Deep dive into the Philippines
At the start of this year, my first two Sunday columns spoke about Philippine tourism, and how it was so important that we get it right this time. With a country teeming with natural beauty, with beach and dive destinations dotted all over the islands that have already been recognized globally as among the best in the world. Tourism is a dollarearning industry that’s just waiting to be maximized in a sustainable manner, and significantly contribute to our national recovery.
So I did take note how last week had the Philippine International Dive Expo (PHIDEX) 2024, happening from Feb. 23-25 at the World Trade Center, in conjunction with Asian Dive Expo (ADEX). Here’s a niche of our tourism industry that we can say is living up to its potential. In 2023, dive tourism represented ₱73 billion to the economy, a substantial rise from the ₱37 billion revenue generated in 2022. And given that 2022 was still a pandemic year, and 2023 was us getting back in the saddle, we can only expect that ₱37 billion of 2023 to dramatically improve this year.
During the PHIDEX’S opening ceremony, Tourism Secretary Christina G. Frasco reaffirmed the DOT’S commitment to how sustainable tourism development can, and must, go hand in hand with publicprivate partnerships that are moving Philippine dive tourism forward. We can look forward to festivals and programs in several regions across the country. As Sec. Frasco reiterated, “We have also expanded our dive tourism offerings to emerging and lesser-known destinations, bringing our total to approximately 120 dive destinations across the Philippines today.”
Coupled with this drive to open more destinations, is the move for infrastructure that speaks of safety and medical care for dive tourists - as in TIEZA’S committing to providing additional hyperbaric chambers in strategic locations, including Boracay, Camiguin, Dumaguete, Puerto
Galera, and Daanbantayan in Cebu.
As a hotspot of biodiversity and underwater adventure, it’s only right that we channel our resources to further boost what our country can offer in dive tourism. It is the proverbial ‘low hanging fruit’, and that should be reason enough. It’s beaches and diving for me; as I hear rumblings again about food tourism, and wonder if that’s the right path to expend our resources on.
Just the other day, my table companion at a dinner event mentioned a new talked-about degustation dining restaurant that opened in BGC. She was all praises about the inventiveness and flavors of the courses, but admitted that at the end of the meal, she and her companions were still hungry. And that for me is criminal - you make me fork out ₱6,000-₱7,000 for food and wine pairings, and I still have to go grab a drive-thru burger and fries on the way home? I’m sorry, but in my books, you don’t deserve your license to operate - the only thing you’re operating on is my wallet.
Of late, I’ve been in something of a backlash mood about these degustation offerings here in Metro Manila. It’s like there’s a bandwagon effect among restaurants and chefs, in the mad rush to be taken seriously, or be considered ‘haute cuisine’. And that’s so wrong. I hate it when I’ve sat through these dinners; and out of eight courses, will consider only two to three of the courses worth talking about. The rest of the courses, you bend over backwards to think of something nice to say, as you don’t want to admit you’ve been taken for a ride, or parted with your ₱7,000 for two good appetizers!
Keeping it basic, and offering good food throughout one’s full menu, is far more important, in my eye; then being regarded as a degustation destination. And until we have a multitude of such solid restos existing here, I frankly don’t think we have the infrastructure to push Food Tourism seriously. Bangkok and how they’ve organized street food, or Singapore and their hawker stalls - they’re so advanced to what we have here. And as for high end, gastronomic dining, take a look at the current Asia’s Top 50: both Bangkok and Singapore can say nine of the 50 are in their respective cities, seven in Tokyo - while we only have two, Toyo and Metiz.
That’s not to say we don’t have the potential, or should stop trying and organizing; but I think it’s still premature to project ourselves as some culinary, finedining destination. For now, the marketing efforts by individual restaurants is still the best, as they know their strengths, and how best to promote themselves. But to think in terms of a national subsidy, or like another Madrid Fusion initiative; would be a mismanagement of what limited resources we have on hand.
So there, in four short paragraphs, I may have just become the most hated by our F&B industry! But honestly, I hate it when we presume we’re ready for something, and just fall flat on our faces. I’d rather we keep a grand vision in place as the ultimate goal; but prioritize what is workable, has a better chance of success, and can reap immediate results.