Micro Perspectives on

Tourism and Hospitality

Chapter 1:Tourism Industry
and Economy
SHEENA MAE D. RUBIN
OBJECTIVES
Understand the tourism industry in the Philippines
Learn the different resources of the Philippines
Learn how the Philippines resources utilized in tourism industry
Know the different types of tourism in the Philippines
Know the various popular destinations in the Philippines
 Philippines Product Portfolio
1. Nature Tourism
2. Cultural Tourism
3. Sun and Beach Tourism
4. Cruise and Nautical Tourism
5. Leisure and Entertainment Tourism
6. MICE and Events Tourism
7. Health, Wellness, and Retirement Tourism
8. Diving and Marine Sports Tourism
9. Education Tourism
Attractions: Immovable Tangible
Heritage
Attraction: Intangible Heritage
Filipino Cuisine
Filipino cuisine is the polymerization of 144 distinct cuisines
in the Philippines, coming from separate ethno-linguistic
groups. The style of cooking and the food associated with it
have evolved over many centuries from their Austronesian
origins (shared with Malaysian and Indonesian cuisines) to a
mixed cuisine of Indian, Chinese, Spanish, and American
influences.
Examples of Filipino food include kare-kare, lumpia, pancit,
lechon, kaldereta,inasal, pinakbet, sisig, leche flan, halo-halo,
pandesal, champorado, kinilaw, tocino, ensaymada,
pitsi-pitsi, sapin-sapin,adobo, puto, chicharron, bibingka,
hopia, ube, gulaman, pinangat, satti, rendang, tinola, sambal,
mami, lugaw, dinengdeng, atchara, nata de coco, kutsinta,
suman, isaw, polvoron, pinikpikan, and balut. Adobo and ube
are the most internationally known according to Lim,2019.
 Types of Tourism in the Philippines
1. Beach and Diving Tourism
As an archipelago, the country is surrounded by water, with beautiful beaches all over the part
of the country. Beach tourism is currently the major tourist draw of the Philippines. Various
beaches in the Philippines have landed in multiple magazines, ranking them anywhere between
1st place to 8th place.
2. Hiking Tourism
Hiking is a rising form of tourism in the Philippines, especially among locals and Western
foreigners. Among the most famous hiking areas in the country are Mount Apo, Mount Pinatubo,
Mount Halcon, Mount Banahaw, Mount Makiling and Mount Pulag.
3. Research and Education Tourism
Due to the diverse number of flora and fauna of the country, researchers from around the
world have flocked various biodiversity sites in the Philippine environmental corridors.
Various universities in the country have been influential in research tourism, especially for
graduate students seeking better review centers. Common nationals that seek graduate degrees
or reviewer sessions in the Philippines usually come from India, South Korea, and Palau. Language
schools with English language programs are also popular among Asian foreigners from South
Korea, Thailand, Vietnam, Myanmar, Taiwan, and Japan. Government-approved institutions that
teach suyat scripts, such as baybayin, have also become popular among locals and foreigners.
Continuation…
4. Arts and Crafts Tourism
Arts and crafts tourism in the Philippines has recently expanded following several attempts to
establish a cultural renaissance. The numbers of art museums, galleries, exhibitions, festivals, and town fairs
throughout the country have doubled in the past 10 years. The country was conferred its first UNESCO
Creative City through Baguio in 2016.
5. Pilgrimage Tourism
The Philippines is the Catholic pilgrimage capital of Asia, possessing hundreds of olden churches. Most
of which were established between the 15th to 19th centuries through the earthquake baroque architecture.
Historic mosques
6. Fiesta Tourism
Various festivals in the country are flocked annually by both locals and foreigners. The country has
been known as the traditional capital of fun due to the thousands of festivals which happen in the country,
most of which are annual spectacles. The festivals may be indigenous, Hindu, Buddhist, Catholic, Muslims,
or a mixture of religions in origin.
Continuation…
7. Wellness Tourism
◦ Wellness tourism has recently doubled its contribution to Philippine tourism due to the rise of
hilot (ancient Filipino art of healing) practices in spas, bath houses, and hotels. Surges in
patriotism for whole-body firewood pot bathing and indigenous herbal usage have also helped
the industry to prosper in the village-level. Staycation, or staying in the hotels for relaxation
purposes, has also become a trend, along with the increase of yoga, as rooted to the Indian
roots of many indigenous Filipino cultures.
