OPPORTUNITIES IN

CULTURAL HERITAGE TOURISM

IN THE PHILIPPINES

NATHANIEL VON EINSIEDEL

Architect / Urban Environmental Planner
 OPPORTUNITIES IN
CULTURAL HERITAGE TOURISM
IN THE PHILIPPINES

NATHANIEL VON EINSIEDEL

Architect / Urban Environmental Planner
 What is cultural heritage tourism?

• The subset of tourism concerned

with a country, region, or city’s
culture, specifically the lifestyle
of people in a geographic area,
their history, architecture,
art, religion, and other elements
that shape their lives.

• It is one of the largest and

fastest-growing global tourism
markets.
 What is cultural heritage tourism?

• It means travelling to
experience the places and
activities that authentically
represent the stories of people
of the past and the present.

• It includes visiting irreplaceable

historic, cultural, and natural
resources.
 What is cultural heritage tourism?
TOP 10 MOST VISITED CITIES
IN THE WORLD (OECD, 2011)
• It is generally agreed (visitors/yr)
in the tourism Paris 14.8 M
industry that cultural London 14.0 M
tourists spend Bangkok 10.2 M
substantially more Singapore 9.7 M
than standard tourists. Kuala Lumpur 8.9 M

New York 8.7 M

• This form of tourism Dubai 7.6 M
is becoming generally Istanbul 7.5 M
more popular Hongkong
7.0 M

throughout the world. Shanghai

6.7 M

0 5 10 15 20
 Global Tourism Developments & Trends
• International tourist arrivals increased by 6.6% in 2010 from
2009, to 940 billion. In 2010, international tourist receipts
reached US$ 919 Billion worldwide, equal to 4.7% increase over
2009.

• In 2010, world tourism recovered more strongly than

expected, with the Asia-Pacific region being the first to
recover and among the strongest (+13%) growing regions,
second only to the Middle East (14%).
• In 2010, travel for leisure, recreation, and holidays accounted
for over one-half (51%) of all international tourist arrivals,
followed by visiting friends/relatives, religious reasons, and
health treatments at 27%.

• In Asia-Pacific, North-East Asia (eg, Japan, Taiwan) was best

performing (+14%); China (+9%); Vietnam (+35%); Singapore
(+22%); Philippines (+17%); Thailand (+12%); Indonesia (+11%)
in terms of international arrivals.
 Philippine Tourism Development & Trends

and its growing!!!

Tourist Arrivals

• Net income from tourism:

US$ 1.2 Billion in 2000

• Top Source of Tourists in 2010:

1) Korea, 2) USA, 3) Japan,
4) China, 5) Taiwan / Australia
 Philippine Tourism Developments & Trends
37.10%
Metro Manila

Puerto Princesa 35.12%

Boracay Island 20.29%

New Tourist Products
Camiguin Island 19.77% in 2010
Bohol 4.20%
• Diving sites (Moalboal)
Baguio -33.47% • Island banca cruises (Cebu)
• Island hopping of marine
-40 -20 0 20 40 60 sanctuaries (Nalusuan,
Tourist Volume Growth Rate in Major Pandanon)
Destinations (2009-2010) • Cultural heritage tours
• Adventure tourism
packages (Sohoton Caves in
Samar)
 Popular Philippine Tourism Destinations

• Aklan – Ati-atihan Festival

• Bacolod – Masskara Festival, Ilonggo
food, Mt. Kanlaon, Silay City
• Bohol – Panglao Island beaches,
tarsiers, Chocolate Hills, Loboc River
• Banaue Rice Terraces – UNESCO World
Heritage Site; Sagada hanging coffins
• Boracay Island – white sand beach
• Camarines Sur – adventure tourism
• Cebu – history, beaches, arts and crafts,
spas
• Davao – Pearl Farm, Samal Island
• Hundred Islands (Pangasinan)
• Iloilo – historic churches, Dinagyang
Festival
 Popular Philippine Tourism Destinations

• Ilocos Norte – historic churches,

Pagudpud beach, Fort Ilocandia
• Volcanos – Taal, Mayon, Pinatubo
• Metro Manila – Intramuros,
Chinatown, Makati commercial center,
Araneta Coliseum
• Palawan – El Nido, Tubbataha Reef,
Puerto Princesa Underground River
• Puerto Galera (Mindoro) – beaches
• Scuba Diving – Tubbataha Reef, Anilao,
Apo Island, Pamilacan
• Surfing -- Siargao, Baler, Guiuan
• Tagaytay – Cool air, Taal Lake
• Vigan – history, heritage buildings
• Zamboanga – Asia’s Latin City
 What are the benefits of cultural
heritage tourism?
1. It creates new jobs and is one of the largest
employers in many countries.

2. It creates new businesses and higher property values,

and generates substantial revenues for local
governments.

3. It helps preserve a community’s unique character

and identity, including its heritage assets, natural
resources and eco-systems.

4. It enhances pride of place.

Framework for local
tourism Transportation and Access

development Profits and Services

planning
Visitor Marketing and Promotions Host
Generation and Destination
Marketing • Attractions
• Visitor Capital Investments, •Facilities
•Travel Services Goods and Services • Services
• Communication • Infrastructures
• Community
Visitor Expenditures

Social and Cultural Exchanges

Situational factors

•Policies •Economic
•Social/Cultural •Political
•Technology •Legal
•Environmental •Demographic
 Pitfalls to Avoid or to Overcome

1. Overdevelopment –
ensuring that tourism
does not destroy the
cultural heritage assets
that attract visitors in the
first place.
 Pitfalls to Avoid or to Overcome
2. Pressure on infrastructure
and services – on roads,
water and power supply,
police and fire protection,
as well as support facilities
such as lodging, emergency
medical services, local
transport, etc.
 Pitfalls to Avoid or to Overcome

3. Misguided notion of
modernization – destruction of
important historical sites and
structures (such as town plazas,
ancestral houses, etc.), and
their replacement by “modern”
structures that have no sense of
local character and identity.
 The fundamental ingredients of a successful,
sustainable local cultural heritage tourism program
are:

1. Community participation and ownership

2. Harmony between community and

tourism goals

3. Environmental carrying capacity

4. Sustainability of the resource base

5. Accountability
 THANK YOU FOR YOUR
ATTENTION

Nathaniel von Einsiedel

Architect / Urban Environmental Planner
Consultants for Comprehensive Environmental Planning Inc
(CONCEP)
www.concepinc.com
concepinc@gmail.com