Like how Bhutan perfected a tourism strategy that positioned it as a dream destination no matter the cost, Batanes has the potential to become a world-class destination by offering exclusivity while preserving its pristine beauty.
Located at the northernmost tip of the Philippines, Batanes is known for its rolling hills, unspoiled beaches, and rich Ivatan culture.
But on top of these, it has a trait both travel-tested diplomats and travel agency owners have repeatedly vouched for – the hospitality of its Ivatan people.
Despite such challenges as high travel costs and limited connectivity, tourism stakeholders believe Batanes could attract discerning travelers seeking tranquil and authentic experiences.
In the face of these challenges, tourism stakeholders agree that Batanes could adopt a “low-impact and high-value” approach to tourism marketing and learn from the successes of Bhutan.
Bhutan adopts a “low-impact and high-value” tourism model that attracts travelers who are willing to spend more in exchange for a premium experience. This model limits the number of tourists but ensures high revenue per visitor.
Florence Rivera, president of the National Association of Independent Travel Agencies (NAITAS), said Batanes could adopt Bhutan’s strategy.
“I go around the world and one of the places I really love is Bhutan, and that’s the model that they have, low-impact, high-value tourism. And if there’s one place who could learn from them, I think it’s Batanes,” Rivera said.
“Batanes is even more beautiful than Bhutan I would say. They have the highest peaks in the world. But here you have rolling hills, you have beautiful mountains, you have a culture to be proud of.”
Rivera said Batanes has the potential to become a world-class destination even without banking on mass tourism.
“People should know more about the community and about the place and the people. And, it’s time for the Philippines to have a destination like this, we don’t need a lot of visitors,” she said.
“It’s really the quality and high-value tourist who can maybe spend more and help the community thrive, but at the same time, keep it serene for generations to come.”
Kach Medina Umandap, the first Filipina to visit all 195 United Nations countries on a Philippine passport, shared the same sentiment – retain the untouched charm of Batanes.
“To preserve the nature and the culture, it’s actually good na hindi siya ganoon kadali na mapuntahan kasi maa-appreciate mo talaga na ‘yong effort sa pagpunta dito ay totally worth it (that it takes effort to visit Batanes because you would appreciate the place and say that it’s totally worth it),” she told the Philippine News Agency.
“For someone like me na nakatira sa Palawan, (nasabi kong) may iba pa palang level ng ganda. Na-enjoy ko ‘yong hospitality (For someone like me who hails from Palawan, I was able to discover that there is still another level of beauty for a destination. I enjoyed the hospitality).”
Rather than putting up big hotels on the island, she said, it is more fitting for Batanes to host small boutique resorts and have more communities showcase Ivatan hospitality by offering homestay experience.
Umandap, who is on a mission to visit all the cities and municipalities in the Philippines starting this year, said traveling to Batanes was the “best first-time experience” for her who lived abroad for 16 years.
“Now that I’m back to rediscover our country, this is the best first-time experience to travel to Batanes – and ngayon ko lang nakita ito sa Pilipinas (this is the first time that I’ve seen this in the Philippines),” she said.
Rivera and Umandap were part of the Department of Tourism’s Philippines Experience Program, which brought diplomats and travel operators to explore Batan Island and Sabtang Island from March 26-29.
They visited iconic sites, such as Basco’s rolling hills and the Chavayan stone house village, experiencing the island’s beauty and culture firsthand. (PNA)
