Photo from the internet

AS AN outpouring of negative attention, stinging tourist reviews, and undesirable travel advisories continuously inundate the web about the Philippines, an ugly reality is all too apparent for the country’s leaders: there is a need for major reforms to the country’s tourism policy.

Lacking the means

Much of the Philippines’ problems in this aspect stem from the poor state of infrastructure prevalent in most of the country’s tourism spots. Decades of poor and shortsighted management have forced the Philippines to make do with aging buildings and rapidly deteriorating roads and bridges—essential in connecting the country’s centers of progress and development.

This has led to a lack of connectivity, inhibiting the government from developing and cultivating key potential growth markets. The growth of these markets is needed, especially if tourism numbers are to increase.

The lack of proper, modern infrastructure has also turned the Philippines into a laughingstock in a number of listings. The timeworn Ninoy Aquino International Airport (NAIA) Terminal One exemplifies the country’s lack of competitive edge compared to other Southeast Asian states. As the main airport for international flights, it provides visitors a bad first impression, having been rated by numerous traveling authorities as the worst airport in the world.

A decline in image

Further exacerbating the country’s standing among tourist favorites is the amount of public relations disasters the Philippines had been mired in. Turmoil in the South, along with globally infamous events like the Quirino Grandstand and Maguindanao massacres, have forced popular opinion of the Philippines to make a turn for the worse.

This is apparent in the decision of several countries to implement precautionary measures against the Philippines. The United States, Australia, the United Kingdom and even Hong Kong have all published traveling advisories regarding the Philippines, warning passengers of the potential dangers in the country.

Photo from the Internet

Playing catch-up

While the problems described seem difficult to rectify, the Philippines still have the riches that can turn negative outlooks into positive. The Department of Tourism (DOT) has taken charge in this regard, implementing the National Tourism Development Plan (NTDP) set to run from 2011 to 2016.

The NTDP, along with the much-hyped new tourism campaign, “It’s More Fun in the Philippines,” is at the forefront of an active government effort to change old perceptions of the country. These efforts will attempt to better tourism through the improvements in transportation, the increase in promotions and marketing, and the building of a competent work and security force.

In addition to these, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), a government agency under the DOT, will take charge of improving the traveling infrastructure in the Philippines. TIEZA will strategically place Tourism Enterprise Zones (TEZs) in different areas across the country, with the help of public-private partnerships.

Even NAIA Terminal One is getting a facelift, with around P1.16 billion pesos earmarked for the project to enable modernization efforts—finally, a decisive response to the age-old problem of the country’s terrible airport zone.

These are just a few of the steps being taken today. Indeed, it is getting increasingly clear that having a strong tourism sector is economically viable and advantageous for the country.

Uniquely Philippines

The advent of a new tourism campaign is an admission that an injection of new life is necessary for Philippine tourism. Decades of substandard and shortsighted planning have forced tourism in the country to be a bit player in Southeast Asia.

But that period seems to be coming to an end. Globalization has made tourism much more economically viable and profitable, giving the Philippines the chance to catch up to its booming neighbors, such as tourism powerhouses Thailand, Indonesia and Vietnam.

With the Filipino’s penchant for hospitality and with the sheer diversity teeming in the country’s 7,107 islands, there is no doubt that the Philippines will right itself in the end. With some adjustments to current systems and certain reforms to management, it will only be a matter of time before our ship sets sail.

With reports from Desiree T. Tan