

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Filipinos are very hospitable too. The concept of the "extended family" is an important aspect of their culture. If you have Filipino friends who invite you to their home, they will treat you like you’re a part of their family. Don't be surprised if they regularly prepare a feast of home-cooked Filipino food for you.

This reason alone will make you feel like the Philippines is your home away from home. Check out this video by the country’s Department of Tourism that showcases the warmth of the Filipino:

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Habal-Habal, a local transportation in the Philippines

Cost is one of the major considerations of a traveler. Good thing, traveling in the Philippines is very affordable. For example, there are plenty of day tours that just cost around PHP1000 (USD20).

You will find that there’s a lot of cheap accommodation options for you in the Philippines as well: from dorm-type hostels to bed and breakfast homestays that are both perfect for budget-conscious travelers. For those looking for a better value, resorts also come in a whole spectrum of pricing. Oftentimes, package deals can be found if you know where to look. You will also have plenty of option when planning a Philippines staycation .

Check our article on the best private resorts near Manila
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See our picks of the top affordable resorts near Manila

Food in the Philippines is cheap too. For roughly around PHP100-150(USD2-3), you will find yourself a decent breakfast place that offers classic Filipino food with coffee. The same goes for your lunch and dinner.

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Even alcohol is cheap, so you can have a fun nightlife while traveling without breaking the bank. Local transportation doesn’t cost much as well, and you might find them a lot cheaper if you’re traveling with a group so that you can divide the costs.

Chicken inasal with rice in the Philippines

Services, such as spa treatments, haircuts, massages, and fine dining are also relatively cheaper in the Philippines, even those from the top wellness resorts in the Philippines . Make sure to pack these into your itinerary when visiting.

If you’re lucky, you might have some money left after your trip that you can use to buy unique locally-made souvenirs in the Philippines.

Island hopping in El Nido, Palawan, Philippines

The Philippines consistently tops the best beaches and islands lists in the world by international publications. With over 7,000 islands and white sand beaches that stretch from coast to coast, you can’t deny the fact that the Philippines is gifted with the magic of nature’s wonder. It's no surprise many couples choose to have their honeymoon in the Philippines for vacation packages for couples and enjoy island hopping in the Philippines .

Browse our list of the best beaches in the Philippines

You will not run out of islands to visit in the Philippines. The majority of these best islands in the Philippines are untouched by modernities, offering travelers their much-needed break from the hustle and bustle of life. There are also many beach resorts in the Philippines that will give you the best ocean and sunset views.

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The Philippines is home to the most beautiful islands globally, including Boracay, Palawan, and Siargao. Boracay, one of the best tourist spots in Visayas and also one of the best places to visit in the Philippines , is home to the White Beach, a long stretch of powdery white sand where you can enjoy water activities including Boracay helmet diving aside from enjoying the sunset views that you can visit by booking Manila to Boracay packages . You will also have plenty of options for 5-star hotels in the Philippines .

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Two towns in Palawan are always included in travelers' must-visit list: El Nido and Coron, both home to pristine islands with majestic towering limestone rock formations that you can visit with El Nido island hopping packages or El Nido tours and El Nido tour package and Coron island-hopping trips included in Coron tour packages .

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On the other hand, Siargao, a must-visit Mindanao tourist spot , is fast becoming a hub for surfers and beach lovers and features untouched islands that you can visit by joining a Siargao island-hopping adventure and booking Siargao tour packages . Aside from surfing in Siargao , it is also a popular destination for workation or to book extended stay in hotels .

Check out our list for the best honeymoon resorts in the Philippines
Find hotels and resorts in El Nido and Coron resorts

If you're staying in the Philippine capital of Manila, beaches are around 2 hours away when you go to the beach resorts in Batangas . There are also countless beach resorts near Manila . You can rent a car in Manila for a hassle-free vacation.

Underground River in Puerto Princesa, Palawan, Philippines

The Philippines is blessed with unique natural wonders and these are some of the best places to visit in the Philippines . Be in awe when you do the Puerto Princesa Underground River tour , which will take you to the Puerto Princesa Subterranean River National Park.

