History of Tourism Evolution

Travel and exploration are basic to human nature.
Man has traveled since the earliest times although the term tourism
was used only in the early 19th century.
Tourism is derived from the Hebrew word torah, which means
studying, learning, searching.
2

Early Tourism
• Early tourism has two forms:
1. Travel for business
2. Travel for religious reasons
Principles of Tourism Part 1 By: Zenaida L. Cruz, Ph.D. 3

Travel for Business
• Throughout the history, merchants have traveled extensively in
order to trade with other nations or tribes.
• The invention of money, writing and wheel by the Sumerians
facilitated travel and exchange of goods.

Travel for Business
• The early Phoenicians toured the Mediterranean as traders.
• Both the Greeks and Romans were well-known traders and as
their respective empires increased, travel became necessary.

Travel for Business
• At this time, there was also travel for private purposes.
• Roman traveler was largely aided by improvement in
communications, first class roads and inns (forerunners of
modern hotels).

Travel for Religious Reasons
• Took the form of pilgrimages to places of worship.
• Pilgrimages were made to fulfill a vow as in case of illness or of
great danger or as penance for sins.

Travel for Religious Reasons
• Besides Rome and Jerusalem, St. James of Galicia was the
foremost destination of English pilgrims in the 14th century.
• Beginning in 1388, English pilgrims were required to obtain and
carry permits, the forerunner of the modern passport.

Tourism in the Medieval Period
• During the medieval period, travel declined.
• Travel, derived from the word travail, became burdensome,
dangerous and demanding during this time.

• After the decline of the Roman Empire in the 5th century, roads
were not maintained and they became unsafe.
• Thieves inflicted harm on those who dared to travel.

• No one during this time traveled for pleasure.
• Crusaders and pilgrims were the only ones who traveled.

Tourism During the Renaissance and
Elizabethan Eras
• With the Renaissance, a few renowned universities developed so
that travel for education was introduced largely by the British.
• Travel for education became popular in the 16th century.

Elizabethan Eras
• Under Elizabeth I, young men seeking positions in court were
encouraged to travel to the continent to widen their education.
• This practice was gradually adopted by others in the lower social
scale.

Elizabethan Eras
• In time, it became recognized that the education of a gentleman
should be completed by a “Grand Tour” of the cultural centers of
the continent which lasted for three years.

Elizabethan Eras
• The term was used as early as 1670. While apparently
educational, the appeal became social.
• Pleasure-seeking young men of leisure traveled predominantly
throughout France and Italy to enjoy the cultures and social life
of Europe, with Venice, Florence and Paris as the key attractions.
• By the end of the 18th century, the practice had become
institutionalized for the upper class of society.

Elizabethan Eras
• As young men sought intellectual improvement in the continent,
the sick sought a remedy for their illness in “spas” or medicinal
baths.
• The term “spa” is derived from the Waloon word “espa” meaning
fountain.
• Travelers immersed themselves in the healing waters. Soon
entertainment was added and dozens of watering places became
resort hotels.

Tourism During the Industrial Revolution
• The Industrial Revolution brought about major changes in the
scale and type of tourism development.
• It brought about not only technological changes but also essential
social changes that made travel desirable as a recreational activity.

• The increase in productivity, regular employment, and growing
urbanization gave more people the motivation and opportunity to
go on holiday.
• The emerging middle class combined higher incomes and
growing education into annual holidays.

• To escape from their responsibilities and the crowded city
environment, they traveled to the countryside or seashore for
their holidays.
• This led to the creation of working class resorts near major
industrial centers.

Tourism in the 19th Century
• Two technological developments in the early part of the 19th
century:
1. Introduction of the railway and the;
2. Development of steam power

• The railroads created not only more business by
providing reliable and cheap transportation but also
more competition as various private companies invested
heavily in hotels, resorts, and entertainment facilities.
• Thus tourism was transformed from a small business
catering to the elite into the start of a mass market, that
is travel by a large number of individuals.

• The use of steam power provided the increased
mobility needed by the tourism business.
• Steamers on the major rivers provided reliable and
inexpensive transportation that led to the popular day
trip cruises and the growth of coastal resorts near large
industrial towns.

