New Tourism Center Aims To Boost Sustainable Tourism In R P

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Posted;_ylv=3By KC SantosMAKATI CITY, METRO MANILA—The Asian Institute of Management (AIM) recently launched the AIM-Dr. Andrew L. Tan Center for Tourism which aims to promote sustainable tourism development in the country.Tourism arrivals in the Philippines are expected to grow by 18 percent in 2012, and jobs in the tourism sector represent 9.5 percent of total employment in the country, said AIM Dean Dr. Ricardo A. Lim.The center, with the participation of key stakeholders in the industry, intends to address current issues on the effectiveness of MICE (Meetings,Incentives, Conferences and Events), the use of technology to enhance tourism promotions, develop better airline policies, and longer-term concerns, including the future of community-based tourism and the impact of climate change on tourism development, said Lim.Department of Tourism (DOT) Secretary Ramon R. Jimenez Jr. noted that competitiveness is a value that seems to have been forgotten in the Philippines’ journey toward greatness.This is why the DOT has begun to implement the “It’s More Fun in the Philippines” campaign—a more focused, competitive strategy that aims to catapult the Philippines on a global scale, having the ability to present its offerings anywhere in the world.“Is our pricing more fun? Is our infrastructure going to be more fun? Are the value extensions that we will eventually offer more fun? Are we more fun?” asked Secretary Jimenez. “We have levels of excellence to maintain, hence the institution that we are very happily ushering in today—an academic institution that will support excellence where it counts the most.”Dr. Andrew Tan, Chairman of Alliance Global Group, whom the center was named after, expressed hope that tourism will make a positive impact in the national economy and to lives of every Filipinos.Tan emphasized that much more needs to be done.“More infrastructure facilities such as seaports, world-class airports, and better roads need to be built, so tourists will enjoy convenient access throughout the country. The private sector must work in tandem with local government units to identify and harness the potential of local tourist spots,” Tan added.The center will explore concerns on the environmental impact of resorts, the carbon footprint of tourists, and the availability and continued training of human resources through the integration of knowledge and experience of experts and practitioners across various disciplines, said Tan.*** ( is a website owned and operated by Filquest Media Concepts, Inc. It works under the principle of giving voice to the voiceless, empowering Filipinos and uplifting the image of the Philippines by highlighting its unique culture. To do this, the team produces stories, video, photos and other multimedia content types to inspire and celebrate Filipino achievements, ideas, products and places.
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