PHILIPPINE tourism performed better than expected in 2011 despite some shakeups such as the devastating typhoons, the initiation of the draft of the country’s branding that drew strong public flak, the lingering effects of the hostage-taking of Hong Kong tourists, advisories/warnings of different embassies claiming that the country is not a safe place to visit and the replacement of then Secretary Alberto A. Lim by advertising top gun Ramon Jimenez.
Despite all of these, the Department of Tourism (DOT) said that year 2011 performed much better with an increase of 11.96 per cent or 3,185,866 tourist arrivals to the Philippines from January to October, compared to the 2,845,573 posted in 2010 within a 10-month period.
The month of July produced the biggest arrivals with 360,784 while the month of February posted the highest growth at 18.52 percent or 318,902 which augured well for the tourism industry by consistently recording positive growth on a month-to-month basis.
The East Asian region recorded 1,511,389 visitors which is higher over the 2010 volume of 1,283,965 arrivals with China, Korea and Japan belonging under this region accounting for 1,511,389 arrivals.
The North American region sent over a total volume of 604,226 this year compared to the 270,409 of 2010 total volume.
The DOT said this region registered a growth of 5.03 per cent vis-à-vis its output of 575,295 arrivals in 2010.
The agency also said that the Association of Southeast Asian Nations (ASEAN) region is the third biggest contributor producing 270,409 arrivals by accounting for 8.49 per cent of the total inbound traffic.
Arrivals from the ASEAN region grew by 14.85 per cent against the arrivals of 156,617 in 2010 comprising a 5.65 per cent of the total visitor volume.
The fourth biggest source by region was Australasia/Pacific with 179,874 arrivals for a share of 5.65 percent.
Arrivals from Northern Europe with an aggregate of 129,346 (4.6 per cent) comprised the fifth biggest contributor of arrivals versus the 117,182 output of 2010.
The top 11 countries that sent in their countrymen to tour/visit the Philippines from January to October this year are: (1) South Korea, 756,863; (2) USA, 512,436; (3) Japan, 311,402; (4)China, 195,982; (5) Taiwan, 153,575; (6.) Australia, 133,501; (7) Singapore, 111,200;(8) Hong Kong, 93,567; (9) Canada, 90,634; (10) United Kingdom, 83,608; (11) Malaysia, 74,826; and (12) Germany, 48,522.
Tourism Secretary Jimenez said that tourism will definitely end this year on a positive note and start the 2012 season full of optimism. He mentioned Boracay, Puerto Princesa, Baguio and the many beautiful beaches in the Philippines as attraction to local and foreign travellers.
“I think tourist arrivals on the peak months of November and December may reach 600,000 because we’ve been in tract with 270,000 to 300,000 in October.
“By next year, we expect to bring in 3.2 million tourists, and hopefully more because of the global Asian Development Bank (ADB) Conference here which could pull in more than 4,000 delegates in April.”
The holding of the 2012 World Exposition in Seoul, Korea should be a stepping stone of our campaign to capture more tourists to fly over to the country for rest, recreation, business and pleasure.
Jimenez added that the Philippines is still growing, even if modestly while the rich countries are pessimistic over their respective economic and business outlook.
And definitely, tourism which is its leading industry will keep growing due to the Filipinos’ warmth hospitality, English-speaking people and never-ending beauty and surprises provided by the country’s natural and man-made wonders.
Jimenez also revealed that by January 2012 a new Philippine brand produced by world-renowned Batten, Barton, Durstine & Osborn (BBDO) Guerrero will come out with a short, amazing, attractive and catchy slogan that touches the hearts and mind of people who will hear or see it on print, radio, TV, digital and social media.
Eight advertising companies competed in the P13-million campaign which is supposed to replace former Secretary Richard Gordon’s highly successful “Wow Philippines.”
Jimenez said that the new brand campaign should raise our tourism output to new heights as more and more people are traveling in- and- out of the country’s different destinations.
Gordon’s successor, Secretary Alberto A. Lim initiated the change of our country brand, including the first bidding which came out with “Pilipinas, Kay Ganda” but it failed miserably because it was not impressive and had a strong similarity with that of Europe’s Poland. [LILY O. RAMOS/PNA]