• As tourism became organized in the later years of the
19th century, the organization of travel became an
established institution. Travel organizers emerged.
• The first and most famous of these was Thomas Cook.

• His first excursion train trip was between Leicester and
Loughborough in 1841 with 50 passengers at a round trip fare of
one shilling.
• The success of this venture encouraged him to arrange similar
excursions using chartered trains. In 1866, he organized his first
American tour. In 1874, he introduced “circular notes” which
were accepted by banks, hotels shops, and restaurants.
• These were in effect the first travelers’ checks.

• Other tour companies which appeared in Britain at this time were Dean and
Dawson in 1871, the Polytechnic Touring Association in 1872 and Frames in 1881. In
the United States, American Express was founded by Henry and William Fargo.
• As the 19th century drew to a close, photography and guide books became popular.
A huge variety of guide books which dealt with both local and overseas travel
were sold to tourists.
• The most popular of these was Baedecker, first published in 1839, which
became the leading guide for European countries at the end of the century.

• At the beginning of the 20th century, pleasure travel
continued to expand, encouraged by the increasing
wealth, curiosity and outgoing attitudes of the people as
well as the increasing ease of such movement.
• World war I brought about many changes which
influenced the volume of tourism.

• Early post-war prosperity, coupled with large-scale migration
boosted the demand for international travel.
• Interest in foreign travel was further enhanced by the first-hand
experience of foreign countries.
• New forms of mass communication stimulated curiosity about
other countries. In addition to the influence of posters and the
press, the cinema, radio and television widened knowledge and
interest in travel

• After world war I, forms of travel began to change
radically.
• The railways as a means of travel declined with the
introduction of the motor car.
• Motorized public road transport and improved road
conditions led to the popularity of seaside tours.

• World War II also led to the increased interest in travel.
The war had introduced combatants not only to new
countries but to new continents, generating new
friendships and an interest in different cultures.
• Another outcome of the war was the progress in aircraft
technology.

• Air travel had become more comfortable, safer, faster
and cheaper in comparison with other forms of
transport.
• With the introduction of the Boeing 707 in 1958, the age
of air travel for the masses arrived, hastening the
decline of sea travel.

• After the post-war recovery years, there was an increase in private
car ownership.
• Travelers switched to the use of private cars and this change
affected both coach and rail services.
• The private car provided flexible transportation which freed
people from the schedules and fixed routes of public transport.

• It encouraged the growth of excursions and short-stay holidays.
• Resorts near major centers of population benefited considerably. Road
improvements brought more distant resorts closer to the major cities.
• The resourceful tour operators devised flexible packages.
• Hotels devised their own programs of short-stay holidays
• The demand for hired cars on holidays overseas also increased substantially.

• The post-war economic recovery provided an increase in
discretionary income and leisure which many people converted
into increased recreation and travel.
• Due to labor negotiations and social legislation, the length of
official and paid holidays increased.
• Governments have created more vacation time by incorporating
isolated public holidays into the familiar long “weekends”
throughout the year.

• As business and trade prospered in the developed countries,
business travel also flourished, leading to the demand not only
for individual travel but also for conference and incentive travel
on a world-wide scale.
• The 1970 have also seen the emergence of new patterns of
tourism. As economic power has shifted between countries, new
tourism generating countries arose, notably the oil-rich Arab
countries and Japan.

• Europe as well as the developing tourist-based economies of Asia have benefited
from this influx.
• The Philippines, Thailand, Singapore, Malaysia and Indonesia have strengthened
their tourist attractions to appeal to new markets.
• Governments of many nations are encouraging the growth of both domestic and
international tourism as a means of job creation, economic diversification, and
source of foreign exchange.
• Beyond its economic significance, there is a growing realization of the role of
international travel in promoting world peace and prosperity.

Origin of Tourism in the Philippines
• Tourism in the Philippines began when the original
inhabitants of the country roamed around in search for
food.
• Inter-tribe travel occurred although mode of travel was
crude.

• A more recognizable form of tourism appeared in the
Philippines when the country was discovered by
Ferdinand Magellan and when galleons or wooden boats
sailed between Mexico and the Philippines during the
galleon trade.

