01 Republic of the Philippines

MODULE Province of Aklan

4
Municipality of Libacao

LIBACAO COLLEGE OF SCIENCE AND TECHNOLOGY

PTGC Libacao, Aklan

UNDERSTANDING THE
PHILIPPINE TOURISM
GEOGRAPHY & CULTURE
A Modular Worktext for Tourism 1
INTRODUCTION
This module was designed and written with you in mind. It is here to
help you master the different competencies. The scope of this module permits
it to be used in many different learning situations. The language used
recognizes the diverse vocabulary level of learners. The lessons are arranged to
follow the standard sequence of the course. But the order in which you read
them can be changed to correspond with the textbook you are now using.
This module is focused on the introduction and overview of the tourism
industry.

After going through this module, you are expected to

1. Identify the composition of tourism industry;

2. Explain tourism development.

Lesson 1
Tourism in the Philippines

Tourism is an important sector for Philippine economy. In 2019, the

travel and tourism industry contributed 12.7% to the country's GDP.
Philippines is an archipelagic country composed of 7,641 islands with 81
provinces divided in 17 regions. The country is known for having its rich
biodiversity as its main tourist attraction. Its beaches, heritage towns and
monuments, mountains, rainforests, islands and diving spots are among the
country's most popular tourist destinations. The country's rich historical and
cultural heritage, including its festivals and indigenous traditions, are also one
of the attractions of Philippines. Popular destinations among tourists are
Cebu, Boracay, Palawan, Siargao, and many more. However, despite these
large potential, the tourist industry of the Philippines has lagged behind its
Southeast Asian fellows like Thailand, Vietnam, Malaysia, Singapore and
Indonesia, due to political and social problems.

As of 2015, 4.99 million Filipinos have been employed in the tourism

sector and the government collected P227.62 billion pesos from foreign

2
tourists, almost 25% of which came from Boracay. The country attracted a
total of 5,360,682 foreign visitors in 2015 through its successful tourism
campaign of "It's More Fun in the Philippines". In 2017, foreign arrivals peaked
at 6,620,908.

Philippines has garnered numerous titles related to tourism, namely,

the traditional capital of the world's festivities, the capital of the western
Pacific, the centre of Hispanic Asia, the Pearl of the Orient Seas, center of the
Coral Triangle, and the capital of fun. The country is also a biodiversity
hotspot, having the world's highest endemism rate for bird species, and one of
the highest for mammals and flora. It is also the largest bastion for Roman
Catholicism in all of Asia. The country is also home to one of the New 7
Wonders of Nature, the Puerto Princesa Subterranean River National Park, and
one of the New7Wonders Cities, the Heritage City of Vigan. It is also home to
six UNESCO world heritage sites scattered in nine different locations, three
UNESCO biosphere reserves, three UNESCO intangible cultural heritage, four
UNESCO memory of the world documentary heritage, one UNESCO creative
city, two UNESCO world heritage cities, seven Ramsar wetland sites, and eight
ASEAN Heritage Parks. More than 90% of Filipinos can understand and speak
English, as many are multilingual.

Overview
Tourism makes an important part to the economy of the country. The growth
of the economy had been into a major change since the end of the People
Power Revolution up until the present time because of the growth of tourism.

In 2000, Philippines' tourist arrivals totaled 2.2 million. In 2003, it totaled

2,838,000, a growth of almost 29%, and was expected to grow as much as 3.4
million in 2007. In the first quarter of 2007, the tourist arrival in Philippines
grew as much as 20% in same period last year. In 2011, the Department of
Tourism recorded 3.9 million tourists visiting the country, 11.2 percent higher
than the 3.5 million registered in 2010.

In 2012, Philippines recorded 4.27 million tourist arrivals, after the

Department of Tourism launched a widely publicized tourism marketing
campaign entitled "It's More Fun In the Philippines".

3
The 2017 Travel and Tourism Competitiveness Report of the World Economic
Forum ranked the Philippines 79th out of 136 countries overall. The country's
best-rated features were price competitiveness (22nd) and natural resources
(37th).

