tourism in philippines essay

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Tourism is recognized as an important industry in the Philippines. Its significance as main driver and contributor to socio-economic growth is acknowledged in Republic Act 9593 or the Tourism Policy Act of 2009. It has seen an increasing direct contribution to the country’s gross domestic product (GDP) and employment over the years and peaking in 2017 at 12.2% and 13.1%, respectively (Philippine Statistics Authority, 2018). Prior to the launch of the campaign, the Philippines was struggling to compete with its neighboring Southeast Asian countries such as Thailand and Singapore in terms of tourist volume (Bosangit, 2014). The Philippine Department of Tourism (DOT) developed the Philippine National Tourism Development Plan (NTDP) 2011-2016 that sought to address issues of the tourism industry, and aim achieve 10 million foreign tourist arrivals and 35 million domestic tourists by 2016. With a national policy and plan at hand and an increasing importance to the economy, the Philippine government easily put tourism as one of its main priorities for development. Then-President Benigno Aquino III, approved a budget of 3.1 billion Philippine pesos to establish a tourism marketing campaign to reach the NTDP targets by 2016, the largest the Department received for marketing (Bosangit, 2014). The establishment of a new marketing campaign was opened for bidding to advertising agencies in the country that was eventually won by BBDO Guerrero, the Philippine chapter of one of the world’s largest advertising agencies, BBDO. The winning campaign was called “It’s more fun in the Philippines” and was launched in January 2012. The Department of Tourism revealed an accompanying logo which included a pixelated weaved image of the Philippines with a color palette representing the three main colors of the Philippine flag (Figure 1). Simultaneous to the launch of the campaign was also the launch of the now-defunct website www.itsmorefuninthephilippines.com that showcased the different destinations and attractions around the country. One of the highlights of the campaign was crowdsourcing, where they encouraged people to create their own ads or memes that would showcase what makes the Philippines “more fun”.

Figure 1. It’s more fun in the Philippines official campaign logo. (Department of Tourism, 2012b) At the onset of the campaign, DOT launched three sample memes to set as an example (Figure 2), along with the hashtag #ItsMoreFuninThePhilippines in all online posts relating to the campaign. DOT also launched an application and the guidelines for submission of memes on the website. With an estimated 27 million Facebook users at the time of the launch, the campaign became a viral hit online (Valdez, Tupas, & Carol Tan, 2017). Within 30 minutes of the launch, the hashtag was also trending on Twitter worldwide (Bosangit, 2014).

Figure 2. Sample image released by the Department of Tourism (Department of Tourism, 2012b) Then-DOT Secretary Ramon Jimenez Jr. described the campaign as “grounded on basic, truthful communication between two persons; a campaign for people who haven’t seen the Philippines yet; with a new tourism line that allows the Filipinos to take the line and own it to themselves; and it is not a manufactured line; it is drawn from the way Filipinos have touched the lives of tourists” (Metro Manila Directions in Bosangit, 2014, p.151). A year after the launch of the campaign, foreign visitor arrivals hit a 9.07% increase from the previous year, marking the first time that the country surpassed the 4 million mark (Bosangit, 2014). While no actual measurement has been done on the online success and impacts of the campaign, DOT perceived the continuous increase of tourist arrivals (Figure 3) as an indicator of the campaign’s success.

Figure 3. Foreign visitor arrivals in the Philippines from 2010-2016 (Compiled from: Department of Tourism, 2011, 2012a, 2013, 2014, 2015, 2016) However, while the campaign encouraged to generate “fun” things about the Philippines, DOT could not also stop people from generating memes that emulated negativity about the Philippines (Figure 4) (Della Corte & Sepe, 2016). After a year, the meme generator application was discontinued. However, people are still able to produce memes containing the official font, the Harabara Mais, that is available to download for free in several sites across the internet. This makes memes look like it was generated from the online application, despite its closure. Thousands of photos were and are still being generated online and continue to be searchable on the internet. Despite these negative photos being produced, the campaign continues to run in the present.

