tourism in philippines essay

Essay on Tourism In The Philippines

Students are often asked to write an essay on Tourism In The Philippines in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Tourism In The Philippines

The beauty of the philippines.

The Philippines is a beautiful country with many islands, beaches, and mountains. It is a popular tourist destination for people from all over the world.

The Friendly People of the Philippines

The people of the Philippines are very friendly and welcoming. They are always willing to help visitors and make them feel at home.

The Delicious Food of the Philippines

The food of the Philippines is delicious and unique. There are many different dishes to choose from, and they are all made with fresh ingredients.

The Affordable Prices of the Philippines

The Philippines is a very affordable country to visit. The cost of food, accommodation, and transportation is very reasonable.

The Many Things to See and Do in the Philippines

There are many things to see and do in the Philippines. Visitors can enjoy swimming, sunbathing, snorkeling, scuba diving, hiking, and biking. They can also visit historical sites, museums, and temples.

250 Words Essay on Tourism In The Philippines

Tourism in the philippines: a land of beauty and diversity.

The Philippines is a beautiful country with rich history, culture, and natural resources. It is a popular tourist destination for people all over the world. The country has many beautiful beaches, lush rainforests, and unique wildlife. Tourists can also enjoy the warm hospitality of the Filipino people.

Natural Wonders

The Philippines is home to some of the most beautiful natural wonders in the world. The country has over 7,000 islands, each with its own unique landscape. Some of the most popular tourist destinations include Boracay, Palawan, and Bohol. These islands are known for their white-sand beaches, crystal-clear waters, and lush rainforests.

Cultural Heritage

The Philippines has a rich cultural heritage that dates back centuries. The country is home to many different ethnic groups, each with its own unique traditions and customs. Tourists can learn about the Filipino culture by visiting museums, attending festivals, and trying the local cuisine.

Outdoor Activities

The Philippines is a great place for outdoor activities. The country has many hiking trails, biking trails, and water sports. Tourists can also enjoy swimming, snorkeling, and scuba diving.

The Philippines is a beautiful country with something to offer everyone. Whether you’re looking for a relaxing beach vacation, an adventure-filled jungle trek, or a cultural experience, the Philippines is the perfect destination for you.

500 Words Essay on Tourism In The Philippines

So much to see, so much to do.

The Philippines is a country of breathtaking beauty and cultural diversity, making it a top destination for tourists from all over the world. With its stunning beaches, towering mountains, lush rainforests, and vibrant cities, there’s something for everyone to enjoy. Whether you’re looking to relax on a tropical beach, explore ancient ruins, or experience the vibrant nightlife, the Philippines has it all.

Beaches and Islands

The Philippines is home to some of the most beautiful beaches in the world. From the white sand beaches of Boracay to the turquoise waters of Palawan, there’s a beach for everyone. You can also explore the many islands that dot the archipelago, each with its own unique charm and beauty.

Mountains and Rainforests

For those who love the outdoors, the Philippines has plenty to offer. The country is home to some of the highest mountains in Southeast Asia, including Mount Apo and Mount Pulag. There are also many rainforests to explore, where you can see a variety of plants and animals, including monkeys, snakes, and birds.

Culture and History

The Philippines has a rich and diverse culture, influenced by its many different ethnic groups. The country is also home to many historical sites, including the Intramuros Walled City in Manila and the Banaue Rice Terraces. You can learn about the Philippines’ history and culture by visiting these sites and by talking to the local people.

Food and Nightlife

The Philippines is known for its delicious food, which is a blend of Asian and Western influences. You can find everything from traditional Filipino dishes like adobo and kare-kare to international favorites like pizza and pasta. The country also has a vibrant nightlife scene, with bars and clubs to suit every taste.

A Warm Welcome Awaits

The people of the Philippines are known for their warm hospitality and friendliness. They’re always willing to help tourists find their way around and to make their stay as enjoyable as possible. So come and experience the beauty and diversity of the Philippines for yourself. You’re sure to have a memorable vacation.

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13 Reasons Why You Should Travel to The Philippines Now

1. Summer Weather in the Philippines Almost All-Year

2. friendly and warm filipinos, 3. budget-friendly destination, 4. philippine beaches and islands, 5. natural wonders unique to the philippines, 6. colorful and fun philippine festivals, 7. delicious filipino cuisine, 8. incredible diving and snorkeling spots, 9. exciting outdoor adventures, 10. encounter wild and rare animals, 11. unique philippine transportation: jeepney, 12. preserved history of the philippines, 13. fun nightlife with filipinos.

Before deciding where to spend your next vacation, be sure to read our top 13 reasons why visit the Philippines. Learn about what makes the Philippines unique and what makes visitors return and explore more of this tropical getaway.

The Philippines  is an archipelago found in Southeast Asia comprised of more than 7,000 islands dotting the Pacific Ocean. Thanks to the  geographical features of the Philippines , the country is gifted with stretches of  pristine white sand beaches surrounded by crystal-clear waters.

In fact, several Philippine islands and beaches, like Boracay , Palawan , and Siargao , have been consistently named as the best in the world by major travel publications.

But there’s more to the Philippines than just being an idyllic tropical destination for island-hopping getaways  and  beach adventures .  

• Explore the widest selections of Philippine tours  and best Philippines tour packages for your trip 
• See destinations for solo travel in the Philippines
• Read our article on the best golf courses in the Philippines

The Philippines is also home to world-renowned natural wonders like an underground river and rice terraces, incredible diving spots rich in biodiversity, colorful public transportation in the Philippines , unique cuisine , vibrant festivals that showcase its colorful culture, and friendly locals regarded as some of the happiest in the world.

The country's official tourism slogan is “It’s More Fun in the Philippines” because whatever type of travel adventure you’re looking for, you’re bound to discover a fun experience in the Philippines. Read on to find out why visit the Philippines and why it deserves to be on top of your travel bucket list:

See our popular Best Philippines Itinerary Tour Packages

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If you want to escape winter, a trip to the Philippines is a must. As a tropical country, the Philippines only has two seasons: dry and rainy seasons.

• Check out our  2-week Philippine itinerary packages

The dry season covers November to May, while the rainy season is usually from June until October. It’s still sunny and warm during the rainy months, except when there's a typhoon warning in the area. You can still enjoy outdoor and indoor rainy season activities in the Philippines like surfing, waterfalls tours, river adventures, food tours and more, with cancellations only necessary when there’s a typhoon.

See our popular Boracay Vacation Packages

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The warmest months are during the Philippines' summer season, covering March, April, and May. January and February are ideal months for travel as the sun shines on, but the weather is cooler overall. Island and beach destinations in the Philippines, such as Boracay, Palawan, and Cebu , are best enjoyed during the dry season. 

Aside from the Philippines' picturesque spots, the Filipinos' warmth and hospitality is a reason itself for you to visit the country. In fact, the Philippines often rank as the  friendliest country in Asia . The moment your plane lands here, you will be greeted with the genuine and loving smiles of Pinoys. 

• Find unique cultural experiences that you can try in the Philippines

Filipinos are very proud of the beauty of their country and their culture. That’s why when they meet travelers who are visiting the country, the locals will go out of their way to help you experience this. Filipinos acting like tour guides come naturally, from teaching you local words to pointing out the best places to visit or delicacies to try.

Communicating with locals is not a problem. English is one of the Philippines' official languages, and most Filipinos speak and understand it.

• 10 days Philippines itinerary tour packages
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Filipinos are very hospitable too. The concept of the "extended family" is an important aspect of their culture. If you have Filipino friends who invite you to their home, they will treat you like you’re a part of their family. Don't be surprised if they regularly prepare a feast of home-cooked Filipino food for you.

This reason alone will make you feel like the Philippines is your home away from home. Check out this video by the country’s Department of Tourism that showcases the warmth of the Filipino:

See our popular Cebu Vacation Packages

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Cost is one of the major considerations of a traveler. Good thing, traveling in the Philippines is very affordable. For example, there are plenty of day tours that just cost around PHP1000 (USD20).

You will find that there’s a lot of cheap accommodation options for you in the Philippines as well: from dorm-type hostels to bed and breakfast homestays that are both perfect for budget-conscious travelers. For those looking for a better value, resorts also come in a whole spectrum of pricing. Oftentimes,  package deals can be found if you know where to look. You will also have plenty of option when planning a Philippines staycation .

• Check our article on the best private resorts near Manila
• Browse our list of the best pet friendly resorts near Manila
• See our picks of the top affordable resorts near Manila

Food in the Philippines is cheap too. For roughly around PHP100-150(USD2-3), you will find yourself a decent breakfast place that offers classic Filipino food with coffee. The same goes for your lunch and dinner.

See our popular Food Tours

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Even alcohol is cheap, so you can have a fun nightlife while traveling without breaking the bank. Local transportation doesn’t cost much as well, and you might find them a lot cheaper if you’re traveling with a group so that you can divide the costs.

Services, such as spa treatments, haircuts, massages, and fine dining are also relatively cheaper in the Philippines, even those from the top wellness resorts in the Philippines .  Make sure to pack these into your itinerary when visiting.

If you’re lucky, you might have some money left after your trip that you can use to buy unique locally-made souvenirs in the Philippines.

The Philippines consistently tops the best beaches and islands lists in the world by international publications. With over 7,000 islands and white sand beaches that stretch from coast to coast, you can’t deny the fact that the Philippines is gifted with the magic of nature’s wonder. It's no surprise many couples choose to have their honeymoon in the Philippines  for vacation packages for couples  and enjoy island hopping in the Philippines .

• Browse our list of the best beaches in the Philippines

You will not run out of islands to visit in the Philippines. The majority of these best islands in the Philippines are untouched by modernities, offering travelers their much-needed break from the hustle and bustle of life. There are also many beach resorts in the Philippines that will give you the best ocean and sunset views. 

See our popular Philippines Tour Packages

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The Philippines is home to the most beautiful islands globally, including Boracay, Palawan, and Siargao. Boracay, one of the best tourist spots in Visayas  and also one of the best places to visit in the Philippines , is home to the White Beach, a long stretch of powdery white sand where you can enjoy water activities including Boracay helmet diving aside from enjoying the sunset views that you can visit by booking Manila to Boracay packages . You will also have plenty of options for 5-star hotels in the Philippines .

• Check Boracay White Beach activities  and Boracay tours for your vacation
• Find hotels and resorts in Boracay

Two towns in Palawan are always included in travelers' must-visit list: El Nido and Coron, both home to pristine islands with majestic towering limestone rock formations that you can visit with El Nido island hopping packages  or El Nido tours  and El Nido tour package and Coron island-hopping trips  included in Coron tour packages .

See our popular Island Hopping Tours

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On the other hand, Siargao, a must-visit Mindanao tourist spot , is fast becoming a hub for surfers and beach lovers and features untouched islands that you can visit by joining a Siargao island-hopping adventure  and booking Siargao tour packages . Aside from surfing in Siargao , it is also a popular destination for workation  or to book  extended stay in hotels .

• Check out our list for the best honeymoon resorts in the Philippines
• Find hotels and resorts in El Nido  and Coron resorts

If you're staying in the Philippine capital of Manila, beaches are around 2 hours away when you go to the beach resorts in Batangas . There are also countless beach resorts near Manila . You can rent a car in Manila for a hassle-free vacation.

The Philippines is blessed with unique natural wonders and these are some of the best places to visit in the Philippines . Be in awe when you do the Puerto Princesa Underground River tour , which will take you to the Puerto Princesa Subterranean River National Park.

It’s the longest navigable underground river globally and is both a UNESCO World Heritage Site and one of the New 7 Wonders of Nature. The Puerto Princesa Underground River features an underground river cave system with impressive stalactites and stalagmites formations and one of the best caves in the Philippines .

• Check other Palawan experiences  aside from the Underground River
• Find resorts and hotels in Puerto Princesa

The Philippines is also home to the Chocolate Hills in Bohol , thousands of hills that look like giant chocolate Kisses (like the chocolate brand). Chocolate Hills in Bohol  actually resulted from coral deposits through rain and erosion. Check out our Bohol hotel and tour package for an all inclusive trip.

• Check out our list of the best farm stay resorts in the Philippines  to experience agritourism in the Philippines

If you want to see the mounds in their brown color, it is best to go on  Chocolate Hills tours  during the dry season of November to May. They turn green during the rainy season of June to October. 

See our popular Bohol Vacation Packages

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• Find other  Bohol activities  that you can add to your itinerary
• Discover hotels and resorts in Bohol

If you’ve ever wondered what it was like to live back when modernization hasn’t taken place in the Philippines yet, a trip to the Cordilleras in North Luzon will give you an idea. You will see the Rice Terraces of the Ifugao, an indigenous group of people living in the Cordillera mountains.

This spectacular mountain landscape with terrace after terrace of man-made rice fields dates back to pre-colonial Philippines and is considered a repository of Philippine culture, tradition, and craftsmanship and is one of the must-visit Luzon tourist spots .

• Explore North Luzon with activities in Benguet

The waterfalls in the Philippines are also an enchanting sight. You can explore some of the Philippines' best waterfalls by joining tours to Kawasan Falls in Cebu, Pagsanjan Falls in Pangasinan, and Bomod-ok Falls in Sagada.

• Find more waterfall excursions for your trip.

Other natural wonders in the Philippines include the Taal Volcano in Batangas, the smallest active volcano globally, and Mayon Volcano in Legazpi City of Albay province , which has the world’s most perfect cone. 

• Plan your trip with this detailed travel guide to the Philippines with a sample itinerary, the best time to go, how to get around, and top things to do.

Filipinos sure know how to throw a street party, and they do it in colors and full costumes. Festivals in the Philippines are some of the most joyous, fun, and loud in Asia. Make sure to have your camera ready to snap the wildest smiles and happy faces.

Festivals (or fiestas ) in the Philippines are either religious, historical, or cultural. Religious festivals honor Roman Catholic figures, historical festivals celebrate significant events, while cultural festivals celebrate a bountiful harvest or promote products. 

One of the religious festivals includes Ati-Atihan Festival celebrated in Kalibo, Aklan, every January in honor of the Santo Niño (Child Jesus). Watch performers with extravagant costumes and celebrate with the locals as they anticipate the parade and go crazy over food stalls and a lot of street dancing.

