PILGRIMAGE TOURISM IN PHILIPPINES

Personal & Scientific Development

Prof. Dr. Marcus Herntrei

Technische Hochschule Deggendorf

Bachelor International Tourism Management –Health & Medical

Tourism

Semester 2

ITM-B-96

June 21, 2019

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Table of contents

1 Introduction and research questions ………………………………………………………………………………3

2 Pilgrimage Tourism………………………………………………………………………………………………………….4
2.1 Characteristics of pilgrimage tourism….……………………………………………………………. 4
2.2 Importance of pilgrimage tourism……………………………………………………………………… 5
2.3 Relationship between pilgrimage tourism and religion tourism…………………………6
3 Pilgrimage tourism in Philippines…………………………………………………………………………………… 6
3.1 State tourism in the Philippines…………………………………………………………………………. 7
3.2 Development of pilgrimage tourism in Philippines………………………………………….... 8
3.2.1 Barriers to the development of pilgrimage tourism in Philippines…………… 11
3.2.2 Success factors for development of pilgrimage tourism in Philippines……… 11
4 The Experience economy …………………………………………………………………………………………… 12
5 Impact of pilgrimage tourism in Philippines………………………………………………………………... 13
5.1 Economic impact of pilgrimage tourism in Philippines …………………………………… 13
5.2 Cultural impact of pilgrimage tourism in Philippines…………………………………………14
6 Conclusions…………………………………………………………………………………………………………………… 15
References……………………………………………………………………………………………………………………. 17

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1. Introduction and research questions

Tourism in Philippines has developed as one of the major sectors of the economy. “Under
the Republic Act No. 9593 of 2009, Philippine tourism is recognised as an industry of
national importance, an engine for investments, employment, growth and national
development” (Villegas & Rodolfo, 2018).

According to United Nations World Tourism Organization, “tourism indicates the movement
of people from one place to another place which is social, cultural and economic
phenomenon” (UNWTO, 2008).

Philippines, with its rich history, cultural heritage, ancient monuments, world famous
temples, architectural structure, wild animal's sanctuaries and sports, country holds a great
attraction for the overseas as well as domestic tourists.

“Pilgrimage, being an ancient practice and a global phenomenon, continues to gain a

growing interest among scholars as its scope traverses many other disciplines and
perspectives, as it is deemed appropriate to explore it using different lenses including those
of Islam, Hinduism, Buddhism, Christianity, Judaism, Taoism, and other traditions such as
the secular one” (Su, 2018).

The purpose of this research is to provide a review of the literature in the following areas:
concepts related to the intersection of tourism, pilgrimage, religion are still among the
most common motivations for travel, sacred motivations for pilgrimage, development of
tourism destination for pilgrimage sites in Catholic and Christian in particular, and issues
for pilgrimage route.

The research paper is structured in five chapters; Introduction and research questions,
concept of Pilgrimage tourism, Pilgrimage tourism in the Philippines, The experience
economy, Impact of pilgrimage tourism and Conclusions.

This review of the literature seeks to outline the concept of pilgrimage tourism. Specifically,
it aims to better understand below questions;

1.What is pilgrimage tourism?

2.Which part takes pilgrimage in tourism?

3.How is pilgrimage tourism develop?

4.Which kind of opportunities or challenges relate to pilgrimage tourism?

5.What is the impact of pilgrimage tourism in Philippines?

6.What is the future strategy for the promotion of pilgrimage tourism?

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The following chapter will introduce the topic by describing pilgrimage tourism, its
development, challenges and the significance it has for Filipinos.

2. Pilgrimage Tourism

As a starting point, we could define “pilgrimage” is such an “act which explains deep
feelings, faith, belief, respect to the divine and above all sincerity of devotee(s)” (Rana,
2013). It is a “journey to a non-substitutable site embodying the high valued, deeply
meaningful or a source of core identity for the traveler. Five distinct motives for visits to
the pilgrimage sites are identified – spiritual, nationalistic, family pilgrimage, friendship
and travel motives” (Kenneth & Serhat, 2011).

“Traditionally and historically, pilgrimage has been defined as a physical journey in search
of truth, in search of what is sacred or holy” (Vukonić, 1996). It is “one of the oldest forms
of expressing religious worship and is an integral component of the tourist industry”
(Jongmeewasin, 2016).

