Department of Tourism: Its More Fun in the Philippines!

Department of Tourism: Its More Fun in the Philippines!30

I. Introduction

The Department of Tourism (Kagawaran ng Turismo, DOT) is the executive department of the Philippine government responsible for the regulation of the Philippine tourism industry and the promotion of the Philippines as a tourist destination. It is also in charged that are primarily 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 the private and public sector. It is responsible for keeping our tourist attractions in place, and to encourage foreigners to come, visit and explore the beauty of our country.

Tourism has contributed significantly to the growth and competitiveness of the Philippine economy. While challenges in the global and domestic fronts have been encountered, it can be said that the industrys performance for the past three years has set it on track to achieve its goal in becoming a powerful economic growth engine for generating jobs and creating economic activity in the country.

HISTORY

The Department of Tourism started as a private initiative to promote the Philippines as a major travel destination; the Philippine Tourist & Travel Association was organized in 1950. In 1956, the Board of Travel and Tourist Industry was created by Philippine Congress. As stipulated in the Integrated Reorganization Plan in 1972 sanctioned as a law under Presidential Decree No. 1, as amended, the Department of Trade and Tourism was established, reorganizing the then Department of Commerce and Industry. A Philippine Tourism Commission was created under the unified Trade and Tourism Department to oversee the growth of the tourism industry as a source of economic benefit for the country.

Then in 1973, President Ferdinand Marcos created a new cabinet-level Department of Tourism (DOT) by splitting the Department of Trade and Tourism into two separate departments. Included in the new Department of Tourism, the agency Philippine Tourism Authority (PTA) and the Philippine Convention Bureau (PCB) were created. The Department of Tourism was then renamed Ministry of Tourism as result of the shift in the form of government as enshrined in the amendments to the 1973 Constitution.

In 1986, under Executive Order Numbers 120 and 120-A signed by President Corazon Aquino, the Department of Tourism was reorganized and, correspondingly, the Philippine Convention Bureau was renamed the Philippine Convention and Visitors Corporation. In 1998, the Department of Tourism assumed a prominent role in culmination of centennial celebrations of the Philippine's Independence from Spain.

And in 2003, the Department of Tourism initiated one of its most successful tourism promotion project, Visit Philippines 2003, under Secretary Richard J. Gordon.

Department Structure and Functions

Office of the SecretaryThe Office of the Secretary provides leadership, direction, and substance to the overall operations of the Department. It formulates policies, plans, programs, rules, and regulations; reviews and evaluates the performance of the Tourism Master Plan and advises the President on all matters affecting the tourism program of the country.

Tourism Promotion SectorThe Tourism Promotion Sector has the primary function of promoting the Philippines as a tourist destination domestically and internationally. It devises integrated marketing and promotional activities such as information dissemination, public relations, special events, and related tourism programs. It likewise supervises the overseas field offices established to implement and enhance the tourism development and promotion program of the Department in the international field.

Tourism Services and Regional Offices SectorThe Tourism Services and Regional Offices Sector are tasked to ensure the pleasant entry, stay, and exit of tourists. It formulates standards of quantity and efficiency for tourism-oriented establishments, among others, done through an accreditation system. Tourist establishments' compliance to policies is monitored to make sure that their facilities and services are operated and maintained according to acceptable international norms. The Sector also supervises DOT's regional operations established to implement the policies, plans,

programs, and regulations of the Department and to maintain the delivery of efficient and effective frontline services for the tourism industry.

Tourism Planning, Product Development and Coordination Sector

The Tourism Planning, Product Development and Coordination Sector are responsible for the formulation and updating of the Tourism Master Plan, together with its component programs. The Sector monitors the effective implementation of the Tourism Master Plan and, in coordination with the private sector and other government institutions, develops and conceptualizes new products and investment opportunities designed to enhance tourist sites and facilities.

Internal Services SectorThe Internal Services Sector ensures the smooth and legal functioning of the operations of the Department through the provision of effective and efficient advice and services in the areas of personnel management, human resources development, general services administration, computerization and information technology services, budgetary, financial and management services, and including investigatory and advisory services.

Mission and Vision of Department of Tourism

Vision The 2006 State of the Nation Address envisaged the Central Philippines to be the countrys premium tourist destination on account of its range of natural attraction and cultural heritage. The Department of Tourism aims to improve accessibility of travel destinations, make tourism products better and more affordable, promote a culture of tourism among local residents, and increase recognition of tourism as an effective and efficient tool towards socio-economic development of the Philippines.

