This chapter tackles about the historical milestones of the tourism industry. It also discusses the important historical events in the development of tourism in the Philippines.

1. THROUGH THE AGES
CRIS EDREN L. DELA PEÑA, MBA-TRM
Department of Hospitality and Tourism
University of San Carlos
Tourism

2. 1. Explain the historical changes which have affected the
growth and development of the tourism industry.
2. Determine important events related to tourism that
happen during the days of old
3. Identify the early forms of travelling
4. Gain an overview of the origin of tourism in the
Philippines.
5. Discuss the factors that contribute to the growth of
tourism.
Learning Objectives:

3. Travel begins to occur
out of sense of
adventure and curiosity.
Egyptians travel to
centralized government
locations.
Shang Dynasty
establishes trade routes
to distant locations
throughout the Far
East.
Phoenicians develop
large sailing fleets for
trade and travel
throughout the empire.
Greeks develop
common language and
currency, and traveler
services emerge as
city-states become
destinations
Pre-recorded History 4850 BC – 715 BC 1760 BC – 1027 BC 1100 BC – 800 BC 900 BC – 200 BC
Milestones in the Development of Tourism

4. Games are held in
honor of Apollo at
Olympia in Greece.
People traveled from far
and wide to attend.
Romans improve roads,
the legal system, and
inns to further travel for
commerce, adventure,
and pleasure.
Building begins on the
Appian Way, one of the
earliest paved roads,
stretching from Rome
to Capua, North of
Naples, Italy
Mayans establish trade
and travel routs in parts
of Central and North
America.
European travel on
failed religious
crusades to retake the
Holy Lands from
Muslim control
introduces these
military forces to new
places and cultures.
776 BC 500 BC – AD 300 312 BC AD 300 – AD 900 AD 1906 – AD 1295
Milestones in the Development of Tourism

5. Marco Polo’s travels
throughout the Far East
begin to heighten
interest in travel and
trade.
In England a ship
captain receives a
“pilgrim-shipper’s”
license. The most
popular destination is
Santiago de
Compostela, Spain to
see the alleged tomb of
St. James.
Grand Tour Era makes
travel a status symbol
for wealthy individuals
seeking to experience
cultures of the civilized
world.
Industrial Revolution
gives rise to technical
advances, making
travel and trade more
efficient and expanding
markets.
Thomas Cook
organizes first group
tour in England
AD 1275 – AD 1295 1394 AD 1613 – AD 1785 18th – 19th centuries 1841
Milestones in the Development of Tourism

6. Prince Grimaldi of
Monaco develops his
poor country as a
winter health resort. His
success enables
Monaco to abolish
income taxes. It is the
1st country to solve its
economic problems
through tourism.
The Golden Age of
Travel for rich.
The railroads’ need for
precise timetables
leads the United States
to establish standard
time zones.
Wright Brothers usher
in era of flight with the
first successful aircraft
flight.
Westinghouse
Corporation institutes
paid vacations for its
workers.
1950s 1880-1939 1883 1903 1913
Milestones in the Development of Tourism

7. Henry Ford begins
mass production of the
Model T.
First scheduled airline
passenger flight debuts
between London and
Paris
The suntan becomes
the emblem of health
and beauty and
influences people’s
choice of vacation
destinations.
The 1st American travel
industry journal, Travel
Trade, makes it debut.
Duncan Hines, a
traveling salesman,
compiles a list of his
167 favorite places to
eat and sends copies as
greeting cards. The
requests for his list
result in Adventures of
Good Eating, one of the
1st restaurant guides.
1914 1919 1920s 1929 1935
Milestones in the Development of Tourism

8. France passes the 1st
paid-vacation law.
In England, the jet
aircraft, designed for
military service, makes
its debut.
Bugsy Siegel builds a
hotel and casino in Las
Vegas, Nevada,
transforming the sleepy
desert town into
destination specializing
in entertainment
World War II ends and
ushers in new era of
prosperity, giving rise
to millions of people
with the time, money,
and interest to travel for
pleasure and business.
Diners club introduces
the first credit card
1936 1941 1947 1945 1950
Milestones in the Development of Tourism

9. Jet passenger service
is inaugurated between
London and
Johannesburg, South
Africa
The rapid expansion of
hotel and motel chains
in the United States via
franchise agreements.
Arthur Frommer self-
publishes his G.I.’s
Guide to Europe, priced
at 55 cents, the
precursor to his $5 a
Day travel guides 1978
Competition on routes
and fares begins with
signing of Airline
Deregulation Act.
On January 22, a Pan
American 747, built by
Boeing Co., taxies on
the runway at JFK
International Airport
and takes off for
London Heathrow
Airport. The age of the
jumbo jet and mass
tourism begins.
American Airlines
expands access to
electronic reservation
system, SABRE, to
travel agencies.
1952 1950s 1955 1970 1978
Milestones in the Development of Tourism

10. The State Council of
China approves the
organization of tours to
Hong Kong and Macao
for mainland residents
visiting relatives, which
was the prelude to the
outbound tourism of
Chinese citizens.
Expedia is founded as a
division of Microsoft
TripAdvisor is founded
Dennis Tito launches
the advent of space
tourism as he pays $20
million for an eight-day
vacation aboard the
International Space
Station
Transportation Security
Administration (TSA) is
created to ensure
airline passenger safety
in the wake of the
September 11th terrorist
attacks on the World
Trade Center.
1984 1996 2000 2001 2001
Milestones in the Development of Tourism

