Revive Philippine Culture and it’s National Heritage
May 16, 2007Cultural tourism: a win-win proposition
Cultural tourism has come of age. Countries with exciting histories, beautiful architecture, well pre-served ethnic art traditions, untrammeled natural beauty and a famous cuisine are cashing in on a new generation of sophisticated global travelers.
The countries of mainland Southeast Asia and China have seen a dramatic growth in quality tourists and revenues over the last 10 years. Thailand is welcoming over 10 million tourist a year and Communist Vietnam is now even with the Philippines with approximately two million arrivals a year. Promoting culture and national heritage has been the key to success throughout the region.
There will always be tourists who are only looking for fun, the hedonistic pleasures of beaches, spas, casinos and exotic playmates, or simply for well-earned rest and physical recreation.
However, increasing numbers of well educated and affluent tourists are looking for serious intellectual stimulation. These are the Westerners and a growing number of Asians who have come to take world travel as an integral part of their lifestyle. Travel helps define who they are socially and is a source of pleasure and personal enrichment. These travelers are happy to spend thousands of dollars on recreational junkets if there is genuine educational content to justify the trip. In the 1960s and 1970s they flocked to the cathedrals, art galleries and national museums of Europe. In the 1980s and 1990s they discovered Russia, China, Japan and Australia. Now they have set their sites on the national treasures and landmarks of South and Southeast Asia.
Although slow to pick up on this trend, the Philippines is beginning to come alive. The country has wonderful cultural assets waiting to be discovered by discerning visitors. These cultivated folk can bring in the greatest revenue and create the fewest problems. What they look for are major historic and geographic landmarks; museums, galleries and theaters that can give them quick yet meaningful glimpses into a nation’s, a people’s or a region’s history and culture. The Philippines is fortunate to have numerous historic sites set in a beautiful archipelago, with high mountains and tropical rain forests. With proper planning, cultural tourism can bring in significant new revenues and at the same time boost national pride and help preserve the Philippines unique culture.
