NATHANIEL VON EINSIEDEL Architect / Urban Environmental Planner

OPPORTUNITIES IN CULTURAL HERITAGE TOURISM

IN THE PHILIPPINES

NATHANIEL VON EINSIEDEL Architect / Urban Environmental Planner

OPPORTUNITIES IN CULTURAL HERITAGE TOURISM

IN THE PHILIPPINES

What is cultural heritage tourism?

• The subset of tourism concerned with a country, region, or city’s culture, specifically the lifestyle of people in a geographic area, their history, architecture,

art, religion, and other elements that shape their lives.

• It is one of the largest and fastest-growing global tourism markets.

What is cultural heritage tourism?

• It means travelling to experience the places and activities that authentically represent the stories of people of the past and the present.

• It includes visiting irreplaceable historic, cultural, and natural resources.

What is cultural heritage tourism?

0 5 10 15 20

Shanghai

Hongkong

Istanbul

Dubai

New York

Kuala Lumpur

Singapore

Bangkok

London

Paris

(visitors/yr)

6.7 M

7.0 M

7.5 M

7.6 M

8.7 M

8.9 M

9.7 M

10.2 M

14.0 M

14.8 M

TOP 10 MOST VISITED CITIES IN THE WORLD (OECD, 2011)

• It is generally agreed in the tourism industry that cultural tourists spend substantially more than standard tourists.

• This form of tourism is becoming generally more popular throughout the world.

Global Tourism Developments & Trends

• International tourist arrivals increased by 6.6% in 2010 from 2009, to 940 billion. In 2010, international tourist receipts reached US$ 919 Billion worldwide, equal to 4.7% increase over 2009.

• In 2010, world tourism recovered more strongly than expected, with the Asia-Pacific region being the first to recover and among the strongest (+13%) growing regions, second only to the Middle East (14%).

• In 2010, travel for leisure, recreation, and holidays accounted for over one-half (51%) of all international tourist arrivals, followed by visiting friends/relatives, religious reasons, and health treatments at 27%.

• In Asia-Pacific, North-East Asia (eg, Japan, Taiwan) was best performing (+14%); China (+9%); Vietnam (+35%); Singapore (+22%); Philippines (+17%); Thailand (+12%); Indonesia (+11%) in terms of international arrivals.

• Net income from tourism: US$ 1.2 Billion in 2000

• Top Source of Tourists in 2010: 1) Korea, 2) USA, 3) Japan,

4) China, 5) Taiwan / Australia

Philippine Tourism Development & Trends

and its growing!!! Tourist Arrivals

Philippine Tourism Developments & Trends

-40 -20 0 20 40 60

Baguio

Bohol

Camiguin Island

Boracay Island

Puerto Princesa

Metro Manila

Tourist Volume Growth Rate in Major Destinations (2009-2010)

37.10%

35.12%

20.29%

19.77%

4.20%

-33.47%

New Tourist Products in 2010

• Diving sites (Moalboal)

• Island banca cruises (Cebu)

• Island hopping of marine sanctuaries (Nalusuan, Pandanon)

• Cultural heritage tours • Adventure tourism

packages (Sohoton Caves in Samar)

Popular Philippine Tourism Destinations

• Aklan – Ati-atihan Festival • Bacolod – Masskara Festival, Ilonggo

food, Mt. Kanlaon, Silay City • Bohol – Panglao Island beaches, tarsiers, Chocolate Hills, Loboc River • Banaue Rice Terraces – UNESCO World

Heritage Site; Sagada hanging coffins • Boracay Island – white sand beach • Camarines Sur – adventure tourism • Cebu – history, beaches, arts and crafts,

spas • Davao – Pearl Farm, Samal Island • Hundred Islands (Pangasinan) • Iloilo – historic churches, Dinagyang

Festival

Popular Philippine Tourism Destinations

• Ilocos Norte – historic churches, Pagudpud beach, Fort Ilocandia

• Volcanos – Taal, Mayon, Pinatubo • Metro Manila – Intramuros, Chinatown, Makati commercial center,

Araneta Coliseum • Palawan – El Nido, Tubbataha Reef,

Puerto Princesa Underground River • Puerto Galera (Mindoro) – beaches • Scuba Diving – Tubbataha Reef, Anilao,

Apo Island, Pamilacan • Surfing -- Siargao, Baler, Guiuan • Tagaytay – Cool air, Taal Lake • Vigan – history, heritage buildings • Zamboanga – Asia’s Latin City

What are the benefits of cultural heritage tourism?

1. It creates new jobs and is one of the largest employers in many countries.

2. It creates new businesses and higher property values, and generates substantial revenues for local governments.

3. It helps preserve a community’s unique character and identity, including its heritage assets, natural resources and eco-systems.

4. It enhances pride of place.

Framework for local tourism development planning

•Policies •Social/Cultural •Technology •Environmental

•Economic •Political •Legal •Demographic

Situational factors

• Attractions •Facilities • Services • Infrastructures • Community

• Visitor •Travel Services • Communication

Transportation and Access

Profits and Services

Capital Investments, Goods and Services

Visitor Expenditures

Social and Cultural Exchanges

Marketing and Promotions Visitor Generation and

Marketing

Host Destination

Pitfalls to Avoid or to Overcome

1. Overdevelopment – ensuring that tourism does not destroy the cultural heritage assets that attract visitors in the first place.

Pitfalls to Avoid or to Overcome

2. Pressure on infrastructure and services – on roads, water and power supply, police and fire protection, as well as support facilities such as lodging, emergency medical services, local transport, etc.

Pitfalls to Avoid or to Overcome

3. Misguided notion of modernization – destruction of important historical sites and structures (such as town plazas, ancestral houses, etc.), and their replacement by “modern” structures that have no sense of local character and identity.

The fundamental ingredients of a successful, sustainable local cultural heritage tourism program

are:

1. Community participation and ownership

2. Harmony between community and tourism goals

3. Environmental carrying capacity

4. Sustainability of the resource base

5. Accountability

Nathaniel von Einsiedel Architect / Urban Environmental Planner

Consultants for Comprehensive Environmental Planning Inc (CONCEP)

www.concepinc.com concepinc@gmail.com

THANK YOU FOR YOUR ATTENTION