TOURISM…. BUILDING SOCIOCULTURAL BRIDGES
NARZALINA Z. LIM
PRESIDENT
Tourism from China is alive and well even after
super typhoon Yolanda
Coron, Northern Palawan
Nov. 30, 2013
Coron, Northern Palawan
Coron, Northern Palawan
Nov. 30, 2013
Visitors from China have been growing in spite
of tensions in the West Philippine Sea
INBOUND PRC TOURISM
Mainland
Total Philippines
Share %
2010
2011
2012
187,446
243,137
250,883
3,520,471
3,917,454
4,272,811
5.3%
6.2%
5.9%
Source: Department of Tourism, Philippines
INBOUND CHINESE TOURISM (Greater China)
2010
2011
2012
Mainland
187,446
243,137
250,883
Taiwan
142,455
181738
216,511
Hong Kong SAR
133,746
112,106
118,666
-
7,261
9,288
Subtotal-Chinese
463,647
544,242
595,348
Total Philippines
3,520,471
3,917,454
4,272,811
13.2%
13.9%
13.9%
Macau SAR
Share %
Source: Department of Tourism, Philippines
PRC Visitors to Selected SEA Countries in 2012
Arrivals
Share of Market
Growth on 2011
Indonesia
618,223
7.7%
25.4 %
Malaysia
1,558,785
19.3%
24.6 %
Singapore
1,515,000
18.8%
23.0 %
Thailand
2,700,000
33.5%
20.08 %
Vietnam
1,428,693
17.7%
100.84 %
250,883
3.1%
3.2 %
8,071,584
100.0%
28.6%
Philippines
Source: Websites of National Tourism Organizations
Tourist Arrivals from China – Prospects for 2014
• Direct scheduled flights by PAL and Cebu Pacific to
Beijing, Shanghai, Xiamen, and Guangzhou will
continue
• Charter flights to Kalibo will resume in March
(passengers bound for Boracay)
Source Cities:
Changsha
Ningbo
Xiamen
Suzhou
These charter flights are expected to bring in
100,000 Chinese visitors to Boracay in 2014.
Reports from hotels and resorts indicate that
they will be full during Chinese New Year 2014,
with visitors from China, Hong Kong and Taiwan
What the Chinese like about the
Philippines:
•
•
•
•
Shared Heritage/ Cultural & Family Ties
Beaches/Marine Life
Value for Money Destination
Friendly and welcoming Filipinos
China is a very popular destination for
Filipinos
Filipino Arrivals in the Asia Pacific Region for 2010
Country
Brunei
Cambodia
China
Hong Kong
India
Indonesia
Japan
South Korea
Laos
Macau
Malaysia
Singapore
Taiwan
Thailand
Vietnam
Total
Filipino Arrivals
14,720
56,156
828,300
603,030
24,534
189,486
77,377
297,452
10,341
247,770
486,790
544,344
87,944
246,430
69,222
3,783,896
Share
0.4%
1.5%
21.9%
15.9%
0.6%
5.0%
2.0%
7.9%
0.3%
6.5%
12.9%
14.4%
2.3%
6.5%
1.8%
100.0%
The Chinese market’s potential is enormous.
Growth of China’s Outbound Tourism
In 2011, 70.3 million border-crossings from Mainland China were recorded,
an increase of more than 20% compared to 2010.
In the first half of 2012 the figure continued to rise by almost 20% compared to
the same period last year, reaching 38.6 million border-crossings.
Chinese International Travellers
China OutboundFor
Tourism
1995-2012 in million border-crossings
80,0
Source: COTRI, CNTA, CTA
70,3
16,6 20,2
7,1 7,6 8,2 8,4 9,2 10,5 12,1
45,8 47,5
41,0
28,9 31,0 34,5
57,4
32,0
38,6
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 1st 2011 1st 2012
Half
Half COTRI
2011
2012 Est.
Source : www.china-outbound.com
Positive Relationship between
Philippines and China in the Tourism
Sector
The Philippine Dept of Tourism signed
a Memorandum of Understanding
with China for tourism exchange and
cooperation as early as 1989
This MOU was upgraded to a MOA in
1990
There have been exchange visits between DOT
officials and staff with the China National
Tourist Administration (CNTA) officials
The Philippines supported China’s
bid to join the Pacific Asia Travel
Association in 1992.
APPI, a Philippineregistered consulting
company, prepared
the Tourism Master
Plan for Sichuan
Province in 1998
APPI also prepared
the Tourism Master
Plan for Yunnan
Province in 2000
MAJOR CHINESE TRAVEL SEGMENTS
• Mass Market: first time travelers visiting
neighboring countries in Asia; 90% of Chinese
outbound is still within the Asian continent
• New Chinese Tourists: more in depth experience +
time in the destination; High Net Worth Individuals
and repeat travelers
• Business Travel: investors, exhibitors in trade fairs,
traders
• Family Travel: like the beach, natural environment,
etc.
Source : www.china-outbound.com
The Philippines should take advantage of the
inherent good will and friendship
between the Filipino and Chinese people by:
• Putting a structured program in place for
Chinese visitors to appreciate the Philippines
and Filipinos and increase mutual
understanding
• Increasing people to people exchanges
The Philippines should take advantage of the
inherent good will and friendship
between the Filipino and Chinese people by:
• Giving young Chinese who have studied / are
studying in the Philippines enough
information and experiences to increase their
appreciation and understanding of the
country
NARZALINA Z. LIM
PRESIDENT
27th Floor, BPI Buendia Center
372 Sen. Gil Puyat Avenue
Makati City 1226, Philippines
Telephone: (63-2) 464-9022 / 721-4953
Fax No.: (63-2) 7253209 Mobile: (906) 833-3987
Email: appi@asiapacificprojects.com
Website: www.asiapacificprojects.com