SELF-PACED LEARNING MODULE

COLLEGE

MODULE 5
Subject:

MACRO PERSPECTIVE OF TOURISM AND

HOSPITALITY (THC6-MPTH2)

AISAT COLLEGE – DASMARIÑAS, INC.

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 Unit Identify the importance of Tourism and Hospitality
Module Identifying the importance of Tourism and Hospitality
Macro Perspective of Tourism and Page |2
Th6-MPTH2 Units: 3hrs
Hospitality

INFORMATION SHEET PR-5.1.4

“THE HISTORY OF TOURISM AND HOSPITALITY INDUSTRY”

At the end of this chapter, you should be able to:

1. explain the origin of tourism and hospitality in the Philippines;

2. identify the international travel patterns; and
3. describe the factors that favor the growth of tourism and hospitality.

ORIGINS OF TOURISM AND HOSPITALITY IN THE PHILIPPINES

Tourism and hospitality in the Philippines began when the original inhabitants of the country roamed
around in search of food. Inter-tribe travel occurred, although the mode of travel was crude. A more
recognizable form of tourism and hospitality appeared in the Philippines when the country was
discovered by Ferdinand Magellan and when galleons or wooden boats sailed between Mexico and the
Philippines during the galleon trade.

During the American occupation of the Philippines, Americans were able to reach Manila for two weeks
on board the Pan-American Airways air-clippers. In the 1920s, the steamship and the airline pioneers,
the “China Clipper” and the “Manila Clipper”, brought some passengers to Manila via Hongkong.

The introduction of more comfortable and faster means of transportation gave the early impetus for
tourism and hospitality in the Philippines. Travelers from the Us, China, Japan, and Europe were
provided inland tours by entrepreneurs with their unregistered private cars and coaches called
“colorum.” Colorum means illegal tours handling and the illegal use of private vehicles for public use. It
was tolerated by the government authorities at that time since tourism was not yet developed.

Although there were already visitor arrivals from other countries, there were no tour operator which
existed formally. There were some offices like the American Express International which informally
arranged land tours for foreign travelers. Steamship offices endorsed tourists to private car and coach
operators (colorum) who rented their vehicle directly to tourists. The driver of these vehicles served as
tour guides even without any formal training in tour guiding.

There were only few tourist attractions and destinations in the Philippines. These were Manila,
Pagsanjan Falls, Laguna Lake Tour, Tagaytay and Taal Volcano, Mt. Mayon tour, Legazpi tour, Baguio
City, and Banaue tour. Other popular tours in the South in the 1920s were Cebu City and Zamboanga
City.

It was difficult to measure tourist activities before World War II, since there were no statistical records
and data available at this time. In 1947, a more orderly tourism activity started. Steamships and airlines
began to service the Philippines form other countries; thus, giving impetus to tourism and hospitality.
SUBJECT TEACHER: APPROVED FOR IMPLEMENTATION:
MODULE 1st – 3rd
PRELIM
5 Meeting MS. JANINE S. HUMANG-IT MR. WILBERT A. MAÑUSCA
Subject Teacher School Director
 Unit Identify the importance of Tourism and Hospitality
Module Identifying the importance of Tourism and Hospitality
Macro Perspective of Tourism and Page |3
Th6-MPTH2 Units: 3hrs
Hospitality

In 1952, the first tourism and hospitality association in the Philippines was organized. This was the
Philippe Tourist and Travel Association (PTTA), which was organized to put together all existing travel
establishments serving both domestic and international travelers. Later, the government organized to
promote the Board of Travel and Tourist Industry (BBTI) to regulate supervise, and control the tourist
industry and subsidized the PTTA as its promotional arm. In the late 1950s, more hotels and restaurants
and entertainment facilities were established.

The Philippines had undergone economic, social, and political crises starting in the 1960s up to the ‘70s,
which hindered the development and promotion of tourism and hospitality. Accommodations were
inadequate and airline companies were not given much incentive to promote the Philippines as a visitor
destination. Die to the turbulent conditions in the country, the tourist industry was denied the peace
and order, sanitation, financial support, and other important factors for tourism and hospitality
development.

It was only in 1972, after the declaration of martial law, when tourism and hospitality in the Philippines
prospered. This was due to favorable condition, such as safety of tourism and hospitality, better services
and sanitation facilities, more financial support from the government, and the vigorous cooperation of
the private sector. Thus, the Philippines became a “bargain destination” to foreign visitors. As several
tour groups arrived in the Philippines, more accommodations, food and beverage facilities, and more
airline frequencies were established. A temporary “tourist boom” existed in the Philippines in the early
70s.

The National Tourism Organization (NTO) of the Philippines or the Department of Tourism has embarked
on several plans and programs to ensure the pleasant and the hospitable entry, stay and departure
tourists, as well as to assure harmonious, positive, and constructive development of the tourism and
hospitality industry.

International Travel Patterns

 Major travel flows occur between the United States and Western Europe
 Secondary regional patterns exist between South America, The Caribbean, Africa, the Near East,
and the Far East.
 Travel to Africa is usually one way, originating in Europe.
 The heaviest flow of air traffic into Europe is between New York and London.

The top ten countries generating international travel

1. United States 6. France

2. Germany 7. Netherlands
3. United Kingdom 8. Mexico
4. Canada 9. Switzerland
5. Japan 10. Australia

SUBJECT TEACHER: APPROVED FOR IMPLEMENTATION:

MODULE 1st – 3rd
PRELIM
5 Meeting MS. JANINE S. HUMANG-IT MR. WILBERT A. MAÑUSCA
Subject Teacher School Director
 Unit Identify the importance of Tourism and Hospitality
Module Identifying the importance of Tourism and Hospitality
Macro Perspective of Tourism and Page |4
Th6-MPTH2 Units: 3hrs
Hospitality

FACTORS THAT FAVOR THE GROWTH OF TOURISM AND HOSPITALITY

1. Rising disposable income for large sections of the population.

2. Growth in the number of retired persons who have the desire and the energy to travel.
3. Increase in discretionary time- shorter workweeks and longer vacations.
4. Greater mobility of the population
5. Growth in the number of “singles”.
6. Greater credit availability through credit cards and bank loans.
7. Higher educational levels.
8. The growth of cities.
9. Simplification of travel through the package tour.
10. Growth of multinational business.
11. Modern transportation technology.
12. Shift in values.
13. Advances in communication.
14. Smaller families.

Reference:
Macro perspective of tourism and hospitality. Zenaida Lansangan-Cruz, PhD

SUBJECT TEACHER: APPROVED FOR IMPLEMENTATION:

MODULE 1st – 3rd
PRELIM
5 Meeting MS. JANINE S. HUMANG-IT MR. WILBERT A. MAÑUSCA
Subject Teacher School Director
 Unit Identify the importance of Tourism and Hospitality
Module Identifying the importance of Tourism and Hospitality
Macro Perspective of Tourism and Page |5
Th6-MPTH2 Units: 3hrs
Hospitality

SUBJECT TEACHER: APPROVED FOR IMPLEMENTATION:

MODULE 1st – 3rd
PRELIM
5 Meeting MS. JANINE S. HUMANG-IT MR. WILBERT A. MAÑUSCA
Subject Teacher School Director