"The Central Philippines will be a significant destination that offers direct international access, seamless interconnectivity, world-class tourist facilities and products that meet the demands of tomorrows tourist. The Central Philippines will achieve these through the sustainable development of tourism products, environmental protection and enhancement, underpinned by adequate infrastructure with rational management of the destinations, capacity building, investment promotion, effective marketing and an improved business environment."

MissionThe Department of Tourism is tasked with the mission of generating foreign currency and employment; spreading the benefits of tourism to a wider segment of the population with the support, assistance and cooperation of both the private and public sector; and ensuring the safe, convenient, enjoyable stay and travel of foreign and local visitors in the Philippines.

Looking to the future, the major challenge facing the Central Philippines is to diversify the economy from its reliance on primary products - mainly agriculture. This can only be done by identifying and developing value added internationally traded products/services in agri-business, manufacturing and the service sector. However, the service sector's capacity to constitute a 'driver' of regional economic activity is limited by the fact that much of the output is either non-traded (Government services) or sheltered utilities. Internationally traded services with significant growth potential are few; tourism is being the main one.

Tourism National Strategy

Formulate an integrated sustainable tourism management plan for Central Philippines, identifying viable critical environmental, infrastructure and community-based projects to link and integrate the tourism development of the area.

In particular the Tourism Management Plan will: 1. Provide a comprehensive planning framework for the development of tourism so that it can play a key role in the development of the regional economy;2. Elaborate a vision of the future direction and content of tourism development, which can help to focus and guide the actions of the various stakeholders towards a shared goal;3. Identify areas for tourism development, related tourism facilities and supporting infrastructure;4. Specify the major programs, roles and responsibilities of key players, institutional arrangements and resource requirements for achieving the vision.

Powers and Functions The DOT shall prepare a market development program to attract people to visit the Philippines and enhance the prestige of the country and the Filipino people in the international community. It shall also represent the government in all domestic and international conferences and fora, and in all multilateral or bilateral treaties and international agreements concerning tourism.

Department Structure and Offices The DOT shall consist of the Department Proper (Offices of the Secretary, Undersecretaries and Assistant Secretaries), Department Offices, Services and Unit, and the Regional and Foreign Offices. The Department Offices are:

1. Office of Product Development. Functions include the conceptualization and development of new products which will enhance tourism sites and facilities, and encouraging joint undertakings with the private sector for the development of new tourism-related products and programs.2. Office of Tourism Development Planning, Research and Information Management. Tasked with the preparation, formulation monitoring and evaluation of policies, plans and programs of the DOT, including the National Tourism Development Plan. It is also tasked with sourcing of grants or loans from local and foreign funding institutions to implement tourism policies, plans and projects, as well as pursuing DOTs interests

in multilateral, international, and regional tourism cooperation, agreements and treaties.3. Office of Industry Manpower Development. It is tasked, among others, of conducting seminars on Philippine history, culture, environment and related subjects, in coordination with appropriate government agencies and the private sector, as well as encouraging the development of training courses and apprenticeship programs for tourist guides and other similar workers jointly with concerned tourism enterprises, appropriate government agencies and the private sector.4. Office of Tourism Standards and Regulations. Tasked with formulating and enforcing internationally competitive standards of facilities and services.5. Office of Tourism Coordination. Tasked to increase linkages between various government offices and the private sector and among the various entities in the private sector itself to properly implement tourism policy, including the function of supporting the private sector in all tourism activities requiring governmental coordination.6. Office of Tourism Resource Generation. This office is tasked with the collection of necessary fees and charges which shall be used by the DOT in the promotion and marketing efforts of the Tourism Promotions Board (TPB ) and the development of infrastructure facilities, utilities and services of the Tourism Infrastructure and Enterprise Zone Authority (TIEZA). The proceeds of such collection shall accrue directly and automatically to the DOT.

Agencies and Corporations are attached to the DOT Tourism Promotions Board (TPB) The Philippine Conventions and Visitors Corporation (PCVC) is hereby reorganized as the TPB. The Bureaus for Domestic and International Tourism Promotions, and the Office of Tourism Information of the DOT, are hereby absorbed into the TPB. Tourism Infrastructure and Enterprise Zone Authority (TIEZA). The Philippine Tourism Authority (PTA) is reorganized as the TIEZA. Duty-Free Philippines Corporation (DFPC). It shall be a body corporate to operate the duty-and tax-free merchandising system in the Philippines to augment the service facilities for tourists and to generate foreign exchange and revenue for the government. The Duty Free Philippines shall be reorganized to become the DFPC. Intramuros Administration tasked with the restoration and development of Intramuros, the walled city of Manila.

