The Philippines can establish and strengthen its hybrid export economy through integrating goods, services, tourism and creative industries into a powerful brand experience as it seeks untapped growth opportunities, according to a former tourism official.
“When we export products, we can also export design, talent, digital capability, cultural identity and even tourism affinity. Investors will move aggressively if we as business leaders articulate this narrative very clearly,” Alma Rita Jimenez, former Undersecretary of the Department of Tourism, said during the National Exporters’ Week.
“The Philippines is not just a manufacturing hub. It is (also) a creativity hub, an innovation hub, a talent hub and an experience hub,” Jimenez, co-chair of the Management Association of the Philippines’ Trade, Investment and Tourism Committee, said.
She said the country can combine food and tourism to lead export demand; and design plus manufacturing for furniture, fashion and decor.
Film can also be integrated with tourism so the country can have runaway success of tourism similar to the K-drama model; and business process outsourcing/information technology combined with artificial intelligence services and creative content studio, she added.
“What does this mean for Philippine exporters? If we broaden our lens, something powerful becomes clear. We are seeking an untapped opportunity,” Jimenez said.
She cited some examples how the Philippines can create and strengthen its hybrid export economy.
Jimenez said South Korea leverages on K-pop, fashion, film, cosmetics and food which are all integrated with each sector, “so they are using it as a platform to push their products.”
In Thailand, tourism directly drives food products, wellness, events and manufacturing linkages; while Vietnam combines an aggressive digital workforce with manufacturing and strong national branding, she added.
“We need a shift in mindset from the old one that says, we export products to one that boldly declares: we export capabilities, creativity, talent, experiences and solutions. In global trade, these categories are growing faster than traditional goods and this is where the Philippines can lead,” Jimenez further said.
She said creative and digital sectors promote high value-added output and exportability without heavy infrastructure, while low carbon footprint plus high growth potential.
“Investors are shifting to ESG (Environmental, Social and Governance) compatible sectors and creative industries are green exports –no smoke stops, no pollution and they are intellectual property-based value creation,” she added.
Jimenez underscored tourism as another pathway for export-led growth.
“The export where the consumer comes to us,” she said. “It is the export industry that mostly arrives by plane. Every foreign visitor is a walking container of foreign exchange, delivering Filipino experiences instead of goods. They spend on hotels, food, tours, transport and cultural experiences –that is also foreign exchange entering our economy, just like when we ship our goods abroad.”
“You might say tourism is, and parts of the creative services that are already existing sectors and that is correct. But when we put all of these together –goods, talent, creatives and tourism, we open up huge exciting possibilities. We will create a hybrid export economy in goods that anchor us, in services that sustain us, in creative industries that differentiate us, in tourism that multiplies benefits across communities and Filipino talent that powers global industries,” she added.