• Check Aklan tours that you can add to your Ati-Atihan Festival itinerary

Yet another much-awaited festival every January is the  Sinulog Festival in Cebu , also in honor of the Santo Niño, which attracts millions of festival-goers.

The annual Grand Street Parade features street performers doing the Sinulog Festival Dance while clad in colorful costumes. You'll be treated to a fireworks display and get to join street parties that will make you feel like you’re a part of one big community.

• Find Cebu trips and experiences  that you can add to your Sinulog Festival itinerary
• Discover hotels in Cebu City, Lapu-Lapu , Mandaue , Cordova , and Talisay

Filipinos’ love for merrymaking is also evident in the Panagbenga Festival, the pride of Baguio City . If you love flowers or gardening, this one is a must-see. Check out our Baguio hotel promo package for the best deal.

See our popular Baguio Vacation Packages

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Panagbenga Festival is an annual flower festival celebrated every February featuring life-sized floats that come in all shapes and sizes, all made with real flowers!

• Check out tours in Baguio  and read up on Baguio tourist spots for your Panagbenga Festival trip.
• Discover hotels in Baguio City

If there’s one thing to describe the Philippines that will set it apart from neighboring Asian countries , it’s being the melting pot of different cultures having been colonized by Spain, the US, and even Japan.

Not only that, the Philippines has deep ties to the Malays and the Chinese. This rich history and diverse cultural influence is evident in Filipino cuisine , which is unique to its neighbors.

• Find Filipino food trips for your vacation in the Philippines

Despite having food that has either taken its roots from another culture or has been recreated to fit the Filipino taste, the Philippines has still successfully carved its own space in the gastronomic scene.

Some most notable Filipino foods include adobo, chicken or pork meat cooked in soy sauce and vinegar, and lechon or roasted whole pig, which the late Anthony Bourdain swore by as the best pig he has ever tried.

There's also balut (duck embryo), a Filipino street food perfect for those who like trying exotic dishes, and halo-halo, a famous summer staple with crushed ice, milk, and sweetened fruits.

Your trip to the Philippines won’t be complete without feasting on fresh (but really affordable!) seafood. If you can’t get enough fresh crabs, shrimps, and other tasty seafood dishes, do a food tour in Roxas City in Capiz, the Philippines' Seafood Capital.

Want to taste the sweetest mangoes? Add a Guimaras Island day exploration  to your itinerary. 

Island-hopping in the Philippines usually includes lunch in one of the islands, served boodle-fight style with freshly-cooked seafood and tasty tropical fruits.

For another culinary destination, join Pampanga trips , the Philippines' Culinary Capital, which is just a few hours away from  Manila . 

• Discover hotels in Pampanga

See our popular Manila Vacation Packages

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Diving spots in the Philippines offer an underwater experience like no other. In 2006, a team of marine conservationists declared the Philippines as the geographic center of marine biodiversity in the world. You will find that the Philippines is more than just its beaches and islands; it’s also a paradise for underwater life.

Palawan is home to Tubbataha Reef diving , a UNESCO World Heritage Site , which boasts more than half of all known corals. Here you will find yourself swimming with turtles, black and white-tip reef sharks, and manta rays, among others, and admiring the beautiful corals under the water.

• Check diving tours in the Philippines . including learn to dive and fun dive  for certified drivers
• Read our guide on diving in Coron

Cebu prides itself on diving spots that are at par with the world’s best. You can visit Cebu's  Moalboal sardine run , where you can do the sardine run experience  and swim with millions of sardines.

See our popular Philippine Scuba Diving Packages & Courses

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Another renowned diving spot in Cebu is diving in Malapascua , where thresher sharks are more commonly seen. Other species you’re sure to see in Cebu diving spots are lionfish, batfish, tunas, and many more when you book a Cebu tour package .

Also located in Visayas is the diving spot called Apo Island Dumaguete  where you can swim with giant sea turtles.

Another worth checking out is the diving package in Anilao , Batangas, only hours away from Manila. Diving in Anilao is perfect for travelers who have limited time to explore diving spots in other islands or provinces and are looking for scuba diving holidays for beginners . Another spot near Manila is diving in Puerto Galera  located in Mindoro. Puerto Galera diving spots are known for incredible marine life because of its location in the heart of the Coral Triangle.

The Philippines has a wide range of picturesque mountains and trails for hiking adventures  that you can choose from, and they all come in different sizes. So whether you’re a beginner or a pro,  hiking in the Philippines will be a great adventure for you. One thing is sure, you will be rewarded with beautiful sceneries, may it be a sea of clouds, picturesque landscapes, or even majestic waterfalls.

• Read our article on travel insurance in the Philippines

Some of the must-try hiking tours include the Mount Pulag hike in North Luzon, Mount Pinatubo day hike in Tarlac with 4x4 trail ride, Mount Pico de Loro hiking tour in Batangas, and the highest in the country, Mount Apo in Davao .

Wherever you are in the country, there is surely at least one mountain to hike.

The country also doesn’t run out of exciting and adrenaline-pumping watersports that are also the best places in the Philippines for family vacation . Join the fun canyoneering in Cebu , white water rafting tour in Cagayan de Oro , and parasailing in Boracay .

• Cagayan de Oro whitewater rafting package
• Cagayan de Oro city tour
• Seven Seas Waterpark Cagayan de Oro day pass with transfers
• Cagayan De Oro Sinulom Falls & Bolao Cold Spring tour
• Book a  Cagayan de Oro airport transfer

There’s absolutely no reason for you to stay indoors and not enjoy these activities outside when in the Philippines. Even more perfect is if you get to share the thrill with your friends or fellow travelers. 

If you’re an advocate of ecotourism, the Philippines offers experiences tailored to fit just for you. You can avail yourself of eco-friendly tours in  Batanes , Bohol, Palawan, Camiguin , and Cebu.

See our popular Siargao Vacation Packages

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The Philippines is rich in biodiversity and is home to many unique animals. One of these is the Philippine tarsier, which is one of the smallest primates in the world. These nocturnal creatures have distinct big eyes and can be found in Bohol province. You can also visit the Abatan River in Bohol, which is home to some of the rarest fireflies in the Philippines and in the world.

The Philippines is also rich in marine biodiversity, which makes it one of the best diving destinations in the world. The sardine run in Moalboal and diving with thresher sharks in Malapascua are some underwater experiences you can book.

A once-in-a-lifetime experience is swimming with whale sharks (locally known as butandings). Oslob in Cebu province and Donsol in Bicol province are destinations known for this experience. It's best to experience them in their natural migratory route, where you can see and swim with them at a safe distance to reduce the stress to these giant gentle creatures.

See our popular Whale Shark Tours

Another beautiful creature not to miss when visiting the Philippines is the majestic Philippine Eagle, its national bird.

It’s one of the largest and rarest eagles, and you can visit them Davao’s Philippine Eagle Center when you join a Davao City trip , a must-add to a Davao itinerary .

• Find hotels in Davao

Once you arrive in Philippine airports , you’ll notice colorful vehicles plying Manila's roads and other busy centers in the country. These are called jeepneys or jeep and are unique to the Philippines as one of the main local public transportation. The fare is quite cheap too.

Riding a jeepney is considered by many travelers as a must-do when in the Philippines because of the local and cultural immersion. 

Jeepneys are usually painted in loud colors, with their route plastered in front of it. Take note of local words like “para” (stop) and “bayad po” (here’s my payment) if you’re riding a jeepney.

The Filipinos’ culture of being helpful is also reflected as they help one another transfer payment to the driver, especially if you’re seated right at the door of the jeep.

Another interesting transportation mode is the Philippines’ version of a motorized rickshaw known as the tricycle or trike. This is similar to Thailand’s tuk-tuk, only it is a motorbike with a sidecar attached to it.

There’s another version of the tricycle which uses a bicycle; the locals call it pedicab. These two vehicles are meant for shorter drives and are usually found in provinces with narrow roads and fewer jeepneys.

Make sure to take a photo of yourself as you experience these unique transport vehicles because no trip to the Philippines is complete without riding like a local. Some places in the Philippines are best explored through  tricycle transport tours for a more rugged travel experience. 

The best way to get to know one place is to understand its history, and the Philippines has its fair share of stories as it played many roles in the history of the world.

Learn about the Philippines’  historical and heritage tours and experiences from the precolonial period to the Spanish, American, and Japanese occupations to find out about the events that shaped the country into what it is today. 

See our popular History Tours

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The Walled City, Intramuros, is a gem situated right at the heart of the Philippines' capital — Manila. It was built starting in 1521 and was the seat of power in the Philippines during the Spanish era and houses some of the most important architectural landmarks in the Philippines .

As you walk around Intramuros, you will see the proof of Filipino resilience embedded in each ruin.

Ride around Intramuros on a bamboo bike ride with a guide  or a horse-drawn carriage tour , and you will find some of the best repositories of the past, including two of the oldest churches in the Philippines: San Agustin Church and Manila Cathedral.

One of the best Intramuros escapades  is a trip to Fort Santiago in Manila, a magnificent Hispanic stone fortress that houses Philippines museums .

See our popular Intramuros Tours

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Another must-see is the Rizal Shrine, which pays tribute to the Philippines’ national hero from the Spanish era, Jose Rizal.

Nearby is the oldest Chinatown in the world, Binondo, where you can do a  Binondo day trip  and feast on tasty Chinese dishes. 

• Learn about the Philippines’ history when in Manila with tours to the National Museum Complex
• Find hotels in Manila 

Another must-try for history buffs is a tour of Corregidor Island, where you will find ruined buildings and tunnels, all reflections of the past, including the tragic Bataan Death March during the American-Japanese War.

For a more vibrant experience, join Calle Crisologo trips located at the New7Wonders Cities of Vigan , Ilocos Sur, with well-preserved Spanish-era cobble-stone streets and houses.  Check out our guide on how to create an Ilocos itinerary to explore more of this region. 

See our popular Vigan Tours and Activities

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If you are interested in digging deeper into Philippine history beyond the colonial era, joining the  Tabon Cave exploration  in Palawan is necessary. It’s known as the Cradle of Philippine Civilization because of the significant archaeological artifacts found here. 

As one of the happiest people globally , Filipinos know how to throw the best parties, be it in the city or the pristine white sand beaches and islands.

Want a beach party under the stars? Head over to the island of Boracay, where you can do a pub crawl or enjoy the famed Boracay nightlife . Do you like partying while overlooking the city scrapers? Check out the bars in Bonifacio Global City (BGC), Taguig.

Are you more into hip speakeasies and laid-back bars? Visit Poblacion, Makati’s strip of nightclubs and bars. Whether you like your parties loud or low-key, Filipinos sure know how to do it.

• Discover hotels in Makati  and Taguig
• Read up on things to do in Makati

Discover for Yourself Why It’s More Fun in the Philippines

The Philippines as a travel destination isn’t just about its beautiful beaches and islands. It marries everything a traveler is looking for: culture, history, natural landscape, and most importantly, people. You will not run out of things to do, and you will not get tired of exploring something new.

Wherever you go, no matter how long you’ve got, the Philippines has a lot to offer, and you won’t even have to spend that much. As long as you know where to go and how to live like a local, it will feel like home. Read our article on the best cars to rent for a road trip in the Philippines if you want to explore on your own. 

Don’t think twice about whether it’s worth booking a trip to the Philippines: it surely is, and you will most likely find yourself looking forward to your next trip here again.

Start planning your trip, check out the best Philippines tours packages , and read up on Philippine travel guides for the best adventure you’ll ever have. If you want to indulge during your trip, book a stay at one of the luxury hotels in the Philippines  or try glamping in the Philippines .

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Tourism in the Philippines: Conclusions and Implications for Management

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Tourism plays a significant role in the Philippines’ socio-economic development. However, an array of management issues persists in achieving the desired sustainable and inclusive development of the tourism industry in the country. This edited book uncovered some of these contemporary tourism management issues organized under broad themes. This concluding chapter articulates the practical findings and implications of the contributions in this volume. Key findings from the contributions are discussed as they relate to the identified broad themes. Implications for applied management are considered and future research directions building from the contributions are discussed.

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Aquino, R.S., Porter, B.A. (2022). Tourism in the Philippines: Conclusions and Implications for Management. In: Aquino, R.S., Porter, B.A. (eds) Tourism in the Philippines. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-19-4497-0_10

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Essay: Tourism Development in the Philippines

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Tourism Development is a multisectoral activity requiring inputs of social, economic, cultural and environmental natures and begets employment directly and indirectly with the increasing growth in other related industries (Saleh, 2014). While Development, is the continuous and positive change in cultural, environmental and social dimensions (Telfer, 2015). These two words when combined form the word Tourism development which plays a vital role in the tourism industry. Tourism development is a series of goal systems and overall arrangements based on the history, current situation and market factors of a tourist destination (Aguila & Ragot, 2014) it is the reason for the continuing progress of tourist destinations in the Philippines and Abroad. Tourism Development has several objectives, but the main objective of having a tourism development plan in a given destination is to increase employment opportunities and the income in the destination itself (DOT, 2012). With these given the number of tourists will increase because of the proper management and utilization of the tourist destination. Another purpose of Tourism Development is the obligation to contribute to the protection and maintenance of the beauty of the cultures, traditions and value systems of the communities (Sharpley and Telfer, 2015). It should also be a promoter for the strengthening of cultural identities and the population’s dignity (Sharpley and Telfer, 2015).

Based on (Le Pelley and Pettit, 2015)’s case study, the Canterbury and Vladimir International Action for Regeneration, it defines and explains the conceptual framework for the actions undertaken and assesses how these techniques learnt have been adapted by Vladimir City Administration and by businesses in Vladimir to develop a basis for a sustainable heritage tourism industry within the metro.

Based on the theory of (Anuar, Ahmad, Jusoh, and Hussain, 2012) “The Essential Elements Underlying Formation of Tourist Friendly Destination Concept: Analysis In Micro Level” this study is a concept paper that aims to identify the elements or the characteristics of an ideal tourist destination. The findings of this study have identified the elements or the characteristics like the Attraction, Accessibility, Ancillary Services, Amenities, Safety and Security and other elements that are needed in a tourist destination.