National Parks Development Committee. Has the primary purpose of developing and maintaining assigned parks specifically the Rizal Park or Luneta (NPDC's flagship), Paco Park, the Pook ni Maria Makiling and Burnham Park.

Nayong Pilipino Foundation. Tasked with the mission of enshrining the rich national heritage of the Filipino through the authentic depiction of customs & traditions and of natural and historical legacies.

Philippine Commission on Sports Scuba Diving, which shall undertake measures to provide the standard basic dive rules to all levels or kinds of divers, regulate scuba sports and technical diving in the country and ensure the safety of the sport through the formulation of policies pursuant thereto, in coordination with the Office of Tourism Standards and Regulations, including the regulation of the accredited scuba sports and technical diving establishments.

Philippine Convention and Visitors Corporation. The promotional arm of the DOT. The PCVC is tasked to plan and implement the country's tourism marketing efforts and promote the Philippines as a destination for conventions.

Philippine Tourism Authority. The implementing arm of the DOT for policies and programs pertaining to the development, promotion and supervision of Philippine Tourism infrastructure projects.

Tourism Infrastructure Program The DOT, in accordance with the National Tourism Development Plan and local government initiatives, shall coordinate with the Department of Public Works and Highways (DPWH) and the Department of Transportation and Communications (DOTC) in the establishment of a tourism infrastructure program in the respective work programs of said agencies, identifying therein vital access roads, airports, seaports and other infrastructure requirement in identified tourism areas. The said agencies and the Department of Budget and Management (DBM) shall accord priority status to the funding of this tourism infrastructure program.

Department of Tourism Projects Visit Islands Philippines 1994 Miss Universe Beauty Pageant 1994 Florikultura '98 - international horticulture exhibition Expo Pilipino 1998 - Philippine Centennial International Exposition Visit Philippines 2003 Wow Philippines

It's More Fun in the Philippines During January 2012, the Department of Tourism launched a global campaign under the simple yet memorable slogan Its More Fun in the Philippines. Raising awareness of the country as a tourism destination and establishing favorable perceptions of the Philippines were the main objectives of the campaign as many foreigners remain unaware of the Philippines. With limited financial resources, the Department of Tourism relied heavily on social media, inviting internet users to upload photographs of both popular and less well-known Philippine holiday destinations and adding words to the now popular slogan. The campaign has so far been successful as much of the user-created content went viral within hours, catching the attention of the international media as well as high numbers potential of potential inbound arrivals. The new campaign bears the logo of a banig weave that forms the map of the Philippines. The advertising agency behind the idea was also responsible for the Wow Philippines: More than the Usual brand campaign that was used in 2001. Department of Tourism just released its new tourism campaign slogan, its more fun in the Philippines. It gained both positive and negative remarks. It was even said that it was just a copycat of the promotional tagline of Switzerland 60 years ago. But it seems this

doesnt affect much the increasing popularity of the slogan especially in the social media sites. I just thought why some Filipinos choose to criticize and find faults in this tourism slogan rather than being supportive and cooperative in the improvement of our tourism industry. S Yes, DOT made some mistakes in crafting this slogan but the mistakes are done already and we just have to live and make the most out of it. We cant say that the slogan Its more fun in the Philippines is incorrect because truly it is more fun in the Philippines. The new slogan is so catchy that creates a buzz in the social media site. It encourages Filipinos to interact and create their version of the slogan, some are well-thought and mostly some of them are just a fun adaptation of the new slogan. But if we just really analyze the strength of this, it is simpler but an honest remark, more flexible, easy to understand and even more competitive than the previous tourism slogan we had.

The new tourism campaign focus on the countrys strength, it states that the thing that other countries cant offer and that is the happiest and warmest people on earth, the Filipinos. Even the Lonely Planet guidebook calls us among the most easygoing and ebullient people anywhere. This only shows the positive attitudes of Filipinos can be one way to attract tourists. Filipinos are very warm, hospitable; always love to have fun that can be a positive factor to the tourism

industry. They say that fun is a fusion of place and people. One place could be a paradise but it wont be fun if the people in the place are not so accommodating.

Philippines is such a beautiful and refreshing country to people who wants to unwind and relax, not just for us Filipinos but also to foreigners who loved to visit and explore our country Philippines. We have so much to offer like our famous White Sand Beaches most particularly in the island of BORACAY, the beautiful Tubbataha Reef which is one of the Seven Wonders of the World as of the year 2013. Baguio the summer capital of the Philippines is one of the top most visited tourist spot in the country, as of last Holiday season over 700, 000 foreigners went there to spent and celebrate their holiday vacation. And this coming summer season Boracay and more beaches in the islands are pre-occupied because many tourists are making reservations.

