Page |1

ILS Discussion Paper Series 2012

Mapping Out Employment

Opportunities
in the Cultural Heritage Sector
A Strategic Framework
Bryan M. Balco

P a g e 2012
|2
Working Paper Series

For Discussion Purposes Only

MAPPING OUT EMPLOYMENT OPPORTUNITIES

IN THE CULTURAL HERITAGE SECTOR:
A STRATEGIC FRAMEWORK

Bryan M. Balco

The views expressed in this paper are those of the authors and do not reflect the opinion of the
Institute for Labor Studies and the Department of Labor and Employment.

Page |3

MAPPING OUT EMPLOYMENT OPPORTUNITIES IN THE CULTURAL HERITAGE

SECTOR: A STRATEGIC FRAMEWORK
Mr. Bryan Millares Balco, Institute for Labor Studies
________________________________________________________________
OVERVIEW
This paper seeks to achieve two end goals. First is to examine and study the economic
potentials and viability of the Cultural Heritage Sector and second is to map out and spot
possible jobs, livelihood, employment and business opportunities in the Philippines that can
be created and generated through various cultural heritage-related activities, initiatives and
endeavors. To achieve these objectives, the study will firstly give an overview of what
cultural heritage is all about and the activities that are directly linked or indirectly related to
it. It will also distinguish the difference between tangible cultural heritage and intangible
cultural heritage. Such definitions are important, especially in ensuring the consistency of
the course of this research.
Secondly, the author of this research will strongly build and make the economic case and
argument for cultural heritage by appreciating the use value of heritage and the concept of
the spill-over effect. The research will also examine the two ways and tracks by which
cultural heritage promotion can be operationalized and undertaken: cultural tourism and
heritage preservation by linking such concepts to two important sectors and industries to
which its feasibility heavily rests and relies: construction and tourism. The paper will also
discuss the heritage concept of adaptive re-use as a key business argument for doing
cultural heritage work. Further, the study will cite the case of Vigan City, heralded as a
model in cultural heritage preservation and tourism, which will serve as a backbone and
concrete proof that cultural heritage promotion is indeed doable and viable.
Thirdly, with the economic case for cultural heritage promotion established, this paper will
seek to map out and pinpoint certain cultural heritage activities and projects that can create
jobs and employment opportunities and fuel investment and business growth.
Fourthly, after mapping out employment opportunities in cultural heritage, the author of this
policy paper will then lay down strategic policy directions and prescriptions for the DOLE to
take in order to realize and achieve the objectives of this Cultural Heritage Strategic
Framework Paper, which also include exploring the possibility of cultural heritage tourism
and preservation in the Capital City of Manila, given the fact that among the cities in the
National Capital Region (NCR), it is the only one that still has most cultural heritage sites
and treasures. The paper will also identify key sectors, agencies and institutions that will
play pivotal roles in the promotion and revitalization of the Filipino Cultural Heritage Sector.
Moreover, it will also define the scope and role of the Department of Labor and Employment
(DOLE) in this initiative and agenda.
In the end, the ultimate goal of this research is that of cultural revitalization and jobs
creation for the Filipino people.

Page |4

I. WHAT IS CULTURAL HERITAGE? DEFINING THE MEANING OF CULTURAL

HERITAGE
Heritage is defined as something that is acquired or inherited from the past. In general
terms, it could mean something like properties being bequeathed by parents to their
children as a matter of both moral obligation, natural consequence and legal inheritance.
But more than being something passed on from one generation to another, heritage is
actually a thing of the past that has been handed down for continuity and posterity.
According to Throsby (2006), [a]s its dictionary definition indicates, heritage is something
inherited from the past. Attaching the adjective cultural to it defines its scope more
precisely it means we are talking about inherited things that have some cultural
significance, where the term cultural is used both in its anthropological or sociological
sense and also in its more specific artistic or aesthetic interpretation. In this regard, the
term heritage takes a more definitive form and meaning. Cultural heritage must be
understood as things that are inherited from the past which are of cultural value and have
historical significance and meaning to a particular community or society.
Specifically, as stated in the Gauteng Mapping Report on Cultural Tourism and Heritage
Sector (2007), cultural heritage "includes many forms such as buildings, arts, crafts that add
value to society. Intangible heritage such as symbolism, languages, oral history and dance
also form part of our cultural heritage." In a socio-cultural context, cultural heritage is "'what
we inherit', 'what we value', or 'what we want to pass on to future generations'."

