Philippine Tourism Promotions Board’s (TPB) COO Cesar Montano, who is also a movie actor and director, is batting for movie tourism in the Philippines, a move welcome by the travel trade although with some reservations.
Montano said that Luzon, including Subic, will be promoted as a centre for film production. Bataan province has agreed to a 100 per cent tax holiday and he’s currently in talks with other provinces.
Montano: current incentives ineffective
He added that his Hollywood connections will come in handy when approaching foreign film-makers, including those in India and South Korea.
The Department of Tourism’s (DoT) current incentives are “not effective”, said Montano, urging the destination to match Thailand’s 30 per cent tax incentive or present an even better offer to filmmakers.
While welcoming Montano’s initiatives, Rajah Tours president Jojo Clemente said: “With regards to tax holidays, that is easier said than done. The government, especially the Bureau of Internal Revenue and the Department of Finance, is very selective as to which industry they give tax incentives to and that is one of the primary things Montano has to take care of.”
For Afro Asian Travel president and managing director Angel Ramos Bognot, sustainable movie tourism is a niche market that will not bring in the numbers.
However, films could provide a great exposure to the Philippines, provided guidelines on script, filming and editing are in place, she opined.
Bognot cited the example of the Miss Universe pageant held in Manila in January, when the host country was “so overwhelmed but forgot the details” resulting in poor shots and a missed opportunity to showcase the destination.
She said a partner, Terence Cardoz, CEO of Divine Holidays Management, is waiting to launch film tourism packages once Montano is ready with his initiatives.
