PH tourism plan unveiled, targets 10M foreign, 56M local travelers by 2016


ROMANCE IN SAILS Tourism department’s latest ad on one of the fun ways for tourists in the Philippines CONTRIBUTED PHOTO

MANILA, Philippines – The Department of Tourism (DOT), in partnership with the Asian Institute of Management (AIM) – Dr. Andrew L. Tan Center for Tourism, recently unveiled the National Tourism Development Plan (NTDP), which has set a target of 10 million international visitors and 56 million domestic travelers by 2016.

The DOT further revealed that the 2013 international visitor target was 5.5 million, a considerable increase from the 4.3 million international tourist arrivals recorded in 2012. Meanwhile, the volume of domestic travelers in 2012 was 40.7 million, and this is expected to increase to 44.1 million in 2013.

The top sources of international travelers to the Philippines were Korea, USA, Japan, and China. Strategic markets include Taiwan, Australia, Singapore, and Canada, while opportunity markets include Hong Kong, United Kingdom, Malaysia, and Germany.

Tourism Undersecretary for Tourism Development Daniel G. Corpuz outlined three key strategies in moving forward to attain the goal of increased volume in tourists, including: developing and marketing competitive tourist products and destinations; improving market access, connectivity, and destination infrastructure; and improving institutional governance and human resources.

“Tourism is a major instrument to contribute to national development, and the National Tourism Development Plan must be synchronized with the Philippine Development Plan,” explained Undersecretary Corpuz. “Government agencies are required to submit a portion of their budgets that will have an impact on tourism development.”

Tourism Assistant Secretary Roland Cañizal further expounded on greater integration of government agencies to allocate adequate resources that would boost tourism development in the Philippines, citing several Convergence Programs that the DOT has with other departments, especially the Department of Public Works and Highways (DPWH) in the provision of access roads to tourist destinations and the Department of Communications (DOTC) in upgrading key airports throughout the Philippines. He further emphasized the role of local government units in boosting tourism destinations in their respective jurisdictions.

“This is the kind of thinking that we want to cascade to all the local government units—that if they are serious about being a part of the National Tourism Development Plan, their seriousness is translated in terms of their commitment to develop their areas and to put the necessary resources to make sure that the plan is being implemented,” Cañizal said.

In terms of developing and marketing a diverse range of tourism products and services, Undersecretary Corpuz emphasized that the Philippines must think “beyond beach vacations”. Among the products identified by the DOT are: nature tourism; cultural tourism; sun and beach tourism; leisure and entertainment tourism; MICE and events tourism; health, wellness, and retirement tourism; cruise and nautical tourism; diving and marine sports tourism; and education tourism.

In a videotaped message, Tourism Secretary Ramon R. Jimenez, Jr. stated that the tourism industry is all about changing mindsets in the Philippines, especially since it did not rank high in terms of priorities for the longest time.

“The National Tourism Development Plan provides a framework for an honest and professional tourism sector as an engine for sustainable growth,” he emphasized.

Meanwhile, AIM President Dr. Steven J. DeKrey expressed the institution’s support of the Philippines’ tourism industry.

“We need to buttress a closer and stronger cooperation among tourism players in this flattering period of the Philippines’ growth,” Dr. DeKrey stated. “There is no room for complacency, and we already have what it takes to make it happen—skills, talent, enterprise, and government support. The AIM Center for Tourism aims to create greater opportunities for the Philippines through tourism, education, and economic development. We hope to support the tourism industry as it works toward generating sustainable development.”

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Disclaimer: The comments uploaded on this site do not necessarily represent or reflect the views of management and owner of We reserve the right to exclude comments that we deem to be inconsistent with our editorial standards.

  • disqus_ZrxaGjUzMQ

    Palawan com
    Siargao com
    Caramoan com
    Gumasa com

    • Chihuahua

      tawi tawi com
      basilan com
      maguindanao com
      tondo com
      squatter com
      pasig river com

  • opinyonlangpo

    Tourism is one of the best foreign source of income. There are so many nice places in the Philippines to spend time and relax. Something though has to be done on the very high security risks.