Figure 4. An example of a negative meme resulting from the campaign (“Being poor. More fun in the Philippines,” 2013)

2.6. Retirement tourism in the Philippines The Philippine Retirement Authority (PRA) is the mandated government agency to “develop and promote the Philippines as a retirement haven” (Philippine Retirement Authority, n.d.). The PRA only became an attached agency of the DOT upon the enactment of the Republic Act 9593. Their mission is to “provide a globally competitive retirement program in the Philippines for foreign nationals and former Filipinos” as part of the socio-economic development of the country (Philippine Retirement Authority, n.d.). The PRA enjoins DOT’s efforts in promoting their services in various fairs, sales missions, expositions and conferences in the Philippines and abroad (Philippine Retirement Authority, 2017). Retirement tourism is identified as one of the core tourism products within the NTDP. According to the Plan, retirement tourism is “capable of delivering strong future growth with long average length of stay and expenditure” (Department of Tourism, 2012c, p. ix). The Plan identifies the European, Middle East, and North American markets as main targets for this tourism segment. Since the inception of PRA in 1985, it has seen increasing number of foreign retirees in the Philippines (Table 1) that mostly came from China, South Korea, India, United States of America, and Taiwan (Philippine Retirement Authority, 2017). Table 1. Cumulative count of foreign retirees in the Philippines from 1985 to 2017. Year Cumulative count 1985-2012 28,890 2013 32,697 2014 37,485 2015 42,516 2016 48,072 2017 53,933 Despite the PRA not being directly involved in the “It’s more fun in the Philippines” campaign, DOT produces material that are targeted towards retirees. In 2017, DOT launched a video entitled “Sights” that featured M. Uchimura, a Japanese retiree in different destinations in the Philippines (available online: https://www.youtube.com/watch?v=A3xeB4-qv8I). At the end of the video, it was revealed he was not only a retiree, but also a blind man. It was met with criticism online leading to DOT pulling out the commercial following claims around social media that it was strikingly similar to a South African tourism ad (Rappler.com, 2017). However, during the earlier stages of the campaign, only images with older adults as subjects were produced from the campaign and did not necessarily aim to attract older adults to retire in the country. Nevertheless, these photographs contribute to the images and perceptions of the Philippines as a retirement destination. 3. Theoretical Framework Like DOT, many destination marketing or management organizations (DMOs) use photographs to represent and promote destinations and attractions. Photographs play a crucial role in promoting destinations as they set expectations of quality and experience (Garrod, 2009). Images that are portrayed and actual experience could determine tourist satisfaction and possibilities of recommending to others and returning back (Britton, 1979; Fakeye & Crompton, 1991; Garrod, 2009; Tuohino & Pitkänen, 2004). Choosing images to represent destinations and projecting how they will be received and perceived prove to be a difficult endeavor for researchers and DMOs alike owing to multiple social realities and even more complex feedback loops among multiple senders and receivers (Blichfeldt, 2018; Crick, 1985; Garrod, 2009; Hunter, 2008; Jenkins, 2003). In the advent of social media, actors and stakeholders are better able to communicate to and with amongst themselves, producing complex interactions than ever before that stimulate experiences, images, and even satisfaction rates (Oliveira & Panyik, 2015). Visual representations help build a destination image that has been referred to as both the actual image represented and possible metaphorical implications of the image and are subject to a wide range of interpretations by different tourism stakeholders (Beerli & Martin, 2004; Edwards, 1996). In this view, photographic representations of tourism destinations has three directions of inquiry: the extrinsic direction which looks into the difference between representation and reality, the intrinsic direction which deals with the message and the style of the image itself, and the dynamic direction which focuses on the ability of the image to influence perception, lens, and experience of a place (McGregor, 2000). As such, photographic representations of tourism destinations have “multiple signifiers for the endless purposes of various combinations of senders and receivers” that contribute to the complexity of a destination image in itself (Hunter, 2008, p. 356). These representations and interpretations can evolve through time, through a process called resemiotization. It deals with “how meaning-making shifts from context to context, from practice to practice, or from one stage of a practice to the next” (Iedema, 2003, p. 41). That is to say, representations and meanings are subject to different interpretations as it is communicated in varying contexts and through different media. The translation of meanings within different contexts is affected by the various social realities, and might be eventually detached from its original intentions (Mehan, 1993). Scollon (2008, p. 233) explains that these meaning-making alterations are “always mediated by the actions of social actors as well as through material objects of the world”. He describes nine processes of resemiotization which he labels as discourse itineraries – action, practice, narrative, authorization, certification, metonymization, remodalization, materialization, technologization or reification. As an example, he took