It’s the longest navigable underground river globally and is both a UNESCO World Heritage Site and one of the New 7 Wonders of Nature. The Puerto Princesa Underground River features an underground river cave system with impressive stalactites and stalagmites formations and one of the best caves in the Philippines .

Check other Palawan experiences aside from the Underground River
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The Philippines is also home to the Chocolate Hills in Bohol , thousands of hills that look like giant chocolate Kisses (like the chocolate brand). Chocolate Hills in Bohol actually resulted from coral deposits through rain and erosion. Check out our Bohol hotel and tour package for an all inclusive trip.

Check out our list of the best farm stay resorts in the Philippines to experience agritourism in the Philippines

If you want to see the mounds in their brown color, it is best to go on Chocolate Hills tours during the dry season of November to May. They turn green during the rainy season of June to October.

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Rice Terraces in Cordillera Region, Philippines

If you’ve ever wondered what it was like to live back when modernization hasn’t taken place in the Philippines yet, a trip to the Cordilleras in North Luzon will give you an idea. You will see the Rice Terraces of the Ifugao, an indigenous group of people living in the Cordillera mountains.

This spectacular mountain landscape with terrace after terrace of man-made rice fields dates back to pre-colonial Philippines and is considered a repository of Philippine culture, tradition, and craftsmanship and is one of the must-visit Luzon tourist spots .

Explore North Luzon with activities in Benguet

The waterfalls in the Philippines are also an enchanting sight. You can explore some of the Philippines' best waterfalls by joining tours to Kawasan Falls in Cebu, Pagsanjan Falls in Pangasinan, and Bomod-ok Falls in Sagada.

Find more waterfall excursions for your trip.

Other natural wonders in the Philippines include the Taal Volcano in Batangas, the smallest active volcano globally, and Mayon Volcano in Legazpi City of Albay province , which has the world’s most perfect cone.

Plan your trip with this detailed travel guide to the Philippines with a sample itinerary, the best time to go, how to get around, and top things to do.

Filipinos sure know how to throw a street party, and they do it in colors and full costumes. Festivals in the Philippines are some of the most joyous, fun, and loud in Asia. Make sure to have your camera ready to snap the wildest smiles and happy faces.

Festivals (or fiestas ) in the Philippines are either religious, historical, or cultural. Religious festivals honor Roman Catholic figures, historical festivals celebrate significant events, while cultural festivals celebrate a bountiful harvest or promote products.

One of the religious festivals includes Ati-Atihan Festival celebrated in Kalibo, Aklan, every January in honor of the Santo Niño (Child Jesus). Watch performers with extravagant costumes and celebrate with the locals as they anticipate the parade and go crazy over food stalls and a lot of street dancing.

Check Aklan tours that you can add to your Ati-Atihan Festival itinerary

Yet another much-awaited festival every January is the Sinulog Festival in Cebu , also in honor of the Santo Niño, which attracts millions of festival-goers.

The annual Grand Street Parade features street performers doing the Sinulog Festival Dance while clad in colorful costumes. You'll be treated to a fireworks display and get to join street parties that will make you feel like you’re a part of one big community.

Find Cebu trips and experiences that you can add to your Sinulog Festival itinerary
Discover hotels in Cebu City, Lapu-Lapu , Mandaue , Cordova , and Talisay

Sinulog Festival in Cebu, in honor of the Santo Niño

Filipinos’ love for merrymaking is also evident in the Panagbenga Festival, the pride of Baguio City . If you love flowers or gardening, this one is a must-see. Check out our Baguio hotel promo package for the best deal.

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Panagbenga Festival is an annual flower festival celebrated every February featuring life-sized floats that come in all shapes and sizes, all made with real flowers!

Check out tours in Baguio and read up on Baguio tourist spots for your Panagbenga Festival trip.
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If there’s one thing to describe the Philippines that will set it apart from neighboring Asian countries , it’s being the melting pot of different cultures having been colonized by Spain, the US, and even Japan.

Not only that, the Philippines has deep ties to the Malays and the Chinese. This rich history and diverse cultural influence is evident in Filipino cuisine , which is unique to its neighbors.

Find Filipino food trips for your vacation in the Philippines

Despite having food that has either taken its roots from another culture or has been recreated to fit the Filipino taste, the Philippines has still successfully carved its own space in the gastronomic scene.

