A tropical paradise

It’s a tropical paradise for dollar spending expats. That’s what a Forbes article entitled “What It Means to Be Wealthy in The Philippines” last June 1 says.

“The Philippines was the 11th most-searched-for country by Americans in 2024, with many looking to relocate or vacation there,” the Forbes article claims.

And the article justifies the interest: “These thousands of islands in the South China Sea offer beaches and biodiversity in abundance, and US News ranks it as the 45th best country in the world.”

The article then points out that “the cost of living in the Philippines is one of its most attractive features for expats and retirees. According to Numbeo, the cost of living in the Philippines is significantly lower than in the US, the UK or many European countries. The cost of living is 116 percent higher in the US than in the Philippines, excluding rent.

“When you factor in rent, it becomes clear that the Philippines offers more for your dollar per square meter; rents in the US are 455 percent higher than in the Philippines. Groceries and utilities are also cheaper than in the US, and a meal at an inexpensive restaurant in the Philippines could be around $3.”

All that should have made tourists as well as the retirees Bob Zozobrado has been trying to attract to come here in great numbers. But something is wrong and our tourism department doesn’t seem to get it.

There was this tweet on X from Thea Tan, who I imagine is what they call a social media influencer on “Why is Philippine tourism still falling behind?”

She opens her tweet with a question many of us have: “The Philippines has what other countries dream of: jaw-dropping beaches, vibrant culture, incredible food, and the warmest locals. So, why are tourists still choosing Thailand, Vietnam and Bali over us?

“I’ve been to every country in ASEAN except Myanmar. I usually do slow-travel style: two weeks to one month in each country, and visited multiple times in some. To be honest, I feel the difference between their tourism versus the travel experience in Philippine islands.

“In other countries, traveling around seems easier:  you get airport transfer options, local SIM cards are available, efficient transport, clear tour options, cheaper prices, and lots of ‘things to do’. In the Philippines, it’s a logistical gamble.

“Under Tourism Secretary Christina Frasco, we’ve seen the press releases: Gastronomy tourism; Halal-friendly tours; Farm stays; Tourist rest areas; Adventure trails. Sounds good on paper, but how do those efforts translate into actual arrivals?

“Vietnam-based The Outbox Company, a travel insights intelligence firm released the following ASEAN tourism recovery stats:

“Total International Arrivals (2024): Thailand – 35.5 million; Malaysia – 25.0 million; Vietnam – 17.6 million; Singapore – 16.6 million; Indonesia – 13.9 million; Cambodia – 6.7 million; Philippines - 5.9 million.

“Even Cambodia edged the Philippines.

“Phl is growing, sure. But ASEAN neighbors are sprinting while we crawl.”

It is also distressing that Cambodia and other ASEAN countries have recovered nicely from the 2019 pre-pandemic baseline but we are still behind 2019 numbers.

There are more depressing statistics but enough of that now and let’s see what Ms. Tan’s diagnosis of the problem is.

“We’re far below the benchmark in perceived brand strength.

“I asked friends from Europe where they’d go in Asia. They always say: Thailand, Bali (Indonesia), Vietnam, Cambodia, Laos...

“Why not the Phl?

“Too expensive for what you get.”

“Hard to move around.”

“Not sure where to go or what to do.”

“That’s not a PR problem, but a systems problem.

“Yes, we’ve seen some gains in our tourism… But those small wins don’t hide the bigger truth: the Phl is still not a priority ASEAN destination.

“It’s because instead of being an easy destination, the Philippines is an exhausting destination.

“I’ll say it plainly: You can’t fix tourism with hashtags and photo ops.

“You fix it with infrastructure, access, service quality, and value for money.

“Other countries make it easy to fall in love with their country. In the Philippines, we make it hard to even get from the airport to the bus terminal…”

And yes, security. We have a growing reputation abroad of not being a safe place to visit. The peace and order problem worries even locals. Somehow, the national police had been unable to provide the protection they are supposed to provide residents and visitors.

A former tourism magazine editor told me that a Korean tour operator who used to charter 20 flights to various points here is now down to one a week.

LIO Beach in El Nido town in Palawan may be contaminated with fecal coliform.

The award-winning singer Celeste Legaspi complained in a public post about getting sick in El Nido.

“We were so excited to go and experience El Nido! Such a beautiful place… blessed by God with awesome lagoons and sparkling waters. But alas! We got painfully sick. Turns out it’s dangerous to stay there. The water is horribly contaminated! And food preparation can be easily compromised. With tourists landing in hospitals.”

Not surprising.

“The Philippines,” Ms. Tan writes, “has every right to dream of being a tourism powerhouse.

“We’ve got the raw materials, we’ve got the food, we’ve got the beauty, we’ve got the kind locals.

“We can’t keep showing up to the global stage with half-baked plans, high prices, and broken systems.

“We need to ask travelers what they want, and deliver what they want.”

Even locals go abroad because of high prices, contaminated beaches, and no facilities for medical emergencies. We must fix things first.

Maybe, our presidents should stop appointing clueless political proteges to head the tourism department. Instead, get a well-travelled entrepreneur who has risked personal capital in a tourism business as the next tourism secretary.

The ultimate test of effectiveness is increasing the number of visitors. Awards don’t count.

Boo Chanco’s email address is [email protected]. Follow him on X @boochanco