Another study from Griffin (2007, p18) believed that pilgrimage can be viewed as any
travel that involves a religious experience, and such journeys are obviously a combination
of a religious experience and travel (K A. Griffin, 2007).

The author describes that pilgrimage tourism is a “part of religious tourism”, which
comprises the “movement of people for peace, mental relief, a journey to a shrine, temple
or other locations which are important to the visitors’ beliefs and faiths” (Vijay, 2016).
Additionally, Vukonić (1996, p117) considered pilgrimage is a “visit to a holy place would
relieve all or some of their troubles, whether spiritual or worldly and for the sake of
purification, redemption, fulfillment of vows, healing” (Vukonić, 1996). “Pilgrimage tourism
is a leisure-oriented travel and recreation and religious needs are the elements of
pilgrimage tourism” (Bajpai 1954). Therefore, it is the type of tourism that completely
motivates tourist for religious performance and practices and for deepening spiritual
growth.

An article from Manila Bulletin newspaper published that Philippines as a predominantly

Catholic nation, a pilgrimage as “a journey of faith” forms an integral part of every Filipino’s
spiritual life. Filipino Catholic pilgrims visit numerous historic churches, minor basilicas,
and shrines as well as sacred destinations, and places with religious significance”
(Hermoso, 2019).

2.1 Characteristics of pilgrimage tourism

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To be recognized as pilgrimage, the destination must be considered as sacred (Stoddard,
1997). For instance, a sacred place of Lady of Manaog, also known as miraculous
pilgrimage shrine, widely visited Roman Catholic sacred pilgrimage site that is believed to
possess healing powers.

A study led by Bautista stated Filipino pilgrimage tradition called “Visita Iglesia, which is a
Spanish phrase literally describes as ‘Church visits,’ which perform a walking journey to
several churches for prayer and reflection”. Additionally, another tradition is called “The
Passion” which is a period commemoration of crucifixion and resurrection of Jesus Christ.
Therefore, Visita Iglesia is an important way for Roman Catholics to focus Christ's salvation
of the world (Bautista, 2016b).

Pilgrimages are carried out by foot, bicycles, coaches, cars, the program of the journey
increasingly covers elements related to the motives of the journey. Traditional pilgrimage
on foot needs to contain a challenging physical element (Liutikas, 2018).

A research made by Bautista (2016), discussed pilgrimage practice in the Philippines

engaged into two Roman Catholic tradition such as; Eucharistic Adoration and Station of
the Cross. Eucharistic adoration is a church preparation for visitors the Holy Eucharist is
place outside the tabernacle and can be viewed and “adored” in silence by each pilgrim.
On the other hand, “Station of the Cross” are a series of visual images that depict the
fourteen stages of final moments of Christ’s Passion and is observed the day of Holy Week,
Good Friday.

Pilgrimages occur because people believe specific places are holy, and, thus, undertake
religious journeys so they can worship at those places (Puşcaşu, 2015, pp. 131–142).

2.2 Importance of pilgrimage tourism

From newspaper article created by Hermoso (2019) believed that “pilgrimage is a religious
and civil penance purpose and it plays a spiritual significance to Filipinos as it invokes
healing, spiritual awakening and renewal, and strengthening of faith” (Hermoso, 2019).
McGrath describe the importance of pilgrimage tourism. The term “pilgrimage tourism” is
travel to a sacred place. It is one of the most significant forms of religious behavior”
(McGrath, 1999).

Pilgrimage tourism is important for an individual as Campo explained that “the search for
truth, enlightenment, or an authentic experience with the divine or holy leads people to
travel” (Campo, 1998) and “these experiences can be described as transformation,
enlightenment, and life-changing or consciousness-changing events” (Kreiner, 2016, p. 7).

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According to Gothoni, the “pilgrimage quality of a journey comes from the pilgrim’s
experience of spiritual transformation, a mutation from the worldly coordinates towards
the spiritual” (Gothoni, 1994).