Some most notable Filipino foods include adobo, chicken or pork meat cooked in soy sauce and vinegar, and lechon or roasted whole pig, which the late Anthony Bourdain swore by as the best pig he has ever tried.

There's also balut (duck embryo), a Filipino street food perfect for those who like trying exotic dishes, and halo-halo, a famous summer staple with crushed ice, milk, and sweetened fruits.

Halo-halo ice dessert in the Philippines

Your trip to the Philippines won’t be complete without feasting on fresh (but really affordable!) seafood. If you can’t get enough fresh crabs, shrimps, and other tasty seafood dishes, do a food tour in Roxas City in Capiz, the Philippines' Seafood Capital.

Want to taste the sweetest mangoes? Add a Guimaras Island day exploration to your itinerary.

Island-hopping in the Philippines usually includes lunch in one of the islands, served boodle-fight style with freshly-cooked seafood and tasty tropical fruits.

For another culinary destination, join Pampanga trips , the Philippines' Culinary Capital, which is just a few hours away from Manila .

Discover hotels in Pampanga

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Diving spots in the Philippines offer an underwater experience like no other. In 2006, a team of marine conservationists declared the Philippines as the geographic center of marine biodiversity in the world. You will find that the Philippines is more than just its beaches and islands; it’s also a paradise for underwater life.

Palawan is home to Tubbataha Reef diving , a UNESCO World Heritage Site , which boasts more than half of all known corals. Here you will find yourself swimming with turtles, black and white-tip reef sharks, and manta rays, among others, and admiring the beautiful corals under the water.

Check diving tours in the Philippines . including learn to dive and fun dive for certified drivers
Read our guide on diving in Coron

Sardine run in Moalboal, Cebu, Philippines

Cebu prides itself on diving spots that are at par with the world’s best. You can visit Cebu's Moalboal sardine run , where you can do the sardine run experience and swim with millions of sardines.

See our popular Philippine Scuba Diving Packages & Courses

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Another renowned diving spot in Cebu is diving in Malapascua , where thresher sharks are more commonly seen. Other species you’re sure to see in Cebu diving spots are lionfish, batfish, tunas, and many more when you book a Cebu tour package .

Also located in Visayas is the diving spot called Apo Island Dumaguete where you can swim with giant sea turtles.

Another worth checking out is the diving package in Anilao , Batangas, only hours away from Manila. Diving in Anilao is perfect for travelers who have limited time to explore diving spots in other islands or provinces and are looking for scuba diving holidays for beginners . Another spot near Manila is diving in Puerto Galera located in Mindoro. Puerto Galera diving spots are known for incredible marine life because of its location in the heart of the Coral Triangle.

The Philippines has a wide range of picturesque mountains and trails for hiking adventures that you can choose from, and they all come in different sizes. So whether you’re a beginner or a pro, hiking in the Philippines will be a great adventure for you. One thing is sure, you will be rewarded with beautiful sceneries, may it be a sea of clouds, picturesque landscapes, or even majestic waterfalls.

Read our article on travel insurance in the Philippines

Some of the must-try hiking tours include the Mount Pulag hike in North Luzon, Mount Pinatubo day hike in Tarlac with 4x4 trail ride, Mount Pico de Loro hiking tour in Batangas, and the highest in the country, Mount Apo in Davao .

Wherever you are in the country, there is surely at least one mountain to hike.

Mt. Pinatubo 4x4 trail ride in Tarlac, Philippines

The country also doesn’t run out of exciting and adrenaline-pumping watersports that are also the best places in the Philippines for family vacation . Join the fun canyoneering in Cebu , white water rafting tour in Cagayan de Oro , and parasailing in Boracay .

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There’s absolutely no reason for you to stay indoors and not enjoy these activities outside when in the Philippines. Even more perfect is if you get to share the thrill with your friends or fellow travelers.

Loboc River Cruise in Bohol, Philippines

If you’re an advocate of ecotourism, the Philippines offers experiences tailored to fit just for you. You can avail yourself of eco-friendly tours in Batanes , Bohol, Palawan, Camiguin , and Cebu.

