TOURISM AS A NATIONAL MOVEMENT

TOURISM AS A NATIONAL MOVEMENT

For many years, we have treated tourism as just another industry — something handled by the Department of Tourism, hotels, airlines, and travel agencies. But perhaps the time has come to see tourism differently: not merely as a business sector, but as a national movement involving every Filipino.

This idea came to mind when I noticed an unfortunate practice that still exists in some places — the so-called “tourist price,” where visitors are charged more simply because they are foreigners. Of course, not everyone does this, and the vast majority of Filipinos are honest, hardworking people. Still, even a few bad experiences can discourage visitors from returning, and in tourism, reputation travels faster than airplanes.

Turning tourism into a national movement means changing our mindset. Every taxi driver, store owner, hotel employee, immigration officer, and even ordinary citizen becomes part of a nationwide “guest relations team.” Each tourist who leaves happy becomes a voluntary ambassador who promotes our country abroad. Each tourist who leaves unhappy becomes a negative statistic — someone who may never come back and may even advise others not to visit.

Why is this important? Because tourism is not a small economic activity. In 2024, the tourism sector contributed about 8.9 percent of the Philippine GDP, equivalent to roughly ₱2.35 trillion, and supported around 6.75 million jobs, or nearly 14 percent of total employment.  In the same year, inbound tourism revenues reached about ₱760 billion, the highest on record. These figures show that tourism is not a side business — it is a major economic pillar.

If tourism is that important, then improving the tourist experience should become a national priority, not just a government program. A true tourism movement could include several simple but powerful steps.

First, eliminate the culture of “tourist pricing” unless there is a real additional cost involved. Fair pricing builds trust, and trust encourages repeat visits. Second, professionalize transport services by ensuring honest taxi and transport operators who charge correctly and treat visitors courteously. Third, maintain strict discipline among airport, immigration, and customs personnel so that the first and last impressions of visitors are always positive. Fourth, encourage communities to treat tourists not as strangers but as guests — a mindset deeply rooted in our traditional Filipino hospitality.

Other countries have already turned tourism into a national effort. Japan mobilized communities to promote local culture and rural tourism. Bhutan treats tourism as a shared national asset, linking it to environmental protection. Saudi Arabia is investing massive resources to transform tourism into a central pillar of its long-term national strategy. These examples show that when citizens, businesses, and government agencies move in the same direction, tourism becomes far more powerful than advertising campaigns alone.

The Philippines has world-class beaches, biodiversity, culture, and — most importantly — world-class hospitality. But hospitality should not remain a slogan; it should become a coordinated national behavior. When every Filipino sees himself or herself as a tourism ambassador, the country’s global image changes automatically.

Tourism, after all, is not only about attracting visitors. It is about building a country that people want to visit — and a country that its own citizens are proud to show to the world.

RAMON IKE V. SENERES

www.facebook.com/ike.seneres iseneres@yahoo.com senseneres.blogspot.com 09088877282/03-24-2027