the word “organic” and described the complex transformation of meanings and definitions associated with it as a result of the actions, brands, and history coming along with it. He mentioned that organic can refer to the actions and practices of farming, or to the lifestyle, to an operational definition by a national entity, to certified products, or even the narrative of a brand. This way, he illustrates how meanings sought in language, texts, photographs, and other media are inevitably a result of past actions and experiences and can even anticipate future outcomes. With co-creation as the underlying concept in the “It’s more fun in the Philippines” campaign, it involved various actors and stakeholders that not only created content, but also selected, authorized, and disseminated. Analyzing representations of the Philippines within this campaign and how their meanings are transformed across different stakeholders and contexts allows a good grasp of “the developer’s intentions, the consumers’ interpretations and the interactions among them” (Herbert, 2001, p. 317). 4. Methodology Milner (2012, p. 11) describes memes as “multimodal artifacts where image and text are integrated to tell a joke, make an observation, or advance an argument”. Internet users can create, recreate, produce and reproduce different variations of one image which allows it to be a “quintessential participatory artefact” that is “open, collaborative, and adaptable” (Milner, 2012, p. 12). Huntington (2013, p. 1) argues that internet memes are “a form of representational discourse that subverts dominant media messages to create new meaning”. As such, analyzing memes “requires an understanding of representational conventions associated with specific groups or individuals” (Milner, 2012, p. 90). These representations are best understood by taking a constructivist approach as it takes into account that interpretations are “not constructed in isolation, but against a backdrop of shared understandings, practices, language, and so forth” (Schwandt, 2003, p. 197). With co-creation behind the “It’s more fun in the Philippines” campaign, the outcomes reflect different contextual situations produced by different worldviews, experiences, and realities experienced by the different actors and stakeholders. Taking a constructivist paradigm for this study allows the researchers to delve into materials constructed by the different actors and stakeholders who took part in the campaign. Hall (1997) notes two approaches to analyzing different representations that are exemplified in memes—semiotics and discursive approach. Semiotics, as an interdisciplinary study of signs, is rooted in “how meanings are made and how reality is represented (and indeed constructed) through signs” (Chandler, 2018, p. 2). Signs may refer to images, verbal language, texts, and other media of communication that can symbolize parcels of realities, worldviews, and perceptions (Jensen, 2015). Chandler (2018) further explains that signs play a mediating role in constructing social realities and as such, it is through these signs that perceptions and realities are expressed. On the other hand, discourse analysis deals with language-in-use or how “meaning is constructed and interpreted” in different settings through the written and spoken language (Bhatia, Flowerdew, & Jones, 2008, p. 1). However, the digital world has now more than ever enabled people to communicate beyond the written and spoken language. Kress and van Leeuwen (1996) argues that textual information is not necessarily at the essence of constructing meanings. Iedema (2003, p. 33) emphasizes further that the “blurring of boundaries among different semiotic dimensions of representations” needs to bring about a multimodal approach to discourse to better understand the interplay of signs across multiple modes of communication. This multimodal approach allows the researchers to delve both into the semiotics and language-in-use”. The memes selected for analysis contain images of older adults and are mainly categorized into memes released by DOT and those that are generated by internet users. Memes released by DOT are taken from the official Facebook page of the DOT (www.facebook.com/ DepartmentOfTourism) and the official Facebook page of the campaign (www.facebook.com/itsmorefuninthephilippines) that DOT also handles. On the other hand, internet user-generated memes were scoured on Google Images using keywords “It’s more fun in the Philippines” combined with words such as “aging”, “old age”, “old people”, and “growing old” to extract memes that have older adults as subjects or are relating to older adults. The original link of the photo is also followed if still available and contextualized to the post when applicable. In addition, the memes must also follow the guidelines released by DOT. This should include a word or a phrase that describes the image followed by the phrase “More fun in the Philippines”. The font used must be Harabara Mais and divided into two lines with only the word “Philippines” in the second line (Department of Tourism, 2012b). However, some of the memes released by DOT remain undisclosed whether they are produced by DOT or by internet users. A total of 6 memes are analyzed, where 3 are released by DOT and 3 are searched from Google Images. The memes are analyzed in three parts: the image, the accompanying text, and the relationships between the two. The images are broken down to its subject and stylistic conventions to capture how older adults are portrayed visually in the memes. The accompanying texts are then explained as to the references made in the image. The relationships are then analyzed by describing the context and underlying discourses.

