Last April, the European Chamber of Commerce together with the Joint Foreign Chambers listed the 7 Top Winners for Investment in the Philippines, which included tourism. In a private meeting with a few members of Amcham and the Corregidor Foundation, and again in his speech before the Makati Business Club on August 12, Tourism Secretary Alberto Lim made it clear that there is “a long climb to get back into the game.” But he added optimistically, that with the new government’s wave of reforms, there is a “new shine on our country’s brand.”

Secretary Lim pointed out the irony of the fact that just as tourism is on the way up, there are problems with the Philippines Airlines. He would like to see the aviation industry strengthened and an increase in domestic air service. Terminals need to be improved to attract tourists. 3.3 million arrivals are expected this year, while troubled Thailand is getting 14 million and Malaysia leads the region with 23 million. The Philippines, the secretary urges, must make tourism more competitive. Here are some points of his program.

First of course, the “weakest link to progress” is adequate infrastructure. Fortunately, upgrading infrastructure is a priority with the new administration and the new tourism law provides a framework for public-private partnership.

To attract long-term tourists, the Philippines needs to upgrade “the quality of the travel experience” to meet international standards. The Department of Tourism is introducing a classification of available accommodations on-line so visitors can choose according to their taste and budget.

One of the things that the Secretary thinks has held back tourism in the past in the habitual promotion of “sun, sand, and sea” which is available in other Asian countries, as well as in Europe. To compete, the Philippines must market what is unique about this country, from its discovery by Magellan through its Spanish colonial period, the American years, wartime occupation, and present independent and robust democracy. Many of the old Spanish churches remain intact to be visited, as do the Muslim mosques in the South. On Corregidor Island, veterans and their families can visit, for a day or overnight, and see the world’s only standing remains of a World War II military compound. The Samar-Leyte area offers both dramatic WWII history and fine beaches.

Malaysia proudly promotes its cuisine in its TV ads and the Philippines could do the same. In sports, the Philippines can boast world championships in both boxing and billiards.

Due to modern medical advances, there is a growing number of 60-plus people who still travel, but also look for countries that offer top-grade medical care in case they need it. Having just completed an executive check-up at the handsome, modern new St. Luke’s Hospital at Fort Bonifacio, I can vouch for the fact that the Philippines can justifiably promote its world-class medical facilities.

Secretary Lim is focused on attracting long-term tourists, people who enjoy the country and stay for a while, not backpackers who pass through the country and have little effect on the economy.

In the Country Brand Index, the Philippines is listed as “rising” from previous lows and is now #11 in the Asia-Pacific region.

With limited budget to work with, the Department of Tourism (DoT) is concentrating its marketing and promotion on the Internet and thus reaching key markets around the world. It is also challenging LGUs in all the regions to upgrade their accommodations and promote their specialties, whether it is cuisine, historic landmarks, or dive sites.

A founder of the El Nido Foundation and the Palawan Tourist Council, before he took over the DoT, Secretary Lim says confidentially that tourism can be “a major player” in the national economy.