Tourism

THROUGH THE AGES

CRIS EDREN L. DELA PEÑA, MBA-TRM
Department of Hospitality and Tourism
University of San Carlos
Learning Objectives:

1. Explain the historical changes which have affected the

growth and development of the tourism industry.
2. Determine important events related to tourism that
happen during the days of old
3. Identify the early forms of travelling
4. Gain an overview of the origin of tourism in the
Philippines.
5. Discuss the factors that contribute to the growth of
tourism.
 Tourism is derived from the
Hebrew word:

TORAH
Which means studying, searching
and learning.
Along with existence of first human ancestors, the activity of
traveling started.

Early nomadic people did not travel only for leisure:

To look for food For survival

 Milestones in the Development of Tourism
Pre-recorded History 4850 BC – 715 BC 1760 BC – 1027 BC 1100 BC – 800 BC 900 BC – 200 BC

Greeks develop
Shang Dynasty
develop large sailing common language and
Travel begins to occur Egyptians travel to establishes trade routes
Phoeniciansfleets for currency, and traveler
out of sense of centralized government to distant locations
trade and travel services emerge as
adventure and curiosity. locations. throughout the Far
throughout the empire. city-states become
East.
destinations
 Milestones in the Development of Tourism
776 BC 500 BC – AD 300 312 BC AD 300 – AD 900 AD 1906 – AD 1295

European travel on
Building begins on the failed religious
Games are held in Romans improve roads,
Appian Way, one of the Mayans establish trade crusades to retake the
honor of Apollo at the legal system, and
earliest paved roads, and travel routs in parts Holy Lands from
Olympia in Greece. inns to further travel for
stretching from Rome of Central and North Muslim control
People traveled from far commerce, adventure,
to Capua, North of America. introduces these
and wide to attend. and pleasure.
Naples, Italy military forces to new
places and cultures.
 Milestones in the Development of Tourism
AD 1275 – AD 1295 1394 AD 1613 – AD 1785 18th – 19th centuries 1841

In England a ship
captain receives a
Grand Tour Era makes Industrial Revolution
Marco Polo’s travels “pilgrim-shipper’s”
travel a status symbol gives rise to technical
throughout the Far East license. The most Thomas Cook
for wealthy individuals advances, making
begin to heighten popular destination is organizes first group
seeking to experience travel and trade more
interest in travel and Santiago de tour in England
cultures of the civilized efficient and expanding
trade. Compostela, Spain to
world. markets.
see the alleged tomb of
St. James.
 Milestones in the Development of Tourism
1950s 1880-1939 1883 1903 1913

Prince Grimaldi of
Monaco develops his
poor country as a
The railroads’ need for
winter health resort. His Wright Brothers usher Westinghouse
precise timetables
success enables The Golden Age of in era of flight with the Corporation institutes
leads the United States
Monaco to abolish Travel for rich. first successful aircraft paid vacations for its
to establish standard
income taxes. It is the flight. workers.
time zones.
1st country to solve its
economic problems
through tourism.
 Milestones in the Development of Tourism
1914 1919 1920s 1929 1935

Duncan Hines, a
traveling salesman,
The suntan becomes compiles a list of his
First scheduled airline the emblem of health 167 favorite places to
Henry Ford begins The 1st American travel
passenger flight debuts and beauty and eat and sends copies as
mass production of the industry journal, Travel
between London and influences people’s greeting cards. The
Model T. Trade, makes it debut.
Paris choice of vacation requests for his list
destinations. result in Adventures of
Good Eating, one of the
1st restaurant guides.
 Milestones in the Development of Tourism
1936 1941 1947 1945 1950

Bugsy Siegel builds a World War II ends and

hotel and casino in Las ushers in new era of
In England, the jet
Vegas, Nevada, prosperity, giving rise
France passes the 1st aircraft, designed for Diners club introduces
transforming the sleepy to millions of people
paid-vacation law. military service, makes the first credit card
desert town into with the time, money,
its debut.
destination specializing and interest to travel for
in entertainment pleasure and business.
 Milestones in the Development of Tourism
1952 1950s 1955 1970 1978

Arthur Frommer self- On January 22, a Pan

publishes his G.I.’s American 747, built by
Guide to Europe, priced Boeing Co., taxies on
Jet passenger service American Airlines
The rapid expansion of at 55 cents, the the runway at JFK
is inaugurated between expands access to
hotel and motel chains precursor to his $5 a International Airport
London and electronic reservation
in the United States via Day travel guides 1978 and takes off for
Johannesburg, South system, SABRE, to
franchise agreements. Competition on routes London Heathrow
Africa travel agencies.
and fares begins with Airport. The age of the
signing of Airline jumbo jet and mass
Deregulation Act. tourism begins.
 Milestones in the Development of Tourism
1984 1996 2000 2001 2001

The State Council of

Dennis Tito launches Transportation Security
China approves the
the advent of space Administration (TSA) is
organization of tours to
tourism as he pays $20 created to ensure
Hong Kong and Macao
Expedia is founded as a million for an eight-day airline passenger safety
for mainland residents TripAdvisor is founded
division of Microsoft vacation aboard the in the wake of the
visiting relatives, which
International Space September 11th terrorist
was the prelude to the
Station attacks on the World
outbound tourism of
Trade Center.
Chinese citizens.
Milestones in the Development of Tourism
2002 2004 2007 2011