Cultural Heritage: The Tangible and The Intangible

While cultural heritage refers to historical things and artefacts obtained from the past, it
must be noted that there are two types of cultural heritage: the tangible cultural heritage
and the intangible cultural heritage. And although most of the time, it is "equated with
'preserved old buildings' in the sense that "it is seen as a tangible thing rather than an
intellectual or abstract concept such as lifestyle, commercial organization or social behavior"
(Cegielski, et al, 2000), cultural heritage can also include those that are considered as
intangible. As Throsby (2006) puts it, it is helpful to distinguish clearly between tangible
cultural heritage, existing as buildings, locations, precincts etc. or as paintings, sculptures or
other artefacts, and intangible cultural heritage, comprising traditions, customs, beliefs etc.
as well as artworks existing as public goods like literature or music.
On the one hand, tangible cultural heritage, in general, refers to the built heritage like old
houses and buildings. For most people, the best example of a tangible cultural heritage
would be historical and heritage sites, which help them give a visible glimpse of the past.
Cegielski, et al (2000) state that "heritage sites provide links between past, present and
future. In this way, they said, "sites of tangible natural, cultural and built environments of
an area" could also provide experiences and "heritage values such as authenticity, nostalgia,
uniqueness, discovery, knowledge and links with the past" (Cegielski, et al, 2000). However,
it must be noted and clarified that built or tangible heritage sites are not just limited to
historical houses and dilapidated old buildings. Museums, which house huge collection of
historical objects, artefacts and documents, are also considered as built heritage sites
because they preserve things from the past. Libraries, archives and private collections which
keep volumes of historical documents, books, scrolls, manuscripts and the like can also be
considered and categorized as built heritage sites.

Page |5

On the other hand, the intangible cultural heritage, broadly speaking, pertains to things that
cannot be touched physically like language, customs, traditions or ways of life. Intangible
cultural heritage includes tales, anecdotes, legends, fables, sayings, stories, oral histories,
local or ancient knowledge, literature, poems, epics, folklores, folk songs, folk dances, folk
games, martial arts, local sports, traditional weaving or woodcraft-making skills, culinary and
cooking styles, cultural performances and shows, national memorials and holidays and
religious festivals and events, among others.
Under this distinction and definition, tangible cultural heritage in the Philippine setting
includes historical sites and old buildings like the old Spanish citadel of Fort Santiago in
Intramuros, Manila, centuries-old churches like the Baclayon Church in Bohol and the Miagao Church in Iloilo, old mosques in Tawi-tawi and Sulu, heritage sites and historical districts
like the Banaue Rice Terraces in Ifugao, the Vigan Heritage Town in Ilocos Sur and the
Chinatown district of Binondo in the City of Manila. Whereas, intangible Filipino cultural
heritage can refer to various religious festivals like the Feast of the Black Nazarene in
Quiapo, Manila; the Feast of Our Lady of Penafrancia in Bicol; the Feast of Sto. Nino in
Cebu; and the Chinese New Year celebration in Binondo, Manila. It can also include secular
holidays and events such as the celebration of Independence Day, Ninoy Aquino Day,
Bonifacio Day, Rizal Day and the commemoration of the 1986 EDSA People Power
Revolution. Intangible cultural heritage can also include Filipino epics, folksongs, folk
dances and folklores such as the Pasyon, Biag ni Lam-Ang, Ang Alamat ni Pilandok, Bahay
Kubo, Tinikling and Pamulinawen, among others.
On the overall, both the tangible and intangible cultural heritage objects and practices form
the bulk of the so-called "cultural capital", which in essence is cultural heritage resources
that can actually yield economic produce and results. Assessing a community or a society's
cultural capital and how these cultural and historical capital and resources can be turned
around for concrete socio-economic gains is very crucial, especially in presenting the
economic case for the promotion of the cultural heritage sector.