Top Philippine DestinationBarefoot in the Beach Boracay There is an undeniable easy atmosphere in Boracay where walking barefoot than shod is the rule rather than the exception. White Beach is so fine; feels like treading on miles of baby powder! No wonder, even swinging discos have the beach for a floor, giving dance a new twist. There are no hang-ups either in this island. At daytime, tourists having a soothing massage under the shade of a coconut tree beside the shoreline are a common sight. And from dusk to dawn, Boracay turns into one big party place where everyone is welcome to join inBut first, let's toast that sunset cocktail. Diversions are certainly no problem in this tropical Eden with leisure activities calendared throughout the year and amenities offered by some 350 tourist establishments.

The Last Frontier Palawan

For a long time, Palawan's bountiful resources, abundant wildlife and extraordinary natural beauty are known only to the many ethnic communities that thrive in these islands and a few other daring settlers who wanted to live in unpolluted surroundings. The island-province first attracted foreign attention in the 1970's when it became a United Nations Vietnamese Refugee Center. At this time, a disturbance in Kenya also saw the transport of endangered animals from its savannas to the plains of Calauit Island. However, it was only a sea accident in 1979 that eventually led to the opening of Palawan into tourism big time. As the story goes, a tuna line disabled a dive boat's propeller in the middle of the night forcing it to drop anchor in an inlet. The following morning, the divers woke up to an amazing scenery of skyscraping dark cliffs, thick green forest, white-sand beach, sparkling

water and, rising above it, a series of magnificently sculpted jade islands. And thus was how El Nido was discovered. Ecology awareness is at a high level throughout the province. Puerto Princesa prides itself as the cleanest city in the Philippines. To protect its mega diversity, only eco-friendly programs are adhered to by tourist establishments. And there are strict ordinances against dynamite fishing, with only net and line fishing allowed. Palawan may have opened itself to tourism but it has also taken serious efforts to preserve this last frontier.

Banaue of Painterly Dreams Baguio City

Because of its high altitude, Banaue is often described as "where land merges with the clouds to meet the heavens" with the rice terraces as "the stairway to the sky." Banaue is a place for nature adventures and cultural immersion. Days are for indulging in such activities as strolling, biking, and

trekking. Evenings are for campfire chats at a village or warm indoor cosseting at the lodges and inns. A leading tourism destination in Asia, the Banaue rice terraces start from the base of the Cordilleras and reach up to several thousand feet high. Its length, if stretched from end to end, could encircle half of the globe. The rice paddies are fed by mountain springs and streams that are channeled into an irrigation canal that runs downhill through the terraces. In the village of Batad, the terraces take the shape of an amphitheater and can be reached by a 12-kilometer ride from Banaue Hotel and a 2-hour hike through mountain trails. After trekking through the terraces, cool retreats indeed are the spring-fed stream of Guihob and the magnificent Tappiya Waterfalls which has an enormous basin for swimming. Shopping takes a different twist in Banaue. While souvenir items are offered by curio stores, the more exciting way to shop, however, is to go on a village visit, watch a family demonstrate their native craft and then haggle for a better price on their product.

Land of Plenty Davao City

"Kadayawan sa Dabaw" is Davao City's premier festival and showcases the natural and cultural bounty of the land. A movable feast in August, the week-long merrymaking highlights the manifold tribal cultures of the region which are vividly expressed in traditional songs, dances, games and crafts. It is also on this occasion when a lively trade fair, capped by a flower-and-fruit float parade, takes place. Street dancing and popular entertainment complete the celebration. Agriculture-based industries thrive in the Davao region. A major exporter of bananas, citrus, mangosteen and other tropical fruits, it is also the biggest producer of cultured flowers in the country. Its surrounding waters are rich sources for commercial fishing. The world's largest city in terms of land area, Davao covers all of 244,000 hectares.

Old World City Vigan

Vigan, with its centuries-old edifices, is a breathing reminder of what was once a royal city. One of the earliest Spanish settlements in the country, Vigan was founded in 1572 by Juan de Salcedo who patterned its design to that of Intramuros (Old Manila). It became the seat of the Archdiocese of Nueva Segovia and was called Ciudad Fernandina in honor of King Ferdinand. Today, Vigan retains much of the patina of 18th century Castillan architecture as seen in some 150 stone houses which stand in the town's Mestizo District, notably Mena Crisologo Street. Many of these ancestral homes are still in good condition and some have been turned into cozy inns, museums, and souvenir shops.

