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INPUTS FOR THE SECRETARYS INTERVIEWby Ms. Carmela CruzAsian Hotels & Catering Times Hong Kong

1. What is the thrust of Philippine tourism under yourleadership?

The Department of Tourism (DOT) and its attached agencies willwork earnestly with the travel trade to make the Philippines as one ofthe preferred destinations in the Southeast Asian region within sixyears.

We shall do our best to make the Philippines more accessible withthe provision of much needed tourism infrastructure like betterairports, seaports, roads, bridges and terminals for multi-modalconnections. There is a need for increasing capacities through airliberalization to airlines for better competition in price & quality ofservice.

For the first time in the history of Philippine tourism since itsinstitutionalization in the 1950s, we shall develop the cruising industryalong our more than 7,100 tropical islands. The Philippines is thesecond largest archipelago in the world.

With the passing of the Tourism Act of 2009 which strengthened the

DOT and reorganizes some of our attached agencies, tourismenterprise zones will be also be developed with more facilities, betterproducts & services. There will be attractive incentives & less outlayfor development. More public-private partnerships will be encouragedin infrastructure projects.

Product development & enhancement will be vigorously undertakenwith the private sector and local government units by focusing onproducts and services which are unique to their own areas. In this way,both domestic and foreign visitors will have more places and betterthings to do; more reasons to stay longer in the country.

Corollary to this, local government units (LGUs) throughout thecountry will be encouraged to adhere, to comply with internationalstandards of services related to destination management. TheDepartment of Tourism (DOT) will synergize this vision with LGUsthrough training and development in master planning, tour guiding,research and statistics, accreditation standards, among others.

As part of our holistic approach to sustainable, responsible andethical tourism development in the country, the propagation of aculture of tourism will be implemented to increase awareness,

appreciation and participation through advocacy programs incollaboration with the tourism councils and industry associationsnationwide.

Community development and entrepreneurship will likewise beundertaken programs to empower local people in host communities asdirect beneficiaries of tourism business.

A new brand for the Philippines will be created which will infuseresearch-based branding including the production of collaterals withunified look for all regions. New media promotions will be designedand executed with digital communications & e-commerce for real time

access to information.

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Green tourism will definitely be an umbrella guidepost for Philippinetravel and tourism, specifically for accommodation and transportationfacilities as well as for public recreational areas like beaches,

highlands, parks, among others. Better incentives for new &rehabilitation initiatives using green technology will be given.

Of course, safety and security measures will be strengthened in thetightest consideration by strong linkages with LGUs and security-related agencies of government and private sector for general safetyand security of both local residents & foreign visitors as well as forcrisis preparedness.

2. Do you think the hostage-taking that resulted in the

deaths of Hong Kong tourists will dramatically affecttourist inflows?

Yes. That most unfortunate incident has already affected visitor-arrivals substantially from China and Hong Kong SAR with cancellationsnumbering to about half a million foreign visitors to the Philippines.

Right now, we are further strengthening our linkages with othergovernment agencies and private companies concerned on safety andsecurity. We have also enhanced our own tourism staffs inputs oncrisis communication and related matters. Our marketing people in the

regions and overseas have been most helpful in assuring internationaltravel trade and potential visitors that everything is normal in thecountry and its business as usual.

This interview, by the way, is a way of conveying my own and theFilipino peoples deepest sympathy to the victims loved ones andsincerest condolences to all Hong Kongers and the Chinese people forthat August 23 tragedy. An isolated case, but a tragedy, nonetheless,that we truly hope and pray will never happen again.

3. The DOT has given a target of 3.3 million visitors forshort-term projection and about 6 million for the longterm. Has this changed?

No. Despite decreases resulting from the August 23 tragedy, wehope to maintain our visitor-arrival targets in 2010 to reach 3.3 millionfor a growth rate of 10%. As of July 2010, visitor arrivals to the countryhave reached 2.039 million for a 14% increase.

By 2016, we are targeting 6 million visitor-arrivals with an annualaverage growth rate of 10%.

4. Last year, the Tourism Act of 2009 was passed. Do yousee it getting implemented any time soon? What are thestumbling blocks to its implementation?

The DOT and its attached agencies are gearing toward the smoothtransition of its current structure and mandate as provided in RepublicAct 9593.

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We hope to begin with the initial phases of the transition by early2011 by addressing some issues raised on the Implementing Rules andRegulations issues by the DOT in 2009.

Among the priority activities that will be implemented by DOT in2011 pursuant to RA 9593 include:

completion of the new National Tourism Development Plan,which will replace the 20-year Philippine Master MasterPlan;

mandatory accreditation of primary tourism enterprises;and

designation of Tourism Enterprise Zones.

5. Over in 2009, the Philippines hotel occupancy rate was8%, average daily rate was 6.3% and revenue peravailable room was 14.9%. Do you see these figuresimproving? How?

As the number of inbound and domestic tourist in the countrycontinue to increase during the year and in the future, we see greateropportunities for the accommodation sector to improve their marginsor profit over time.

In selected destinations of Central Philippines, additional 3,138rooms are expected to open in 2010. This will increase the currentroom supply by 8% to 42,216 rooms. Most of these rooms will be inresorts and hotels located in Cebu, Palawan and Boracay.

Government and travel trade efforts to encourage more domestictravel such as during long holidays and the local airlines promotionalfares are motivations for expats and local residents to travel morethroughout the Philippines.