11. The euro currency is
introduced, signaling
liberation of travel
among member nations
of the European Union.
Mark Zuckerberg, a
Harvard students,
launches a social
networking service
Facebook.com.
Ari Bed and Breakfast
(AirBNB) launched,
signaling a wave of new
services such as Uber
and an expanding
sharing economy in
tourism services.
Google provides an
online flight-booking
service, Google Flights
to public.
2002 2004 2007 2011
Milestones in the Development of Tourism

12. THROUGH THE AGES
CRIS EDREN L. DELA PEÑA, MBA-TRM
Department of Hospitality and Tourism
University of San Carlos
Tourism

13. • Tourism in the Philippine began when
the original inhabitants of the country
roamed around in search for food.
• A more recognizable form of tourism
appeared in the Philippines when the
country was discovered by Ferdinand
Magellan during the galleon trade.
Ferdinand Magellan
Origin of Tourism in the Philippines

14. • During the American
occupation of the
Philippines, Americans
were able to reach
Manila after two weeks
on board the Pan-
American Airways air-
clippers.
 1920s the steamship and
airline pioneers, “China
Clipper” and “Manila
Clipper” brought passengers
to Manila via Hong Kong.

15. There were few attractions
and destinations in the
Philippines:
• Laguna Lake Tour: Manila,
Pagsanjan Falls
• Mt. Mayon Tour: Tagaytay
and Taal Volcano
• Legaspi Tour
• Banaue Tour: Baguio and
Banaue
Mt. Mayon
Banaue Rice Terraces

16. Other popular tours in the
South in the 1920s were
Cebu City and
Zamboanga City.

17. • 1952: Philippine Tourist and Traveler Association (PTTA) was
organized to put together all existing travel establishments
serving international and domestic travelers.
• Board of Travel and Tourist Industry (BTTI) was organized to
regulate, supervise and control the tourist industry and to
subsidize the PTTA as its promotional arm
• Late 1950s: more hotels and restaurants and entertainment
facilities were established.
Early Tourism Associations in the Philippines

18. • 1960 – 1970: social, economic, political
crisis which hindered the development
and promotion of tourism
• 1972: after the declaration of martial
law that the tourism prospered
– Safety of the tourists
– Better services
– Better sanitation facilities
– More financial support from the
government
– Vigorous cooperation of the private
sector
President-Dictator Ferdinand Marcos ruled
the Philippines from 1965 – 1986.

19. Plans and programs to ensure the pleasant and hospitable entry, stay and
departure of tourists as well as to assure a harmonious, positive and
constructive development of the tourism industry:
1. Increase visitor arrivals especially from nearby markets like Japan, Korea,
Hong Kong and Taiwan and high spending markets like Germany.
2. Increase tourism receipts through longer stays (now set at 11 days) and
higher spending per day (estimated at US$ 110) which can be
accomplished by more attractive destinations and tours, more shopping
and dining and getting not just the budget traveler but also the upscale
markets.
National Tourism Organization
(now the Department of Tourism)

20. 3. Expand domestic tourism through more promotions, cheaper tour
packages and new facilities especially for the lower income segments.
4. Expand the capacity for tourism by promoting more private sector
investments.
5. Improve the standards of service through the expansion of training
programs for the professionalization of tourism management and labor
force.
6. Program major tourism infrastructure projects.
7. Engage in major tourism estate and resort development.
8. Classify facilities in tourist sites according to international standards.
9. Enforce strictly the tour facility standards.

21. 10. Promote self-regulation within the different sectors of the
tourism industry.
11. Complete the national tourism plan and a destination tourism
plan.
12. Encourage consumer advertising in selected markets.
13. Work closely with the private sector in product development.
14. Develop and strengthen linkages with the local governments,
the private sector and the general public through tourism
councils.

22. Below are some positive factors that hastened the growth of
tourism:
1. Rising disposable income for large sections of the population:
more money means more travel
2. Growth in the number of retired persons who have the desire
and energy to travel: life expectancy is increasing
3. Increase in discretionary time – shorter work weeks and longer
vacations
Factors that Favor the Growth of Tourism

23. 4. Greater mobility of the population: increased travel
opportunities to escape from stress and pressures of the
modern life
5. Growth in the number of “singles”: people living alone have
more free time to travel
6. Greater credit availability through credit cards and bank
loans: travel now pay later stimulates tourism
7. Higher educational level: more students attend colleges and
universities, they tend to become more interested in foreign
cultures

24. 8. Growth of cities: city residents travel more than people
from rural areas to escape from congested urban
environment
9. Simplification of travel through package tours
10. Growth of multinational business: globalization of
entrepreneurship
11. Modern transportation technology: long-distance travel
is now faster, less expensive and more comfortable

25. 12. Shift in values: some people place more value on
experience rather than material possession
13. Advances in communication: TV and movies enlarge the
travel perspective
14. Smaller families and changing roles: birthrates have
declined giving adults more free time to get away from
family responsibilities. Gender-equality and shifts in
household roles encourage more travel

26. THROUGH THE AGES
CRIS EDREN L. DELA PEÑA, MBA-TRM
Department of Hospitality and Tourism
University of San Carlos
Tourism