OPPORTUNITIES IN
CULTURAL HERITAGE TOURISM
IN THE PHILIPPINES
NATHANIEL VON EINSIEDEL
Architect / Urban Environmental Planner
OPPORTUNITIES IN
CULTURAL HERITAGE TOURISM
IN THE PHILIPPINES
NATHANIEL VON EINSIEDEL
Architect / Urban Environmental Planner
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?
TOP 10 MOST VISITED CITIES
IN THE WORLD (OECD, 2011)
• It is generally agreed (visitors/yr)
in the tourism Paris 14.8 M
industry that cultural London 14.0 M
tourists spend Bangkok 10.2 M
substantially more Singapore 9.7 M
than standard tourists. Kuala Lumpur 8.9 M
New York 8.7 M
• This form of tourism Dubai 7.6 M
is becoming generally Istanbul 7.5 M
more popular Hongkong
7.0 M
throughout the world. Shanghai
6.7 M
0 5 10 15 20
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.
Philippine Tourism Development & Trends
and its growing!!!
Tourist 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 Developments & Trends
37.10%
Metro Manila
Puerto Princesa 35.12%
Boracay Island 20.29%
New Tourist Products
Camiguin Island 19.77% in 2010
Bohol 4.20%
• Diving sites (Moalboal)
Baguio -33.47% • Island banca cruises (Cebu)
• Island hopping of marine
-40 -20 0 20 40 60 sanctuaries (Nalusuan,
Tourist Volume Growth Rate in Major Pandanon)
Destinations (2009-2010) • 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 Transportation and Access
development Profits and Services
planning
Visitor Marketing and Promotions Host
Generation and Destination
Marketing • Attractions
• Visitor Capital Investments, •Facilities
•Travel Services Goods and Services • Services
• Communication • Infrastructures
• Community
Visitor Expenditures
Social and Cultural Exchanges
Situational factors
•Policies •Economic
•Social/Cultural •Political
•Technology •Legal
•Environmental •Demographic
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
THANK YOU FOR YOUR
ATTENTION
Nathaniel von Einsiedel
Architect / Urban Environmental Planner
Consultants for Comprehensive Environmental Planning Inc
(CONCEP)
www.concepinc.com
[email protected]