    • Chihuahua

      just ask the hong kong people. they still have luneta incident fresh in their minds.

  • Flashy_Harry

    No fil-am americans will never come here, they have tropical destinations just south of them eg, bahamas, barbados, costa rica..the list goes on, why bother flying half way round the world. AND where is Russia, especaily the siberian parts during winter?, AND what about rich middle east nations coming to where their housekeepers are from? AND where is Iran? so many students here, let them bring their parents and children next. Big problem with the target markets….

    • tlb6432

      who knows..if the aviation/airline industries can reduce the travel by half (say max of 8 hours) then it will be a big boost.. imagine I can fly Toronto-Manila in that time frame or NY-Manila or Cebu, or Houston/Dallas-Manila/Cebu in eight hours.. that’s a very big market there.. i hope it happens in our lifetime…

      • Flashy_Harry

        that will never happen, and if it did, it just means that the caribbean countires will also be that much closer! sorry…forget USA as a tourist market, concentrate on russia, arab countries, iran, china

  • themask celestial

    One of the element of a good tourism is having a rich local cuisine which the DOT include to forget. I read some clipping about Thai cuisine and learned that the thai cuisine now is an improvement of their gov’t program during the 80’s when the Thai govt. sent some of their chef overseas to improve their cuisine and they are reaping their effort. Its so frustrating that you to see all our neighbors cuisine almost evey part of the world. Singaporean, taiwan, chinese, Vietnamese, Thai, Malaysian and even cambodian restaurant in almost major cities of the world.There are some cities that has a concentration of filipinos without having a filipino restaurant.

    • ban

      Interesting, maybe the Philippines still has hope. From what I hear, foreigners dislike Filipino cuisine as it is very bland in comparison to our neighbors and the presentation of the food is not appealling, and a lot of our dishes are fried and unhealthy. Thailand and the Philippines are often compared and usually people say that the usual cost of a meal here is twice that of Thailand, while at the same time not as good. I think there aren’t a lot of Filipino restaurants because Filipinos believe it is impractical to eat out in Filipino restaurants when you can just cook them at home. I hope that with the development of the economy, more and more Filipinos will have access to non-traditional spices and ingredients and other ways of cooking, so that the local cuisine can be developed.

      • themask celestial

        The funny thing, I found one stall in a food court in Cambodia Mall, name if I am not mistaken manila something. The stall is serving tapsilog, beefsilog, etc etc and the owner is cambodian. I observed that they are competing with the rest of the stalls. This proved that pinoy cuisine has a market. In one of the pacific country I have been to- filipino foods compete with chinese restos and getting good reception from locals. Contrast to a African country where there are about 50,000 expat, when there’s non single filipino restaurant. I saw some filipino expat working in some oriental restaurant instead of running their own restaurant serving pinoy cuisine

  • Cobra

    Make the tourists feel safe coupled with reasonably clean environment specially toilet facilities.The high crime rates even in metro areas scares a lot of people.Even locals are very wary going out after 7pm.But toilets at NIAA takes the cake on May 30th I went thru this airport & only one toilet is available at the pre departure area.Apparently some bright guys decided to do renovations on the others & left only one working,imagine the queue both on male & female side.Only in the Pilippines.

    • Chihuahua

      just ask Author Dan Brown for his opinion and suggestions

  • NoWorryBHappy

    And daan papuntang Taal, ay may mga nagbebenta ng buko pie. Pinatikim kami. Naku ang sarap talaga. Ang daming buko. Bumili kami ng tiga dalawa. Pag-uwi namin ay kakaunti ang bukong laman at matabang pa ! Ang kapal ng crust para bumigat. Ang mga Pilipino talaga. MANDOROBO ! Hindi na kami babalik !

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