2.3 Relationship between pilgrimage tourism and religion tourism

“Pilgrimage tourism comes under religious tourism as one of the segments” (Vijay, 2016,
p. 9). “Pilgrimage, as a part of religious tourism, is a ritual journey with a hallowed
purpose; every step along the way has meaning” and connected to scared people, places
and events (Jongmeewasin, 2016). According to Roussel, pilgrimage is not just a simple
curiosity stop or a tourist trip to a sacred place. It also requires some form of adoration
(Roussel, 1972). Similarly, “pilgrimage is for the solution to problems of all kinds and
belief that can make right the difficulties” (Norman, 2012, pp. 20–37).

While pilgrimage has ultimate spiritual goal, the search for eternal truth and becoming one
with God, it is a journey resulting from religious causes, externally to a holy site, and
internationally for spiritual purposes and internal understanding (Jongmeewasin, 2016).

On the other hand, “religious tourism is a form of tourism, whereby people of faith travel
individually or in groups for reasons related to religion or spirituality in their quest for
meaning and it could be under pilgrimage, missionary, or leisure purposes”
(Jongmeewasin, 2016) and exclusively for “religious reasons” (Liutikas, 2018, pp. 1–20).

An important remark made by Griffin & Raj (2017) about The World Tourism Organization
(UNWTO) suggesting that “religious tourism can be one of the most effective tools to foster
inclusive and sustainable development” and identified three main benefits of religious
tourism such as; 1. “Religious tourism raises awareness of humanity´s common heritage
and provides resources for preservation. 2. It can contribute to local development. 3. It
builds cultural understanding” (Griffin & Raj, 2017).

3. Pilgrimage tourism in Philippines

Tourism plays a major role in the development of a third world country like the Philippines.
It serves as contributor, provider and saviour of the state, especially for a country that is
gifted with different provinces and regions that possess wonderful sceneries and scared
views.

Pilgrimage tourism, as a part of tourism, is central to popular religiosity. The Philippines is

unique in South East Asian countries because most Filipinos identify as Christian and
Roman Catholic and a place of pilgrim centre. For instance, a Lady of Manaog, also known

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as miraculous pilgrimage shrine, widely visited Roman Catholic pilgrimage site that is
believed to possess healing powers.

3.1 State of tourism in Philippines

“The Philippine tourism achieved a remarkable figure above 6% average tourism growth in
Asia last 2018, the DOT (Department of Tourism) stated, in reference with the data from
the United Nations World Tourism Organization (UNWTO) World Tourism Barometer”
(UNWTO, 2019).

Figure 1: Tourist Arrival to the Philippines FY 2015-2018 (Department of Tourism, 2019).

Figure 2: Tourist Arrival to the Philippines FY 2015-2018 (Department of Tourism, 2019).

Figure 1 shows international tourist arrivals to the Philippines rose by 7.7% to 7.1 million
foreign tourists in 2018 compared to its level in 2017 according to the Department of
Tourism (DOT) (Department of Tourism, 2019).

The progress turned at a 7.65% growth rate compared to the 6,620,908 in 2017.

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Figure 3: Philippines Tourist Arrival 1991-2018 (National Statistics Coordination Board, Philippines, 2019)

Figure 2 data from National Statistics Coordination Board-Philippines illustrates “tourist

arrivals in Philippines averaged 256,908.95 from 1991 until 2018, reaching an all-time high
of 732,506 in January of 2018 and a record low of 63,628 in February of 1991” (National
Statistics Coordination Board, Philippines, 2019).

3.2 Development of pilgrimage tourism in Philippines

Philippines is marked by a distinct blend of cultures, a unique blend of East and West, both
in the appearance and culture of the Filipinos.

The Christianity (Roman Catholic faith) was widely introduced on 16 th century when a
Portuguese explorer named Ferdinand Magellan, landed at Cebu, Philippines in 1521.
Spanish colonization was soon established over many communities and succeeded in
converting most Filipinos which ruled for over three centuries before surrendering the
territory to the USA (Fitzpatrick, 2013).

The Philippines is not only for beautiful tourist attractions but an ideal destination for
religious pilgrimage too. It is also the home to pilgrim centres such as the San Agustin
Church in the Philippines (Choe & O' Regan, 2015).

In 1626 the Spanish government launched a wooden statue of Mary, in which Filipino
devotion to Our Lady of Peace and Good Voyage in Antipolo, Philippines traces its origins.
This statue of Mary was subsequently carried as protection aboard other galleons traveling
between Manila and Mexico, earning it the title Nuestra Señora de la Paz y Buenviaje.
Eventually, the statue was enshrined in Antipolo Cathedral, making it a “well-known Marian
pilgrimage center in the Philippines” (Tan, 2010, p. 36).