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Tourism in the Philippine Society: Conclusions and Looking Forward

• First Online: 07 October 2022

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• Richard S. Aquino 5 &
• Brooke A. Porter 6 , 7  

Part of the book series: Perspectives on Asian Tourism ((PAT))

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This edited book uncovered some of the contemporary tourism issues in the Philippines, explored through the perspectives of communities, hosts, tourists (local and foreign), and Filipino scholars. This concluding chapter revisits the contributions from each chapter organized through thematic analysis. Particularly, key findings from the contributions are discussed as they inform two broad themes, namely, the tourism orientation of hosts and guests’ orientation of the Philippines . Implications for furthering knowledge of tourism within the context of Filipino society are outlined.

• Filipino culture
• Tourism management
• Hospitality studies
• Critical tourism studies
• Philippines

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Aquino, R.S., Porter, B.A. (2022). Tourism in the Philippine Society: Conclusions and Looking Forward. In: Aquino, R.S., Porter, B.A. (eds) Tourism in the Philippines. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-19-4013-2_10

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Philippines as a Tourists Destination

Welcome to Philippines

The Philippines is a country located in Asian continent in the western Pacific. It is an independent republic that comprises over7, 000 islands. Over the years, the country has remained a safe and attractive tourist destination.  The country has been receiving numerous visitors both from within and international tourists. The Philippines has a majority of tourist attractions ranging from natural wonders, recreation, historical landmarks, arts, entertainment, culture, and traditions just to mention a few. Though a developing country, it is important noting that the country has distinct touristic offerings that make it a special destination for domestic and international tourism. The different parts of the republic have distinct features, products and destination that are critical to the development of tourism in the Republic.

Why visit The Philippines

As earlier mentioned, most of the people all over the world may fail to understand the fun and satisfaction likely to come from The Philippines. However, this brochure will be essential in offering critical information to prospective tourists. The country has over 7,100 islands that hold several destinations and activities that any tourist would envy to enjoy. After going through this brochure, I firmly believe that I will see you in some of these destinations soon.

Accessibility

The Philippines is an easily accessible country with major international airports in most parts of the country. Most notable international airports are found in Clark, Cebu, Santos, General, Manila, Princesa, and Kalibo just to mention a few. The Ninoy Aquino International Airport (NAIA) Terminals 1, 2 and 3 in Manila are the premier gateways that serves over 30 airlines that offer services all over the world.  It is also essential noting that Mactan-Cebu    International Airport (MCIA) in Lapu-Lapu City is also critical in handling international flights especially from Japan, Singapore, Korea, United States and Malaysia among others. Other international airports also include Diosdado Macapagal International Airport (DMIA), Laoag International Airport and Davao International Airport that makes the country easily accessible.

In addition to accessibility, the flights are also affordable with the Cebu Pacific Air being famous due to its budget flights and frequent seat sales. Children below the age of two years are exempted from flight charges as well as the entry fee to the various destinations. There are also numerous hotels that offer tourists first class services with the adequate security and affordable accommodation. Most of these airports provide travelers with critical information and assistance that makes it easy for visitors to adopt and understand their course easily. There are also adequate medical services, banking services, postal services sauna and massage thus ensuring our guests feel comfortable during their stay in the country.

