PICTourism

The successful launch of It’s More Fun in the Philippines campaign resulted in an impressive impact on our tourism industry. To make sure that we keep on this success, we now put the focus on our people -- the ones who make tourism happen. We introduce PICTourism – Philippines Improving Competitiveness in Tourism -- a pilot project implemented in four major tourism hotspots: Bohol, Cebu, Davao and

Palawan. PICTourism aims to further enrich our competitiveness and make us at par with our ASEAN neighbors. Building on the world-renowned Filipino hospitality, PICTourism zooms in on enhancing quality standards of tourism products and services and focus on three key areas: 1) skills development through competency-based staff training, 2) a new star rating for accommodation providers that now includes quality of service, and, 3) review of tourism-related regulations to overcome barriers and spur the growth of the tourism sector. PICTourism is a Technical Assistance (TA) amounting to US$ 7.1 million financed by the Government of Canada and administered by the Asian Development Bank.