Air Bed and Breakfast

The euro currency is Mark Zuckerberg, a (AirBNB) launched, Google provides an
introduced, signaling Harvard students, signaling a wave of new online flight-booking
liberation of travel launches a social services such as Uber service, Google Flights
among member nations networking service and an expanding to public.
of the European Union. Facebook.com. sharing economy in
tourism services.
Tourism
THROUGH THE AGES
CRIS EDREN L. DELA PEÑA, MBA-TRM
Department of Hospitality and Tourism
University of San Carlos
 Origin of Tourism in the Philippines

• Tourism in the Philippine began when

the original inhabitants of the country
roamed around in search for food.
• A more recognizable form of tourism
appeared in the Philippines when the
country was discovered by Ferdinand
Magellan during the galleon trade.
Ferdinand Magellan
COLON STREET, CEBU, 1565 CARBON CEBU, 1900

COLEGIO DE SAN ILDEFONSO, 1595 PARIAN, CEBU, 1620

• During the American
occupation of the
Philippines, Americans
were able to reach
Manila after two weeks
on board the Pan-
American Airways air- Ò 1920s the steamship and
airline pioneers, “China
clippers.
Clipper” and “Manila
Clipper” brought passengers
to Manila via Hong Kong.
There were few attractions
and destinations in the
Philippines:

• Laguna Lake Tour: Manila,

Pagsanjan Falls Mt. Mayon
• Mt. Mayon Tour: Tagaytay
and Taal Volcano
• Legaspi Tour
• Banaue Tour: Baguio and
Banaue

Banaue Rice Terraces

Other popular tours in the
South in the 1920s were
Cebu City and
Zamboanga City.
 Early Tourism Associations in the Philippines

• 1952: Philippine Tourist and Traveler Association (PTTA) was

organized to put together all existing travel establishments
serving international and domestic travelers.

• Board of Travel and Tourist Industry (BTTI) was organized to

regulate, supervise and control the tourist industry and to
subsidize the PTTA as its promotional arm

• Late 1950s: more hotels and restaurants and entertainment

facilities were established.
• 1960 – 1970: social, economic, political
crisis which hindered the development
and promotion of tourism

• 1972: after the declaration of martial

law that the tourism prospered
– Safety of the tourists
– Better services
– Better sanitation facilities
– More financial support from the
government President-Dictator Ferdinand Marcos ruled
the Philippines from 1965 – 1986.
– Vigorous cooperation of the private
sector
 National Tourism Organization
(now the Department of Tourism)

Plans and programs to ensure the pleasant and hospitable entry, stay and
departure of tourists as well as to assure a harmonious, positive and
constructive development of the tourism industry:

1. Increase visitor arrivals especially from nearby markets like Japan, Korea,
Hong Kong and Taiwan and high spending markets like Germany.

2. Increase tourism receipts through longer stays (now set at 11 days) and
higher spending per day (estimated at US$ 110) which can be
accomplished by more attractive destinations and tours, more shopping
and dining and getting not just the budget traveler but also the upscale
markets.
3. Expand domestic tourism through more promotions, cheaper tour
packages and new facilities especially for the lower income segments.
4. Expand the capacity for tourism by promoting more private sector
investments.
5. Improve the standards of service through the expansion of training
programs for the professionalization of tourism management and labor
force.
6. Program major tourism infrastructure projects.
7. Engage in major tourism estate and resort development.
8. Classify facilities in tourist sites according to international standards.
9. Enforce strictly the tour facility standards.
10. Promote self-regulation within the different sectors of the
tourism industry.
11. Complete the national tourism plan and a destination tourism
plan.
12. Encourage consumer advertising in selected markets.
13. Work closely with the private sector in product development.
14. Develop and strengthen linkages with the local governments,
the private sector and the general public through tourism
councils.
 Factors that Favor the Growth of Tourism
Below are some positive factors that hastened the growth of
tourism:
1. Rising disposable income for large sections of the population:
more money means more travel
2. Growth in the number of retired persons who have the desire
and energy to travel: life expectancy is increasing
3. Increase in discretionary time – shorter work weeks and longer
vacations
4. Greater mobility of the population: increased travel
opportunities to escape from stress and pressures of the
modern life
5. Growth in the number of “singles”: people living alone have
more free time to travel
6. Greater credit availability through credit cards and bank
loans: travel now pay later stimulates tourism
7. Higher educational level: more students attend colleges and
universities, they tend to become more interested in foreign
cultures
8. Growth of cities: city residents travel more than people
from rural areas to escape from congested urban
environment
9. Simplification of travel through package tours
10. Growth of multinational business: globalization of
entrepreneurship
11. Modern transportation technology: long-distance travel
is now faster, less expensive and more comfortable
12. Shift in values: some people place more value on
experience rather than material possession
13. Advances in communication: TV and movies enlarge the
travel perspective
14. Smaller families and changing roles: birthrates have
declined giving adults more free time to get away from
family responsibilities. Gender-equality and shifts in
household roles encourage more travel
Tourism
THROUGH THE AGES
CRIS EDREN L. DELA PEÑA, MBA-TRM
Department of Hospitality and Tourism
University of San Carlos