The Subic Bay Metropolitan Authority (SBMA) is now aiming for sustainable and quality tourism to further bolster visitor arrivals in this free port, which already reached 5.5-million in 2010.
“In addition to developing Subic as a logistics and maritime hub, we have also been pushing Subic as a tourist destination – and quite successfully at that,” SBMA administrator Armand Arreza said.
Arreza said key performance indicators last year, including visitor arrivals, showed a sustained rebound from the weak performance in the previous years, owing to the global economic crisis.
Because of the growing trend in tourism, the SBMA intends to attract more visitors this year by staging more events and encouraging tourism stakeholders to invest more, Arreza added.
According to the SBMA tourism department, overall visitor arrivals recorded in 2010 reached more than 5.5 million, a 33.48 percent increase over the 4.1 million total arrivals in 2009. The 2010 total was the highest recorded here in the last six years.
In particular, arrivals peaked during the summer months of April, May and June with 558,779, 518,596 and 786,738 tallies, respectively. The month of December followed with a 464,525 record.
Arreza attributed the influx of visitors to the diverse events staged by or hosted in cooperation with the Subic agency and its locators, as well as tourist destinations like theme parks that provide anchor attractions for the free port.
SBMA deputy administrator for business Raul Marcelo also said that the SBMA has steeped up its tourism promotion efforts in line with the government’s thrust to boost eco-tourism in the country.
“This way, we create more jobs in local communities without losing their unique culture, character, landscape and natural environment,” he added.
Marcelo said that last year, a total of 389 events staged in Subic attracted 92,749 participants. These included the Milo Marathon 2010, which drew 8,000 participants and spectators; CFC Kids for Christ’s Kids Adventure, with 6,000 participants; Blue Spoon’s Kitchen Wars: Culinary and Flair Tending Grand Prix 2010, and Government Association of Certified Public Accountants (GACPA) annual convention, each with 4,000 participants; and the Subic Coastal Clean Up Drive by the SBMA and the Lighthouse Marina Resort, and the Coca-Cola national convention, each with 3,000 participants.
Compared with records in 2009, the number of events that took place here last year increased remarkably by 56 percent from the previous total of 249.
Because of the influx of visitor, hotel occupancy in Subic registered an annual rate of 88.7 percent in 2010, a 3 percent increase over the 2009 rate.
Arreza also pointed out that Subic has become a top choice for international and local sports events like the Subic Bay International Triathlon 2010, ITU Subic Bay Open Duathon and Triathlon, Asian Duathlon Championships, Le Tour De Filipinas 2010, Subic-Boracay Regatta, Rolex Sea China Race, Commodore’s Cup Regatta, Philippine Kayaking Series 2010, North and South Luzon Amateur Boxing Championships, Terry Larrazabal Bike Festival, and the Salomon X-Trail Run Pilipinas.
Subic’s place in the tourism industry has been cited by no less than Tourism Secretary Alberto Lim, who described this premier free port as “an ideal tourism capital” and a “perfect model of sustainable and quality tourism.”
Arreza said this was because the SBMA have exerted efforts “to lead the entire Freeport community, down to the grassroots level, in adopting a culture of tourism, as well as to guarantee the protection and preservation of the environment as a community resource that supports the economy.”
Moreover, Arreza said that the business community has invested much in Subic because of its huge tourism potential. He said that last year alone, the SBMA received a total of $1.02 billion in committed investments for tourism-related projects here.
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