By Louella D. Desiderio (The
Philippine Star) | Updated January 18, 2015 - 12:00am
MANILA, Philippines - Hotel developers
and operators are expected to benefit from the expected growth in the
Philippine tourism industry over the next decade, but challenges remain in
terms of the much-needed infrastructure for an additional influx of tourists,
according to a hospitality branding expert.
James Stuart, managing partner of
Asia’s branding company for hospitality The Brand Co. and author of the book
“Hotel Brand Bites” which is focused on hospital brand management, said in an
email that a significant increase in the number and type of tourism properties
being opened in the Philippines this year and beyond is expected as the country
is seen to be an attractive destination for tourists.
“It is clear that the Philippines is
going to be one of the big tourism growth stories in Asia – in fact worldwide –
over the next decade. A beautiful environment of over 7,000 islands, some of
the friendliest, happiest people in the world and a generally English speaking
population. Plus, at the moment, a country that in the main has been left in
its wild, natural state,” he said.
While such backdrop offers
opportunities for hotel developers and operators, infrastructure is seen as a
limiting factor.
Stuart noted that much of the
infrastructure needed to provide additional tourists with a positive impression
of the Philippines is still in the making.
Even as there are improvements in
terms of new roads and airports being built and new hotel brands being
developed, there are concerns on whether the growth of supporting
infrastructure could keep up with the tourism boom.
“So, I think hotel owners and operators
need to put pressure on national and local governments to make infrastructure
improvements a priority,” Stuart said.
To take advantage of the expected
tourism growth here, he said hotel developers and other firms engaged in the
hospitality business would have to work not just on brand building efforts, but
also on being distinctly relevant to guests.
“Hotel developers and operators can
take advantage of this growth…by conceiving unique, relevant experiences that
champion what is distinctively local,” he said.
All stakeholders, he added, have to
work together to promote the development of the tourism industry.
“Tourism must be looked at and
developed as a cohesive whole, from the manner in which the country is
positioned (‘It’s More Fun in the Philippines’) right down to the manner in
which local environments are being developed and sustained for the benefit of
future generations. If everyone pursues their own personal agendas in isolation
of the bigger picture, it might create some short-term individual gain, but it
won’t be good for the country as a whole long-term,” he said.
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