The business community would like to have a strong and aggressive tourism leadership under the new administration that would push for 8 million international tourist arrivals by 2016 to realize a $10-billion tourist receipts and 9 million jobs.

This was the output of the consultation conducted by the Philippine Chamber of Commerce and Industry with major tourism associations to gather inputs for the proposed First 100 Days Agenda of the new president.

PCCI vice-president and tourism stalwart Samie Lim said the consultation has come up with four proposals to the new government to enhance the competitiveness of the tourism industry and maximize the country’s potential.

First, Lim said the new Tourism Secretary should conduct a consultation with the tourism industry stakeholders within 60 days of his appointment prior the finalization of his plans and work program.

This is to ensure that the Secretary’s long-term objectives will be aligned with the industry’s goals and proper attention will be given to the urgent needs of each tourism sub-sector.

Second, the Philippines should target 8 million international tourists by 2016 to be taken seriously as a tourist destination.

Though challenging, Lim said, this is certainly achievable provided that the efforts of the Department of Tourism is focused towards achieving this goal while at the same time, targeting quality tourists that will bring in tourism receipts of about $10 billion.

Following the 1:1.2 ratio of tourists to jobs generated, the 8 million tourists will create 9 million jobs. Likewise, domestic tourism figures should also double in 6 years.

Third, the Philippines must have a strong tourism brand such as that of Amazing Thailand and Malaysia Truly Asia. The country brand should be nurtured until the optimum level of brand recognition is reached.

Fourth, the Tourism Secretary should immediately address the downgrading of the Philippines to Category 2 by the Federal Aviation Administration more than 2 years ago.

“This has severely affected the entire tourism industry as it gave a general false impression that it is unsafe to travel to and within the Philippines,” Lim said.