II. BUILDING THE ECONOMIC CASE FOR CULTURAL HERITAGE: HERITAGE

MEANS JOBS

Page |6

More than knowing the definition and classifications of cultural heritage, what is imperative
in this paper is laying down the case and argument for the promotion and revitalization of
the cultural heritage sector. Though often overlooked and undervalued, heritage plays an
important role in society and in the economy. Cultural heritage or the historic built
environment has a big part to play "in promoting economic growth" and as such, it can help
"boost the local and national economy and create jobs by attracting tourists and
investments, and providing leisure, recreation, and educational facilities" (PPS 15: 2009;
Tweed 2007, Nikamp, Riganti: 2008; EH Guidance Note to Circular: 2009, as cited in
Vakhitova, 2010). Hence, by this virtue alone, cultural heritage cannot be simply ignored or
put aside.
As briefly discussed and stated in the first section of this paper, it is important to assess and
study the value of cultural capital and heritage resources so as to clearly lay down the
economic foundation and rationale for supporting and driving the growth of the cultural
heritage sector in the Philippines. Doing this is a step in determining whether something
concrete, economic and tangible can be actually gained or not from pursuing cultural
heritage-related activities and initiatives.

The use value of Cultural Heritage

In the same way that there is both a tangible and an intangible cultural heritage, there is
also both a direct and indirect use value of cultural heritage. Direct use value pertains to
things which produce concrete results such as profits and earnings resulting from cultural
heritage activities. Non-use value is the indirect use value of cultural heritage, which is more
of the intangible and metaphysical aspect such as deep appreciation and affection for a
certain cultural object or historical site - a value which cannot be measured in concrete
terms such as profits, revenues, or number of jobs and business establishments created.
Nonetheless, for purposes of discussion in this research, focus shall center on the 'use value'
of cultural heritage resources and capital. In another paper, Throsby (2007) defines the use
value of cultural heritage as the "value that accrues to individuals, households, or firms
through the direct consumption of heritage services." Accordingly, such use value of cultural
heritage "may be experienced in different ways, for example through the ownership of
heritage assets, or through the enjoyment of the services of a heritage asset by living in a
heritage house or working in a heritage building; such values are reflected in market
processes, and can be observed, for example, in the actual or imputed rental value of
heritage buildings used as dwellings or commercial premises" (Throsby, 2007).
Further, Throsby (2007) states that the direct use value of cultural heritage can be
measured in different ways. One example would be the entrance fees paid for by tourists to
get a glimpse and experience of a heritage site. He then notes and reminds that in order to
assess the direct use value attributed to heritage sites, it is important to keep in mind that
"heritage value per se is actually a marginal value: the building would presumably have
some rental value as commercial space in the absence of any heritage quality, and the
question to be asked is whether the rent is higher or lower as a result of its heritage
characteristics" (Throsby, 2007). He adds that, "the rental value of such buildings might be
higher if people prefer to live in heritage houses or work in a listed building, or it might be
lower if, for example, the building were inconvenient because of its antiquated design or
facilities" (Throsby, 2007). With regard to this direct valuation of cultural heritage, he states
that "on the whole, the market seems to suggest that these sorts of direct use values are
positive, insofar as studies of the effect of heritage listing on the price of houses or other

Page |7

buildings mostly indicate a positive premium (see, for example, Shipley, 2000; Leichenko et
al., 2001; Deodhar, 2007); this is not surprising since in general heritage properties are
demanded by people who do value heritage services and so are prepared to bid up the
purchase or rental prices of such properties" (Throsby, 2007).
However, the direct use value of cultural heritage will be underestimated and
underappreciated if such valuation will just be limited to cultural heritage itself. As such, it
must be emphasized that the positive impacts of the cultural heritage sector would be better
seen and appreciated if these are seen in the larger context of booming local industries,
bustling tourism and thriving small businesses. In other words, in the economic context, the
cultural heritage serves as a bridgeway/gateway to other sectors, particularly, tourism and
construction, through two main component activities and paths: cultural tourism and
heritage preservation.