Tourism Development in the Philippines

One of the major contributors to the economic growth of the Philippines is the tourism sector. It provides many career opportunities for Filipino citizens and contributes to an inclusive growth of the country’s Gross Domestic Product (GDP). The Philippine government agencies, both national and local, as well as the private agencies have launched several initiatives designed to develop and sustain the tourism industry.

There are four major eras that has been recognized in the evolution of the Philippines tourism industry development. The first one is the pre-martial law era or the years before 1972, followed by the martial law era (1972-1986), next is the post-martial era (1986-2000), and lastly is the 21st century era (2001-present). These eras are based on the country’s major political regime (Añasco and Lizada, 2014).

Because of the negative effect of World War II, the tourism industry in the country started to decrease. But in the early part of 1970, our government has implemented various tourism programs to help boost the country’s tourism sector. This resulted to a massive influx of foreign tourists in the year 1972. However, in the later part of the Martial law era, Philippines tourist arrival started to fall again from 1,008,000 in 1980 to 782,000 in 1986 (Añasco and Lizada, 2014) due to the great political upheaval which resulted to People’s Power Rebolution in EDSA and the removal of the President that time, Pres. Marcos, from Malacañan.

Philippines tourism industry started to recover again after the restoration of the country’s democracy. Tourist flourished again in 1993 with a total of 1.4 million visitors, this record has increased by 19% from the previous year (Chon and Hilton, 2014).

Finally, in the 21st century era, tourism industry gradually recovers and continues to rapidly grow. According to World Travel and Tourism Council (WTTC), a total of 1.43 trillion peso or 10.6% has been contributed by the travel and tourism industry to the Philippines Gross Domestic Product (GDP) in 2015. It also generated 1.3 million jobs in tourism sector. These includes the employment in hotels and restaurants, airlines and other transport services, travel agencies as well as other leisure establishments such as shopping malls (WTTC, 2015). In 2017, according to the official statistics kept by the Department of Tourism (DOT), a total of 2,882,737 tourists have been recorded for the first 5 months of the year. This volume increased by 14.43% since the year 2016, which has 2,519,300. With the month of January having the biggest volume recorded and the month of April having the highest growth registered (DOT, 2017).

Moreover, Philippines have been improving its tourism industry with the full support of both the government and private sectors. Department of Tourism (DOT) launched a new National Tourism Development Plan for the year 2016-2022. Its vision is to “Develop a highly competitive, environmentally sustainable and socially responsible tourism that promotes inclusive growth through employment generation and equitable distribution of income.” Large part of the plan focuses on tourism infrastructure, improving transportation networks, primarily through the expansion of airports, seaports, and roads.

Alternative Tourism

Alternative Tourism involves the traveling of people to places other than the usual attractions or what is also called “Mass Tourism” (Hasan, 2016). It can be also categorized into three main groups known as Nature-Based Tourism, Cultural Tourism, and Adventure Tourism.

Nature-Based Tourism from the word itself involves interaction and appreciation with the natural environment (Wood, Guerry, Silver & Lacayo, 2013). It involves activities such as bird-watching, scuba diving, hiking, and any other recreational activities found in the destination.

Cultural Tourism involves the movement of people to cultural attractions in cities, in countries or places other than their normal place of residence with the intention of gathering new information and experiences to satisfy their needs for cultural involvement. Examples of cultural attractions are heritage sites, artistic and cultural manifestations and arts and drama in places outside their normal country of residence (Cros and McKercher, 2015). It gives people the opportunity to engage with the community’s diverse tangible and intangible cultural heritage. This may create the potential to provide peak experiences for the tourists.

Adventure Tourism involves people especially adventurers and risk takers enjoying outdoor travel activities. The exotic, unusual, and wilderness or remote places are the main attractions found in adventure tourism activities (Dar, 2014). In the Philippines, Adventure Tourism is thriving because of the exotic adventure destinations. Every adventure destination has its unique attractions and activities. In Air adventure sky diving, helicopter sightseeing, and paragliding and other thrilling air activities are present. Mountain biking, trekking, rock climbing and other land adventure activities are present Land adventure. Lastly, Water adventure involves snorkeling, surfing, swimming, and scuba diving are some of the activities that adventurers will surely enjoy (Gatdula, 2015).

The martial art Arnis has had a positive impact on tourism in the Philippines. The recognition of Arnis as the national martial art and sport has helped to promote Filipino culture and attract tourists interested in martial arts and sports. Arnis is often included in cultural shows and festivals, and some tourist destinations in the Philippines offer Arnis demonstrations and workshops.

Furthermore, Arnis has been featured in tourism campaigns by the Philippine Department of Tourism, such as the “ It’s More Fun in the Philippines ” campaign. This has helped to increase awareness and interest in Arnis among both domestic and international tourists.

In addition, Arnis training and camps have been organized in the Philippines specifically for foreign martial arts enthusiasts and tourists. These training programs provide an immersive experience in Filipino culture and offer opportunities for cultural exchange and interaction.

Overall, Arnis has contributed to the diversification of tourism offerings in the Philippines, providing visitors with a unique and authentic cultural experience.

Farm Tourism

Farm tourism or commonly known as Agritourism is a rural tourism that combines a working farm environment and tourism supply components (Srivastava, 2016). It involves recreational activities and services that take place in a working farm that aims to attract visitors in participating on agricultural activities for leisure purposes. Activities like farm festivals, picking your own produce, feeding animals, horseback riding, bird watching, educational trips and farm stays (Budiasa & Ambarawati, 2014; Barbieri and Mshenga, 2008). There are many terms that are used interchangeably by the researchers on different studies and literature to refer farm tourism. Terms such as “agrotourism”, “agritourism”, “agritainment”, “rural tourism”, “farm-based tourism” and many more. Farm tourism and Agritourism are the common terms that are always used (Arroyo, 2012; Barbieri & Mshenga, 2008; Giorgia, Rizzo & Traverso, 2010).

One study noted that there are three types of tourist contact with agricultural activity. The first one is the direct contact, which indicates the physical aspect of the visitor’s experience. For example, picking of pineapples and feeding farm animals. Next one is the indirect contact, which specifies the secondary connection of tourists to farm activities. Given examples are farm mazes, go for a hayride and hiking or hunting. And lastly, the passive contact, which indicates the operation of tourism and agriculture independently. Examples are outdoor activities and farm festivals (Philip, Hunter and Blackstock, 2009).

There is an increase in demand for travelling in rural places and experiencing agricultural practices because of agritourism. People, especially those who are living in urban areas, want to breathe fresh air and experience something new that is different form their usual everyday routine. They are seeking for a relaxing environment; they want to escape temporarily, far from the stress of everyday life in the city. And they are also willing to spend their money provided that it is worth the price. Farm tourism, however, is not only for the visitors to experience and learn rural practices, pick fruits, feed animals and milk cows. It also benefits the farmers and local community by generating additional source of income for them (Mnguni, 2010; Roth and Ochterski, 2016; Srivastava, 2016).

One study entitled “Getting Started in Agritourism” listed twelve (12) possible sources to generate income for the farms. These are the admission fee, tour guide fee, sales of the farm’s fresh goods and processed goods, souvenirs like t-shirts and crafts, activities like horseback riding, educational tours for students, tasting fee, facility rental for events like wedding or birthday parties, show fee, farm accommodations, and food services (Roth and Ochterski, 2016).

Philippines is blessed with lots of natural resources and agritourism sites can be found all over the country. Department of Tourism (DOT) accredited many farm tourism sites across the country. Some of these are the strawberry and organic vegetable farms in Benguet and the pineapple and coffee plantations in Bukidnon (Recio, Ade, Esguerra, Mandanas, Masankay, Mendania, Apritado, 2014). On the year 2016, former President Benigno S. Aquino III signed the RA Act No. 10816. It is an act that provide for the development and promotion of farm tourism here in the Philippines. This act also aims to provide additional income for farmers, farmworkers and fisherfolk.

Destination Attributes or Activities in Farm Destination

As told by (Salamon, 2014) Farming is not the usual occupation someone would take. A farm is a product of the business of families throughout the history. A farm is the business of a family which expands due to development. In order for the tourists to experience the culture, history and cultural heritage, farming activities rose to fame. Giving the tourists experiences in farming. To boost and enable innovation and competitiveness in the farming sector, the local government needs to diversify farming towards more service-intensive businesses and farming activities. It is important for face to face customer relationships and creating experiences by farming activities and the enterprises (Cassel and Pettersson, 2015).

Tourists can have the physical experience of being in the farm and participating in farming activities such as Farm Planting. It is an activity that provides recreational and learning areas for the tourists, with this type of concept, it is used as stepping stones for increasing the biodiversity interaction with the people. It is also increasing in restoration circles. For it to expand Native biodiversity, Native plantings which is part of stepping stone areas need to have great extensions (Greer,P.,Bowie, Michael H., Doscher, Crile, 2017).

Another farming activity that involves a great amount of physical effort is Ploughing. It constitutes the principal operation in farming routine. It is best to plough as deeper as possible. It is advisable for the land to be well ploughed and cultivated to a desirable depth for an excellent result of good crops or in the Pineapple farm’s case the Pineapples. Farmers should demonstrate the proper way of ploughing for a better native biodiversity (Becton, 2013).

(Various, 2013) said that to eliminate and control the population of pests, Spraying and Dusting are needed. Pineapples have the sweet and tangy taste that may attract a lot of pests that can hinder the growth and its quality. Farmers use these Farming activities to extinguish the pests to keep the Pineapples in its best condition. These farming activities have been used for many years all around the world and it is not only used in farms but also in orchards and vineries as well.

The last Farming activity is Harvesting, According to (Belt Corporation of America, 2017) it is the last activity that farmers undergo before they sell their products. Ripe crops from the fields are gathered and processed after the process is done, preparations for the pineapple fruits to be sold will take place. Harvesting is the most labor-intensive activity for the growing season to the farmers.

Additionally, in terms of accommodation, Mahaliyanaarachchi (2015) stated that, a usual type of an accommodation in farm tourism is a bed & breakfast inn; wherein the owner of the farm offers his/her house to be the temporary shelter of the visitors. The farm house should be unique, doesn’t need to be a mansion as long as it is comfortable, clean, distinctive and pleasant. The Farm B&B owners however should provide a quality service for the money paid by their visitors. Visitors on the other hand do not expect a 5 star match hotel but with a clean and well organized rooms and they expect also a memorable farm related activities.

Pililla Pineapple Farm

The town of Pililia in the province of Rizal is not just famous because of the windmills but also of having blessed with different kinds of agricultural production. One of these is their big yet sweet produce of pineapple that has been popular to most of the places in the region. These can be seen in the mountainous area of Pililia that lies in Sitio Bugarin, Barangay Halayhayin with a land area of 2,652.50 hectare (Rizal Provincial Office, 2013). The vast plantation of Pineapple at Sitio Bugarin is consisting of land owned by different farmers residing in the area. One farmer has an average farm area of 10 hectares.

In the year 2004, these farmers established an organization called Bugarin’s Pineapple Growers and has 52 registered members. The main goal of the organization is to unite all the farmers and also to help them earn more profit by producing products out of their harvest pineapples. Pineapple wines and pineapple chutney are some of the products that is being manufactured with the factory that was established. The factory is located near the residence of the former president of the organization and the products that were manufactured was been sold to the different parts of the province of Rizal.

One channel to sell the products is the Rizal Expo held at Sta. Lucia Mall wherein different products from different municipalities of Rizal were showcased to the public (Department of Agriculture, Pililla 2017). Though according to the one of the member of the organization the factory didn’t succeed the first place because harvesting of pineapples is seasonal and selling of fresh pineapples is swifter in the market, despite the stopped of the production of the factory the manufacturing of the pineapple products still continue in the houses of the famers.

Tourism Industry of Rizal Province

Rizal Province was named after the Philippines’ National Hero, Dr. Jose Rizal. It has also gained the reputation “Cradle of Philippine Art” because of its popular artists’ communities and folk festivals (DOT, 2009). The climate in Rizal Province is Type 1; it has two pronounced seasons which are dry and wet. The dry season lasts from November to April, and the rest of the year for the wet season. With this type of climate it is highly in favor for the vast production of agriculture and industrial development to become productive (Vigattintourism, 2018). Rizal Province is abundant in beautiful attractions, full of natural springs rock formations, waterfalls, the panoramic view of Sierra Madre Mountain Ranges and Laguna de Bay, the vibrant festivities, and the green sceneries (Rizal Province Trade and Commerce, 2013).

Rizal province is home to a lot of tourist attractions which make its tourism industry very satisfying. Its known attractions are: Daranak falls, it is a 14-meter high falls known as a shooting location for local and international movies and advertising outfits in the country. It is located in Barangay Tandang Kutyo, Tanay. Next is Batlag falls, it is located in Tanay. In Binangonan is where the Talim Island is located. It is where 17 coastal barangays of the municipality of Binangonan are located. Another one is the Overlooking view in Sumulong Highway in Antipolo. It is situated on top of a hill where the whole metropolis can be viewed. There is also a good amount of restaurants and bars that can be found there. Next is the Pililla View Area, in Sitio Bugarin, Pililla. It’s located on top of a mountain with an overlooking view of the Laguna Lake and outlines of the Mount Makiling and Mount Banahaw. Uugong Arts and Cultural Park is another tourist attraction found in Barangay Bombogan, Morong. This site is owned by Rafael Pacheco who facilitates in art workshops, demonstrations and lectures. Lastly is the Hinulugang Taktak in Taktak road, Antipolo. This mountain resort is known for its waterfalls, and picnic cottages, swimming pool, artificial paths and steps to view the environs. The month of May is when the resort is at its peak, thousands of visitors enjoy watching the concerts and plays, with popular activities in the city like a pilgrimage to the Shrine of Our Lady of Peace and Good Voyage (DOT, 2014).

The Tourism in Rizal is being well planned and strategized to produce a better outcome, Just last 2016, The National Association of Independent Travel Agencies also known as NAITAS Rizal Chapter facilitated the 2016 Rizal Tourism Summit, it is a cooperative effort of government entities and tourism stakeholders with the same objective and that is to boost further the local tourism of Rizal and estimate the tourist arrivals for both local and foreign. Ferdinand Cruz, the NAITAS Rizal President, stated in an interview that the two day summit within the province is an assembly composed of tourism trustees from Rizal to fortify the partnership between the local government unit and private sector. Their main objective is to conceptualize strategies in promotion of a more dynamic tourism business in Rizal (Molina Jr., 2016).