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The Filipino religion was adapted and aligned as a mixture of indigenous movements as
well as imported and borrowed from Spanish and American. “There is a combination of
pre-colonial folk traditions with Catholic religious concepts brought during the Spanish
colonization in the fifteenth to eighteenth century” (Abad et al., 2014).

As Julius Bautista (2016) described, pilgrimage practice in the Philippines engaged into two
Roman Catholic tradition such as; Eucharistic Adoration and Station of the Cross.
Eucharistic adoration is a church preparation for visitors the Holy Eucharist is place outside
the tabernacle and can be viewed and “adored” in silence by each pilgrim. On the other
hand, “Station of the Cross” are a series of visual images that depict the fourteen stages
of final moments pf Christ’s Passion and is observed the day of Holy Week, Good Friday.

In an international context, a study led by Liutikas (2018), pointed out pilgrimage identified
with tourism in European pilgrimage which include interaction of religious rituals and
behavior. He identified pilgrimage events that are six religious practices most important
for Europeans:

“1. Participation at the Holy Mass and receiving indulgence

2. Praying

3. Processions and the Way of Cross

4. Usage of water

5. Leaving votive amulets

6. Buying souvenirs and devotionalias” (Liutikas, 2018)

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Figure 4: Rites Rituals or behavior characteristics of religious pilgrims (Liutikas, 2018).

Another related study in Batangas, Philippines had an assessment to the residents on

devotion to the Virgin Mary and the saints which leads tourists to visit a pilgrimage site
(Asi et al., 2015).

Sinulog is another famous pilgrimage attraction in the Philippines. It is a figure of Christ

Child, and well-known as the “Santo Niño de Cebu”. It is characterized by a multiple
religious and scared activities “as it is believed, through over four centuries of tropical
climate, World Wars”. Furthermore, the figure of Santo Niño “attracts close to hundreds
and thousands of pilgrims to the Sinulog festival, which is held in its honor” (Bautista,
2016a, p. 49). The range of devout individuals have grown enormously. Therefore, it
“attracts hundreds of thousands of pilgrims each year” (Bautista, 2016a, p. 53).

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3.2.1 Barriers to the development of pilgrimage tourism in Philippines

There are problems encountered in the development and promoting pilgrimage tourism in
the Philippines. One related study led by De Castro in pilgrimage tourism of the Province
of Batangas. They specified issues and indicators such as;

“1. some cultural activities bring crowd congestion

2. mass can be interrupted due to the noise coming from the vehicles

3. lack of buildings for a growing membership

4. accessibility of transportation

5. poor waste disposal management

6. loss of belongings

7. accessibility of food services

8. stealing of ancient statues and artifacts becomes common due to the high price of such
precious stone” (De Castro et al., 2014).

According to the study, respondents agreed that the accessibility of transportation is the
main problem in the development and promotion of pilgrimage tourism in the holy sites.

3.2.2 Success factors for development of pilgrimage tourism in Philippines

Pilgrimage tourism in the Philippines constantly a strong magnet for local tourist and
international tourist to celebrate faith and devotion in a Filipino way to the Lord God
Almighty.

“Pilgrimage sites are important to many religious faiths, providing a physical space where
visitors can enter the realm of the sacred and connect to their faith at a deeper level. An
important part of the pilgrimage experience is that of traveling to another place, sometimes
in the company of fellow believers, and leaving behind the familiar comforts of home”
(Lynch, 2018).

“The similarity of assessments of residents and tourists further implies that the appropriate
use of religious sites is very evident and there is an excellent tourists-community
interaction and sharing of religious history, events, beliefs, activities, customs and
traditions” (Asi et al., 2015). As a result, development of pilgrimage and other religious
related events will be successful and sustainable.

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In Chartres France, there are 10,000 to 15,000 pilgrimage participants per year. “The
pilgrimage is supported by multitude Catholic organizations around the world, who promote
it to their members and arrange for groups to attend. The event relies on a great many
volunteers for the smooth running of the walk, as well as the involvement of a great many
clergy to assist at the Masses that are held daily” (Lynch, 2018).

