PUERTO PRINCESA CITY, Palawan — El Nido, a renowned travel hotspot in Palawan, has received 500,408 visitors, marking a record-breaking achievement in its tourism and leisure sector before the year has even come to a close.

The municipal tourism office of the town said on Thursday that this figure is sourced from the Department of Tourism's Tourism Live-Inventory and Statistics of Tourist Arrivals in the Mimaropa region.

TourListA is an innovative web-based system that collects and processes data on tourist arrivals from various Accommodation Establishments and Tourist Attractions within the area.

Sharmaine Nur, El Nido's tourism chief, expressed pride in this achievement, emphasizing it as a reflection of the collective efforts of the government and private sectors in drawing visitors.

"Businesses and employment are also thriving. Of course, we should not and cannot become complacent to the point that we stop improving our tourism products and services. The capacity development programs for the private sector will continue unabated," Nur said.

Despite this success, she stressed the importance of continuous improvement in tourism products and services.

Nur pointed out ongoing initiatives to boost tourism infrastructure and support the sustainable rehabilitation of El Nido. Key among these is the revision of the local tourism code and the Eco-Tourism Development Fee system.

The ETDF, an environmental tax imposed on tourists since a 2009 municipal ordinance, requires visitors to pay P200 for 10-day access to all tourist spots in El Nido. Extended stays necessitate a higher fee, while Palawan residents enjoy a reduced rate.

The surge in El Nido's tourism is credited to effective marketing strategies targeting both international and local travelers, and the town's natural beauty, marked by stunning landscapes, pristine beaches, and vibrant marine life.

The joint efforts of government bodies, local communities, and private partners have significantly enhanced the tourist experience.

"It is very important for the business sector to continue to innovate and improve their offerings and services in order to navigate through the competition. Unfortunately, it's no longer business as usual. We really need to level up to avoid being overtaken by the competition," she said.

Nur advises businesses to innovate and upgrade their services to stay competitive. She warns that resting on current successes is not an option, as the industry demands continuous evolution to meet the challenges posed by competitors.