Cultural Tourism and Heritage Preservation

The Cultural Heritage Sector can be divided in two component activities (which can also be
called its sub-sectors): heritage preservation and cultural tourism. Although intrinsically
linked to one another, there are distinction between the two activities/sub-sectors. One,
heritage preservation "focuses more on the preservation of history and culture
predominantly through not for profit mechanisms and organisations such as museums" and
two, heritage conservation "includes both formally recognised heritage resources managed
by the institutions such as museums and heritage resources agencies (i.e. the formal
heritage sector) as well as heritage resources owned, protected and managed by individuals
and communities (Deacon, Mnqolo and Prosalendis, 2003, as cited in Gauteng Mapping
Report, 2007).
On the other hand, cultural tourism pertains to the experience of tourists and visitors
"travelling to particular locations for the express purpose of understanding and/or
experiencing a culture that is somehow different from their own and to increase their
appreciation of cultural resources (Ramchander, 2004 as cited in Gauteng Mapping Report,
2007). Further, technically speaking, cultural heritage tourism is the "subset of tourism
concerned with a country, region, or citys culture, specifically the lifestyle of people in a
geographic area, their history, architecture, art, religion, and other elements that shape their
lives" and it also means "travelling to experience the places and activities that authentically
represent the stories of the people of the past and of the present" which includes "visiting
irreplaceable historic, cultural and natural resources" (Von Einsiedel, 2010).
In a nutshell, it is clear that heritage preservation focuses on the actual restoration and
conservation of built heritage sites while cultural tourism revolves around visiting,
experiencing and travelling in heritage sites, which require heavy construction work and
aggressive tourism promotion, respectively.

Catching the 'spill-over' of the Cultural Heritage Sector

Given this, activities in heritage preservation and cultural tourism promotion can contribute
to the growth of the construction industry and the tourism sector. For instance, heritage
preservation is primarily accompanied by public works and construction activities; in this
way, restoration, rehabilitation and conservation efforts can help drive and sustain
construction projects in the long-run. Such construction works normally involve laborintensive activities, repairs and undertakings, which in turn require the hiring and
recruitment of labor and manpower resources. In this regard, heritage preservation and its

Page |8

"indirect spinoffs can benefit the construction and service industries (IAIA: 1994, 2, cited
in Vakhitova, 2010), i.e. adding value to the area/property" (Vakhitova, 2010). Meanwhile,
cultural tourism, for its part, is characterized by the influx of tourists and visitors who will
not only visit cultural heritage sites but will also consecutively fuel various businesses in
other sectors like hotel, lodging and accommodation; food, coffee shops and restaurant; and
arts and woodcrafts, among others. Such activities arising from both heritage preservation
and cultural tourism are called as "spin-offs" or "spill-over effects."
Spill-over effects are those activities primarily resulting from cultural heritage tourism and
preservation whose results and impacts are transferred and spread from one sector to
another, as illustrated in the preceding paragraph. In the context of heritage preservation,
spill-over effects are seen in the thriving of small businesses located in a town or city where
there is a prominent heritage site or historical house. In other words, more than being just
the direct generator of jobs within its own premises (via construction and rehabilitation
works), by preserving a heritage site with the potential of becoming a prominent tourist spot
and attraction, heritage preservation also helps create and expand employment and
business opportunities in other sectors and activities like hospitality (hotel and lodging),
transport (rented service vehicles), and education (field trips and guided tours). Once
heritage preservation is done with this aspect, cultural heritage tourism will now, in turn, do
its part by supplying and attracting the prospective tourists, buyers and consumers in the
heritage zone or district that would fuel demand for cultural tourism products and other
services. This example best shows and illustrates how the spill-over effect of cultural
heritage tourism works.

Selling Heritage to Business: The Concept of Adaptive Re-use

The concept of spill-over effects presents a strong economic case for the cultural heritage
sector. However, there are also lingering concerns as to whether pouring out resources and
investing in the preservation of old and historic sites and buildings is profitable, practical and
viable or not. The concept and principle of adaptive re-use, in this aspect, serves as a
response to such business and economic concerns on the feasibility and viability of cultural
heritage as a sector. Adaptive re-use, as a matter of principle for heritage conservation,
quells the doubts and concerns of many businessmen and even government officials and
ordinary people who often overlook the merit and value of cultural heritage in society.
Oftentimes, cultural heritage is seen as an obstacle to modernization and development.
However, with the concept of adaptive re-use, cultural heritage becomes more of a business
opportunity and investment incentive rather than a stumbling block to progress. It gives the
opportunity for culture and business to cross and merge paths. With adaptive re-use,
heritage sites and historical buildings need not be destroyed and demolished because they
can be redirected for more active purposes, apart from just being a passive tourist site;
hence, the term 'adaptive re-use.'
For example, old and historic buildings can offer its rooms and spaces for various business
firms and outlets. Depending on the situation and circumstances, historic buildings can be
less expensive and more economical and thereby, more attractive to businessmen and
investors, as compared to constructing new buildings. In this way, the adaptive re-use of
historic sites and buildings not only revitalizes heritage restoration but also generates
employment opportunities for people living in areas where such historic and heritage
buildings are located. Simply put, adaptive re-use is another means by which the heritage
sector can become a more attractive area and incentive for investments and also, by which
cultural heritage preservation can become a direct generator and magnet for business and