Top Destinations

As earlier mentioned, the country has various tourist attraction destinations. For instance, Visayas region has been an important tourist destination despite the Typhoon Yolanda experienced in the country in November 2013. Most of the regions such as Boracay, Cebu, Bohol, Iloilo, and Bacolod have remained critical to tourism industry due to their accessibility. The Philippines is also known to have the longest coastline that offers unlimited tourist attraction sites all over the several islands.

Our beaches

Our coastline is recorded as the fourth largest in the world resulting from the numerous numbers of islands in the country. The total length of this coast is estimated to be around 36,289 kilometers that offers our visitors a chance to explore hundreds of warm tropical islands and beaches that make a resounding experience. For instance, Boracay has over the years cited by international travel publications as one of the best beaches. These beaches offer an excellent opportunity for enjoyment, relaxation and water activities that can be enjoyed by our visitors.

Natural attractions

The Philippines have a great number of natural attractions that serves as tourist destinations. For example, the country’s varied landscape offers beautiful natural sights such as the cone shaped Mt. Mayon in Albay, Chocolate Hills of Bohol and the world’s smallest volcano of Taal. Mt. Pinatubo in Pampanga or Mt. Apo in Davao is also other major tourist destinations where visitors can enjoy hiking and adventurous trek in these mountains.

Water activities

Being a series of islands, the country has large water bodies that make it possible for our visitors to do whatever they think whether under water or over it. Scuba diving is a major water activity that most visitors are associated with. Our country has the world’s best sites that include UNDESCO World Heritage Reefs and World War II wrecks. Swimming, windsurfing, kiteboarding, and skating are other major activities that our visitors can enjoy our scenic views.

Our culture

The Philippines is a hotbed of vibrant and diverse culture that offers a lot for domestic and international tourism. Our people love the fun and are accommodative thus making it a wonderful experience interacting with this group f wonderful people. Batak tribal community is an example of diverse culture evident in this republic. This is a group of indigenous Philippines who are commonly referred to as mountain people who are inhabitants of the river valleys north of the provincial capital. The population of this group of inhabitants from the Negrito stock is gradually decreasing with only 500 of them believed to be surviving today. Despite them being “disappearing people,” the group also lives in funny places such as the slopes of Cleopatra’s needle, a 1,593-foot sharp mountain and   Sitio Riandacan, which are both fascinating sites for tourist attraction.

Our rich culture has also been conserved in major museums around the country. Tabon Museum is a good example of museums where our rich and diverse culture is preserved. Most visitors are visiting the country first visit the museum for orientation before getting to Tabon Caves Complex. In the museum, the visitors get crucial information regarding the history of Palawan, archeology of the caves and other critical information of the vibrant culture. Despite the learning experience, the museum also houses other important artifacts and diggings that prove worthy and enjoyable for visitors.

Apart from the Tabon Museum, Palawan Museum, Puerto Princesa National Museum and Palawan State College Museum are an important part of our culture. For instance, most of our culture, history, arts, music and crafts of Palawan are showcased in Palawan Museum. Significant collections such as jars, hunting tools, musical instruments artifacts and other traditional tools are exhibited in this museum. The museum also has a library well equipped with books where visitors can get essential information on Philippine and Palawan history. Fossils and crude tools of the ancient man can also be found in the state college museum. The transportation within these museums is also an enjoyable experience where visitors get a chance to ride tricycles, bancas, and our iconic jeepneys. The culture also has distinct food and fiestas that make our culture a top-notch tourist attraction.

Our Lifestyle

The Filipinos love to celebrate whether on the street, beach, city or the mountains. This lifestyle offers a guarantee to any person willing or thinking of an outing to enjoy a visit to The Philippines. Our lifestyle makes it easy for visitors to integrate easily and make friends since we are the friendliest people on earth.

We continue to be the same exciting destination that the world has come to know. And the genesis of all that fun has always been anchored on the Filipino people’s hospitality, strength, warmth, and indomitable spirit.

We look forward to having your future travels with us!

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