MICE, China market help boost tourism
(first of two parts)
The tourism industry in Cebu continued to grow this year despite economic setbacks in the Philippines, United States and Europe.
Cebu’s hosting of the 2011 MICE (meetings, incentives, conferencing, exhibitions) Convention in August and the return of the China market this November were key events that boosted growth and offer positive opportunities for next year, said Hans Hauri, president of the Hotel, Resort and Restaurant Association of Cebu (HRRAC).
“The year has been, once again, a year of growth for tourism, that has a far-reaching effect across the province and beyond. Our industry offers employment for between eight and 10 related positions, right into the area of cottage industry production, usually located outside the usual economic centerpoints,” he said.
Hauri said the MICE conference was a high point because the local tourism sector was able to showcase its high standards to a number of international and national buyers. This investment would pay dividends in the future, he said.
“Another highlight was the return of the China market in sizable numbers from November onwards. This market was literally at a standstill since August last year and marred with ‘travel advisories’ and bad publicity throughout.”
Hauri was referring to the backlash over the Aug. 23, 2010, hostage-taking incident at the Rizal Park where eight Hong Kong tourists were killed in a botched rescue attempt.
Hauri credited the return of the China market to the state visit to China of President Benigno “Noynoy” Aquino III last September where an agreement was signed for the “Visit Philippines Year 2012/2014.”
milestone
Hauri also cited the beautification of Osmeña Boulevard as another milestone. Repaved brick sidewalks and new decorative street lamps finally provide a safe path for pedestrians day or night.
“No doubt that will elevate the impressions our tourists are carrying home, and shopkeepers along the boulevard will yield handsome dividends. But the real accolades go to the private enterprise sector whose initiative it was to work with the municipal government, embracing the much-solicited concept of PPP or public-private partnership,” he said.
Hauri also cited the Pasigarbo sa Sugbo, an annual contest of festivals of Cebu’s towns and cities, as an event the tourism industry should promote.
He said the provincial government-sponsored showcase has reached an unprecedented level of artistic performance and a diversity of choreography.
He said the mid-August event must be promoted vigorously to attract more foreign tourists.
At the same time, Hauri underscored the need to act on press environment issues that have a direct impact on the industry.
“The rampant overfishing of our waters, the over-collection of seashells and the damage this creates on our marine life should be addressed. After all that’s what we are selling when Cebu is promoted as a top island destination. Diving is the preferred activity of the majority of tourists, so let’s keep our coral reefs intact,” said Hauri.
optimism
For Jay Aldeguer, Islands Group president and chief executive officer, and Jenny Franco, National Association of Independent Travel Agencies Cebu chapter president, leadership issues in the Department of Tourism (DOT) caused uncertainty in the private sector.
“The transition in leadership caused some to be anxious, but now most of us are upbeat and optimistic,” said Aldeguer.
Former Tourism secretary Alberto Lim’s finally bowed out after chilly relations with private sector stakeholders over his opposition to the private sector-led Tourism Congress as well as the DOT’s launch of a “Pilipinas Kay Ganda” marketing campaign whose logo turned out to be a copycat version.
He was replaced by advertising executive Ramon Jimenez Jr. as tourism secretary.
“There were some set-backs like the hostage crisis in Manila, the ‘Pilipinas Kay Ganda’ fiasco, the non-recognition of the Tourism Congress by former Secretary Alberto Lim, political instability, the blacklisting of NAIA (Ninoy Aquino International Airport) by the EU (European Union) and more. But with the new leadership now, we are more optimistic,” Franco said. (To be continued.)
