JOSEPH DURANO Secretary of the Department of Tourism

A perfect alternative to the beaten track
As tourism trends veer towards diverse locations that offer variety and adventure, the Philippines has the perfect blend to meet demand

The Philippines is the number one destination in South East Asia for holidaying newlyweds, but the national tourism industry has been enjoying a honeymoon period for several years.

Visitor numbers to the Philippines have grown at an average rate of 14 per cent annually over the last three years, double the 7 per cent increase projected for the Asia-Pacific region by United Nations World Tourism Organization, and a more marked increase than in any of its fellow ASEAN countries. In 2006 alone, and in spite of travel warnings issued in the wake of El Niño’s unsolicited visit, arrivals topped 2.8 million. The Department of Tourism has targeted a total of 5 million tourists per annum by 2010, which at the present rate of growth is eminently achievable. The widespread use of both English and Spanish is a considerable advantage in attracting diverse visitors.

“Tourism is the fastest growing industry in the world,” explains Joseph Durano, Secretary of the Department of Tourism. “It is not a competition industry – no one country can take all the visitors, and tourists are constantly on the lookout for new destinations. The Asian market is the fastest growing in the world, so our challenge is not to outcompete our neighbours, but to consolidate our share.”

And the Philippines has the charms to ensure success. Endowed with unequalled natural beauty and a population famed across the world for its warmth and openness, the 7,107 islands of the Philippine archipelago are a treasure trove for a broad spectrum of tourists. A coastline twice the length of that of the United States and adorned with postcard-perfect beaches – including the world famous White Beach on Boracay – has earned the Philippines the moniker of Beach Capital of the World. A diver’s paradise, the Department of Tourism is keen to promote ecotourism – a sage approach in a country that benefits hugely from its biodiversity and its unique flora and fauna – and has refocused its strategy to actively court the European market, among others.

“We looked at the European countries with the highest rate of travel to South East Asia, and this made it easier for us to suggest that they drop in on the Philippines. Our country is known for marine biodiversity and scuba diving, and we have marketed ourselves as such,” says Mr Durano. “If there is one Filipino characteristic that cannot be captured by any promotion, it is the Filipino heart. I call it spontaneous hospitality. We are naturally warm and caring and our passion can be seen in everything we do.”

Taking a plunge in the Philippines
SCUBA-DIVING

A visit to the Philippines without a diving experience is akin to visiting Britain and deciding to give London a miss. For many visitors, it is the main purpose of the trip.

The Philippines’ extraordinary marine biodiversity is protected under Filipino and international law.

Every year at Donsol, a congregation of whale sharks draws thousands of visitors to this sleepy, previously overlooked town. The enormous fish, which are named Butanding – ‘gentle giant’ in the local tongue – are renowned for their affable nature and allow humans to swim with them. In line with the government’s policy of ecotourism, the whale shark has been named a protected species in the Philippines.

Palawan’s 1,700 islands and inlets, miles of unspoiled beaches and its lively capital Puerto Princesa are a popular destination for divers, as is Coron, where wreck diving is a major attraction. The Japanese fleet anchored here during WWII, and several of the mighty vessels provide the focal point of organised tours of the area.

White sand beaches and culture combined
BORACAY

THE Philippines is the world’s 12th most populous nation, but its archipelagic spread contains a multitude of hideaways. The seven kilometres of tropical idyll that constitute Boracay is one of the most popular destinations in the Philippines. Far from the largest island in the archipelago, Boracay has cultivated a reputation as one of the most spectacular.

Located 200 miles south of Manila, Boracay is home to the world renowned White Beach. A haven for those seeking relaxation, snorkelling and diving, its unique wind and weather patterns make Boracay a popular destination for disciples of kite surfing and kite boarding. Behind the surf-groomed beaches, the interior of the island is a patchwork of traditional villages linked by meandering trails that offer a perfect way to discover Boracay by bike or on foot.

For the well-heeled, Nami resort is a study in classy serenity. The 180-degree view afforded from the resort is awe-inspiring and complemented by art-deco interiors, haute cuisine and unparalleled service.

The Eighth Wonder of the World
BANAUE

On the northern island of Luzon lies a small village called Banaue, the site of the ‘Eighth Wonder of the World’ – the Banaue Rice Terraces.

Towering up to 5,000 feet above sea level, the rice terraces are believed to have been constructed between 2,000 and 6,000 years ago, and form part of a longer chain known as the Rice Terraces of the Philippine Cordilleras. The man-made structures were believed to have been carved out of the moutainside mainly by hand, a feat of engineering and perseverance equal to Stonehenge and the Pyramids at Giza. A UNESCO World Heritage Site, the rice terraces are still functioning and are tended by the descendants of the Ifugaos who originally built them.

A hospitality industry has sprung up to cater for the many tourists who visit Banaue each year, with a range of hotels and guest houses offering visitors the perfect springboard to explore this captivating place.

Little and large form an appealing attraction
BOHOL

THE tenth largest island in the Philippines, Bohol is located in the heart of the Visayas region. As well as a plethora of beaches and resorts, Bohol’s fame stems from a marriage of the giant and the minute. Legend has it that the Chocolate Hills were formed by two giants who tore up the earth in an epic battle which, lasting for days, reached a satisfactory conclusion. The length of their duel was such that they forgot what they were fighting about and parted the field as friends. Another story concerns the giant Arogo, whose tears for his lost love Aloya fell to the ground and formed the singularly impressive range of low-lying hills.

Bohol’s other unique attraction is the diminutive Philippine Tarsier. With an evolutory timeline that stretches back 45 million years, the wide-eyed Tarsier is believed to be the world’s smallest monkey, measuring little more than fifteen centimetres in height.

Lovingly referred to by locals as the Republic of Bohol, the island is as surprising and enchanting as it’s most famous sights.