Recently, the Department of Tourism launched projects created for religious, faith and
pilgrimage industry to boost tourist arrivals and consecrate for devout Catholics in the
country. Moreover, it aims on the treasure of religious cultural history of the Philippines
with its sacred and pilgrimages tradition like Visita Iglesia, Marian Pilgrimage and
Eucharistic Adoration and Station of the Cross (Department of Tourism, 2019).

4 The experience economy

To begin with, Pine and Gilmore (1998) took the concept of experience and approached to
“experience economy” in an article for Harvard Business Review in 1998. In their article,
they explain that “An experience occurs when a company intentionally uses services as the
stage and goods as props, to engage individual customers in a way that creates memorable
events” (Pine & Gilmore, 1998). Additionally, “experiences are central to the idea of
entertainment, as to engage with a person or try to connect with them in any meaningful
way” (Pine & Gilmore, 1999).

As discussed in the Introduction section, pilgrimage have “five distinct motives for visits to
the pilgrimage sites are identified – spiritual, nationalistic, family pilgrimage, friendship
and travel motives” (Kenneth & Serhat, 2011). As noted by Fladmark, pilgrims tourist
travel purposes are driven by their desire of adventure and exploring different cultures of
a pilgrimage place (Fladmark, 1998).

In relation for spiritual experience in pilgrimage tourism, Campo explained that “the search
for truth, enlightenment, or an authentic experience with the divine or holy leads people
to travel” (Campo, 1998) and “these experiences can be described as transformation,
enlightenment, and life-changing or consciousness-changing events” (Kreiner, 2016, p. 7).
According to Gothoni, the “pilgrimage quality of a journey comes from the pilgrim’s
experience of spiritual transformation, a mutation from the worldly coordinates towards
the spiritual” (Gothoni, 1994). Moreover, Cohen views “pilgrims as traveling to the center
of their religious world” (Cohen, 1992) and travelers experienced “a sense of spirituality
affected by the nature of the sites” (Orekat, 2016). In summary, this expresses that
pilgrimage travellers feel something bigger than themselves and feel spiritually connected
in visiting pilgrimage sites. Likewise, they obtain emotional release and deepens faith, as
it touches people’s minds, bodies and souls and experience mental health.

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Another pilgrimage experience is about ‘healing’. This expresses from healing physical
sickness and healing the wounds of the past (Winkleman & Dubisch, 2005). For example,
in Marilao, Bulacan, many pilgrims in National Shrine of the Divine Mercy find healing at
the flowing water found at the basement of the place of pilgrimage. Another example is
Marian Healing pilgrimage, a perfect place of healing wherein pilgrims can meditate and
refresh their mind and soul.

The Philippines has a rich history combining Asian, European, and American culture
influences. In terms of “nationalistic” experience, the traditions, culture, customs and
history of the country become initiatives to attract local tourist and international tourist.
“The same is true when visiting Batangas, which is known to be centre of the Tagalog
culture and also used to be the heart of Roman Catholicism in Southern Luzon during the
Spanish Colonial Period” (Asi et al., 2015). “After fulfilling their spiritual needs by
participating in religious ceremonies, it should therefore be possible for them to complete
their journey of faith with participation in cultural and recreational activities (visits to
churches, museums)” (Trono, 2015, p. 34).

5 Impact of pilgrimage tourism in Philippines

As mentioned in the previous section, Department of Tourism launched projects for

religious, faith and pilgrimage industry in the Philippines. Pilgrimage sites have developed
not only centres of religion and holiness, but of the economy and culture of the area. For
instance, pilgrimages sites in Jerusalem, France, Rome and Mecca attract every year
millions of visitors.

In 2015, Pope Francis visited Philippines and became the most influential promoter of
pilgrimage tourism and encourage Filipinos to join pilgrimages and other related spiritual
based tourism.

In this section, it is important to discuss pilgrimage tourism capacity to create jobs,

generate foreign revenue and the influence of traditions and customs made the pilgrimage
tourism richer.

