The travel and tourism industry is the world’s largest and most diverse industry . In a report of World Tourism Organization entitled International Tourism, it has pointed out the desire to standardize the definitions in the tourism industry throughout the world. This shows that tourism is an industry at its mature stage. Standardization has been a product of the big growth of demand for this industry. Meanwhile, studies show that there is a present shift of tourism growth in Asia.
Asia has experienced a great increase in tourism for the past years. Southeast Asia, in particular has experienced the fasted growth in tourism. Tourism contributes significantly to 11 of the 12 countries that account for 80% of the world's poor. Seven of these countries are in Asia, namely, Bangladesh, People's Republic of China, India, Indonesia, Nepal, Pakistan, and the Philippines. In fact, tourism in Asia is in a thriving condition. Since 1990, the Asia-Pacific region has become an increasingly important tourist destination, and it is the fastest-growing region for international tourism worldwide.
The Philippines is trying to catch on with the key players of the Southeast Asian tourism, according to the World Tourism Organization (WTO) study. The double digit gain is attributed to growth of global tourism business; increase travel to the Asia Pacific region; and aggressive and sustained marketing of the Philippines through the WOW Philippines. The United States remained the top tourism source for the Philippines. Japan and Republic of Korea followed The figures are very promising.
The Philippines reported that tourism products such as health, sports, nature and adventure, ecotourism, convention and business have been aggressively promoted by the Department of Tourism both in international and local tourism forum. In addition, new types of tourism products are continually being developed by the government in coordination with the private sector and local...