The tourism industry employed 3.8 million Filipinos, or 10.2 per cent of
national employment in 2011, according to data gathered by the National
Statistical Coordination Board. In a greater thrust by the Aquino
administration to pump billion[clarification needed] to employ 7.4 million
people by 2016, or about 18.8 per cent of the total workforce, contributing 8
per cent to 9 per cent to the nation's GDP.
History
Tourism in the Philippines traces its origins during the ancient times when the
first set of people chose to migrate through land bridges, followed by the other
sets of migrations from the Malayan archipelago in the south and Taiwan in
the north. Through time, numerous ethno-linguistic groups developed, until
some of them became monarchies, plutocracies, hunter-gatherers, city-states,
and so on. Trade also became part of the tourism as Arabs, Indians, Japanese,
Chinese, Malays, and other ethnic groups in mainland Southeast Asia, Taiwan,
and Ryukyu traded goods with the natives. When the islands became part of
the territory of Spain, an influx of Spanish people migrated into the country,
though still few compared to the Spanish migrations in South America as the
Philippines was farther from Spain.

The tourism industry first truly flourished during the late 19th to early 20th
century due to the influx of immigrants from Europe and the United States. It
was listed as one of the best countries to visit in Asia aside from Hong Kong
and Japan, earning the nickname "Pearl of the Orient Seas". The tourism
declined during and after the World War II, leaving the country with a
completely devastated economy, and a landscape filled with destroyed heritage
towns. The second wave of tourist influx flourished in the 1950s but declined
drastically during the dictatorship era. After the People Power Revolution, the
tourism industry continued to decline due to the domino effect caused by the
dictatorship. The industry only managed to cope in 1991 and 1992, where 1.2
million tourists visited the Philippines. It afterwards waned again after a
decade due to corrupt practices in government.

4
The tourism industry flourished again for the third time at the early part of the
2010s under the "It's More Fun in the Philippines" slogan, which was widely
regarded as an international success, gaining international media attention.
The country saw an influx of tourists from all over the world, with the help of
social media and the creative tagline, the tourism went at its peak with having
5,360,682 foreign million tourists recorded in 2015. The industry continued to
grow in 2017, but the growth rate from Western tourists drastically decreased
due to an ongoing drug war and the declaration of martial law in Mindanao.
Nonetheless, the growth continued due to an influx of Asian and Russian
tourists.

2,861,572 international visitors arrived from January to July 2014, up by

2.24% for the same period in 2013. 46.96% of these came from East Asia,
18.79% came from North America, and 9.37% came from other ASEAN
countries. 8,260,913 international visitors arrived from January to December
2019, up by 15.24% for the same period in 2018. 58.62% (4,842,774) of these
came from East Asia, 15.84% (1,308,444) came from North America, and
6.38% (526,832) came from other ASEAN countries. In 2015, the travel and
tourism industry contributed 10.6% to the country's GDP.

GOVERNMENT AND PRIVATE SECTORS INVOLVED IN TOURISM INDUSTRY

Philippine Tourism Industry A composite industries and entities, both
public and private involved in the planning, development, marketing, sales,
operations and evaluation of destinations, products and services that cater to
the needs of the travellers both foreign and domestic.
The Government Sector’s Role  
 Responsible for the formulation of tourism policies  
 Provides guidelines for the development of destinations  
 Regulates the industry in collaboration with other government industries

GOVERNMENT AGENCIES
1. Department of Tourism (DOT) - the primary government agency charged
with the responsibility to encourage, promote, and develop tourism as a major
socio-economic activity to generate foreign currency and employment and to
spread the benefits of tourism to both private and public sector.