Origin of Tourism in the
Philippines
• During the American occupation of the
Philippines, American were able to reach
Manila after two weeks on board the Pan
American Airways air-clippers.
• In the 1900’s steamship and the airline
pioneers, the “China Clipper” and the
“Manila Clipper” brought some passengers
to Manila via Hong Kong.

• The introduction of more comfortable and faster
means of transportation gave the early impetus for
tourism in the Philippines.
• Travelers from the US, China, Japan and Europe were
provided inland tours by entrepreneurs with their
unregistered private cars and coaches called “colorum.”

• Colorum means illegal tour handling and the illegal use
of private vehicles for public use. It was tolerated by
the government authorities at that time since tourism
at this time was not yet developed.
• In 1952, the first tourism association in the Philippines
was organized. This was the Philippine Tourist and Travel
Association (PTTA)

• The Philippine Tourist and Travel Association (PTTA) which was organized
to put together all existing travel establishments serving both domestic
and international travelers.
• The PTTA was funded by the government to promote the country’s
tourism industry.
• Later, the government organized the Board of Travel and Tourist Industry
(BTTI) to regulate, supervise and control the tourism industry and to
subsidize the PTTA as its promotional arm.

• The Philippines has undergone economic, social and political
crises starting in the 1960s up to the 70s which hindered the
development and promotion of tourism.
• Accommodations were inadequate and airline industries were not
given much incentive to promote the Philippines as a visitor
destination.
• Due to the turbulent conditions in the country, the tourist industry
was denied the peace and order, sanitation, financial support , and
other important factors for tourism development

• It was only in 1972, after the declaration of martial law when tourism
in the Philippines prospered.
• This was due to favorable conditions such as safety of tourists, better
services and sanitation facilities, more financial support from the
government and the vigorous cooperation of the private sector.
• Thus the Philippines became a “bargain destination” to foreign visitors.

• As several tour groups arrived in the Philippines, more
accommodations, food and beverage facilities and more
airline frequencies were established.
• A temporary “tourist boom” existed in the Philippines
in the early 70s.

Tourism in the Philippines
• The Philippine tourism industry flourished in the 1970s and early
1980s but declined in the mid 1980s, with the average length of
tourist stay falling from 12.6 days in earlier years to 8.9 days in
1988.
• In 1987, tourism growth was slower in the Philippines than in
other Southeast Asian countries.
• About 1.2 million tourists visited the Philippines in 1992, which
was a record high in the number of tourist visits since 1989.
http://en.wikipedia.org/wiki/Tourism_in_the_Philippines 45

• In 2000, the Philippines' tourist arrivals totaled 2.2 million. In 2003, it
totaled 2,838,000, a growth of almost 29%, and was expected to grow
as much as 3.4 million in 2007.
• In the first quarter of 2007, the tourist arrival in the Philippines grew as
much as 20% in same period last year.
• In 2011, the Department of Tourism recorded 3.9 million tourists
visiting the country, 11.2 percent higher than the 3.5 million registered
in 2010.

• In 2012, the Philippines recorded 4.27 million tourist arrivals, after
the Department of Tourism launched a widely publicized tourism marketing
campaign titled "It's More Fun In the Philippines".
• The tourism industry employed 3.8 million Filipinos, or 10.2 per cent of national
employment in 2011, according to data gathered by the National Statistical
Coordination Board.
• In a greater thrust by the Aquino administration to pump billions of dollars into
the sector, tourism is expected to employ 7.4 million people by 2016, or about 18.8
per cent of the total workforce, contributing 8 per cent to 9 per cent to the
nation's GDP.

Factors that Favor the Growth of Tourism
1. Rising disposable income for large sections of the population.
2. Growth in the number of retired persons who have the desire
and the energy to travel.
3. Increase in discretionary time.
4. Greater mobility of the population.
.
48
Principles of Tourism Part 1 By: Zenaida L. Cruz, Ph.D.

5. Growth in the number of “singles.”
6. Greater credit availability thorough credit cards and bank loans.
7. Higher educational levels.
8. The growth of cities.
9. Simplification of travel through the package tour.
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10. Growth of multinational business.
11. Modern transportation technology.
12. Shift in values.
13. Advances in communication.
14. Smaller families and changing roles.
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History of Tourism Evolution

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