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The Philippines is rich in biodiversity and is home to many unique animals. One of these is the Philippine tarsier, which is one of the smallest primates in the world. These nocturnal creatures have distinct big eyes and can be found in Bohol province. You can also visit the Abatan River in Bohol, which is home to some of the rarest fireflies in the Philippines and in the world.

The Philippines is also rich in marine biodiversity, which makes it one of the best diving destinations in the world. The sardine run in Moalboal and diving with thresher sharks in Malapascua are some underwater experiences you can book.

A once-in-a-lifetime experience is swimming with whale sharks (locally known as butandings). Oslob in Cebu province and Donsol in Bicol province are destinations known for this experience. It's best to experience them in their natural migratory route, where you can see and swim with them at a safe distance to reduce the stress to these giant gentle creatures.

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Another beautiful creature not to miss when visiting the Philippines is the majestic Philippine Eagle, its national bird.

It’s one of the largest and rarest eagles, and you can visit them Davao’s Philippine Eagle Center when you join a Davao City trip , a must-add to a Davao itinerary .

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Once you arrive in Philippine airports , you’ll notice colorful vehicles plying Manila's roads and other busy centers in the country. These are called jeepneys or jeep and are unique to the Philippines as one of the main local public transportation. The fare is quite cheap too.

Riding a jeepney is considered by many travelers as a must-do when in the Philippines because of the local and cultural immersion.

Jeepneys are usually painted in loud colors, with their route plastered in front of it. Take note of local words like “para” (stop) and “bayad po” (here’s my payment) if you’re riding a jeepney.

The Filipinos’ culture of being helpful is also reflected as they help one another transfer payment to the driver, especially if you’re seated right at the door of the jeep.

Another interesting transportation mode is the Philippines’ version of a motorized rickshaw known as the tricycle or trike. This is similar to Thailand’s tuk-tuk, only it is a motorbike with a sidecar attached to it.

There’s another version of the tricycle which uses a bicycle; the locals call it pedicab. These two vehicles are meant for shorter drives and are usually found in provinces with narrow roads and fewer jeepneys.

Make sure to take a photo of yourself as you experience these unique transport vehicles because no trip to the Philippines is complete without riding like a local. Some places in the Philippines are best explored through tricycle transport tours for a more rugged travel experience.

Baluarte de San Diego in Intramuros, Manila

The best way to get to know one place is to understand its history, and the Philippines has its fair share of stories as it played many roles in the history of the world.

Learn about the Philippines’ historical and heritage tours and experiences from the precolonial period to the Spanish, American, and Japanese occupations to find out about the events that shaped the country into what it is today.

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Private tour to bohol island's chocolate hills & tarsier monkey sanctuary, private tour to bohol island's chocolate hills with lunch on a river boat cruise & transfers, bike tour around intramuros old town in manila city.

The Walled City, Intramuros, is a gem situated right at the heart of the Philippines' capital — Manila. It was built starting in 1521 and was the seat of power in the Philippines during the Spanish era and houses some of the most important architectural landmarks in the Philippines .

As you walk around Intramuros, you will see the proof of Filipino resilience embedded in each ruin.

Ride around Intramuros on a bamboo bike ride with a guide or a horse-drawn carriage tour , and you will find some of the best repositories of the past, including two of the oldest churches in the Philippines: San Agustin Church and Manila Cathedral.

Binondo Chinatown in Manila, Philippines

One of the best Intramuros escapades is a trip to Fort Santiago in Manila, a magnificent Hispanic stone fortress that houses Philippines museums .

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Manila intramuros shared half-day walking tour with guide, manila intramuros half-day shared walking tour with guide.

Another must-see is the Rizal Shrine, which pays tribute to the Philippines’ national hero from the Spanish era, Jose Rizal.

Nearby is the oldest Chinatown in the world, Binondo, where you can do a Binondo day trip and feast on tasty Chinese dishes.

Ruins of Corregidor Island in Cavite, Philippines

Learn about the Philippines’ history when in Manila with tours to the National Museum Complex
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Another must-try for history buffs is a tour of Corregidor Island, where you will find ruined buildings and tunnels, all reflections of the past, including the tragic Bataan Death March during the American-Japanese War.