Tourism Supply Components

According to one study, the context of tourism supply is not the same with the usual concept of products/services in other industry. It is not transferable hence product delivery cannot be made. Tourism supply is inseparable to the destination; it is performed within the attraction. Additionally, it is perishable and cannot be stock for future use; products are consumed as they are produced. (Bădiță, 2012; Middleton, Fyall, Morgan and Ranchhod, 2009)

Tourism supply is a mixture of various components. These components were classified into four different categories on the book entitled, “Tourism: Principles, Practices, and Philosophies”. The first category is the natural and environmental resources, which includes the physical geography, weather condition of the area and natural resources. Followed by, the built environment, which main elements are the infrastructure and superstructure of the destination. Third, is the operating sectors, this includes the 5 A’s of tourism industry – attraction, accessibility, accommodation, amenities and activities. And the last category is the hospitality and cultural resources. (Goeldner and Ritchie, 2009; Vanhove, 2011)

Natural components refers to natural elements that can be seen and feel in a destination. This resources is one of the important factors in tourism supply and it has the power to attract tourists to go on the destination. This includes mountains, beaches, the physical geography, weather condition of the area, landscapes, water falls, etc. (Dupeyras and MacCallum, 2013; Vanhove, 2011)

Infrastructure includes all the transport system – railways, roads, port/ferry, airports, parking facilities etc. – and public utilities that provides water, electricity, telecommunication signal etc. In addition, superstructure includes all the facilities and amenities on the destination such as lodging facilities, restaurants, resorts, stores and many more (Vanhove, 2011).

Accessibility

Accessibility is a vital factor in a tourist destination. Ease in reaching a tourist destination can possibly be measured in terms of the quality of road networks that provide access to them. (Al, Xia Veenendaal, 2013) A tourist destination can magnet more tourists if it has a good mode of transportation (Karakas, 2012; Wu & Guo, 2013). Transportation services in Japan have greatly improved ever since there was an increase in the number of domestic airports in Japan (Fujiwara and Zhang, 2013). The better the accessibility of an attraction, the greater it can contribute to the locals residing in the area. In the case of Xi-Hung Road in China, road infrastructure investment took place where in both places, Xiai and Hung, could benefit to the increase of visitors. (Li, Zhang, Xu, Jiang, 2013) It can also become a source of income for the locals (Kotler, Bowen & Makens, 2014).

In describing a tourist destination’s attractiveness and competitiveness, one has to look at the road infrastructure because it can give a positive or negative effect to the tourist’s experience. (Ministry of Business, Innovation, and Employment, 2016) The government plays an essential role in improving the accessibility of a tourist destination, but in the case of Taal, Batangas, Philippines, developing tourist accessibility was challenged by financial difficulties (Aguda, Tamayo & Barlan, 2013).

The competitiveness and accessibility can be fully achieved if the government takes a step or action. (Generalitat de CatalUnya, 2013).

The amenities of a tourist destination are what make an attraction a cut above the rest. They serve as the chain that binds tourism and recreation. (Betz, Perdue, 2017) A tourist attraction can give the tourists two satisfactions which can be either tangible or intangible experiences. Giving attention to amenities by enhancing facilities can pave the way for more number of tourists and increase in visits. (Manimekalai, Karthik, 2017) A tourist’s favorable assessment of the offers and amenities of a destination will not just foster repeated patronage but will also increase word of mouth recommendation to other people who can and will visit the place. (Hassan, Shahnewaz, 2014) An evaluation of a destination’s standing in terms of its amenities can determine its competitiveness. It can be measured through infrastructure and services, including the accommodation that can boost the tourist experience. (Simmons, Sleeman, 2012) According to Vail (2010) Tourism amenity is either placed based attributes or hand-created that will surely enhanced the visitor’s quality of stay within the destination. In the case of Maine, good amenity investment can lead to two benefits, one is to attract more high-spending visitors and the other is to improve the quality of life of the residents of Maine. While in a study conducted by Brey (2011) he defined what a resort amenity has to offer in a destination. Provide one signature amenity or anchor attribute, provide secondary recreation/leisure /entertainment experiences and emphasize a leisure or retreat-environment experience. He also stated that resort services and other amenities are one of the key factors in making a decision in vacation. Also, small scale businesses like retail stores or shops plays an important part in making a destination developed because it has a positive potential in terms of social and economic change (Brouder & Eriksson, 2013) Shopping is one of the most common tourist activities in the world. Taking home souvenirs from a destination holds a great symbolic value related to the travel experience and memories of the tourist within the place. (Littrell 1994 et al., Ibadat 2016)

Ancillary services

Ancillary products otherwise known as “add-ons” to the tourist experience may come in many forms such as hotel transfer, access to inhouse, facilities and current exchange. (Wright, 2013) Add-ons services can also be services that come up with tourist-industry support, including marketing and promotional facilities, and travel agencies (Simmons, Sleeman, 2012). In addition to that, another way to satisfy tourists is to make their experience memorable. Tour guides should actively engage with tourists to make their guided tour experience memorable (Weiller and Black, 2015). Tour Guides play a vital role in representing a destination to a tourist. The tourist satisfaction and the possibility of returning is somehow depends on how their tour guides treat them (Cetinkaya & Oter 2016) Also, the service that they provide may give a lasting impression to the tourist. (Prakash, Monika; Chowdhary, Nimit & Sunayana, 2010) Giving attention to providing ancillary services to tourists means that you know what your tourists want and what satisfies them (Wyman, 2016). Another important service that a tourist may be always concerned is in the aspect of telecommunication. The advancement of technologies nowadays such as television, internet, radio and phones made communicating overseas easy in our daily lives. Phone calls is now a major way of communicating to people all around the world. (Perez, 2015) In addition, with the influence of technology, the competitiveness of tourist destination also boosts. (Boes, 2015; Presenza, 2014)

In a recent study, the ambiance or scenery of a tourist attraction falls under the intangible characteristics of a tourist attraction. (Wang, 2016) These intangibles includes security and the place’s natural beauty, which are the factors highly regarded by tourists (Cetinsoz and Artuger, 2014) A tourist attraction is also visited because of the tourist’s perception about it and how they associate it with what its country is known for. (Morris, 2015) The tourist’s perceived image of an attraction can be a major factor as to why it is visited by many. Weather, food, art, history, and culture of a tourist destination may also be put into consideration (Ball, 2014). One of the most important characteristic of a tourist destination is that it must be experienced at the attraction rather than at the tourist’s home. We call it tourism if somebody is moving to a location where he/she wants to experience something new, such as beach destination, indigenous pyramids, concerts, nature reserve or special sports event (Gisolf, 2012). Evaluating also based on what it has to offer, its quality, uniqueness or extraordinary value, we can now think of multiple activities that suit the destination. One of the assets of a destination is its local residents. Involving them can boost the level of support that tourism development may get. Everyone in the community can help in thinking on how the destination may promote (Vitcenda, 2011).

The type of scenery or attraction that can be seen in a particular place also distinguishes the type of tourists attracted to it (Ozdemir, 2014). Consequently, when a tourist’s satisfaction is met, it will come out naturally to them to pass on to another of what they’ve experienced, resulting to a good image for the destination (Dhankhar& Singh, 2014).

Safety and Security

According to (Tarlow, 2014), assurance of safety is needed by the tourists to reduce the fear or paranoia of travelling from one place to another. Tourists should feel the sense of safety and security to boost their confidence in travelling (Brossman, 2016). According to (Hollnagel, 2013), safety is a state or condition where no accidents, injuries or any other mishappenings happen. While Security, (Kissel, 2013) Security is the condition of protective measures being performed.

Tourism destination without the right and proper safety and security can lose its competitiveness advantage. Safety and security is one of the fundamentals in tourism development, any threat and danger can keep tourist to visit a destination and it can affect any impact plans. Security in tourism is not just the safety of the tourist while they are in the destination but in includes also the safety of the tourist until he or she gets home. Tourism Oriented Policing and Protection Services also known as TOPPS was first proposed in the early part of 1990’s by tourism security experts: Tarlow, Pizam, Mansfeld. Its main goal is to protect and save tourist from any threats, harm, to provide security and assistance and to investigate in any crime involving the locals and international tourists (Payam, 2015).

In the case of Malaysia, tagged as being one of the most visited countries in the Asia, in 2012 & 2013, Kuala Lumpur voted as the world’s fourth best shopping destination by CNN travel survey. The same survey also listed the three of the island and beaches as among the Top 50 Beaches of the World’s 100 Best Beaches which is the Perhentian Kecil Island, Terengganu, Juara Beach, Pulau Tioman and TanjungRhu, Langkawi. Have been taken several strategies to give high priority to safety issues. They believe that the success of a tourist destination is being able to provide a safe and secure environment to its visitor. However Malaysia’s reputation on safety and security began to tarnish because of some incident on threat of terrorism.

From a CNN global study in 2013, 67 percent of respondents more worries about the safety and security of a destination rather than its cost and reputation. This only shows that safety and security is a maintaining process to every country (Mohd Ayob, and Masron, 2014). In a study of Pizam (2016) they stated some types of security incidents. The four possible incidents that might harmfully affect the tourism system are as follows: crime-related incidents, terrorism, war, and civil/political unrest. According to them, crime-related incidents may be in the form of crimes committed by local residents against tourists; crimes committed by tourists against local residents; crimes committed by tourists against other tourists; and organized crime against tourism enterprises. While in the form political unrest it may be in the form of Coup d’état, violent demonstrations, uprising and riots these incidents may cause a major decline in a tourist arrival of a destinations.

Impacts of Safety and Security

Impact on Tourism Industry

In most cases, the locals and the destination itself are highly affected by the negative effect in failure on safety and security.

Impact on the destination itself

When an incident happened, the in-charge officials first things that did was to assess the damage that cause to the destination. This assessment was made to formulate the appropriate plan or policy to be done.

Impact on Host Government

In some places, tourism is one of the major contributors in its community so when an incident happened the affected government can create immediately or implement a new and improved security measure within the area. Assist in the recovering and to the damage and lastly is to provide financial assistance to major negative ramification (Mansfeld, 2016).

In a study conducted with the hotels in Egypt, safety and security were being a frequent issue there. Egypt experienced one of the worst events with regards of political crises, the country suffered violent incidents, labor strikes, terrorist attacks and large protests. The violence was intensively broadcast by media all around the globe and many countries advise their citizens to evacuate their citizens in Egypt. Egypt was perceived as an unsafe and insecure destination for travel and tourism activities. Survey conducted on visitors of hotels in Egypt and found out that Hotel Managers should focus more on guestrooms security, access control and cyber security (Ghazi, 2015). The safety and security has a huge impact on the traveler whether to continue to go or not in a destination and yet many government and private sector take less attention on “law and order” as factor tourist always consider in visiting a destination (Farina, 2010).

Soft Tourism Development Strategies

Based on a study conducted by (Lusby, 2018), the Soft Tourism Development concept emerged during the 1980s and early 1990s to improve the issue with a large scale unsustainable tourism development. It is known to be an extreme type of tourism development on continuous development strategies. Soft Tourism Development has also been best recommended for the outlying and rural areas like farmlands and in Pililla’s case, the Pineapple Farm.

The Researchers presented a list of strategies for the Proposed Soft Tourism Development Program. The strategies are as follows: The local government could enhance the shuttle service leading to the farm. According to (IRU, 2018), Shuttle Services or coaches is a convenient mode of transportation when exploring short and medium distances in tourist attractions especially in rural areas. It allows people to explore the new places through tourism. Another strategy would be, the local government should fund more road signages while the management should be the one who will be responsible for maintaining it. (ZUMAR, 2018) said that the importance of road signs or highway signs is to alert the drivers to reduce or increase their speed limit for a particular way. It also makes people aware of detours, roads that are under construction, and dangerous places like sharp turns and steep hills. Road signages reduces accidents that can possibly happen. The next strategy is, the local community should entertain more business investors who could facilitate in developing lodging facilities for the tourists. (Batin, 2015) stated that lodging facilities in rural areas are small, comfy and family-style environment with limited and small operations where the tourists or the guests can share meals and amenities with their host family. The next strategy is, The local government should conduct seminars/training for local residents who have the potential to accommodate tourists is supported by the study by (Sandaruwani & Gnanapala, 2016) who stated that the role of a Tour Guide is to guide a group of tourists or individuals by sharing their knowledge about the specific tourist attractions and historical sites and passionately promote the cultural and natural heritage of the tourist attraction. For a tourist guide to perform well he needs to undergo seminars and trainings so that he can hone his skills and become a professional. Another strategy is, the local government should develop more telecommunication system on the site. The (National Academy of Science, 2018) found out that the participation and development of the people living in communities disadvantaged by the geography and especially in rural area is enabled by Telecommunication System. It is also essential because it provides security in case of a natural disaster or accident in the area. Next, the local government should enhance security equipment and train the management and local residents who will be responsible for the equipment. (World Tourism Organization, 2017) stated that the tourist destination’s success depends on the ability to provide safety and security to the environment for the tourists be able to tour the attraction freely and and at ease. Providing security equipment will create extension for the well-being of the tourists. And lastly, the management should facilitate in more of the said farming activities and they could assign local residents to be in charge of it. To boost and enable innovation and competitiveness in the farming sector, the local government needs to diversify farming towards more service-intensive businesses and farming activities. It is important for face to face customer relationships and creating experiences by farming activities and the entrepreneurs (Cassel & Pettersson, 2015).