5.1 Economic impact

The United Nations World Tourism Organizations (UNWTO) proclaimed pilgrimages and
faith-based tourism remained strong and growing gradually. According to the UNWTO, “an
estimated 300 million to 330 million pilgrims visit the world’s key religious sites every year”
(UNWTO, 2014).
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The economic aspect of pilgrimage tourism has captivated tourism investors. People devote
themselves for sacred mission and spend money for it. Therefore, tourist business
investments are moving into the pilgrimage tourism sector and other religious related
areas.

Pilgrimage tourism has a major significance for Philippines. It offers a continuous flow of
income and earnings to a local tourism economy. Local community gain economic
advantage from pilgrimage business such as sale of souvenirs, holy water and holy oil,
holy rosaries and other religious purchases (Di Giovine & Choe, 2019). “The income from
selling souvenirs is important for locals and regional traders” (Liutikas, 2018).

Another important point is that international visitor’s expenditure generates income for
both public and private sector and serve as instruments of tourism growth. It also creates
employment opportunities and wages for Filipinos. For instance, millions of tourists’ flock
to a well-known Marian pilgrimage center in the Philippines to witness the pilgrimage. The
more tourists coming to join the pilgrimage, the more beneficial it is to local economies as
there will be added market for local products and services and community growth. As a
result, potential investors become interested which contributes significantly to the creation
of local employment (De Castro et al., 2014).

5.2 Cultural impact

It is no doubt that tourist attractions “originally derived from the pilgrimage routes” and
tourist attractions are also known as cultural attractions which magnets local and
international visitors. It becomes a motivations for tourist to travel pilgrimage sites
(Vukonić, 1996).

Based on the study led by De Castro, pilgrimage sites have a cultural asset contributing to
local distinctiveness and important to the community and destination.

“1. unites people and strengthen their relationship to God

2. influences the principles and beliefs of a person

3. helps the people to remind that God guides us in everything that happens in our life

4. helps people to have faith in God through their devotions

5. helps the person to build up a good relationship with other people through church
teachings

6. preserves the way of living

7. helps one place/destination to be famous through their cultural activities

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8. teaches young minds to be more aware and responsible in appreciating cultural aspect”
(De Castro et al., 2014).

The study found that revealed that pilgrimage tourism “helps the people to remind that
God guides us in everything that happened in our life” got the highest rank and “unites
people and strengthens their relationship to God”.

6 Conclusions

Pilgrimage tourism strengthen relationships between economy and cultures in the

Philippines as it creates sustainable tourism and aimed at cultivating the quality of life and
attracts tourist arrival. “It raises awareness of humanity’s common heritage, contribute to
local development and build cultural understanding” (K Griffin & Raj, 2017).

The more tourists coming to join the pilgrimage, the more beneficial it is to local economies
as there will be added market for local products and services and community growth. As a
result, potential investors become interested which contributes significantly to the creation
of local employment (De Castro et al., 2014).

Pilgrimage tourism can be an effective tool to promote sustainable development. First,

pilgrimage tourism brings awareness of Philippines’ traditional values and heritage, which
enables its preservation. Therefore, tourism sector, local government and local
communities can reinvest the income from pilgrimage tourism in preserving cultural
heritage.

Secondly, pilgrimage tourism can contribute to community development and

empowerment and likelihood enhancement such as income from pilgrimage business. Local
community gain economic advantage from pilgrimage business such as sale of souvenirs,
holy water and holy oil, holy rosaries and other religious purchases (Di Giovine & Choe,
2019). “The income from selling souvenirs is important for locals and regional traders”
(Liutikas, 2018). Similarly, the more tourists who purchase and show interest in the
product of the local communities, the communities feel more empowered. However, it
should be taken that all this is possible only through shared policies and activities with the
help of local government and communities.

Lastly, pilgrimage tourism builds cultural understanding and spiritual peace, as “unites
people and strengthen their relationship to God and helps the people to remind that God
guides us in everything that happens in our life” (De Castro et al., 2014). Likewise,
according to Gothoni, the “pilgrimage quality of a journey comes from the pilgrim’s
experience of spiritual transformation, a mutation from the worldly coordinates towards
the spiritual” (Gothoni, 1994). It strengthens their faith in God and in one another. It

15
breaks down cultural barriers and strengthens or establish connections or bonds between
people, communities and nations. Pilgrimage and heritage sites are important meeting
ground for visitors and tourists. As a result, these are essentials to maintain tourism as a
force for peace in all corners of the world.

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