What Legit Travel Operators Can Learn from Joiners Tour

While these so-called “joiner tour” operators still have much to learn from accredited travel companies, they have also carved out lessons of their own — lessons that those hoping to enter the industry would do well to notice.

They know their audience. More importantly, they know where to take them. Through their constant exploration, it is often these small, informal operators who reveal destinations that rarely appear in glossy brochures: river tubing in Abra, plunges beneath Apayao’s waterfalls, or cave expeditions in Samar. Many of these places come to wider attention only through the photos and stories their guests share.

If the Philippines hopes to attract a younger, more adventurous international market, accredited operators — particularly those catering to inbound tourism — will need to broaden their reach. The traditional menu of island-hopping, diving, and beach escapes is no longer enough. More dynamic experiences are waiting: homestay treks, farm immersions, birdwatching, spelunking, or the simple thrill of tubing down a pristine mountain river.

Elsewhere in Southeast Asia, such activities are already woven into mainstream travel circuits. In Laos, for instance, river tubing in Vang Vieng draws some 400,000 visitors a year. The waters of Abra, far clearer, remain largely undiscovered. Vietnam and Thailand have built reputations on similar offerings, presenting their hinterlands as destinations in themselves.

The Philippines, by contrast, continues to lean heavily on its coasts. Imagine if its provinces — Abra, Samar, Apayao among them — were given the same platform that Vietnam has afforded its countryside. The potential is enormous, the landscapes already there. What remains is the will to expand the story of Philippine travel beyond sand and sea, to the rivers, mountains and forests that await.