Grasse in France

Located in the Alpes-Maritimes area on the French Riviera, Grasse is popular for its scent and perfume. Before this place became known for its scent, Grasse was famous for its leather and tanneries. Leather Gloves that is produced here around 1700 had an unpleasant smell, and then one of the tanners came up with the idea of having the gloves scented. To create scented gloves, the townspeople began to grow flowers (hyacinths, tuberose and Centifolia roses), which was aided by the area’s microclimate and the fact the Moors brought jasmine into the area. (Walton, 2016) Grasse is popularly known for producing two-thirds of France’s natural aromas, and of the greatest names in the perfume industry such as Chanel and Christian Dior. A According to Han-Paul Bodifée, a chemical engineer who is president of Prodarom, the trade association, and of Pôle PASS, the competitiveness cluster for the scents and flavours industry, which are both based in Grasse, in the colonial era when local flower production could no longer meet demand some of the pioneers in the industry went abroad and got raw materials from different countries such as Tunisia and Morocco then they carried out the primary extraction in those countries and only the final production stages were carried out in Grasse (Tiemen, 2012). Though of Grasse’s serene ambiance the majority of its local people are the young ones. The majority of the land is some golf courses and horse riding and tennis are available in the verdant surrounding of Grasse (Derrick, 2016). Yet it’s still perfume which the visitors of Grasse are still after to. One of the famous manufacturers Fragonard, which first opened its doors in 1926, now provides guided tours that reveal the tricks of the well-known industry to the tourist. Then for visitors now who are interested in the history of perfume making, the Museé International de la Parfumerie where exhibits chronicle over 3,000 years of perfume history. Then to have a free access to the perfume world, 3 big manufacturing companies of perfume offers free guided tours for the tourist to experience the Galimard, Fragonard, and Molinard. These tours all include an overview of the history of perfume making, an overview of historical and with some demonstrations, and a visit to a gift shop where you can purchase fragrance products (Norah, 2015). There are also an annual festival that caters the beauty of different kinds of flower and consisted of concerts, exhibitions, fireworks and dancing (Derrick, 2016).

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The future of farm tourism in the Philippines: challenges, strategies and insights

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 12 March 2021

Issue publication date: 22 April 2024

This study aims to draw observations on the current status and potentials of the Philippines as a farm tourism destination and identify the underlying factors that inhibit farm tourism development. It intends to gauge the challenges that Filipino farmers face in diversifying farms and operating farm sites and uses these challenges in crafting strategies and policies for relevant stakeholders. It also provides Philippine farm tourism literature to address the limitations of references in the topic.

Design/methodology/approach

The study adopts an exploratory type of inquiry method and secondary data collection from various sources, such as published journal articles, news articles and reports, to gain insights and relevant information on farm tourism. The study also uses a threats, opportunities, weaknesses and strengths analysis approach to develop competitive farm tourism strategies.

The Philippines, with vast agricultural land, has the necessary base for farm tourism, and the enactment of the Farm Tourism Development Act of 2016 bridges this potential. With low agricultural outputs, the country draws relevance for farm tourism as a farm diversification strategy to supplement income in rural communities. While having these potentials, crucial initiatives in physical characteristics, product development, education and training, management and entrepreneurship, marketing and customer relations and government support must be implemented. Farmers' lack of skills, training and capital investment potential to convert their farms into farm tourism sites serves as the major drawback. Thus, developing entrepreneurial and hospitality skills is crucial.

Originality/value

This work presents a historical narrative of initiatives and measures of the Philippine farm tourism sector. It also provides a holistic discussion and in-depth analysis of the current state, potentials, strategies and forward insights for farm tourism development.

• Farm tourism
• Agri-tourism
• TOWS analysis

Yamagishi, K. , Gantalao, C. and Ocampo, L. (2024), "The future of farm tourism in the Philippines: challenges, strategies and insights", Journal of Tourism Futures , Vol. 10 No. 1, pp. 87-109. https://doi.org/10.1108/JTF-06-2020-0101

Emerald Publishing Limited

Copyright © 2020, Kafferine Yamagishi, Cecil Gantalao and Lanndon Ocampo.

Published in Journal of Tourism Futures . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

The Philippines has one of the fastest growing economies in the Association of Southeast Asian Nations (ASEAN) region, with an average growth rate of 6.3% (i.e. 2010–2016 coverage) and a 6.7% growth rate in 2017, as reported in the ASEAN Economic Integration Brief (2019) . As an agricultural country, 47% of its land area is intended for agriculture OECD (2017) with a recent reported sectoral growth of 2.87% in the third quarter of 2019 comprising primarily of crops and livestock, poultry and fisheries ( PSA, 2019 ) . As of January of 2018, about 10.9 million Filipinos were employed in the sector, which accounts for 26% of the national employment of the same month. This growth is insignificantly higher than its 25.5% share in January 2017. Unlike in the USA and Israel, where farmers are considered as middle-class citizens due to their high productivity ( Tarriela, 2016 ), which is ten times higher than the productivity of the country at 2.8%, Filipino farmers are still classified poor; thus, the need to provide them with a supplementary source of income. The country's agricultural sector has been underperforming since 1961. Globalization, industrialization and development encroachment are threatening small farms, as it is evident that farmers are forced to sell their lands and work due to industrialization ( Ghatak and Mookherjee, 2014 ). On this note, there is a need for Filipino farmers for the provision of the latest trends and technological advances in the field of farming to be on par with other ASEAN countries. .

In the Philippines, almost half of the population resides in rural areas that depend on agriculture as their primary source of income; among them are the indigenous people, landless farmers and fishermen ( Briones et al. , 2017 ). As an archipelagic country, it has diverse natural resources, rich cultural heritage, abundant agricultural produce and ideal sceneries. The country could access these resources in agriculture and address relevant issues vis-à-vis both the agriculture and tourism sectors. These components constitute an emerging type of tourism in the country, farm tourism – a sub-sector of rural tourism which focuses on providing an experience that endorses the very concept of farming and farm living ( Roberts and Hall, 2001 ). Rural tourism is defined as “a form of tourism that takes place in rural areas and involves the exploitation of natural and anthropogenic tourist resources of the rural area, and the conduct of social and economic activities that generate benefits for local communities” ( Dorobantu and Nistoreanu, 2012 ). It has recently been considered a viable approach to promote the countryside potentially and get the community involved ( Amir et al. , 2015 ). It is especially valuable in areas where traditional agricultural activities are decreasing ( Hoggart and Buller, 1995 ; Cavaco, 1995 ). The tourism and natural resource management literature are starting to take an interest in farm tourism because of its capability to provide potential benefits to local development ( Iorio and Corsale, 2010 ; Mastronardi et al. , 2015 ; Karampela and Kizos, 2018 ), especially with the alarming decline of the agriculture industry ( Kuo and Chiu, 2006 ). Ollenburg and Buckley (2007) pointed out that farm tourism enterprises are formed by the resulting combination of the commercial constraints of regional tourism, the non-financial attributes of family businesses and the inheritance nuances of family farms. Farm tourism paves the way to inclusive and sustainable agricultural and rural development as it opens possibilities for diversification of income for small-scale farmers while promoting sustainable agricultural systems and community involvement and participation (SEARCA, 2017).

The Philippines has enacted a national legislative measure, the Republic Act 10816 (R.A. 10816), popularly known as the Farm Tourism Development Act of 2016, which provides an overarching framework for developing and promoting farm tourism activities in the country. It defines farm tourism as “the practice of attracting visitors and tourists to farm areas for production, educational and recreational purposes”. It includes any agricultural or fishery-based activity for farm visitors, tourists, farmers and fisher folks who want to be educated and trained on farming and its related activities. Also, it provides a venue for outdoor recreation and accessibility to family trips. The country has set standards for the farm tourism industry and formalizes the industry players to boost sectoral growth through the promulgation of R.A. 10816 further. As farm tourism develops under the branch of nature-based tourism, it focuses on low-impact, nature-based and community-based activities involving the locals in ways culturally, socially and economically cultivating. In the Philippines, farm tourism accounts for 20%–30% of the overall tourism market ( Padin, 2016 ).

With the Department of Tourism (DOT) data, the country's tourism policy and implementation arm, more than 170 farm sites were accredited ( Talavera, 2019 ) and are mostly concentrated in the Luzon area, the Philippines' largest island in its northern part. Most travel agencies and tour operators in the country are not offering stand-alone farm tours but merely include one to two farm visits in their usual itinerary. As most of the tourism destination sites in the provinces are sun-sea-sand attractions, the country is less known for its agricultural sites. However, as roughly 40% of the land use is devoted to agriculture ( Talavera, 2019 ), developing and promoting these farm sites could not only generate additional revenue for the tourism sector but could also create some scale economies as crucial components and productive factors for farm tourism already exist, without altering the farm's orientation ( Veeck et al. , 2006 ). As the government is pushing for efforts to develop the farm tourism sector, more opportunities become available for local farmers to augment their income and diversify their lands. Thus, farm tourism does not only offer alternative tourist attractions in the country, but it also promotes agricultural farms and creates an outlet for farmers to sell their produce.

Despite such efforts of the Philippine Government for developing the farm tourism sector, several challenges remain roadblocks to development, and some directions seem to be counterintuitive. For instance, Montefrio and Sin (2019) noted that agritourism (i.e. farm tourism) in the Philippines is driven by a “complex elite network” of state and private entities which, along with uneven power dynamics, allows conditions favoring old and new landed elites while keeping marginalized small farmers at a distance. Addressing these challenges and attempting to offer possible strategies to overcome them require a country-level discussion that thoroughly provides an in-depth inquiry and analysis of the sector's current status and performance, along with managerial and policy insights on ways forward. Initiatives of this kind have been reported in the literature for decades. For instance, Pearce (1990) described the social aspects of farm tourism in New Zealand based on social situations analysis. Davies and Gilbert (1992) reported the development of farm tourism in Wales. From a gender perspective, Caballé (1999) brought insights from farm tourism in Spain. Potočnik-Slavič and Schmitz (2013) analyzed farm tourism development in nine European countries (UK, Belgium, France, Germany, Italy, Poland, Croatia, Slovenia and Ireland) and presented some major observations. Nematpour and Khodadadi (2020) examined the potential socioeconomic development of Iran with farm tourism as the driving force. However, despite such importance of conducting this report, such an initiative in the Philippines is lacking and presenting a rigorous discussion of the country's challenges and possible directions for developing the farm tourism sector becomes an imperative.

a historical narrative of Philippine farm tourism initiatives and measures;

an analysis of the potentials of the country as a farm tourism destination;

an inquiry on the underlying challenges that inhibit the country in developing numerous world-class farm sites in contrast to other sites in leading Asian countries; and

an in-depth investigation and analysis of the possible strategies, initiatives and policy insights of the relevant stakeholders (e.g. the government, farm tourism operators, among others) in addressing the challenges of farm tourism development.

Likewise, this study addresses the limitations of the collection of the relevant literature of Philippine farm tourism and intends to provide a rigorous investigation that will provide a reference work on the topic. Aside from the practical contribution of this work, analyzing the case of farm tourism of the Philippines offers an interesting set of insights to farm tourism as a domain field of study. First, farmers in the Philippines are generally classified as poor, and the agricultural output is relatively low despite having vast agricultural land. Secondly, the output of the tourism industry in the country is relatively low compared to other countries in the ASEAN region despite the presence of diverse natural resources, ideal sceneries, abundant agricultural produce and rich cultural heritage. Finally, the Philippine Government is committed to the development of farm tourism, and investments in various initiatives become evident. The nexus of these current socioeconomic and political conditions, along with various structural challenges, provides an interesting discussion on how farm tourism can be advanced in such an environment.

To address these gaps, this study used content data analysis from various literature, such as published journal articles, news articles and reports in drawing observations. This type of approach is ideal for gaining insights and in-depth information regarding the country's farm tourism. Content data analysis is a process used to describe written, verbal or graphic communications and creates a quantifiable description from qualitative data. Direct content analysis was adopted in sorting out the cases of the examined phenomenon, highlighting data, followed by labeling the highlighted information through predetermined codes. Data that were coded from the existing coding scheme would be given a new code. Direct content analysis foresees the variables of interest or the relation among variables determined through the coding scheme or relation between codes ( Mayring, 2000 ). It also uses the existing theory or prior research by identifying the critical variables in the coding categories ( Potter and Levine-Donnerstein, 1999 ). While we acknowledge the limitations of content analysis pertaining to data and information quality, the use of primary data sourcing methods (e.g. focus group discussion, interviews, surveys) may not be relevant at this point in Philippine farm tourism development as the sector is still relatively young with a limited pool of experts on the topic. The direct content analysis then generated the current status and challenges of the country's farm tourism sector. Some case illustrations in the local regions of the country were utilized to describe better the potential of farm tourism along with its corresponding challenges. This set serves as inputs to the weaknesses–opportunities (WO) analysis – a strategy design tool that is an extension to the strengths, weaknesses, opportunities and threats (SWOT) analysis. The leverage of the WO analysis lies in its capability of designing strategies that access external opportunities while reducing internal weaknesses ( Weihrich, 1982 ). Policy insights were then identified from the strategies generated by the WO analysis. The entire process of this work serves as a platform for developing an in-depth analysis of possible strategies and policy insights for farm tourism in the Philippines.

This paper is organized as follows. Section 2 discusses the background of farm tourism and its comprehensive benefits. Section 3 presents the current status and potentials of the farm tourism sector, as well as its challenges and strategies. Section 4 provides an in-depth “mini-maxi” strategies for addressing the sector's challenges. Policy insights are outlined in Section 5. It ends with a conclusion and discussion of the future work in Section 6.

2. Background of the study

2.1 farm tourism: background, issues and concerns.

With the onset of the UN Sustainable Development Goals (SDGs), agriculture is considered the largest employer globally, which provides the livelihood for 40% of the current global population. Developing countries have barely 30% of the total agricultural production, while high-income economies have 98%, which suggests that enormous opportunities for developing countries like the Philippines are available in agribusiness. One of the targets of the Zero Hunger Goal of the UN SDGs is to double the agricultural productivity and income of small-scale food producers in 2030, particularly women, indigenous peoples, family farmers, pastoralists and fishers through secure and equal access to land, other productive resources and inputs, knowledge, financial services, markets and opportunities for value addition and non-farm employment. The eighth UN SDG, on the other hand, is to have a Decent Work and Economic Growth, which is targeting in the promotion of development-oriented policies that support productive activities, decent job creation, entrepreneurship, creativity and innovation and encourage the formalization and growth of micro-, small- and medium-sized enterprises, including through access to financial services. The notion of farm tourism attempts to address these two important goals, as discussed in the current literature ( Iorio and Corsale, 2010 ; Mastronardi et al. , 2015 ; Karampela and Kizos, 2018 ). Like other countries, the Philippines has already made a significant step by promulgating the R.A. 10816, which provides a set of national policy guidelines on the development of farm tourism.

