THIS column is dedicated to my B2B family who went with me to the Guilin, China trip. I will be with you – Gary Pua, Ed and Dra Ronilda Lim, Aries Balanay, Jouie and Diwata Gabat, Earlwood and Rhoda Tan, and Sairah Mandia – on our next out of the country adventure.
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LAST week’s nearly six-day visit to Guilin, China of my B2B family offered more than scenic views; it provided a clear lesson on how tourism can be deliberately structured to strengthen local economies. Although our group trip covered only one region of China, with a brief side visit to Hong Kong, the experience was organized, affordable, and clearly supported by the Chinese government.
The group tour package was relatively inexpensive because lunch and dinner were subsidized. However, there was an understood condition: tourists were brought to local factories and showrooms like medicine plants, tea houses, silver comb workshops, jade and jewelry centers, and silk producers. At every stop, the region’s products were promoted. Tourism, in this sense, was not just about sightseeing but about economic circulation.
This is a model the Philippines should seriously consider adopting.
Rather than spreading tourists thinly across multiple regions, travel itineraries could be designed to focus on one region and its adjacent areas. This would allow visitors to fully experience a destination while strengthening regional identity. For example, a trip to Ilocos should not only highlight heritage sites and beaches but also showcase locally made products—‘inabel’ textiles, native delicacies, salt, crafts, and agricultural goods—presented in curated tours that tell their story and value.
Government-backed tour packages, even with partial subsidies, could make Philippine destinations more competitive. In return, tourists could be encouraged but not forced to engage with local industries. This creates demand, jobs, and pride in Filipino-made products.
Beyond product promotion, infrastructure remains a critical concern. Roads leading to tourist destinations must be safe, efficient, and well-maintained. Clear signage, clean rest stops, reliable public transport, and digital information centers can significantly improve the visitor experience. Tourism police visibility and multilingual guides would further enhance safety and accessibility.
Marketing should also move beyond beaches alone. Cultural immersion, food tourism, eco-tourism, and heritage industries must be positioned as integral to travel. Digital platforms can highlight regional travel circuits rather than isolated attractions.
Tourism thrives when it is intentional. By focusing on regional strengths, supporting local products, and improving infrastructure, the Philippines can transform tourism into a sustainable engine of growth, one that benefits not only visitors, but communities across the country.