5
2. Department of Environment and Natural Resources (DENR) - primary
agency responsible for the conservation, management, development, and
proper use of the country’s environment and natural resources.
3. Department of Labor and Employment (DOLE) - promote gainful
employment opportunities, develop human resources, protect workers and
promote their welfare, and maintain industrial peace.
4. Department of Agriculture (DA) - responsible for the promotion of
agricultural development growth. It provides the policy framework, helps direct
public investments, and in partnership with LGUs provides the support
services necessary to make agriculture and agri- based enterprises profitable.
5. Securities and Exchange Commission (SEC) - registration, licensing,
regulation and supervision of all corporations and partnerships organized in
the Philippines,
6. Philippine Tourism Authority - mandated to implement policies and
programs of the department pertaining to the development, promotion, and
supervision of tourism projects in the Philippines.
7. PRIVATE SECTORS INVOLVED IN TOURISM
1. Transportation
2. Hospitality Business
3. Food and Beverage
4. Activities and Attractions (Entertainment)
5. Travel and Trade
6. Other private sector entities

Structure of the tourism industry

The importance of tourism is demonstrated when you can see how big the
industry is!
The structure of the industry is made up of several components of tourism
and involves many different stakeholders. These components are all
interrelated in one way of another. The components of tourism make up the
entire tourism system.
Components of tourism
There are several integral components of tourism. Without these
components, the tourism industry would struggle to function. This was
demonstrated, for example, during the Coronavirus pandemic, which halted air
travel around the world. Travel services are a vital component of tourism and

6
without these services being operational, the tourism industry struggled to
survive!

There are six major components of tourism, each with their own sub-
components. These are: tourist boards, travel services, accommodation
services, conferences and events, attractions and tourism services.

Components of tourism: Tourist boards

A tourist board is an essential component of tourism and an integral part
of the structure of the tourism industry.
A tourism board is responsible for the promotion of tourism in a particular
area. This could be a city, a region, a country or a group of countries.
A tourism board is usually Government funded and is usually a public
travel and tourism organisation (although this is not always the case).
A tourism board is also often referred to as a Destination Marketing
Organisation (DMO).
International organisations

7
 Most tourist boards focus on promoting tourism in a particular area, city or
country. There are, however, some organisations which aim to promote
tourism across more than one country.

Whilst these organisation often have many functions other than tourism, they
will also play a role in the promotion of tourism in particular parts of the
world. This could include the European Union, the ASEAN network or
organisations such as the United Nations.

National tourist boards

A national tourist board is a national organisation whose aim is to promote
tourism across the country. There are usually several management bodies that
are involved with a national tourist board. They are essential stakeholders who
determine many aspects of tourism in the country, such as budgets, taxation
and regulations. Said management bodies include the parliament, the tourist
board, an auditing committee and the Prime Minister, President or Head of
State.
The national tourist board is funded from tourist taxes, membership fees,
Government funding and other sources. Examples of national tourist boards
(often most commonly referred to by their ‘campaign title’ as opposed to the
Government title) include Visit Britain, Incredible India and Amazing Thailand.
Components of tourism:Transport services
The relationship between transport and tourism is strong. According to the
most commonly accepted definitions of tourism, a person must travel away
from their home environment for at least one night in order to be a tourist
(although I would argue that this definition needs updating given that it
doesn’t account for novel forms of tourism such as a staycation or virtual
tourism). Based on this fact, therefore, transport is an integral component of
tourism. Without transport, people cannot reach their intended destination.
There are a range of different transport types. The most common and
popular methods of transport that make up the structure of the tourism
industry, however, are: air, road, train and water.

8
 Travel by air
Travel by air has grown
exponentially in the past few
decades. With the introduction of
low cost airlines and deregulation,
the competitive market has been a
tourist’s paradise.
New routes opening up has
introduced tourists to areas that
they may never have been able to
reach before and low prices have
resulted in more of us taking more
trips abroad using air travel as our
means of transportation.
Travel by air is an essential
component of tourism and this was
demonstrated during the
Coronavirus epidemic. During this
time most air traffic was halted,
which had a devastating impact of
the tourism industry world-wide.
Travel by road
Travel by road is also a core
component of tourism, particularly
for domestic tourism.
Travel by road is more popular
in some countries than others. This
largely depends on accessibility
options (i.e. what is accessible by
road), distances required and road
conditions.
In destinations where travel by
road is popular, there are often
many car hire or rental companies.
Travel by train
Travel by train is very popular in
destinations that have good rail
networks in infrastructure.

9
 In some parts of the world, such as China and Japan, there are world-class
high-speed railways that can be more efficient than flying.
In other parts of the world, the rail journey is part of the tourism
experience. A good example of this is the Siberian Railway.
In Europe you can buy an affordable interrail pass, which allows you to
travel throughout Europe using the rail system.