Along with the homes are other vestiges of the town's colonial past: The majestic St. Paul's Cathedral was built by the Augustinian friars along the distinct "Earthquake Baroque" style of the Ilocos region and features Neo-Gothic and pseudo Romanesque motifs. Standing on an elevation west of the cathedral is Plaza Salcedo, the oldest monument in Northern Luzon. The Archbishop's Palace is a rich repository of religious artifacts from the Ilocos region. Plaza Burgos was built in honor of Fr. Jose Burgos, one of three Filipino priests who were garroted by the Spaniards for espousing church reforms. But it is not only edifices which are preserved in this town inscribed in the World Heritage List. Viganos also remain steadfast in their traditional crafts, notably pottery (burnay) and handloom weaving (inabel). The horse-drawn calesa (rig) is as much a presence in the streets as motor vehicles.

Awesome Hills Bohol

Chocolate Hills is a series of 1,268 perfectly symmetrical, haycock-shaped hills that rise some 30 meters above the ground. A National Geologic Monument, these unique, rock formations were cast after million years of evolution. Spread out in the towns of Carmen, Batuan and Sagbayan, the hills are so-called because they resemble chocolate bonbons when their grass cover turns to brown at the onset of summer. Two of the hills have been developed and provided with facilities, including a view deck, a youth hostel and a restaurant.

Manila

The capital of the Philippines - its heart and soul -- is Manila. It sets the rhythm of life in this archipelago and is a pulsating hub that blends the Oriental with the Occidental, the quaint with the modern, the mundane with the extraordinary.

Manila was born out of the ashes of a once flourishing Malay settlement by the banks of the Pasig River. In 1571, Miguel Lopez de Legazpi established the Ever Loyal City of Manila which, until 1898, was the seat of Spanish colonial rule in Asia. He built the city within walls and called it Intramuros. An anchor tourist destination, Manila is the very core of the 7,000 times more islands that make up the Philippines. It is a center for the performing arts in Asia.

Deterrents to the Growth of Tourism Several factors hamper the growth of tourism. These are: 1. Domestic political uncertainty in the country; 2. Constant threat of insurgency in areas with natural attractions; 3. Inadequacy of accommodations with standards of quality befitting foreign tourists; 4. Absence of a culture of tourism; 5. Lack of transportation systems to move efficiently and comfortably, and at lower cost, large numbers of tourists to other attractions outside Luzon, and from one destination to another; 6. Lack of secondary attractions around primary destinations.

Conclusion The aggressive effort of the Department of Tourism and the participation of the private sector, with deliberate push from the Philippine Chamber of Commerce and Industry, to upgrade and expand the tourism-related infrastructure, facilities, amenities, and systems present a bright future for the tourism industry. After all, it is one industry where we have a permanent competitive edge over our ASEAN neighbors proximate geographical location to emerging tourist markets, more attractive natural wonders, and warm and friendly people. All that is lacking is comparable infrastructure and more tourist-oriented facilities. The government and private investors are working fast towards correcting that competitive disadvantage. But now we can say that the countrys economy is now driving by the Philippine tourism industry.

Bibliography UNESCO World Heritage, Readers Digest: Unseen Asia, April 2010, p.92 Benjamin B. Domingo, Philippine Tourism, Foreign Service Institute (Philippines), 2008 Nigel Hicks, The Magic of the Philippines, New Holland Publishers, Limited, 2002 Francis Dorai, Philippines GUIDE Series; INSIGHT GUIDES PHILIPPINES, APA Publications, 2000 "Top 10 Islands, World's Best Awards 2011, Travel + Leisure Magazine. "The Philippines' best beaches and islands". CNN Travel, September 27, 2013.

References: http://www.dlsu.edu.ph/research/centers/cberd/pdf/papers/2008/WorkingPaper-2008-08-RPUSFTA-Lagman.pdfhttp://en.wikipedia.org/wiki/Tourism_in_the_Philippineshttp://www.experiencephilippines.org/https://www.google.com.ph/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&cad=rja&uact=8&ved=0CGYQFjAJ&url=http%3A%2F%2Fwww.visitmyphilippines.com%2F&ei=WBsnU_eMGIWtiAfZn4BY&usg=AFQjCNGu22pVFhV79Js2AT6WSSG3jhLhmA&sig2=iqiNRIThROiq4sSWNZXAJw&bvm=bv.62922401,d.cGU

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