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    HTM 101 - Tourism History in The Philippines

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    MA Valdez
    The document summarizes the history of tourism in the Philippines from the Marcos years in the 1970s to the present. It outlines the major policies, campaigns, and developments that occurred under different administrations, including the creation of the Department of Tourism, launching of promotional campaigns, hosting of major events, and focus on areas like ecotourism, crisis marketing, and selective Asian markets. Factors that led to rapid tourism growth are also listed, such as rising incomes, mobility, education, modern technology, and communication advances.

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    HTM 101 - Tourism History in The Philippines

    Uploaded by

    MA Valdez
    452 views25 pages
    The document summarizes the history of tourism in the Philippines from the Marcos years in the 1970s to the present. It outlines the major policies, campaigns, and developments that occurred under different administrations, including the creation of the Department of Tourism, launching of promotional campaigns, hosting of major events, and focus on areas like ecotourism, crisis marketing, and selective Asian markets. Factors that led to rapid tourism growth are also listed, such as rising incomes, mobility, education, modern technology, and communication advances.

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    HTM 101 - Tourism History in the Philippines

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    The document summarizes the history of tourism in the Philippines from the Marcos years in the 1970s to the present. It outlines the major policies, campaigns, and developments that occurred under different administrations, including the creation of the Department of Tourism, launching of promotional campaigns, hosting of major events, and focus on areas like ecotourism, crisis marketing, and selective Asian markets. Factors that led to rapid tourism growth are also listed, such as rising incomes, mobility, education, modern technology, and communication advances.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    452 views25 pages

    HTM 101 - Tourism History in The Philippines

    Uploaded by

    MA Valdez
    The document summarizes the history of tourism in the Philippines from the Marcos years in the 1970s to the present. It outlines the major policies, campaigns, and developments that occurred under different administrations, including the creation of the Department of Tourism, launching of promotional campaigns, hosting of major events, and focus on areas like ecotourism, crisis marketing, and selective Asian markets. Factors that led to rapid tourism growth are also listed, such as rising incomes, mobility, education, modern technology, and communication advances.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    bethccimacio

    HISTORY OF TOURISM
    IN THE PHILIPPINES
    A Summary . . .
    bethccimacio

    THE MARCOS YEARS, 1973-1986:


    ERA OF BOOSTERISM

     Creation of the Department of Tourism


    on May 11, 1973 (RA 189) together with the
    Philippine Tourism Authority
     Promotional campaigns – Where Asia wears a

    Smile; The Philippines: A Nation Reborn


     Balikbayan program launched
    bethccimacio

    THE MARCOS YEARS, 1973-1986: ERA OF BOOSTERISM

     Launched several events e.g. Ms. Universe in


    1974, IMF World Bank Conference,Thrilla in
    Manila Heavyweight Fight
     Achieved the 1M visitor mark in 1980
    bethccimacio

    THE MARCOS YEARS, 1973-1986: ERA OF BOOSTERISM

    Criticisms:
    Concentration of tourism development in Metro
    Manila
    Construction of white elephants
    Sex tourism
    bethccimacio

    THE AQUINO YEARS, 1986-1992:


    THE ERA OF ECONOMIC PLANNING

     Appointed businessmen as heads of the DOT


     Coherent and consistent marketing strategy –
    Fiesta Philippines as banner campaign
     Completion of the Philippine Tourism Master
    plan
     1st ever Philippine Travel Mart
    in 1989
    bethccimacio

    THE RAMOS YEARS, 1992-1998:


    ERA OF SUSTAINABLE PLANNING

     Use of ISLANDS in all of its marketing


    campaign – Island Philippines, Best of the
    Islands, Our Islands have it
     Consistent growth in tourist arrivals (13.7%) due
    to political stability and peac
     Operation of low cost domestic airlines
     Provision of clean restrooms along major stops
    bethccimacio

    THE ESTRADA YEARS, 1998-2000:ERA OF ECOTOURISM

     “Rediscovery Philippines” was new tagline


     Formulation of the Philippine National
    Ecotourism Strategy
    bethccimacio

    THE ARROYO YEARS PART I, 2000-2004: ERA OF GLOBAL


    MARKETING AMIDST CRISIS

     DOT launches an aggressive and sustained


    international marketing campaign under the
    WOW Philippines (Richard Gordon)
     Elevation of tourism as an anchor/important
    industry that requires priority attention
     Tourism as a political weapon
    bethccimacio
    bethccimacio

    THE ARROYO YEARS PART II, 2004-2010: ERA OF SELECTIVE


    MARKETING

     Concentration of marketing efforts to North Asia


    (Koreans and Chinese) together with the Russians
    and Indians
     Non conventional/unusual promotional activities
    and niche markets
     Focus on wellness, education, conventions,
    honeymoon and shopping tours
    bethccimacio

    THE ARROYO YEARS PART II, 2004-2010: ERA OF SELECTIVE


    MARKETING

     Upgrading of the NLEX


     Establishment of nautical highways (land and roll
    on, roll off)
     Conversion of the DMIA
     Construction of international standard domestic
    airports
     Construction of the SCTEX
    bethccimacio

    THE AQUINO YEARS:


    2010 - PRESENT

    RAMON R. JIMENEZ ,
    JR
    DOT Secretary
    bethccimacio
    bethccimacio
    bethccimacio
    bethccimacio
    bethccimacio
    bethccimacio
    bethccimacio
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    bethccimacio

    WHY HAS TOURISM INCREASED SO RAPIDLY? FACTORS


    THAT HAVE LED TO TOURISM GROWTH (MCPHERSON, 2001; CRUZ, 2006)
    bethccimacio

     Rising disposable income


     Growth in the number of retired persons
     Increase in discretionary time – shorter work
    weeks and longer vacations
     Greater mobility of the population
     Growth in the number of “singles”
     Greater credit availability through
    credit cards and bank loans
    bethccimacio

     Higher educational levels


     Simplification of travel el through the package
    tour
     Modern transport technology
     Shift in values
     Advances in communication
     Smaller families and changing roles

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