Tourism is a significant economic activity to the rural economies, characterized by low income from farming with defined economic opportunities ( Talbot, 2013 ). Developed economies viewed tourism as a response to employment and livelihood gaps in rural areas ( Sharpley and Vass, 2006 ). Due to the widespread impact of agriculture, in many countries, tourism is currently the focus of farm diversification ( Fisher, 2006 ; Garrod, 2011 ). Governments worldwide have recognized the need to encourage farm enterprises that provide alternative sources of income to address the threat of rural area desertion and agricultural neglect, resulting in farm diversification ( Hjalager, 1996 ). Farm-based tourism has been very successful in many parts of Europe and has increasing popularity in Canada, the USA and New Zealand ( Busby and Rendle, 2000 ). This movement is greatly attributed to the changing policy context of agriculture in developed nations ( Davies and Gilbert, 1992 ; Walford, 2001 ). These agricultural policies have experienced some fundamental changes over the past 50 years ( Sharpley and Vass, 2006 ). Agricultural policy reforms, as well as changes in social, political and economic conditions in Norway, for instance, have encouraged their farmers to diversify their farms to generate additional income ( Haugen and Vik, 2008 ).

Farm tourism is expected to encourage employment in rural communities as well as the vitality and sustainability of these areas ( Davies and Gilbert, 1992 ; Garcia-Ramon et al. , 1995 ; Sharpley and Vass, 2006 ; Forleo et al. , 2017 ) and is considered as part of the shift in their economic base ( Blekesaune et al. , 2010 ). Garcia-Ramon et al. (1995) were optimistic by noting that while farm tourism generates new job opportunities, it contains a multiplier effect that supports other local economic sectors. Additionally, farm tourism is considered a value-adding activity for farmers as it strengthens the resource base of the farm, builds upon the farm and the competency of farmers and on what the farm means in terms of mentality and lifestyle ( Brandth and Haugen, 2011 ). However, tourism on farms is small-scale and economic viability is considered not always good ( Forbord et al. , 2012 ). One of the earliest opposing viewpoints about farm tourism was presented by Maude and Van Rest (1985) , which argued that farm tourism returns are small brought about by rigorous planning regulations. Hjalager (1996) also identified the tendency of farmers to give priority to traditional agriculture as one of the drawbacks. Sharpley and Vass (2006) added that the desire of farmers for the development of farm tourism is rooted in an employment concept, rather than from a diversification motivation. These conditions have changed for the past 30 years, and governments have sorted out some of its challenges. Nevertheless, farm tourism covers a variety of services and products, and the combination of production on agricultural products and tourism can lead to an advantage of increased and efficient use of labor on a farm ( Fleischer and Tchetchik, 2005 ). Additionally, extending the notion of Mastronardi et al. (2015) , farm tourism offers the opportunity to farmers to sell their produce directly to the consumers, thus reducing transactions with commercial intermediaries, which would, in effect, dramatically increase their profit margins. In this scenario of direct interaction, farmers implement direct marketing initiatives and new product introductions with minimal market risk while consumers benefit from direct information exchange, strengthening of social relations and availability of local produce at competitive prices ( Mastronardi et al. , 2015 ). However, it is argued that farm tourism still lacks a comprehensive body of knowledge and a theoretical framework ( Oppermann, 1995 ) since only a handful of studies have conducted rigorous investigations on this area.

As diversification to farm tourism is increasingly considered as a viable development strategy in promoting a more diverse and sustainable rural economy while countering declining farm incomes, one of the major challenges identified in the domain literature is the lack of additional business and entrepreneurial competencies of farmers, who by nature of the agriculture sector, have the dominant productivity-driven mindset ( Busby and Rendle, 2000 ; Haugen and Vik, 2008 ; Phelan and Sharpley, 2012 ). Pesonen et al. (2011) considered these entrepreneurs' roles and skills as fundamental for rural tourism as new products and services must be introduced to meet ever-changing market demands at competitive prices. The transition from farming (or tourism on farms) to farm tourism is considered difficult as farmers are mostly in isolation with tourism, with a lack of knowledge, expertise and training in the field ( Busby and Rendle, 2000 ). Interestingly, some works have pointed out that women have higher motivation for agritourism (or farm tourism) than men ( McGehee et al. , 2007 ; Haugen and Vik, 2008 ). Besides these entrepreneurial skills, other economic variables such as food service, direct selling, public subsidies and other external factors such as proximity to urban or cultural centers are also determinants of farm income performance ( Giaccio et al. , 2018 ). Most recently, Da Liang et al. (2020) highlighted the match between farm image and farm experience activities as contributory to positive tourist response in farm tourism sites. Some current areas of interest in farm tourism have extended to the inclusion of culinary tourism experiences in agri-tourism destinations ( Testa et al. , 2019 ), educational rural farm tourism ( Cornelia et al. , 2017 ), recreation on farms ( Barbieri et al. , 2016 ), the combined recreational-educational rural tourism on farms ( Petroman et al. , 2016 ) and cultural integration on-farm activities ( Prayukvong et al. , 2015 ), among others. Note that this list is not intended to be comprehensive.

2.2 Benefits of farm tourism

The tourism industry perceives farm tourism as a medium for the diffusion of tourists away from the gateway cities ( Ollenburg and Buckley, 2007 ). These areas allow easy access to potential tourists ( Garrod, 2011 ). In Taiwan, Thailand and Japan, tourists gather to farms and partake in activities such as rice planting and vegetable harvesting. The majority of the farms have increased their income, and consequently profit, by adding farm tourism activities in their operations ( Tew and Barbieri, 2012 ). Haghiri and Okech (2011) agreed that farm tourism activities in their countryside or province are generally viewed as alternative income sources, usually above the earnings from various on-farm activities. It aims to promote tourism in rural areas and balances development through economic dispersal and providing opportunities in the countryside. Gabor (2016) noted that farm tourism is an excellent example of inclusive growth for the local communities. Some reports from Australia, Taiwan, Thailand, the USA, Costa Rica and some European countries indicated that jobs and revenues are created in local communities through farm tourism activities.

Furthermore, farm tourism conserves and preserves the environment through the notion of sustainability and its nature- and community-based tourism concept. Recio et al. (2014) highlighted that while agriculture maintains the environment, farm tourism, on the other hand, enables the farmers to innovate and diversify their landscape for various purposes, and at the same time, protects the natural resources which would benefit tourism and other sectors. Aside from an environmental point of view, farm tourism also protects and promotes cultural traditions and develops a sense of pride and ownership to the locals while enriching the tourists' authentic cultural experience. At present, tourists yearn to embody the local rural experience and not merely become onlookers in the rural environment ( Cloke and Perkins, 2002 ). Farm tourism encourages visitors to experience firsthand the agricultural life ( Mansor et al. , 2015 ) and can be a catalyst for revival or strengthening rural traditions and culture. In farm tourism sites, tourists may know the differences and dynamics of culture of the locality, even with the tone or the accent of their dialect. This cultural impact of farm tourism and agritourism on a rural community is considered by Amelia et al. (2017) as the most important undertaking as it changes the cultural behavior and thinking of culture in contact with another culture.

Finally, farm tourism provides education about the importance and role of agriculture. The majority of the visitors are families with young children, community organizations and schools that set the significance of farm offerings in educating the public ( Tew and Barbieri, 2012 ). It creates a mutual learning experience when farmers share their abilities and affirm their role in the community. This notion was supported by Gabor (2016) by citing that farm tourism represents the business of attracting visitors to farm areas generally for educational and recreational purposes ( Gabor, 2016 ). It encourages the development of a symbiotic relationship between the farmers and the tourists ( Busby and Rendle, 2000 ). If properly planned and managed, farm tourism bridges the gap and creates a harmonious relationship between the rural and urban communities.

3. Findings

3.1 status of the philippine agricultural sector.

The Philippines has roughly 30 million hectares of land, of which 9.7 million are considered agricultural. The agricultural industry portrays an important role in the Philippine economy and the development of the country. However, the country has lagged by neighboring ASEAN countries. As shown in Figure 1 , the productivity rate of the country is lower than Indonesia, with 3.73%, Malaysia 4.10%, Thailand 3.21, Myanmar 3.67 and Vietnam 4.16%. Note that these countries have also invested in farm tourism ( Leh et al. , 2017 ; Ahmad et al. , 2018 ; Nguyen et al. , 2018 ). With exports related to agri-food, the country is also underperforming based on the 2014 data with US$6.7bn earnings in comparison to other ASEAN countries, as shown in Figure 2 . In 2014, the Philippines exported US$6.7bn worth of farm products but imported US$8.6bn for a deficit of US$1.9bn ( Dar, 2017 ). Thailand transported US$38.4bn in farm products the same year abroad and imported US$12.9bn with a surplus of US$25.5bn. Indonesia has US$38.8bn in farm exports and US$17.5bn in agricultural imports for a surplus of US$21.3bn, while Malaysia has US$26.2bn in farm exports and US$18.3bn in agricultural imports for a surplus of US$7.9bn. On the other hand, Vietnam US$24.8bn in farm exports and US$13.4bn in agricultural imports for a surplus of US$11.4bn.

Such low agricultural productivity can be attributed to some of the challenges that the agriculture industry is facing nowadays. At present, there are widespread conversions of prime agricultural land partly due to rapid urbanization and population growth. For instance, there is a growing need for housing projects, residential villas and commercial properties, which have led to the immense conversion of agricultural lands not just in Metro Manila but in key cities across the country ( Cabildo et al. , 2017 ). The development trajectory has been extended to Visayas and Mindanao (i.e. two of the largest group of islands in the country), causing a tremendous shift in land use patterns. The Department of Agrarian Reform (DAR), the Philippine Government agency for the distribution of agrarian land, distinguished Negros Occidental and Misamis Oriental (i.e. provinces in the country) known for vast sugarcane and coconut plantations accordingly were among the top ten provinces with the highest number of land conversions ( Cabildo et al. , 2017 ). With such foregoing conditions, agriculture has been stagnant ( Beus, 2008 ), and farm output has declined due to human and external factors. Due to the complementary nature of farm tourism to agricultural activities, it is recognized as an alternative activity to diversify economic growth ( Tiraieyari and Hamzah, 2012 ). Thus, as part of the diversification efforts of Philippine agriculture, farm tourism is a potentially vital key in sustaining economic and environmental security.

3.2 Farm tourism in the Philippines

Farm tourism started in the country in the 1990s. The DOT, the Philippine Government agency for tourism, has long seen the importance of farm tourism before the promulgation of R.A 10816. In 1991, DOT and United Nations Development Program (UNDP) worked together and developed a Philippine Tourism Master Plan, which aimed to develop tourism in a sustainable manner and farm tourism is on the list. DOT also spearheaded the Philippine Agri-Tourism Program as early as 1999. In 2002, DOT and the Department of Agriculture (DA) issued a joint circular order that identified the ten farm sites in the country. The DOT accreditation has set the minimum standards for all operations and maintenance activities to guarantee tourist satisfaction. Accreditation of farm sites is voluntary and shall be valid for two years. Farm tourism sites in the country are categorized into two: day farms and farm stays. Day farms are usually located near highways, while farm stays offer accommodations and dining experience. The accreditation is based on the minimum standard set by the DOT based on the following requirements: location, facilities and amenities, infrastructure, operation, safety and security and sanitation. Accreditation may be suspended or revoked for any violation of the standards. In 2012, a house bill in the Philippine Congress had been filed to promote farm tourism in the country by providing tax credits to registered activities to offset the expenses in venturing into farm tourism and provide technical assistance to farmers entering the business. In 2016, the bill was signed into law, the R.A 10816, or the Farm Tourism Development Act of 2016, which encourages, develops and promotes farm tourism. Subsequently, some provinces, including Bukidnon, Batangas, Tarlac and Tagaytay, are well recognized for their potential to become a farm tourism destination ( Nawal, 2013 ).

investment promotion and financing;

market research, trends, innovations and information;

accreditation of farm tourism camps;

market promotion and development;

agriculture and fishery research, development and extension;

institutional and human resource development; and

infrastructure support ( Makati Business Club (MBC), 2016 ).

The law also mandates to establish a Farm Tourism Board that shall recommend projects for funding opportunities through the DOT, the DA, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), the Department of Public Works and Highways (DPWH), the Department of Transportation and Communications (DOTC) and other concerned government agencies concerning farm tourism development. The board is tasked to increase farm tourism awareness through relevant marketing campaigns. In cooperation with DA, DOT is mandated to accredit farm tourist sites that are voluntary and valid for two years. Historically, DOT has been accrediting farm sites since the 1990s under the provision of Executive Order No. 292, following the rules and regulations to govern the accreditation of farm sites. To further strengthen the institutionalization of farm tourism in the country, and to further solve the issues of hunger and poverty, and to sustain food security, the national convergent program was launched in line with R.A 10816. Lazara (2017) , a Philippine senator explaining that the essence of the law is for the government to recognize tourism coupled with agriculture could bring the value of agriculture in the economic and cultural development of the country, serves as catalysts of agricultural and fishery development and provide additional income to the farmers and fisherfolks. It also reiterated that the most important provision of the law is its encouragement to establish at least one farm tourism camp in every province (Lazaro, 2017).

3.3 Potentials of farm tourism

Cebu has a dynamic trade and commerce, particularly in agriculture, since it has a high demand for agri-fishery products driven by the numerous hotels, restaurants, fast-food chains, supermarkets and other corporate buyers Galolo, 2016 ).

The province is in an avian influenza-free region and can sell poultry products anywhere in the country and even abroad ( Galolo, 2016 ).

Cebu has a steady population growth and increases per capita consumption, furthering the demand ( Galolo, 2016 ).

Farm-based tourism is a good diversification strategy if farms are located or close in central districts and located near scenic attractions with several outdoor activities to enjoy ( Walford, 2001 ). Farm-based tourism works best in areas with high scenic and heritage values ( Walford, 2001 ) in which Cebu possessed along with the numerous cultural and natural attractions it is known for. Most vegetation comes from the southern part of the province in the municipality of Carcar City and Dalaguete, which is also known for its tourist attractions ( Lorenciana, 2014 ).

