Integrated resorts: Riding the tide

Integrated resorts are a relatively new concept in the Philippines. The very first of its kind opened in 2009 at a time when tourism in the country was stagnating while neighbors such as Thailand and Malaysia enjoyed a surge in visitors annually. Despite the proliferation of new tourist spots nationwide and a series of campaigns aggressively promoted by the Department of Tourism both locally and abroad, it became clear that something was missing right here in the very heart of the city; the gateway to the rest of the gorgeous 7,107 islands.

I still vividly recall both the birth and subsequent growing pains of pioneering an industry that many were skeptical of. Because of the stigma associated with gaming, we were not spared from any controversy and ethical concerns from various groups and organizations. The idea of integration, primarily, posed the biggest question mark as it entailed merging activities such as gaming with wholesome attractions for families by having them all under one roof. Critics scoffed at the idea and predicted it would fail miserably.

Fast forward to eight years later and approximately 18,500 people now walk into our establishment every day. On weekends and holidays, that figure could easily spike to as much as 35,000. Since we opened our doors, three more integrated resorts have set up shop, all in the highly anticipated Entertainment City which will become the nerve center of the country’s integrated resorts and among the trump cards in the government's strategy to pull in the numbers for tourism.

It is indeed astonishing how both the local market and tourists have responded to the integrated resorts concept. In the same way that we have built a name for ourselves in such a short period of time, so too do we envision the Philippines becoming the benchmark of integrated resort development in Asia. Currently, we are the only country in Southeast Asia with the integrated resort in our arsenal as far as boosting tourism goes and our formula is to go local.

Not too long ago, a Credit Suisse research reported that the local market will drive the growth of gaming in the Philippines. This market comprises approximately 80 percent of our visitors, while foreign visitation is predominantly from Korean and Chinese tourists who visit the country not just for gaming but also for the tropical climate and idyllic beaches that are on offer.

In my vast experience as an expat in the Philippine integrated resort industry, to go local means going for the family market. That's one inherent thing I've learned in the Philippines: Family is always first. Our facilities have been designed to tap this market because we fully understand how strong Filipino family ties are. Our four hotels have been diversified to cater to any class, with three more opening in 2018, while the rest of our property offers retail, cinema, dining, and theater to complete the integration.

With all these factors falling nicely into place, things have taken on a life of their own. It has been said that it’s more fun in the Philippines and the good news is that things are about to get even better.

The author is the Chief Operating Officer, Resorts World Manila.