Travel by water
Travel by water is also an important component of tourism. The structure
of the tourism industry includes cruises, ferries and leisure boats, among
other types of travel by water.
Travel by water can vary considerably in price and can include anything
from a round the world cruise to a short long tail ride in Thailand.
Components of tourism: Accommodation services
Accommodation services make up an important part of the structure of the
tourism industry.

Whilst accommodation services were traditionally focussed mainly around

the hotel industry, nowadays accommodation options for tourists are much
more varied. This adds an additional layer of complexity to the structure of the
tourism industry.

Hotels chains
There are many hotel chains that operate throughout the tourism industry
and that are a key component of tourism. Multinational corporations have
expanded throughout the tourism industry with key players being hotel chains
such as Marriott, Radisson, Hilton, Travel Lodge and Holiday Inn.
However, hotel chains such as these have come under increased scrutiny
as a result of the economic leakage in tourism that they cause.
Hostels and budget accommodation
Hostels and budget accommodation options are popular with budget
travellers and backpackers.

10
 There are a range of hostels found throughout the world. These are
particularly popular in destinations where accommodation is expensive, such
as London, New York and Singapore.
Homestays
Homestays have become an increasingly prominent component of tourism.
Whilst bed and breakfast accommodation has been around for a very long
time, nowadays there are many more options that are grounded on the concept
of a homestay.The sharing economy has seen the growth and introduction of
many types of accommodations into the travel and tourism sector that did not
exist before.
The most popular of these is Airbnb, where people rent out a room or an
entire property to tourists. You can read more about how Airbnb works here.
Accommodation innovations
In recent years consumers have been demanding new and unusual
experiences more than ever. In response to this, we have seen many
accommodation innovations emerge throughout the world.
From staying in an ice hotel in Finland, to sleeping in a hammock in
Borneo to a night in a haunted castle in Wales, there are many different types
of accommodation options that can make your holiday a little bit more
exciting!
Components of tourism: Conferences and events
Conferences and events make up a significant part of the structure of the
tourism industry. Conferences, which often come under business tourism,
come in all shapes and sizes around the world. From a small academic
gathering to a large-scale summit involving national leaders from around the
world, conferences are an important component of tourism. Likewise, the event
sector is also a significant part of the tourism industry.
There are millions of events that take place around the world each year
that vary in size and function. Many of these form an integral part of the
tourism industry. Examples of major conferences and events around the
world.There are many major conferences and events that take place around
the world every year. Here are a few of my favourites:
World Travel Market
The World Travel Market (WTM) is held in London each November. This is a
large event that is held at the Excel venue.

11
 WTM provides travel industry experts with the opportunity to showcase
their work, learn more about the industry and to network.
ITB
ITB is the world’s leading international travel trade show. It is held in
Berlin each year. Similar to the WTM, this large-scale event enables industry
professionals to network and undertake continuous professional development.
Football World Cup
The vast majority of people are familiar with the Football World Cup. The
Football World Cup is held every four years in a different location. The Football
World Cup attracts millions of tourists from all over the world. The event also
acts as a stimuli for tourism as the nation will often use the opportunity of
hosting the event as a chance to market tourism in the area to those who are
tuning in from their TVs from around the world.
Sports tourism, which includes events such as the Football World Cup,
contributes significantly to the overall tourism industry.
Glastonbury
Glastonbury is a popular British music festival. It takes place each summer
in Somerset. Glastonbury is a five-day festival of contemporary performing
arts. In addition to music, the festival hosts dance, comedy, theatre, circus,
cabaret, and other arts to entertain visitors. Glastonbury attracts many
domestic tourists as well as international tourists.
San Fermin
San Fermin is a festival that is held in Pamplona, Spain each July.
San Fermin, also known as the ‘Running of the Bulls’ is a historically-
rooted festival that lasts five days. It involves dancing, eating and drinking,
games and the famous bull races and fights. San Fermin has been subject to a
lot of controversy in recent years, with many people protesting that it is a cruel
form of animal tourism.