Opportunities are available for agriculture and fishery to flourish further in the province. However, like other provinces in the country, Cebu is not maximizing its full potential in this sector. Cebu is already a well-known tourist destination among local and foreign tourists, and inculcating farming with tourism can potentially alleviate the popularity of farming in the province. Such an approach encourages a sense of gratitude among tourists to the food they are taking in and inspires the youth to be more involved in the agriculture industry. Nevertheless, Cebu needs to manage and strengthen its agricultural and farm resources to reap low-hanging fruits in farm tourism.

3.4 Challenges and strategies of Philippine farm tourism

Amidst the potentials that the farm tourism sector has and the efforts that the Philippine Government has taken, the sector is possibly faced by impediments that are likewise experienced by other farm tourism sectors worldwide. Based on the reports gathered, some factors impede the growth of farm tourism in the country. A thematic presentation is shown here.

3.4.1 Physical characteristics.

The general concern of the farmers in the country is the erratic climate brought about by the possible effects of climate change, which is considered a threat to their crops ( Lorenciana, 2014 ). Furthermore, the country has limited agricultural lands and is worsened by the effects of industrialization through land conversions credited to the high popularity and demand for real properties such as housing and condominium development. Cebu, as a case in point, has mountainous topography that limits agricultural potential. Due to its strategic position, Cebu also has a highly urbanized image. This position curbs further expansion of agricultural development in the province. Most farms are small-family owned, commonly situated in upland slopes, paling compared to the farms in the Luzon area where the topography is generally plain.

3.4.2 Product development.

The DA has a positive outlook on farm tourism as a long-term solution to improve the quality of living of the farmers and fishers ( Villarin and Miasco, 2017 ). However, many farmers lack the necessary resources (i.e. financial, technical and human resources) in diversifying their farms into a farm tourism business ( Moraru et al. , 2016 ). This may be due to the limited and inequitable access of the farmers to the provisions of the government and the private sector for these resources. There is an insufficient number of farm tourism sites and poor consistency in the quality of farm tourism products demonstrated by a few farm tourism operations that are market-ready ( Moraru et al. , 2016 ). The majority of the farm sites in the country cannot compete with those in other Asian countries (e.g. Taiwan and Japan) due to its lack of innovation and marketing. This manifestation is also heightened by the lack of understanding and application of the contextual research of farm tourism supposedly carried out by Philippine universities.

3.4.3 Education and training.

There is an aging populace of farmers in the agricultural sector, and a critical need for succession becomes obvious ( Santiago and Roxas, 2015 ). Only a few people are engaging in agriculture nowadays. Agriculture has been typecasted as a low-level career in the country. The University of the Philippines-Los Banos, College of Agriculture, the top agricultural university in the country, reported that enrollment had declined drastically from 1980 with 51% enrollees down to 43% in 1995 to 4.7% in 2012 ( Cinco, 2012 ). In 2014, official reports highlighted that the average age of Filipino farmers is 57 years old, a few years before retirement ( Casauay, 2014 ). Furthermore, the young generations (i.e. millennials, generation X) witness their parents grow old and poor with farming and do not positively view agriculture as a lucrative career ( Alave, 2011 ). The PSA reported the most recent estimates that the farmers have the highest poverty incidence in the country, with 34.3% in 2015, closely followed by the fishermen at 34% ( PSA, 2017 ). These estimates are corroborated by the latest agricultural wage rate survey in 2018, which highlights that the average daily income of farmers is posted at Php 306 (roughly US$6) or a monthly rate of Php 8,000 (US$157) ( PSA, 2019 ). The positive outlook on agriculture can be bridged by increasing the farmers' per capita income that can be potentially addressed through supplementary income sources such as, including, among others, farm tourism. On this note, excellent education and skills development on farm tourism become crucial in the provision of marketable farm tourism products.

At present, the Philippine Government encourages the formation of farm tourism camps or farm schools all over the country to serve as avenues of learning for farmers. The two agencies (i.e. DOT and DA) are tasked under R.A. 10816 to lead in the establishment of at least one farm tourism camp in every province in the country. In 2012, the Philippine Congress enacted into law the R.A. 10618 or the Rural Farm Schools Act that promotes sustainable agricultural productivity and rural development by empowering the human capital in the countryside through access to avenues of learning suitable to the needs of the rural agricultural communities. The rural farm school curriculum is intended to follow the core secondary education curriculum of the Department of Education (DepED) with add-on courses highlighting agri-fishery arts. The last two academic years in the rural farm school educational system is designed to focus on integrative learning across all subject disciplines in the curriculum with an emphasis on farm entrepreneurship theory and practice and its promotion as a tool in cultivating local entrepreneurs, revitalizing rural economies and repopulating rural communities.

3.4.4 Management and entrepreneurship.

Phelan and Sharpley (2012) argued that the current dynamics of the farm tourism business require farmers to possess a certain degree of entrepreneurial skills that remain lacking among them. McNally (2001) and Grande (2011) suggested that farmers have great opportunities to cater to tourists, but they need the necessary skills to diversify their farms and accommodate tourists in a sustainable manner that does not affect their regular farming and create a new business venture. It is widely understood that entrepreneurial skills are among the most important aspects of modern-day farming ( Smit, 2004 ). Farmers are recognized these days as entrepreneurs that require new skills and capabilities to develop to become or remain competitive ( McElwee, 2006 ). In the Philippine context, the DA has taken steps to address the lack of entrepreneurial skills among farmers by encouraging local government units in identifying specific needs of farmers and addressing these needs by conducting seminars and training, which would highlight these required skills in farming ( Lorenciana, 2014 ). The concept of agripreneurship has also been in the limelight of the Philippine Government by incorporating it into the Philippine Agriculture 2020 Plan. Despite these efforts, Santiago and Roxas (2015) remained reserved and noted that one of the leading causes of failure of government efforts in agriculture has been on increasing productivity rather than on entrepreneurial initiatives. Santiago and Roxas (2015) noted that shifting from productivity to entrepreneurial activity would allow more selling on value-added produce than producing more of the same crops.

3.4.5 Marketing and customer relations.

Shifting from the traditional agriculture mindset to diversifying it towards farm tourism requires the necessary skills in marketing and customer relations among farmers. The majority of the farm tourism businesses lacks the training to render useful service, as well as marketing skills to the tourist ( Sharpley, 2002 ). Moraru et al. (2016) added that most farmers and their workers do not possess the skills to ensure success in farm tourism. There is limited relevant information provided to the farmers regarding tourism markets and trends ( Moraru et al. , 2016 ). Consequently, ineffective communication exists among farmers and the market in terms of promoting their farms ( Moraru et al. , 2016 ). There are also inadequate knowledge and skills in customer management ( Haghiri and Okech, 2011 ). These conditions are prevalent in the Philippine context ( ESFIM, 2009 ). At the micro and macro level, among the challenges that the country is facing are the lack of market information and the inability to analyze this information, poor transport infrastructures and poor farm product quality standards ( ESFIM, 2009 ). Most of these challenges are highly associated with the lack of marketing and customer relation skills of the farmers at the micro-level as they are mostly dependent on market intermediaries in selling their products. With the lack of farm to market access, farm tourism can bridge such limitations by providing opening opportunities for direct selling.

3.4.6 Government support.

Moraru et al. (2016) pointed out that government support is crucial to farmers in harnessing their business growth and encouraging and educating the potential tourists about farm tourism. This presents a new challenge to the Philippine Government. The main landmark of the government's efforts on promoting and developing farm tourism is the enactment of the R.A. 10816 or the Farm Tourism Development Act of 2016, which highlights the provisions on creating the Farm Tourism Development Board, investment promotion, financing and incentives, market research and information, accreditation of Farm tourism camps, market promotion and development, agriculture and fishery research, development and extension, institutional and human resource development and infrastructure support. Less than five years after its promulgation, the policy has not been fully implemented down to the micro-level. Currently, DOT has accredited roughly more than 170 farm tourism sites in the country. Despite such efforts, the Philippine Government has not addressed crucial issues such as widespread public awareness of farm tourism and its benefits, poor understanding of farm tourism among relevant government agencies and limited marketing efforts exerted by the local government units, among others. As DOT accreditation is voluntary, operators become hesitant to undergo the accreditation process without enough understanding of its benefits farm tourism. Thus, public awareness is crucial at the outset of any marketing efforts. Furthermore, there is poor coordination of relevant government agencies in the promotion of farm tourism. For instance, the promotion of activities of local government units on farm tourism is often not coordinated with the DOT as a national tourism agency. Additionally, the local tourism offices highly depend on farm tourism operators' individual marketing efforts in promoting their sites.

4. Weaknesses–opportunities (WO) analysis

With the identified benefits in the current literature and the challenges faced by the farm tourism industry in the Philippines, a WO analysis is presented here. WO analysis is one of the distinct strategic groups of the threats, opportunities, weaknesses and strengths (TOWS) matrix developed by Weihrich (1982) . The TOWS matrix is an extension of the widely adopted the SWOT analysis that scans internal factors (strengths and weaknesses) and external environment (opportunities and strengths). The main objective of the TOWS matrix is to provide means in developing strategies based on the logical two-factor combinations of internal and external factors of SWOT. The WO strategies, also termed as a mini-maxi (competitive) strategy, are taking advantage to access external opportunities while reducing internal weaknesses ( Weihrich, 1982 ). Some relevant applications of the TOWS matrix include the Basel norms ( Kapoor and Kaur, 2017 ), strategic marketing ( Proctor, 2000 ), strategic choice ( Kulshrestha and Puri, 2017 ), strategy formulation ( Dyson, 2004 ; Wang and Hong, 2011 ; Dandage et al. , 2019 ) and strategic natural resources management ( Kajanus et al. , 2012 ). TOWS matrix has also been applied specifically in the tourism domain such as formulation of tourism destination development strategies ( Goranczewski and Puciato, 2010 ), strategic marketing planning for tourism ( Wickramasinghe and Takano, 2010 ), ecotourism development ( Hong and Chan, 2010 ; Asadpourian et al. , 2020 ) and strategy identification for a food firm ( Ingaldi and Škůrková, 2014 ), among other applications. Among the four strategic groups, the development of the WO strategies is deemed appropriate for creating development strategies for the farm tourism sector as the sector is mostly dominated by weaknesses but is operating in a favorable environment. Details for the WO strategies for farm tourism are provided in Table 1 .

With the given WO analysis of farm tourism in the country, strategies are developed to mitigate the weaknesses while advancing farm tourism opportunities. First is the promotion of urban and vertical farming in cities that address the limitation of agricultural land for farm tourism. Urban vertical farming produces food on vertically inclined surfaces and an agricultural technique that involves large food production mostly in high-rise buildings with controlled environmental conditions for fast growth and planned production ( Kalantari et al. , 2018 ). United Nations (2007) reported that the world population would rise to 9 million in 2050, mostly will live in urban areas. Thus, urban vertical farming can potentially aid the country or the locality in meeting the elevating demand for an agricultural product without additional farmlands. Urban vertical farming has been applied in Singapore, Japan, South Korea, Sweden, China ( Kalantari et al. , 2018 ), among others. Travel trends are dynamic with the changing market preferences and are paralleled with innovating products to maintain a competitive advantage. Farm tourists are characterized by a high educational level, with an age range belonging to millennials and generation X ( Dubois et al. , 2017 ). In generational marketing, millennials are adventurous and often travel for experiences ( Machado, 2014 ); thus, offering farm tourism as an alternative or additional attraction can benefit both farmers and the government. Therefore, government support for farm tourism is inevitable to harness its economic, socio-cultural and environmental impacts that will eventually enhance the performance of Philippine tourism. Traditionally, farms are more inclined to produce agricultural products as factual evidence of their productivity; however, with the diversification direction of farm tourism, these farms must conform to the operational needs of farm tourist sites. This conformity involves acquiring new skills to operate farm sites profitably. Training and seminars shall be initiated and spearheaded by relevant government agencies (e.g. DOT, local tourism offices, LGU) on enhancing the entrepreneurial skills, management and customer relation of the farmers that are projected to have a long-term positive effect on the success of farm tourist sites. These ventures are an ideal venue for information sharing on important data (e.g. market trends, market profile) that will capacitate farm tourism operators in understanding the market trends and tourist interests. Developing skills to novice players in farm tourism would potentially augment tourism performance in the country.

The strategy “research and development, and science and technology intervention to further develop farm sites and farm products” can be implemented by policymakers (i.e. the government) and the farm tourism sector (i.e. operators, NGOs). This strategy aims to address the insufficient number of farm tourism sites, poor consistency in the quality of farm tourism products and farmers' lack of entrepreneurial and marketing skills while accessing two opportunities: growing trend and tourist interest in farm tourism and increasing government support for farm tourism. With the emerging interests of tourists for farm tourism, an increase in tourist influx is expected, and farm operators could respond to such opportunity by establishing close coordination with the government and the academe to develop and implement R&D programs (e.g. research projects, seminar modules, training, workshops, benchmarking visits, among others) to advance the entrepreneurial and marketing skills of farmers. With universities spearheading the R & D programs, product research on enhancing farm tourism products could be implemented along with the farm tourism sector members. The financial and infrastructural requirements to support these activities could be bridged through increasing government spending for farm tourism to support the R.A. 10816. With R&D programs to improve farm tourism site accreditation and increased government support for such activity, there would be an expected increase in the number of farm tourism sites and strengthening public awareness for farm tourism.

Another strategy that the Philippine Government could initiate is to offer financial assistance to small farmers in diversifying their farms with tourism. Such a strategy takes advantage of increased government support for farm tourism and economic development dispersal direction to rural areas while curbing the insufficiency of the number of farm tourism sites and poor consistency in the quality of farm tourism products. Direct financial assistance could be possible in low-interest loans, tax incentives and tax holidays for farm tourism operators. Indirect aid could be in the form of free training and seminars on relevant topics such as technical skills as well as entrepreneurial and marketing skills for farm tourism. The government could also assist in the marketing and promotion of farm tourism sites and support for relevant infrastructure. The current trajectory of development in the Philippines is associated with dispersal to rural areas to decongest traffic and address overpopulation in highly urbanized cities. With financial support to small-scale farmers for farm tourism and the development direction toward rural communities, these farmers could capitalize on the propagation of farm tourism sites and enhance farm tourism products. Finally, creating and promoting farm tours to tourists and educational institutions could capture the opportunity of the growing trend and tourist interest in farm tourism and improved Philippine tourism performance while addressing the insufficiency of the number of farm tourism sites and poor consistency in quality of farm tourism products, and farmers lack entrepreneurial and marketing skills. With increased farm tours, potential farm operators could get attracted to invest in diversifying toward farm tourism, and those current farm operators would be obliged to improve the quality of their farm tourism products and to invest in human resource improvement in their soft skills (i.e. entrepreneurial and marketing skills).

