Measures needed to sustain recovery in tourism sector
The Philippine Hotel Owners Association (PHOA) appreciates the continuing recognition of tourism as a priority sector in President Ferdinand Marcos Jr.’s State of the Nation Address last month.
Enhancing tourist experience
We commend the efforts focused on optimizing air transportation and tourism processes to enhance the overall experience for both local and international tourists.
The implementation of the e-visa system and removal of daily quotas are significant steps towards facilitating smoother travel arrangements, particularly for visitors from visa-required countries. This initiative is vital for expediting the industry’s recovery and attracting tourists to the Philippines.
PHOA also emphasizes the importance of infrastructure improvements and digital advancements to meet the evolving needs of modern travelers. These enhancements will not only enrich the visitor experience but will also improve the country’s competitiveness in the global tourism arena.
Establishing a clear roadmap
The challenges following the pandemic are evident in the disparity between current visitor figures and pre-crisis levels.
Given the industry’s heavy reliance on foreign arrivals, it’s crucial to establish a clear roadmap for achieving pre-pandemic tourism levels. This transparency will guide industry stakeholders, including hotels and related businesses, in making informed decisions and devising effective strategies to maximize emerging opportunities.
Boosting room inventory
Recognizing the pressing need to bolster the country’s room inventory, which lags behind that of many Asean neighbors, PHOA members are actively engaged in developing new hotels and expanding existing ones.
Between 2024 and 2028, PHOA members plan to construct 55 new hotel projects across the country, adding 15,000 rooms of various categories to the national inventory. These new establishments will be situated not only in established hubs like Manila, Cebu, and Clark, but also in other emerging destinations.
Cautious optimism
The current scenario of domestic and foreign investments in the tourism sector reflects cautious optimism.
Domestic investments are steadily increasing, bolstered by rising confidence in the industry’s resurgence. However, foreign investments display caution, with investors adopting a prudent approach, awaiting clearer signals before making substantial commitments.
Critical performance indicators for the tourism industry closely align with the influx of foreign visitors, serving as a pivotal gauge of recovery progression.
Despite welcoming 5.45 million foreign visitors in 2023, a notable gap persists compared to the pre-pandemic peak of 8.2 million in 2019. This gap underscores the ongoing challenges in revitalizing the tourism sector to pre-crisis levels.
Restoring tourism activity
Looking forward, establishing a definitive timeline to fully restore tourism activity to 2019 levels is crucial for all stakeholders in the tourism value chain, including hotels and associated businesses.
A clear projection of when the industry is expected to rebound to pre-pandemic levels will empower businesses to make informed decisions and craft effective strategies to leverage emerging opportunities as the sector gains momentum.
The author is an executive director of the Philippine Hotel Owners Association Inc. (PHOA)
We commend the efforts focused on optimizing air transportation and tourism processes to enhance the overall experience for both local and international tourists
