Rethinking Tourism in Puerto Galera: Adapting to a Changing World
Puerto Galera, once a favored tropical getaway for both local and international tourists, is experiencing a worrying decline in visitor arrivals. Korean and Chinese markets—previously strong pillars of the town’s tourism economy—have dwindled. Domestic tourists, too, are now more reluctant to spend on leisure. With inflation high and competition stiff from other destinations like Boracay, Siargao, and even international spots, Puerto Galera is losing its edge.
A Changing Tourist Landscape
The way people choose and plan their holidays has fundamentally changed. Tourists no longer rely on flyers, brochures, or waiting to stumble upon a resort. In the digital age—more so in the AI age—travelers look for experiences that are visible, bookable, and reviewed online. They search Instagram, read Google and TripAdvisor reviews, compare prices on Agoda, and book via apps. Unfortunately, many Puerto Galera businesses are still stuck in the past, relying on walk-in customers, printed tarpaulins, and basic Facebook posts.
Digital Presence: Still Lagging Behind
Puerto Galera’s online presence is fragmented and underdeveloped. Many resorts and tour operators don’t have updated websites, SEO strategies, or strong social media engagement. Worse, only a few have embraced online booking platforms or AI-powered customer service tools. This gap is critical—especially when tourists can easily find, compare, and book accommodations elsewhere in seconds.
The Market Has Shifted
Today’s tourists value convenience, authenticity, and personalized experiences. They read reviews before booking, watch travel vlogs before choosing a destination, and look for unique offerings like eco-tours, wellness activities, and immersive cultural experiences. Unfortunately, Puerto Galera has not yet reoriented its tourism strategy around these modern expectations. Instead, many stakeholders still operate with the mindset of “build it and they will come.”
Rethinking the Strategy: From Stakeholders to Guests
It’s time to ask: What do tourists want? Not what do we want to sell them. This shift in mindset is essential. Puerto Galera must move away from stakeholder-driven planning toward guest-centered experiences. From how transportation is handled, to how tours are presented, to how hospitality is delivered—it must all revolve around the tourist’s comfort, safety, curiosity, and convenience.
Bring Back the Heart: Filipino Hospitality
Puerto Galera was once known for the warmth of its people. But reviews today sometimes highlight poor service, untrained staff, and lack of attention to guest experience. We must bring back the signature Pinoy hospitality—the kind that makes people feel at home, cared for, and special. A single good review can influence dozens of new bookings. A single bad one can drive them away.
The Way Forward: Reinvention, Not Just Promotion
To survive and thrive, Puerto Galera must:
1. Invest in Digital Marketing & AI Tools
Resorts and operators must go beyond Facebook. Build proper websites, use Google ads, get listed on major OTAs (Online Travel Agencies), respond to reviews, and leverage AI tools like chatbots, smart bookings, and data-driven marketing.
2. Train and Upskill Staff
Frontliners must be trained in customer service, English communication, and guest handling. Kindness and attentiveness go a long way.
3. Curate Experiences Tourists Want
Think island hopping with a twist, local cooking classes, marine conservation tours, and wellness retreats. Offer not just rooms, but stories and memories.
4. Encourage Sustainable and Inclusive Tourism
Showcase local culture, support community-based tourism, and make every visitor feel their money contributes to something meaningful.
5. Collaborate, Don’t Compete
Businesses must unite to elevate Puerto Galera’s brand, not just compete for scraps. A strong, shared identity draws in more tourists for everyone.
Conclusion: Time for a Bold Overhaul
Puerto Galera is not out of the race—but we must adapt quickly. The world is changing, and tourism is evolving. We are no longer just selling beaches—we’re offering experiences in the digital, AI-driven world. Let us embrace technology, refocus on guest satisfaction, and rebuild the town’s image, one positive review and meaningful experience at a time. If we do this right, Puerto Galera can rise again—not just as a destination, but as a model of how local tourism can thrive in the 21st century.
