Tourism

Despite boasting a range of attractions and a reputation for hospitality on par with its regional competitors, the Philippine’s tourism industry has a long way to catch up with nearby powerhouses such as Thailand and Malaysia. Under the administration of President Benigno Aquino III, the sector has been identified as a vehicle to be prioritised for the positive impact it can have on inclusive economic growth, and efforts appear to be bearing fruit. The World Economic Forum (WEF), in its “Travel & Tourism Competiveness Report 2015”, ranked the Philippines at 74th overall, 12 places higher than the country ranked in the previous report – the largest improvement of any country within the Asia-Pacific Region. With plentiful natural endowments and a cultural propensity for service and hospitality, the Philippines is fortunate to possess assets that serve as demand drivers. This chapter contains interviews with Jose Chaves Alvarez, Governor, Province of Palawan; and Joy Cañeba, CEO, Philippines AirAsia.