From crystalline waters, white sand beaches to majestic mountains and valleys all over the archipelago, the Philippines has no shortage of postcard-perfect islands and destinations to attract travelers.

But in Southeast Asia, where countries offer relatively similar nature destinations, what edge does the Philippines have in outpacing neighbors competing for the same market and travelers?

For a marketing expert, one solution is to bank on something less tangible: authenticity

“Authenticity is the Philippines’ most valuable tourism asset because culture, heritage, and people cannot be replicated by competing destinations. The Philippines will never outspend the larger tourism economies, but it can out-authenticate them,” SM Hotels and Conventions Vice President Neil Rumbaoa said at a Pacific Asia Travel Association (PATA) business assembly earlier this month.

While many destinations can replicate attractions, Rumbaoa said travelers most remember the experience and positive interactions with locals when visiting a destination.

He cited as examples the rapidly growing allure of the mystical island of Siquijor that gives tourists a glimpse of the centuries-old healing tradition of Filipinos; the surfing culture and easygoing rhythm in Siargao that would often have visitors finding themselves extending their stay and returning repeatedly; and the memorable cultural immersions in the famed rice terraces in Ifugao, to name a few.

“Tourists trust experiences more than advertisements. Reviews, recommendations, and reputation drive decisions. And marketing succeeds when promises and experience align. Visibility attracts visitors. Trust brings them back,” he added.

In a separate interview with the Philippine News Agency, he said Manila should also focus on travelers willing to pay for what the country uniquely offers.

“We’re an island nation and our infrastructure is not that sophisticated — it’s not mature yet,” he said. “So, let’s go for the segment that will really (travel here) because of what we offer. We have more than 7,000 islands, there are more than 7,000 reasons to come to the Philippines.”

The development of Philippine tourism under the Marcos administration is centered on the promotion of authentic experiences that showcase the rich and diverse Filipino culture across the Philippines.

In 2023, the country revamped its tourism slogan and launched the new national campaign “Love the Philippines” to highlight the “heart and soul” of the Philippines as a destination.

No less than President Ferdinand R. Marcos Jr. said the government intends to promote “experiential” travel in the Philippines by positioning Filipino food, culture, heritage and arts as prime tourism products of the country. (PNA)