Page |9

jobs, in terms of its ability to further enhance and harness not only its own economic
potentials but also other sectors', as well (Throsby, 2006 and 2007 and Zerrudo, 2008). With
careful planning backed up by sound researches and good implementation, all these
concepts of cultural heritage preservation and tourism (direct use value, spill-over effect and
adaptive re-use), can be translated and turned into real results, like in the case of Vigan City
in the province of Ilocos Sur.

The Experience of Vigan City: Living Heritage

Apart from laying down the theoretical backbone for cultural heritage promotion, citing the
case of Vigan City is a testament that such a thing can indeed be done. The story of Vigan
City is a concrete proof not just of the viability but also of the profitability and sustainability
of the cultural heritage sector. Vigan is the capital of the province of Ilocos Sur in Northern
Philippines. Like most towns and cities in the country, the City of Vigan dates back its formal
founding to the Spanish times. Among Philippine cities, Vigan has one of the most
preserved Hispanic-era heritage houses and cites. Accordingly, Vigan has about 187
massive-structured ancestral houses, which are either used for religious or administrative
purposes (NSCB, 2003). Because of this huge cultural capital, Vigan is one of the most
popular tourist destinations in the country and has about 17 hotels and lodging inns to
accommodate at least 250 guests each (NSCB, 2003). A number of these hotels and lodging
inns were originally ancestral houses but have been re-used 'adaptively' for both heritage
preservation and revenue generation purposes. More so, the spill-over effect of cultural
heritage tourism can be clearly seen in the City of Vigan with the influx of tourists who come
in the city to feel and experience its historical ambiance, thereby benefiting other
businesses, too, such as souvenir shops, food, restaurants, woodcrafts, textiles and
potteries.
Cultural heritage tourism and preservation has helped Vigan a lot, culturally and
economically. In 1999, the City was declared a UNESCO World Heritage Site, which was a
recognition of its cultural value and significance. Such an achievement was made possible by
the coordination and participation of key players: the community, the cultural heritage
conservationists and most importantly, the local government of Vigan, which came up with a
Heritage Conservation Masterplan and Guidelines and has been credited for its proactive
involvement and leadership in preserving the city's cultural treaures (Zerrudo, 2010). As
aptly put by Bielza-Valdez (2009), the heritage conservation program of Vigan City
"demonstrates how cultural conservation can be used to achieve sustainable economic
development. Now, Vigan is a vibrant center for trade and tourism as its cultural treasures
and pre-colonial industries continue to fuel the economy that has grown significantly in a
short span of seven years." To further strengthen the livelihood and skills component of its
heritage program, the City of Vigan has also entered into an agreement with the Technical
Education and Skills Development Authority (TESDA) and the United Architects of the
Philippines to establish an Escuela Taller, which is a training school for potential architects,
cultural workers and restorers (Bielza-Valdez, 2009). Recently, a similar project called
Escuela Taller de Manila was also launched in Manila in 2009 under the Agencia Espanola de
Cooperacion Internacional para el Desarollo (AECID/Spanish Agency for International
Cooperation and Development) of the Spanish Government. The Escuela Taller in Manila has
been giving heritage preservation skills training mostly out-of-school youths (OSYs) for the
purpose of cultural preservation and employment opportunities generation.
This feat achieved by Vigan is also being replicated in other cities and areas in the
Philippines where there is a strong potential for cultural heritage tourism such as the Taal

P a g e | 10

Heritage Town in Batangas, the province of Bohol, which has been embarking in cultural
heritage preservation and eco-tourism at the same time, the province of Iloilo which is
banking on church heritage tourism and Zamboanga City, which is currently banking on its
image and brand as the Latin City of Asia to entice more tourist visits and arrivals. And the
fact that Vigan Story is being replicated throughout the country is enough empirical evidence
that cultural heritage is indeed feasible, profitable and viable, not just in terms of tourism
and construction but also in terms of jobs and employment opportunities.