◦ Hilot havens include Camiguin, Siquijor and Antique, while staycation destinations include the
hotels of Manila, Bataan, batanes, Tagaytay, Baguio and Bukidnon.
 Economic Impact
◦ According to the World tourism Organization 698 million people travelled to a foreign country in 2,000,
spending more than US$478 billion.
o International tourism receipts combined with passenger transport currently total more than US$575
billion – making tourism the world’s number one export earner, ahead of automotive products,
chemicals, petroleum and food.
Tourist Attraction can:
1. Contribute to government revenues, direct contributions are generated by taxes on incomes
from tourism employment and tourism businesses, and by direct levies on tourist such as
departures taxes.
2. Provide employment
3. Stimulate infrastructure investment
4. Contribute to local economies
5. Provide foreign exchange earnings
Other Examples of Tourist attractions
are:
1. Forests, national parks and reserves of flora and fauna;
2.Communities of different ethnicities;
3. Construction and structures (old prisons, libraries, castles, bridges,
skyscrapers, among others) and historical places;
4. Cultural and sports events;
5. Art galleries and museums;
6.Botanical gardens and zoos;
7. Monuments;
8. Theme parks;
9. Historical trains and ships;
10. Viewpoints
What is the name of this tourist
attraction?
The Muslim Millennial Travelers
oMuslim travellers have never let their religion prevent
them from travelling
oAs far back as the 9th century, Islamic explorers: Abu
al-Hasan al-Mas’udi, the “Herodotus of the Arabs” and
Ibn Battuta travelled the world, examining the culture,
geography and history of far-flung countries.
oIn the 21st century, Muslim travel is accelerating at an
ever faster speed, and brings with it millions of
travellers who want to see the world in a
faith-compatible manner.
 Who are the Millennial?
oMillenials are famously labelled
“Generation Y” or the “Net Generation”.
oThe term “millennial” usually applies to
individuals who reached adulthood
around the turn of the 21st century,
however, the precise delineation varies
from one source to another. Neil Howe
and William Strauss are often credited
with coining the term.
oHowe and Strauss define the millennial
cohort as individuals born between 1982
and 2004.
Millennial’s Characteristics
• Millennials have been characterized in a
number of different ways.
• Researchers and psychologists, describe
millennials as lazy, narcissistic and prone to
jump from job to job.
•They’re backed up by a decade of sociological
research. The article also points out that
millennials may be simply adapting quickly to a
world undergoing rapid technological change.
What is the name of this tourist
attraction?
What is the name of this tourist
attraction?
 Generation Me
o Research presented at the 2016 annual meeting of the Society for Personality and Social
Psychology (SPSP) in San Diego found that millennials themselves do believe that they are more
narcissistic than previous generations, but they don’t like it. Further, the uptick in narcissism is
only very light when compared with other generations.
 Muslim Millennials & Traveling
oApproximately one billion Muslims under the age of 30 in
Muslim majority countries make up a large portion of
muslim millennials.
oBy 2030, Muslims are projected to make up 29% of the
global young people population aged 15-29. These
millennials are avid travellers, and based on The
Mastercard-Halal Trip Muslim Millennial Travel Report
2017 (MMTR2017).
oFaeez Fadhlillah, founder & CEO of Salam Standard and
Tripfez, highlighted the growing importance of Muslim
millennial travellers that is illustrated by the changing
global socio-economic trands, and underscored potential
potent pent-updemand in the first seminar of the Summit,
entitled “Halal Tourism”
The Muslim-Friendly Urban
Environment
o Some of the most welcoming features to Muslim travellers in an urban
environment are facilities that allow Muslim travellers to perform the
five obligatory daily prayers, each of which must be performed within a
specific window of time: pre-dawn, afternoon, evening, sunset and night.
oIn countries with sizeable number of Muslim visitors, it is common for
public spaces such as airports, bus and train stations, shopping
complexes and tourist attractions such as theme parks to provide
dedicated prayer facilities for their patrons, sometimes referred to as
“mushollas”.
oFor facility to be conducive to prayer, the space should be clean,
enclosed, segregated between men and women (with clear labelling on
the respective doors) and equipped with facilities for ablution.
oIn the prayer area, the building manager is encouraged to install an
arrow pointing towards Mecca, the direction Muslims must face while
performing their prayers (qibla)
What is the name of this tourist
attraction?
What is the name of this tourist
attraction?
 Reference
Lim, R.D. (2019) Micro Tourism and Hospitality. Minshapers Co.,Inc.