Calle Crisologo in Vigan, Ilocos Sur, Philippines

For a more vibrant experience, join Calle Crisologo trips located at the New7Wonders Cities of Vigan , Ilocos Sur, with well-preserved Spanish-era cobble-stone streets and houses. Check out our guide on how to create an Ilocos itinerary to explore more of this region.

See our popular Vigan Tours and Activities

Sightseeing tour of vigan city with horse-drawn carriage & transfers, fun 3-day ilocos shared package from manila to pagudpud, la union & vigan with hotel, fascinating 7-day history, heritage & nature tour package to laoag, pagudpud & vigan ilocos.

If you are interested in digging deeper into Philippine history beyond the colonial era, joining the Tabon Cave exploration in Palawan is necessary. It’s known as the Cradle of Philippine Civilization because of the significant archaeological artifacts found here.

Live music at a nightclub in the Philippines

As one of the happiest people globally , Filipinos know how to throw the best parties, be it in the city or the pristine white sand beaches and islands.

Want a beach party under the stars? Head over to the island of Boracay, where you can do a pub crawl or enjoy the famed Boracay nightlife . Do you like partying while overlooking the city scrapers? Check out the bars in Bonifacio Global City (BGC), Taguig.

Are you more into hip speakeasies and laid-back bars? Visit Poblacion, Makati’s strip of nightclubs and bars. Whether you like your parties loud or low-key, Filipinos sure know how to do it.

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Read up on things to do in Makati

Discover for Yourself Why It’s More Fun in the Philippines

The Philippines as a travel destination isn’t just about its beautiful beaches and islands. It marries everything a traveler is looking for: culture, history, natural landscape, and most importantly, people. You will not run out of things to do, and you will not get tired of exploring something new.

Wherever you go, no matter how long you’ve got, the Philippines has a lot to offer, and you won’t even have to spend that much. As long as you know where to go and how to live like a local, it will feel like home. Read our article on the best cars to rent for a road trip in the Philippines if you want to explore on your own.

Don’t think twice about whether it’s worth booking a trip to the Philippines: it surely is, and you will most likely find yourself looking forward to your next trip here again.

Start planning your trip, check out the best Philippines tours packages , and read up on Philippine travel guides for the best adventure you’ll ever have. If you want to indulge during your trip, book a stay at one of the luxury hotels in the Philippines or try glamping in the Philippines .

Book the best Philippines guided tours with Guide to the Philippines, the leading Philippines travel agency and travel booking website for hassle-free online trip booking services. Check out our best Philippines tour packages , Philippines vacation packages all inclusive , and honeymoon package to top destinations like Boracay, Siargao, Cebu, Bohol, and more top tourist destination in the Philippines and find out why visit the Philippines is a must, especially for beach lovers.

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After COVID-19, How do We Bring Tourism Back Better?

Tourism operators across Asia and the Pacific like Koroseta Legalo (pictured), a hotel owner in Samoa, have largely ground to a halt due to COVID-19. While this has crippled an industry worth more than $500 billion to the region, it is also providing the opportunity to consider how the industry can eventually reboot in ways that are more sustainable to the natural environment and bring equitable benefits to communities.

Article | 05 June 2020 Read time: 4 mins

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By Sanya Grover, SDCC Intern

The almost complete suspension of international travel has been one of the major elements of the quarantines introduced during the coronavirus disease (COVID-19) pandemic. While this has brought misery for those who love to travel, it’s brought decimation for airlines, hotels, and tourism operators. The UNWTO has estimated that Asia and the Pacific’s tourism industry felt the largest negative impact from COVID-19, with tourist arrivals down almost 33 million in the first trimester of 2020. The International Labour Organization has called the impact “devastating.”

Then, there are the environmental impacts. The pandemic has put rural areas under pressure from changed land use, loss of biodiversity, and illegal poaching activities. Fishing, mining, deforestation, and other illegal nature-based activities are on the rise. With the pandemic stretching hospital resources, biomedical waste is also increasing, as is the use of single-use plastics for things like food, drinks, and deliveries.

