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2. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
MACRO PERSPECTIVE
OF TOURISM AND HOSPITALITY
Zenaida Lansangan-Cruz PhD
-Author-

3. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
TOURISM AND HOSPITALITY
ORGANIZATIONS
Chapter 5

4. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
Lesson Contents
Tourism Organizations.
International Organizations. Regional Organizations.
Role of National Organization in Tourism. National
Tourism Office. Professional Tourism and Hospitality
Organizations. Tourism and Hospitality Organizations
in the Philippines.

5. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
LESSON OBJECTIVES
1. Explain the international tourism organizations;
2. Get acquainted with the regional tourist
organizations;
3. Discuss the role of a national tourism office in
the promotion of tourism and hospitality;
4. Explain the importance of national professional
tourism organizations in the development of
tourism and hospitality; and
5. Enumerate the different national professional
tourism and hospitality organizations in the
Philippines and in the United States.

6. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
DISCUSSION QUESTIONS
1. Differentiate the United Nations World Tourism Organization
(UNWTO) from the Pacific Asia Travel Association (PATA).
2. Discuss the objectives of the international tourism
organizations.
3. In what way is PATA unique among regional tourist
organizations?
4. How do the regional tourist organizations promote tourism?
5. Explain the primary responsibility of a National Tourism Office.
6. Discuss the organizational setup of the Department of Tourism
in the Philippines.
7. Enumerate the national professional tourism and hospitality
organizations in the United States.
8. Describe the national professional tourism and hospitality
organizations in the Philippines.

7. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
Tourism Organizations
• This has led to the establishment of several public and private
organizations at the international, national, regional, state, and local
levels.
International Organizations
United Nations World Tourism Organization (UNWTO)
• The UNWTO is the chief international organization in the field of travel
and tourism. It is an intergovernmental technical body which deals with
all aspects of tourism. It began its legal existence on January 2, 1975.
• It was born of the International Union of Official Travel Organization
(IUOTO), a nongovernmental technical body first set up at The Hague,
Netherlands in 1925 to promote tourism for the economic, social, and
cultural advancement of all nations.

8. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
• The UNWTO works in cooperation with all international
organizations, particularly the United Nations, as well as with
commercial and noncommercial bodies involved in Tourism.
• The UNWTO has created a number of regional commissions
such as the Regional Commission for Tourism in Europe, the
Regional Travel Commission for the Americas, African Travel
Commission, and others. Technical commissions deal with
specific problems, such as travel barriers and travel
development.
• The UNWTO has the same legal character as the United
Nations and its specialized agencies. It has three important
legally functioning bodies: the General Assembly, the
Executive Council, and the Secretariat directed by a secretary-
general.

9. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
• The primary aim of the UNWTO is to promote and develop
tourism; and to contribute to the economic development,
international understanding, peace, prosperity, and universal
respect for human rights; and fundamental freedoms for all
without distinction as to race, sex, language, or religion.
• To pursue this aim, the UNWTO pays particular attention to
the interests of developing countries.
• To establish its central role in the field of tourism, the UNWTO
establishes and maintains effective collaboration with the
United Nations and its specialized agencies.

10. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
Regional Organizations
• Some countries and regions feel that it is important to bond
together to strengthen their respective tourism programs.
These regional organizations have become excellent sources of
information.
Pacific Asia Travel Association (PATA)
The Pacific Asia Travel Association (PATA) was organized in Hawaii in
1951. It is composed of more than 1,000 organizations, including
governments, air and steamship lines, wholesale and retail travel
agencies, ground carriers, hotels, publishers, advertisers, public relations
firms, and travel associations with major interests in the Pacific area.
Its purpose is to develop, promote, and facilitate travel in the Pacific area
(including Pakistan, the United States, and Canada).

11. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
• PATA was an early leader in recognizing the need for an
environmental ethic among those involved in the tourism
industry.
• PATA has initiated the “PATA Code for Environmental Tourism.” In
this code, environmentally responsible tourism means tourism
which recognizes the necessity of ensuring a sustainable future.
It meets the needs of the tourism industry at present and does
not compromise the ability of this and future generations to
conserve the environment.
• PATA’s model for an environmental ethic for the travel and
tourism industry foreshadows the power of industry coalitions in
directing future tourism trends and their relationships with
international economic affairs. PATA organizes a wide range of
conferences, reports, advertising, training programs, and
seminars.

12. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
Roles of National Organizations in Tourism
• The government plays an important role in formulating policies to guide
tourism development and promotion in line with other national economic
and social objectives.
1. Planning – attracts foreign investment and funds infrastructure development
2. Employment and Training – determines manpower needs, develops tourism
training programs
3. Coordinating Public and Private Sectors – determines roles in mixed
economics
• In order to achieve national development, the government should clearly
delineate its policy with regard to tourism and other development
options.

13. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
National Tourism Office (NTO)
• The national tourism office is responsible for the
promotion of tourism in a particular country and for
the overall development of the tourist industry.
Examples: United States Travel and Tourism Administration
and the Department of Tourism in the Philippines
• Countries that are visited by tourists have an official
organization that regulates and encourages tourist
activities. Its importance varies from one country to
another.

14. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
The Department of Tourism in the Philippines
• The Department of Tourism (DOT) is the primary government agency charged with
the responsibility to encourage, promote, and develop tourism as a major
socioeconomic activity; to generate foreign currency and employment; to spread the
benefits of tourism to a wider segment of the population, and to assure the safe,
convenient, enjoyable stay and travel of foreign and local tourists in the country.
• The Department of Tourism is headed by the Secretary of Tourism who is assisted by
three undersecretaries and one assistant secretary.
• The Assistant Secretary for Internal Services and Legislative Liaison is responsible for
the Legal Service, Administrative Service, as well as the Financial and Management
Service.
• The Undersecretary for Planning, Product Development, and Coordination is
responsible for the Office of Tourism Development Planning, Office of Product
Research and Development, as well as the Office of Tourism Coordination.
• The Undersecretary for Tourism Service is responsible for the Office of Tourism
Standards, National Capital Region, and all Regional Offices.

15. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
• The Undersecretary for Tourism Promotions is responsible for the Bureau of
Domestic Promotions, Bureau of International Tourism Promotions, as well as the
Office of Tourism Information.
• Directly under the Secretary of Tourism are the National Parks Development
Committee, the Tourism Promotions Board, the Tourism Infrastructure and
Enterprise Zone Authority, the Intramuros Administration, and the Nayong
Pilipino Foundation, Inc.
• The 15 regional offices of the DOT are responsible for domestic tourism
promotion, tourism marketing accreditation, tourism assistance, public relations,
and coordination with local government units and tourism stockholders in the
region.
• The regional offices are also tasked to undertake planning and product
development projects in support of the government’s policy of decentralization
under the Local Government Code.
• The DOT regional offices are also actively involved in the formulation of Regional
Tourism Master Plans (RTMP) that will serve as the framework in the
development of travel and tourism in the Philippines.

16. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
• There are five attached agencies that help the DOT in the
performance of its functions. These are the Tourism
Infrastructure and Enterprise Zone Authority (TIEZA), Tourism
Promotions Board (TPB), Intramuros Administration (IA),
National Parks Development Committee (NPDC), and the
Nayong Pilipino Foundation (NPF).

17. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
The National Professional Tourism and
Hospitality Organizations in the United
States
Professional Tourism and Hospitality Organizations
• The United States Travel Data Center (USTDC)
• Travel Industry Association of America (TIAA)
• Travel and Tourism Research Association (TTRA)
• American Society of Travel Agents (ASTA)
• Universal Federation of Travel Agents Association (UFTAA)
• World Association for Professional Training in Tourism (WAPTT)
• Council on Hotel, Restaurant, and Institutional Education (CHRIE)
• Association of Travel Marketing Executives (ATME)
• The Society of Travel and Tourism Educators (SOTTE)

18. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
Tourism and Hospitality Organizations in the
Philippines
• Philippine Travel Agencies Association (PTAA)
• The Hotel and Restaurant Association of the Philippines (HRAP)
• Union of Filipino Tourism Educators (UFTE)
• Council of Hotel and Restaurant Educators of the Philippines (COHREP)
• Association of Administrators in Hospitality, Hotel and Restaurant Management
Educational Institutions Incorporated (AAHRMEI)
• The Women in Travel, Philippine Chapter
• Philippine Association of Conventions/Exhibitions, Organizations and Suppliers,
Inc. (PACEOS)
• Network of Independent Travel Agencies (NAITAS)
• Movement of Incentive Travel Executives (MITE)
• Philippine Association of Accredited Tourist Guide Lecturers Inc. (PAATGLI)
• The Philippine Tour Operators Association (PHILTOA)
• Tourism Educators and Movers Philippines, Inc. (TEAM PHILIPPINES)

19. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
LESSON SUMMARY
• The international character of modern tourism and the growing
influence of international agencies in various fields are shown in
the growth of international cooperation and organization in
tourism.
• Some countries and regions have felt the need to band together to
strengthen their respective tourism programs.
• These regional organizations include: Organization for Economic
Cooperation and Development (OECD), Pacific Asia Travel
Association (PATA), Caribbean Tourism Association (CTA), Asia
Pacific Economic Cooperation (APEC), Organization of American
States (OAS), South American Tourism Organization (SATO),
European Travel Commission (ETC), and the Common Market
Travel Association (CMTA).
• Countries that are often visited by tourists have a national tourism
office that regulates and promotes tourist activities. Examples are
the United States Travel and Tourism Administration and the
Department of Tourism in the Philippines.

20. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
LESSON SUMMARY
• There are national professional tourism organizations that
work closely with the government to promote tourism in
their respective countries. These organizations in the
United States are:
The United States Travel Data Center (USTDC), Travel Industry Association
of America (TIAA), Travel and Tourism Research Association (TTRA),
American Society of Travel Agents (ASTA), Universal Federation of Travel
Agents Association (UFTAA), World Association for Professional Training in
Tourism (WAPTT), Council on Hotel, Restaurant, and Institutional Education
(CHRIE), Society of Travel and Tourism Education (SOTTE), and the
Association of Travel Marketing Executives (ATME).
• The national professional tourism organizations in the
Philippines are the following:
Philippine Travel Agencies Association (PTAA), Hotel and Restaurant
Association of the Philippines (HRAP), Union of Filipino Tourism Educators
(UFTE), Women in Travel Philippines (WTP), Network of Independent Travel
Agencies (NAITAS), Philippine Association of Accredited Tourist Guide
Lecturers Inc. (PAATGLI), and the Movement of Incentive Travel Executives
(MITE).

21. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
APPLICATION AND ASSESSMENT
1. If you were the Secretary of the Department of Tourism
in the Philippines, what types of assistance will you
request from the UNWTO?
2. Do you think that education should be one of the main
functions of any tourism organization? Why or why not?
3. Should the International Air Transport Association (IATA)
have any authority to regulate or control passenger
airfares? If so, why?
4. As the manager of a reputable resort hotel, what
arguments would you use with your Board of Directors to
obtain financial support for your local and regional
tourism and hospitality promotion organization?

22. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
CHAPTER QUIZ. Identify the following:
______________ 1. An international organization that regulates air navigation
______________ 2. An international organization which deals with all aspects of travel and
tourism
______________ 3. A regional organization that promotes and facilitates travel in the Pacific area
______________ 4. A regional organization which coordinates national economies for the benefit
of countries in the Asia-Pacific region
______________ 5. A national organization which includes travel agencies and tour operators
from the United States and Canada
______________ 6. An international organization that promotes safe and economical air
transport
______________ 7. The national tourism office of the Philippines
______________ 8. A national organization whose main objective is to unify the non-IATA travel
agents in the Philippines
______________ 9. A national organization which promotes conventions and
exhibitions
______________ 10. An organization of travel agencies in the Philippines

23. MACRO PERSPECTIVE OF TOURISM AND HOSPITALITY
CHAPTER QUIZ. Enumerate the
following:
11–15. List down five international tourism and hospitality
organizations.
16–20. Enumerate five tourism and hospitality organizations in
the Philippines.