5. Policy insights

This section outlines insights to stakeholders, including the government, farm tourism operators and other relevant tourism offices for policy formulation, resource management, strategic planning, among others. The promotion of urban agriculture through vertical and urban farming could address the issues related to the scarcity of agricultural lands. In 2013, there was a proposed Urban Agriculture bill in the Philippine Congress, which is supposed to institutionalize urban farming in highly urbanized areas to encourage the production, processing and marketing of food crops and livestock. The bill also advocates vertical farming, which involves indoor agriculture. However, it was not yet enacted up until the present. Vertical farming has been successful in Singapore, a small city-state, limiting its agricultural land ( Hui, 2011 ; Yusoff et al. , 2017 ).

To ensure the quality of delivering the farm tourism products and services, DOT accredits farm tourism sites that complied with the minimum standards set by the agency. However, the tourism products could be further enhanced through relevant actions on a macro level: (R&D projects are needed to spearhead farm tourism development, especially farm sites. Several Asian countries have already been very aggressive in their promotion and development of farm tourism, and contributions to economics, social, cultural and environmental have been evident. Tourism Infrastructure Enterprise Zone Authority (TIEZA), the Philippine national government agency under the DOT tasked for the development, promotion and supervision of tourism projects in the country, and the Office of the Undersecretary for Tourism Planning of the DOT must be proactive in initiating research projects that would provide cutting edge information on market trends related to tourism and farm tourism. They also need to spearhead the development of more farm sites to strengthen not just the tourism industry in providing alternative attractions but also the agriculture industry. Close coordination between DOT, local government units and other government offices is vital for the success of farm sites in a local area. This coordination can be implemented through information and resource sharing to facilitate the efficient delivery of services. On the other hand, existing farm sites must address the basic needs of the tourists as required in the accreditation guidelines for farm sites. As small family farms have limited access to resources to invest in farm tourism, the government must support these farms by initiating activities which include offering an agriculturally oriented educational experience suitable for different ages, providing basic services, such as parking, signage and guides, and ensuring safety and security in farm sites.

In generational marketing, the millennials and generation X currently have the highest purchasing power and potential to educate later generations on appreciating farm tourism. These two generations are more inclined in experiential activities of farm tourism which highlights tourist experience, can encourage and enhance the appreciation of these generations to get involved in farming. Consequently, it can address the declining number of enrollments in agriculture academic programs in the country ( Cinco, 2012 ). The current educational system of the country should further impart great appreciation and value to the agricultural industry ( Briones et al. , 2017 ). Farm schools can become more attractive once they become accessible, most notably in rural areas, and if farming is perceived as a good income source. Locals can be taught modern farming techniques, which can uplift their livelihood and sense of satisfaction and make farming a viable option instead of moving to the urban cities for employment ( Torrevillas, 2016 ). Moreover, agriculture needs investment in skills development and training to create a new breed of agriculturists. Many academic and tourism experts are now tapping on the potential of farm tourism to alleviate poverty and promote agriculture courses in schools and universities. For instance, some farm tourism graduates from the Central Bicol State University of Agriculture (CBSUA), a state university in the northern Philippines, are currently involved in research and development efforts and are contributing to the promotion of Laguna farm sites, such as the Costales Nature Farms. Dar (2017) argued that empowerment and capacity development to harness the potential of human capital, such as skills enhancement of farmers and developing relevant educational curriculum and innovative pedagogy for various interest groups, are two crucial directions for the government. The outcome should be a farmer possessing qualities such as efficient producer, team player, scientist/technologist, businessman or entrepreneur and environmentalist. A case in point is the Costales Nature Farms, which is a multi-awarded farm site that has grown from a small family farm advocating organic farming in 2005 to the first farm site in the Philippines accredited by the DOT. The farm is visited for leisure and relaxation or education. Furthermore, the Costales Nature Farms is an accredited private extension service provider of the national government agencies for agriculture and tourism (e.g. Agriculture Training Institute, DA, DAR, DOT). It provides workshops on sustainable organic farming and farm tourism. The farm has partnered with renowned hotels and restaurants and supermarkets, and it became one of the major producers of high-value organic vegetables and herbs in the country.

The government should start conducting infomercials or information commercials about the value of agriculture. For instance, the government must pass a measure that would mandate all broadcasting and online media to allocate a certain portion of time a day to broadcast public service announcements and infomercials regarding laws, social welfare, public safety, procedures and other matters of national interest that could be an effective medium to disseminate information about agriculture. Although the government is offering undergraduate and graduate scholarships, this has been less appealing to the intended public due to the negative perception of a career in agriculture. However, if enhanced information dissemination on the diverse opportunities an agriculture career can offer is proactively undertaken, then the negative perception of the public about agriculture as a low income and low skilled career venture may be eradicated ( Whitmell, 2012 ). Changing perceptions through marketing and packaging agriculture to make it more appealing to the young generation would become necessary to the government. It is not just an issue in the country but other countries as well. Possible directions could be undertaken to increase the interest of the youth towards agriculture. The first is to have a social media existence. For instance, a Facebook page that aims to inspire the youth to be involved in agriculture can be developed, serving as a social forum and building agricultural networks. It may include inspirational stories of farmers to empower the youth. Second is through blogs, which are discussion or informational websites that can serve as a platform for information dissemination. A training, capacity building and promotion program can be catalyzed by sharing thoughts about agriculture. The third is having good public relations. There should be a good farming public relation by projecting more inspiring stories, personal satisfaction and incentives that can be gained from farming. The government should create an agriculture personality, such as employing celebrity ambassadors that embody the ideals of the farmers and serves as a role model.

The government has put forward comprehensive assistance programs for the farmers, such as training, initiatives and financial support, to convince the farmers and their children to stay in agriculture. This is possibly done by projecting that farming is a profitable enterprise. A relevant and emerging concept is advocating social entrepreneurship that pursues innovative ideas with the potential to solve a community problem. One successful social entrepreneurship case in the Philippines is the Gawad Kalinga Enchanted Farms (GKEF). Social entrepreneurs in GKEF adopted the concept to develop more agricultural projects and help curb the declining number of farmers. This movement has already attracted people worldwide and should be considered as a good benchmark for farm tourism. Additionally, as millennials and generation X are highly technology-oriented, to obtain more traction from these generations, the farm tourism sector must embrace the emerging trend of technological innovation. Approaches may include the incorporation of virtual reality in farm sites, development and selling of online packages (e.g. klook), increased digital visibility, among others.

The shift from the traditional agricultural productivity focus to entrepreneurial and service orientation in farm tourism further complicates the agricultural business processes of the farmers. This complexity requires assistance from the government sector in terms of soft skills, among others. Most farmers are well-equipped with farming skills and possess innate hospitality, mainly credited to the Filipino culture; however, they lack marketing and entrepreneurial skills. To address this gap, the following insights could be considered. First, R&D activities on the market are crucial to the success of the farm sites. The DOT and the DA must carry out initiatives to make this information on market trends and innovations in agriculture available to compete with other ASEAN countries offering farm tourism. Second, an inter-agency government collaboration may conduct training for the local farmers in customer relations management to better off their interaction with the tourists and ensure their safety and high-quality experience. Finally, the DOT may encourage travel agents and tour operators to create stand-alone farm packages, conduct farm tours and promote farm visits. Further encouragement of farm visits to universities to gain firsthand experience and learn the value of agriculture is an appropriate direction forward.

Lastly, proper mechanisms of integrating initiatives at the national level and local government units must be implemented to increase coordination for farm tourism activities. With the onset of the R.A. 10816, it is deemed appropriate that the country has an excellent national policy involving agriculture and tourism. However, the effectiveness of such a national measure is highly dependent on its implementation. Short- and long-term plans and controls must be developed to ensure that the goals and objectives of the measure are satisfied and the intended benefits to the general public are achieved. The local government units must also consider creating some initiatives and strive for linkages in their locality. Through the government-academe-industry linkages, knowledge transfers and collective to and from the academe to the industry are flourished, and more significant results (e.g. livelihood in the countryside, increased per capita income of farmers, sustainability, among others) may become visible in the long-term.

6. Conclusions and future work

Farm tourism is considered one of the drivers of Philippine tourism's growth with R.A 10816 along with the DOT farm site accreditation standards to ensure quality farm sites in the country. Intergovernmental collaboration and coordination are mandated in the said policy in developing, promoting and strategizing farm tourism in the country. With the current government initiatives, an increasing number of farm sites and farm tourists is projected. The research literature on farm tourism has been prevalent in developed countries and is undoubtedly scarce in developing countries. There are hardly any fundamental works on farm tourism in the Philippine context, such as the works of McDaniels and Trousdale (1999) , Recio et al. (2014) , Tuzon et al. (2014) and Lago (2017). This limitation about literature may have instigated the gradual growth of farm tourism amidst the vast agricultural land in the country. As such, this study provides relevant data on the potential of the Philippines as a farm tourism destination and the challenges that inhibit the country from developing profitable farm sites. The challenges highlight the physical characteristics, product development, education and training, management and entrepreneurship, marketing and customer relations and government support. This information is vital in mapping strategies through WO analysis (mini-maxi) as a competitive strategy of the TOWS matrix that intends to address the weaknesses while targeting the opportunities that could potentially enhance farm tourism status in the country.

Philippine agriculture plays a significant role in the Philippine economy, yet its performance is deemed low compared to other neighboring ASEAN countries as to its production rate, import rate and export earnings. The low productivity of agriculture is credited to the challenges faced by the industry. These challenges include rural areas are now slowly urbanized due to these developments credited to the growing population and demand for industrialization; farming has become stagnant with depleting farm product output as younger generations have perceived agriculture as an unremunerative career option; the climatic conditions, as possible effects of climate change, are considered as threats to farmlands; and the farmers have limited government and non-government access and provision to needed resources (i.e. financial, technical and human resources) to diversify farms into farm sites. As such, farms can improve economic performance by diversifying farms and offering alternative farm tourism activities. These limitations can result in poor consistency and quality and innovativeness of the farm sites. Farmers also entail acquiring skills other than entrepreneurial (e.g. customer relations, marketing). With this, the Philippine Government initiated the development of farm tourism camps or farm schools in the country as a venue for farmers to gain new insights. For instance, the DA and DOT have encouraged the local government units to identify the farmers' needs and be addressed through seminars and training. However, the unavailability of the market information and inability to analyze this information, as well as the poor transport infrastructures in most rural areas, contribute to the poor farm tourism quality. With this, the support of the government is crucial in honing the farmers to the improvement of farm tourism. The R.A 10816 is an aggressive move towards developing and promoting farm tourism in the country; however, the policy has not been fully implemented down to the micro-level since it was enacted in 2016. In summary, the main contribution of this study is the identification of challenges of the farm tourism sector in the Philippines and the corresponding strategies and insights to address these challenges. The findings contribute to the future of farm tourism in bridging the negative social outlook on employment associated with agriculture, at least in the Philippines. The promotion, development and education of farm tourism to the present and future generations could generate a proactive outlook on farming as an economic and social driver in advancing tourism and agricultural performance. The insights of this work can address the limited literature of farm tourism in the Philippine context. This work could catalyze farm tourism development research and foster talents in developing farm tourism.

The study has an exploratory approach and the findings of the study must be interpreted with limitations. Despite the limitations of the study, it yields strategies and policy insights that are valuable in the early stage of farm tourism. The study is qualitative research in nature and has used secondary data. The findings of the study have focused on the Philippine context and may possess the same conditions as other farm tourism sites in developing countries. This work is limited in providing a historical narrative and collection of relevant literature specific to the Philippine setting. Hence, future works in farm tourism in the Philippine context are encouraged to improve further the quality of farm tourism offerings in the country and other relevant countries. Quantitative research can be undertaken for primary relevant data that can be obtained. Future works may include identifying the challenges, strategies and insights to farm sites utilizing primary data generated from a case study, focus group discussion, interviews and surveys. Thus work must be continuously undertaken in the context of evaluating farm capacity for tourism and determining the willingness of farmers to engage in it. Finally, a comparative study on the farm tourism sectors in the ASEAN may be undertaken to identify the hotspots, benchmarks and areas for possible improvements.

2014 Agriculture productivity rate in some countries of the ASEAN

2014 Agri-related export product (in US$ billion)

WO Analysis with recommending strategies

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Corresponding author

About the authors.

Kafferine Yamagishi is based at the Department of Tourism Management, Cebu Technological University, Cebu City, Philippines.

Cecil Gantalao is based at the School of Business and Economics, University of San Carlos, Cebu City, Philippines.

Lanndon Ocampo is based at the Department of Industrial Engineering, Cebu Technological University, Cebu City, Philippines.

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Home / Essay Samples / World / Philippines / Philippine Tourism in the Pandemic: Balancing Safety and Promotion

Philippine Tourism in the Pandemic: Balancing Safety and Promotion

• Category: Travelling , World
• Topic: Philippines , Tourism Industry

Pages: 2 (920 words)

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• Ornedo, J. (2020, January 23). 135 passengers land in Kalibo from Wuhan, China. Retrieved February 6, 2020, from https://www.gmanetwork.com/news/news/nation/723338/135-passengers-land-in-kalibo-from-wuhan-china/story/
• Gascon, M. (2019, September 23). Funds for health cut by P10 billion. Retrieved February 6, 2020, from https://newsinfo.inquirer.net/1168031/funds-for-health-cut-by-p10-billion
• Rocamora, J. A. L. (2020, January 24). Retrieved February 6, 2020, from https://www.pna.gov.ph/articles/1091843?fbclid=IwAR1mK3rhTk90NOtZ1

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