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TOURISM COST AND ITS EFFECT ON TOURIST BEHAVIOR

By Gil delos Santos

I have been quiet with the issue on increased fees in Boracay because I don't support the idea on making it cheaper in general for Boracay tourists. 

If there are Philippine destinations they intend to make it inclusive to all market segments, with Boracay, it contradicts to its identity being recognized as Asia's Leading Luxury Island Destination. We're on top since 2024, awardee for three consecutive years — ironically, the same period Boracay hurdles economic decline. 

Luxury travellers and or high spending tourists don't mind the price tag for the right experience.

What is the ideal tourism experience for high spenders?

No big crowd.

Stillness. 

Privacy is king.

Open spaces is luxury. 

If we always give way for the cheapest cost for Boracay travellers, what market segment we do attract?

Yun na nga yun! Ito na ang klase ng tourista na in-attract natin for years para sa Boracay. Kaya even how much the volume is, the island still feels empty. 

Empty, not because of the tourist arrival number kasi kita naman how jam-packed the beach is every sunset. It feels empty, because businesses are down in Boracay.

We have exceeding tourist volume but low in economic value. 

It's the low spenders' era.

The picture we paint on how we depict Boracay on narrative and our marketing intent target this market.


Also, the law of supply and demand. Boracay is oversupply. Over-development is the culprit. 


We acknowledge global factors and others challenges affecting tourism in general. There's fuel crisis caused by conflict in the Middle East — this triggers inflation that results to low spending capability. 

There's calamities caused by Habagat — this discourages tourism movements. 

However it is also a fact that tourism's luxury market is not affected by these factors. 

They're just somewhere waiting for Boracay to live up its recognition as a leading luxury island destination. 

They just wait till Boracay opens up its luxury spaces—its privacy, it's quality over quantity mantra. 

The strong-price sensitive low spending tourism market segment are just 10-20% of the total traveller's percentage. 

What's sad? Hindi lahat, pero sila halos ang nandito sa isla. 

The remaining 80% is a much bigger market, di ba? They range from independent to luxury travellers. 

Yun na targettin natin for Boracay.

How do we attract them to Boracay? 

Through our narratives, our depiction of the island, and intentional marketing.


Kailangan natin ng Destination Management Consultant para sa hindi hula na solusyon para sa Boracay. 

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