"The Philippines has a good and underutilized potential compared to its neighboring countries which is one of the keys in maximizing and enhancing its niche market, which in turn, can result in quality tourism and yield potential growth amidst the crisis.”

This was the assessment made by Uwe Sturmann, a foreign tourism expert, in the World Economic Forum Travel and Tourism competitiveness Report which he disclosed in the recent National Dialogue for the Tourism Act of 2009 held at Dusit Thani Manila hotel.

“Once quality is improved, the message needs to be sent. Even if other countries are spending more for their advertising, we still can contend with better advertisements with the help of numerous advertising students in the country,” Sturmann added.

The National Dialogue was organized by the Department of Tourism, the Department of Trade and Industry and the Philippine Chamber of Commerce and Industry to promote a better appreciation of and provide a better understanding of Republic Act 9593 otherwise known as the Tourism Act of 2009.

 The dialogue also aims to consolidate the private sector’s recommendations for the implementing rules and regulations attendant to R.A. 9593. Aside from inputs from local tourism leaders, foreign experts from Germany, New Zealand, Switzerland and United Kingdom also shared their insights on further promoting Philippine tourism. 

The Tourism Act of 2009 was enacted early this year in able to capitalize on the Philippines’ flourishing tourism industry. The law provides that tourism should act as an engine of investment, employment, growth, and national development. It also redefines institutional mandates and reorganizes government institutions in the over-all tourism development plan with strong emphasis on enterprise and investment promotion.

The conference was attended by more than 100 participants representing various tourism associations such as the Hotel Federation of the Philippines, Spa Association of the Philippines as well as tourism associations from major destinations such as Bohol, Negros, and Cebu.

Annual foreign tourist arrivals to the country went up from two million five years ago to four million this year. A doubling up of this figure or an estimated eight million foreign tourist arrivals is expected in 2014.