THE Seminar on Grassroots Tourism for LGUs in Bicol held on August 18, 2006 and spearheaded by TourismO Ateneo at the Ateneo de Naga University (ADENU) was very informative and inspiring. It was facilitated by Roberto R. Tabirara, the senior consultant of the Tourism Authority of Thailand (TAT), and a visiting professor at the ADENU.

        The panelists who presented their position papers are: Dr. Miriam Mahimer, educational consultant of the provincial government of Camarines Sur who talks about “Educational Realities”; Ms. Nora Paraguya, president of Royal Quest Tours speaks about “Tourism Realities in Bicol region”; and Mr. Deo Princesa III, the environmental consultant of Camarines Sur and a World Wildlife Fund (WWF) accredited environment specialist speaks on “Community Empowerment Realities in Tourism”.

TABIRARA

        Mr. Tabirara, although a Filipino, is a prominent figure in the Tourism Authority of Thailand. He helps design, lay down the plan and implement the very successful tourism program of Thailand. He and his family resides in Thailand for the past twenty-two years. A Bicolano who hails from Virac, Catanduanes where he graduated his High School as valedictorian at the Catanduanes College. He graduated with a B.S. Management & Industrial Engineering degree from the Mapua Institute of Technology (MIT), and took his graduate studies from Thammasat University, Thailand and IHM, Sweden.

        He also attended various executive programs in different countries like the National University of Singapore, UCLA and International Marketing Institute in USA, CESO in Canada, and LIC in Thailand. He also handled executive positions in various multi-national companies in Thailand before he was appointed as senior consultant of the TAT.

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        Grassroots Tourism is defined as. “A tourism philosophy that focuses on personal and family participation in social and business activities in the community for the propagation of local tourism.”

        Mr. Tabirara gave as example the social orientation of the tourism industry in Thailand, and highlighted the role of families and their involvement in activities that foster community tourism. He said that Thailand’s successful tourism campaign has something to do with the attitude and culture of the people in general, and through an effective public and private sector partnership.

        He also gave credence to the role of the King of Thailand in unifying the Thais to adhere to their government’s tourism program. The King’s Dhamaraja Management that propel Thailand’s stupendous growth and development especially in tourism focus on the crucial resources like land and water. Through it Thailand’s agriculture, livestock, fisheries, and forestry sectors were developed and managed, hand in hand with communication and public health.

        The King of Thailand’s New Theory provides the impetus to the new paradigm that looked into the production systems in farm communities, allocate lands, and develop harmonious community cooperation and collaboration. It empowers communities to be responsible for their own economic growth while preserving the environment and conserving the God-given natural resources.

        Mr. Tabirara also shared the factors that made Thailand tourism successful. He challenged the LGU representatives to learn from these insights and develop their own local tourism programs in Bicol. Among these are:

1. There was grassroots acceptance of local tourism in the villages, which was reinforced by the service-mindedness among the Thais;
2. Thai government’s vision and all-out support to its long-term, apolitical tourism program. The TAT was made independent, and was given adequate funding for its programs, and the attainment of its goals and objectives;
3. The cooperation of various sectors and the efficient and effective multi-sectoral collaboration proved to be very crucial
4. They implement marketing strategies that are both service-oriented and profit-driven.

        In addition, Thailand’s tourism focus on the following Strategic Results Areas:
1. Cultural uniqueness of its Buddhist culture;
2. Culinary delights of its abundant food supply;
3. Customer satisfaction of its value for money tourism packages;
4. Comfortable destination and quality accommodation

        In conclusion, Tourism does not only generate jobs and provide livelihood opportunities but it also attracts investments to the localities where it is being developed and promoted. The Thai experience on grassroots tourism is only one among the numerous case studies and experiences in the world that we can emulate. But as pointed out, there are lots of nuances and cultural differences that maybe will make it unattainable.

        However, we too have our distinct traits as Bicolanos. We are proud of our rich heritage and inherent hospitality. We have many natural wonders and exquisite tourist attractions that are comparable to the world’s bests. Why not bank on ours strength and the myriad opportunities Bicolano Grassroots Tourism offers? Maybe we can start by focusing on the following considerations:

· Tourists must feel safe for them to go to tourist destinations. They must also feel the warm hospitality of the people.

· Tourists can enjoy and experience the unique culture, foods, arts, and festivities of the destination places.

· Tourists can avail of value-for-money packages and the services of qualified, and experienced tour operators and guides.

· The Tourism agency, concerned LGUs, NGOs, and the business sector should join hands in developing and providing adequate facilities in the tourists destinations