III. MAPPING OUT EMPLOYMENT OPPORTUNITIES IN CULTURAL HERITAGE

Based from the concepts, models and examples enumerated and discussed in the preceding
section, it is clear that the main vehicles by which the cultural heritage sector can generate
job opportunities would be through tourism and construction. However, in the context of
cultural heritage promotion, preservation and construction work is most likely a result and
consequence of the desire to attract more tourists in order to generate more income and

P a g e | 11

create more opportunities for people. As such, tourism plays a role not just in the cultural
heritage sector but in the entire economy, as well.

Recent National Tourism and Employment Statistics and Trends

Since it is a demand-oriented industry that cuts across, tourism has been cited as one of the
key winner industries that can help fuel economic growth and development in the Philippines
(Virola, et al, 2011). Due to aggressive promotion and strong efforts, tourism in the
Philippines has significantly grown in the recent years. From 2.291 million in 2004, tourist
arrivals to the Philippines has leaped to 3.520 million in 2010, or an average growth of 7.4%
during this six year-period. Consequently, tourist receipts also increased from US$1.9 billion
in 2004 to almost US$2.5 billion in 2010 (Virola, et al, 2011). Among the most visited
provinces, Cebu (with 1.8 million visitors in 2009) is one of the places in the country that
has been praised for its strong cultural heritage tourism program. For 2010 alone, tourism's
contribution to economic growth was believed to be at around 5.8 percent (Virola, et al,
2011), which is considerably much higher than another sector which has been touted also as
a key winner industry but could have negative repercussions on cultural heritage
preservation and eco-tourism: the mining industry.
Due to its great ability to create jobs, tourism has been considered more as an employment
provider rather than as an income generator. According to Virola, et al (2011), the share of
tourism to total employment has averaged almost 10 percent during the period 2000-2010.
In actual terms, the same authors also estimate that the number of people employed in
tourism was estimated to be at around 3.7 million in 2010. Every year, the tourism industry
has been posting an average employment growth of 3.7 percent and most people are
employed in the transport sector industry, which comprise 42.1 percent of the total number
of people employed and engaged in tourism; the food and beverage industry came in
second (Virola, et al, 2011).

Employment in Cultural Heritage Tourism

As regards employment in cultural heritage tourism, the number of people working in
Recreation, Entertainment and Cultural Services classification and occupation group of the
data on Total Employment in the Philippines and Employment in Tourism Industries, 20002010, could serve as a proximate data for the actual jobs in the Cultural Heritage Sector.
Accordingly, the Recreation, Entertainment and Cultural Services occupation grouping is the
fourth largest employment provider out of the seven tourism industries. Employment in
recreation and cultural services has grown from 245,000 in 2001 to 362,000 in 2010. In
other words, it posted an increase in employment growth from a low of 1.8 percent in 2001
to a whopping 17.3 percent in 2010 (Virola, et al, 2011).

Heritage Employment Mapping: Spotting the Opportunities

Aside from the figures and statistics on the state of Philippine tourism shown in the previous
page which present a bright spot for the sector of cultural heritage tourism and
preservation, especially in terms of employment opportunities, the country has also a long
list of cultural treasures and heritage sites, which would actually link and pull together all
the elements and ingredients needed to successfully boost the Filipino Cultural Heritage
Sector. Among these are UNESCO-recognized heritage sites such as the Historic Town of
Vigan, the Banaue Rice Terraces, the Miag-ao Church in Iloilo, Paoay Church in Ilocos Norte,
Santa Maria Church in Ilocos Sur and the San Agustin Church in Manila, among others. A

P a g e | 12

number of heritage and historical sites in the Philippines can be found in the capital City of
Manila like the walled city fortress of Intramuros, the Chinatown district of Binondo, the old
commercial district of Escolta and various Spanish-era churches such as the Manila
Cathedral, Quiapo Church, Malate Church and Sta. Ana Church, among others.
With these large pool of existing Filipino cultural heritage capital, treasures and resources, it
is important to spot out the various activities in heritage preservation and cultural tourism
that can create such huge employment potentials. To do this, the author of this paper has
come up with a general and conceptual strategic framework that will guide the mapping of
employment opportunities in the cultural heritage sector. This strategic framework is
anchored on the concepts and principles of cultural capital maximization, spill-over effect
and adaptive re-use and the goals and objectives of heritage preservation and cultural
tourism (See Appendix A: Conceptual and Strategic Framework for Heritage
Employment). The Framework rests on the belief that given the deep appreciation, sound
policy interventions and proper market orientation and linkages, the Filipino Cultural
Heritage Sector can be a driver for employment generation through heritage preservation
efforts and cultural tourism promotion and thereby, improve the standards of living of
people.