With quarantines easing and flight schedules reforming, tourism is showing signs of returning. But for the industry to return as a force for good for both the economy and the environment, we cannot return to business as usual. Here are four key recovery priorities for the tourism sector:

1. Local tourism

When tourism resumes, domestic travel will be the focus, putting destinations under the dangers of mass tourism, in which the number of incoming tourists exceeds a destination’s capacity to hold them. Viet Nam will be the first country in South East Asia to resume domestic travel, with discounted packages and promotions aimed at building demand. Other countries are also focusing on a few prime locations for attracting tourists. Rebuilding the tourism sector and providing tourists with rewarding experiences must be done by exploring alternatives to mass tourism, such as sustainable rural tourism, nature tourism, and theme-based circuit tourism.

2. Ecological protection

Unguarded protected areas and the diverted attention of governments has led to a rise in nature-based crime. With the decline in wildlife tourism, revenue streams for conservation have also dried up. Stringent laws for biodiversity protection and illegal activities are needed. To protect the ecological balance from tourism, governments can consider: increased focus and investment in capacity building and training; inclusion of sustainability taxes for tourists; protecting sensitive community and Indigenous People’s areas from exploitation; and including scientific frameworks for policy formulation.

3. Improved infrastructure

Infrastructure for waste management needs to be improved and all public places must have provisions for the safe disposal of bio-medical waste. Increasing access to clean water and sanitation services, along with the promotion of good hygiene practices like hand washing, would also help to stop the spread of communicable diseases. Incentives must also be made to internet service providers to improve connectivity in tourist destinations.

4. Rethinking flying

Tax reforms must be done, with consideration of tax levies for frequent flyers. Many aviation companies are nearing bankruptcy, leading to an increased demand for government bailouts. However, this funding must come with conditions prioritizing environmental improvements. In France, for example, a €7 billion bailout for Air France came with the requirement for it to become the “greenest airline in the world.” Other steps can include retiring inefficient aircraft, reducing the number of flights while demand is low, and providing carbon efficiency information for flyers.

Taken together, these strategies can help ensure that policy decisions are informed by careful and scientific formulations. Protecting the key assets of a region—the very reason for tourist arrivals—is a fundamental pillar of any recovery, ensuring we don’t solve one problem by creating another. When planned and implemented strategically, tourism as a sector can match up to its potential of being a driver of social, economic, and environmental welfare.

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Tourism In The Philippiness Free Essay Example
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This page of the essay has 2,365 words. 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 ...
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The Philippines is home to some of the most beautiful natural wonders in the world. The country has over 7,000 islands, each with its own unique landscape. Some of the most popular tourist destinations include Boracay, Palawan, and Bohol. These islands are known for their white-sand beaches, crystal-clear waters, and lush rainforests.
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2. Stay at eco-friendly hotels and resorts in the Philippines. Photo by El Nido Resorts group. Your choice of accommodations is also another way how to practice sustainable tourism. Staying at some of the best eco-friendly resorts in the Philippines allows you to reduce your carbon footprint when traveling.
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Essay, Pages 5 (1007 words) Views. 50025. The focus of my thesis revolves around the captivating allure of the "It's more fun in the Philippines" campaign slogan, a phrase that has echoed among tourists, sparking curiosity about the reasons behind its resonance. If you haven't been to the Philippines, you might wonder what makes it so enjoyable.
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Tourism played a central role in the Philippines' economic development in the years leading to 2020, and an increasing emphasis on sustainability and responsibility underscores the sector's importance for the years to come. While the popular island of Boracay has long drawn tourists, local authorities continue work to diversify destinations through the creation of
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Abstract. Tourism plays a significant role in the Philippines' socio-economic development. However, an array of management issues persists in achieving the desired sustainable and inclusive development of the tourism industry in the country. This edited book uncovered some of these contemporary tourism management issues organized under broad ...
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This edited book uncovered some of the contemporary tourism issues in the Philippines, explored through the perspectives of communities, hosts, tourists (local and foreign), and Filipino scholars. This concluding chapter revisits the contributions from each chapter organized through thematic analysis. Particularly, key findings from the ...
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Here are four key recovery priorities for the tourism sector: 1. Local tourism. When tourism resumes, domestic travel will be the focus, putting destinations under the dangers of mass tourism, in which the number of incoming tourists exceeds a destination's capacity to hold them. Viet Nam will be the first country in South East Asia to resume ...
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Tourism in the Philippines: Exploring Opportunities and Overcoming Challenges

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Tourism and the Philippine Economy

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