Man-made Fate of Boracay

They call it paradise” – this used to be the tagline for Boracay back in time until later becomes “The 24/7 island” to the “BoracayBetterThanEver” (BBTE). This campaign was launched during the pandemic. BBTE was originally intended to get launched right after the six months rehabilitation closure in 2018.

I have been part of the BoracayBetterThanEver campaign in 2020 during the height of the pandemic being the secretariat for the Private-Public Alliance for Boracay (PPAB), a group of people from the government and the private sector formed to be the technical working group to craft safety protocols to open Boracay for tourist during the covid 19 era. Alongside the crafting of the safety policies, a new marketing plan (BBTE) was introduced then later approved by the PPAB. I was then the Tourism Information Officer of Malay.

The BoracayBetterThanEver marketing plan was mainly structurized by Chroma Hospitality, a hospitality management company who runs five star hotels, Crimson Boracay and others to mention. The local government unit of Malay through the Municipal Tourism Office later adapted it with minor changes in some areas approved by PPAB.

The BBTE campaign sets to target Boracay to become a family oriented destination – which prompts the authorities to dismantle bars, restaurants, and other establishments along the beach which even includes prohibitions of using beach beds in order to offer inclusivity outside the environmental requirements. This move was to counter the previous campaign as the 24/7 island which apparently targeted party seeking crowd.

After the pandemic, Boracay immediately regain its tourist arrival in numbers hitting over 2 million tourist in 2023. Though the numbers are comparable to the pre-pandemic tourist statistics, the stakeholders are crying for more because business income is insufficient compared to pre-pandemic even having the same volume of tourist arrivals.

It was later determined that it’s the quality of tourist coming in known to be the low-spending local visitors. I have even been invited by the Malay LGU through the Sanguniang Bayan to present my observation and analysis of the tourism situation in the island (I’m not part of the tourism office already that time). Backed up with surveys, factual comparisons; and comprehensive suggestions, I have been able to convince the body during that stakeholders consultation forum that it is indeed that Malay should not focus on the numbers but rather focus on yield.

NOW

With the recent survey implying that Boracay isn’t the top choice for investors anymore, this is the break and the greatest opportunity that the island is waiting for! It’s time now to regain Boracay’s status vibed as “paradise” back then. Let other destinations be discovered and be on top while Boracay fixes its new vision and ground works (that’s if the LGU sees the same opportunity that I see).

Before Bohol, Siargao, Palawan; and other Philipine destinations become the focus of the Department of Tourism, I have suggested to compartmentalized approach on tourism product development per zone and traget specific market for specific zones. This is when Boracay still forces to bring the korean and chinese markets back. In order to cater all markets, efforts can be directed to develop and promote for instance Station 3 for Europeans and Western travelers who seek tranquility while Station 2 for the partygoers, Station 1 for the high end customers, and Punta Bunga for luxury seeking visitors. But now, we can get away with that idea and just take the road to make Boracay paradise again as a whole. After losing the status as “They call it paradise”, we can make it “It’s paradise again”.

HOW WILL WE DO IT??

First, the LGU should get rid of the beach hawkers. Next step would focus on tourism product development centered on local culture and tradition, local arts, local gastronomy, and local ecology. Most importantly, no more outside investors. The island already suffers from over development.

EMERGING TOURIST DESTINATIONS

I’m happy to see big crowd and big parties already happening in Siargao, more international flights to Bohol, foreign investors from Boracay fleeing to Bohol, and tourism’s promotion focused on other tourist destinations. Boracay needs to rest and fix ground works. It’s time to sit, think, and craft policies to taylor how do we want to move forward. Fix the ordinance to disallow beach peddlers. Fix the red tape in licensing offices. Look at the community’s MSME needs. Most importantly, determine which kind of tourist we want Boracay to attract. From there, we will become definite what tourism product to develop and promote.

CALL FOR MALAYNONS

Now that the local election is around the corner again, don’t get lured by short term conveniences. Choose your leaders that have the capacity to manage our municipality with dignity and efficiency. Ikaw ang kinabukasan ng Boracay! Ikaw ang solusyon!! Ikaw ang daan para muli tayong matawag na paraiso!!!