Components of tourism: Attractions

An essential component of the tourism industry are the tourist attractions.
There are a multitude of different tourist attractions around the world.

12
 Some are built, some are natural. Some are paid, some are free. Some are
famous, others are not. Some are large and some are small.

Natural attractions - Natural attractions are just as it says on the tin –

natural. In other words, they are attractions that have not been made by man.
Natural attractions are found all over the world and vary in size and scope.
There is even a definitive list of the seven natural wonders of the world.

Built attractions - Built attractions also make up an important part of the

structure of the tourism industry. There are many built attractions throughout
the world. Some attractions are built for the purpose of tourism, such as
theme parks or museums. Other attractions are built for other purposes but
then become tourist attractions, such as the Empire State Building or the
Sydney Opera House.
Components of tourism: Tourism services
Tourism services are an essential component of tourism. Without many
tourism services, the tourism industry would fail to adequately function.
Tour operators - A tour operator is the individual or organisation who puts
together a trip. Typically, a tour operator would package together essential
elements including accommodation, transport and transfer. They would then
sell this package to the tourists.
However, tour operators are becoming fewer in recent years. Consumers
are now far more Internet savvy and are more capable of researching the
individual elements of their holiday and booking this independently. This is
known as dynamic packaging.

Travel agents - Traditionally, a travel agent would sell the product that the
tour operator has produced i.e. the package holiday.
While travel agents have and continue to sell individual holiday
components, they have historically been most commonly used by tourists who
wish to book a package holiday.
In today’s society, there is far less scope for travel agents than there used
to be. A few years ago it would be easy to finish school and to get a job in a
travel agent selling holidays. Now, however, people are more likely to set up
their own travel agent business online or to be employed by an online retailer.

13
 Many high street stores have now closed as there is little demand these
days for holidays to be booked in this way. Instead, many people are selling
holidays and travel services via their blogs or websites. The travel agent does
still exist, but he has changed the way he looks.
Ancillary services - Ancillary services are another core component of
tourism.
Ancillary basically means ‘extra’ or ‘additional’. An ancillary service in the
context of tourism, therefore, is any product or service that is additional to the
core elements of accommodation, transport and transfer.
As you can see, the tourism industry is large and complex, but
understanding the different components of tourism isn’t too difficult.
All of the components of tourism are interconnected in one way or another
and many rely on one another to be successful.

________________________________________________________________________

CHAPTER/SUMMATIVE TEST

Direction: Identify what is being referred to by the following questions. Write

your complete answer on the spaces before each number.
_____________________1. The individual or organisation who puts together a
trip.
_____________________2. Any product or service that is additional to the core
elements of accommodation, transport and transfer.
_____________________3. They are attractions that have not been made by man.
_____________________4. A popular British music festival that takes place each
summer in Somerset.
_____________________5. Responsible for the promotion of tourism in a
particular area.
_____________________6. Mandated to implement policies and programs of the
department pertaining to the development, promotion, and supervision of
tourism projects in the Philippines.

14
_____________________7. Primary government agency charged with the
responsibility to encourage, promote, and develop tourism as a major socio-
economic activity to generate foreign currency and employment and to spread
the benefits of tourism to both private and public sector.
_____________________8. Primary agency responsible for the conservation,
management, development, and proper use of the country’s environment and
natural resources.
_____________________9. Responsible for the promotion of agricultural
development growth. It provides the policy framework, helps direct public
investments, and in partnership with LGUs provides the support services
necessary to make agriculture and agri- based enterprises profitable.
_____________________10. Promote gainful employment opportunities, develop
human resources, protect workers and promote their welfare, and maintain
industrial peace.

ACTIVITY 1
Destination Attractions
1. Review tourist attractions in our municipality and select at least TWO
attractions to research. Obtain detailed information on their products and
services using a variety of sources:
• Visit a local Tourist Information Centre
• Undertake a guided tour
• Use leaflets and information from the Internet
2. Produce a simple guide to these Travel & Tourism attractions
Name of Attraction Brief Description of Products and Services

15
16
17
Write your answer here…

18
Write your answer here…

19
20