“It’s hard to put Boracay down. Boracay is Boracay. It’s totally different from any other tourist destinations.” – Malay SB Member Gallenero
The tourism industry in Aklan, particularly in Boracay, is facing challenges leading to a shift in tourist preferences towards destinations like Bohol, Siargao, and El Nido.
The decrease in foreign tourist arrivals in the first quarter of 2024, alongside an increase in domestic tourism, has also raised concerns among stakeholders. The observed decline in Chinese tourists visiting Boracay, potentially influenced by territorial disputes, has been a notable trend. However, a promising development is the uptick in Taiwanese tourists, attributed to direct flights from Taipei to Caticlan.
Discussions among tour operators, the provincial government, and the Korean Association reveal concerted efforts to address the decrease in Korean tourist arrivals. Positive outcomes are anticipated, with plans for Korean tourists to resume visits by August or September through Kalibo airport. The strategic advantage of Caticlan airport’s proximity to Boracay is poised to attract more tourists to the region.
Ongoing negotiations with Korean and Taiwanese operators aim to bolster tourism in the area, particularly with the introduction of direct flights from Taiwan. The collaborative involvement of the provincial government, local authorities, and representatives from the business sector underscores a unified approach to revitalize Boracay’s tourism industry.
In the face of fierce competition from other destinations, Malay SB Member Jupiter Alfred Gallenero emphasized Boracay’s unique appeal, stating, “It’s hard to put Boracay down. Boracay is Boracay. It’s totally different from any other tourist destinations.” He underscored the significance of aggressive marketing strategies and government support in promoting Boracay’s distinct charm.
While Boracay has traditionally been championed by locals, there is a growing recognition of the need for a balanced promotion of various Philippine destinations. The interviewee highlighted the importance of rebranding Boracay to attract a diverse range of tourists, transitioning from its previous reputation as a party island to a family-friendly destination post-rehabilitation.
Moreover, in a bid to enhance the welcoming experience for visitors, Malay SB Member Jupiter Alfred Gallenero spearheaded an ordinance to institutionalize the use of “mabuhay” and “salamat” gestures in government offices, academic institutions, and tourism establishments. This initiative aims to cultivate a more hospitable environment for both tourists and locals.
As Boracay navigates through challenges and embraces new opportunities, a strategic and inclusive approach to promotion, rebranding, and partnership building will be pivotal in ensuring its sustained success as a premier tourist destination in the Philippines.
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