bethccimacio

HISTORY OF TOURISM
IN THE PHILIPPINES
A Summary . . .
 bethccimacio

THE MARCOS YEARS, 1973-1986:

ERA OF BOOSTERISM

 Creation of the Department of Tourism

on May 11, 1973 (RA 189) together with the
Philippine Tourism Authority
 Promotional campaigns – Where Asia wears a

Smile; The Philippines: A Nation Reborn

 Balikbayan program launched
 bethccimacio

THE MARCOS YEARS, 1973-1986: ERA OF BOOSTERISM

 Launched several events e.g. Ms. Universe in

1974, IMF World Bank Conference,Thrilla in
Manila Heavyweight Fight
 Achieved the 1M visitor mark in 1980
 bethccimacio

THE MARCOS YEARS, 1973-1986: ERA OF BOOSTERISM

Criticisms:
Concentration of tourism development in Metro
Manila
Construction of white elephants
Sex tourism
 bethccimacio

THE AQUINO YEARS, 1986-1992:

THE ERA OF ECONOMIC PLANNING

 Appointed businessmen as heads of the DOT

 Coherent and consistent marketing strategy –
Fiesta Philippines as banner campaign
 Completion of the Philippine Tourism Master
plan
 1st ever Philippine Travel Mart
in 1989
 bethccimacio

THE RAMOS YEARS, 1992-1998:

ERA OF SUSTAINABLE PLANNING

 Use of ISLANDS in all of its marketing

campaign – Island Philippines, Best of the
Islands, Our Islands have it
 Consistent growth in tourist arrivals (13.7%) due
to political stability and peac
 Operation of low cost domestic airlines
 Provision of clean restrooms along major stops
 bethccimacio

THE ESTRADA YEARS, 1998-2000:ERA OF ECOTOURISM

 “Rediscovery Philippines” was new tagline

 Formulation of the Philippine National
Ecotourism Strategy
 bethccimacio

THE ARROYO YEARS PART I, 2000-2004: ERA OF GLOBAL

MARKETING AMIDST CRISIS

 DOT launches an aggressive and sustained

international marketing campaign under the
WOW Philippines (Richard Gordon)
 Elevation of tourism as an anchor/important
industry that requires priority attention
 Tourism as a political weapon
bethccimacio
 bethccimacio

THE ARROYO YEARS PART II, 2004-2010: ERA OF SELECTIVE

MARKETING

 Concentration of marketing efforts to North Asia

(Koreans and Chinese) together with the Russians
and Indians
 Non conventional/unusual promotional activities
and niche markets
 Focus on wellness, education, conventions,
honeymoon and shopping tours
 bethccimacio

THE ARROYO YEARS PART II, 2004-2010: ERA OF SELECTIVE

MARKETING

 Upgrading of the NLEX

 Establishment of nautical highways (land and roll
on, roll off)
 Conversion of the DMIA
 Construction of international standard domestic
airports
 Construction of the SCTEX
 bethccimacio

THE AQUINO YEARS:

2010 - PRESENT

RAMON R. JIMENEZ ,
JR
DOT Secretary
bethccimacio
bethccimacio
bethccimacio
bethccimacio
bethccimacio
bethccimacio
bethccimacio
bethccimacio
bethccimacio
bethccimacio
 bethccimacio

WHY HAS TOURISM INCREASED SO RAPIDLY? FACTORS

THAT HAVE LED TO TOURISM GROWTH (MCPHERSON, 2001; CRUZ, 2006)
 bethccimacio

 Rising disposable income

 Growth in the number of retired persons
 Increase in discretionary time – shorter work
weeks and longer vacations
 Greater mobility of the population
 Growth in the number of “singles”
 Greater credit availability through
credit cards and bank loans
 bethccimacio

 Higher educational levels

 Simplification of travel el through the package
tour
 Modern transport technology
 Shift in values
 Advances in communication
 Smaller families and changing roles