Job Opportunities in Heritage Conservation

On one hand, jobs can be created in heritage preservation through construction works that
would require repairs, rehabilitation and conservation of heritage sites and historic buildings.
Such public construction works can be done through public-private partnerships, local
government support and community engagement. In itself, heritage preservation can
become a direct generator of employment via the construction work that it entails which
require a substantial pool of labor and manpower supply (See Appendix B: Mapping of
Employment Opportunities in Heritage Preservation). With that, heritage
preservation efforts can include the following labor-intensive cultural-economic activities: 1.)
building, beautification and management of museums, monuments, plazas and parks; 2.)
maintenance, repairs and rehabilitation of old buildings and houses; 3.) adaptive re-use and
creative use of historic buildings, houses and establishments for business purposes; 4.)
restoration and preservation of paintings, old books, art works, artefacts and the like; and
5.) community participation and protection of historical districts and heritage zones.
From these heritage conservation activities, the various jobs can be potentially generated. In
the area of heritage preservation itself, construction workers, builders, foremen, architects,
engineers, carpenters and masons, with the proper heritage preservation knowledge and
skills, will be certainly in demand, once the impetus for preservation work is kicked off. Aside
from purely conservation work, heritage preservation can also fuel employment in the fields
of museums and archaeology, as these would require the hiring of more museum personnel
and cultural excavation workers; activities like these are very much a part of heritage
preservation, since museums play a large role in it. Also, heritage preservation efforts create
its own spill-over effects, particularly in the area of community involvement, in which people
themselves organize and employ themselves as custodians, guardians, security personnel
and volunteers for the maintenance and safeguarding of cultural heritage sites.

'Spill-over' Employment Opportunities in Cultural Tourism

As for the area of Cultural Tourism Promotion, it is important to identify employment and
business-generating activities that can be derived directly or indirectly from the spill over

P a g e | 13

effects of cultural travel and heritage tourism. Strictly speaking, cultural tourism pertains to
visits and travels to heritage sites, in the Philippine context, like trips to Old Churches,
Hispanic-era Filipino houses, Museums, Archives, Libraries, Parks, Monuments and Plazas.
Such visits are accompanied by guided walking tours. Aside from site visits and guided
tours, heritage tourism also means hotel, lodging and accommodation. Given this, it is
important to capitalize and seize on these heritage spill-over effects such as putting up
businesses that cater to the needs of cultural tourists, which can range from a wide array of
businesses and interests such as food, cultural products, woodcrafts, handicrafts, traditional
clothing, etc. Heritage tourism is also not limited to purchasing cultural products within a
cultural heritage area, structure or district that is being visited; it could also mean watching
and paying for cultural performances and shows or taking part in cultural festivities and
celebrations. In this way, cultural tourism becomes more alive in terms not only of economic
transactions but also actual and live experiences. If heritage preservation seeks to satisfy
the demand for conservation of historic sites, the role of cultural tourism, as previously
discussed, is to bring in people that would consume and utilize all the individual, aesthetic,
cultural and economic values of heritage sites and areas being offered.
Since cultural tourism is more vast and extensive than heritage preservation because of its
spill-over effects, jobs that can be potentially generated through such activities can cut
across sectors and industries. Cultural tourism-related jobs can include a wide range of jobs
and occupations such as tour guides, artisans, craftsmen, sculptor, cooks, chefs, cultural
performers, transport service workers, drivers, traditional masseurs, culture/travel writers
and photographers, souvenir shop owners and cultural entrepreneurs, among others (See
Appendix C: Table of Potential Jobs in Cultural Tourism).

IV. STRATEGIC POLICY DIRECTIONS FOR DOLE: MAKING A LIVING OUT OF THE
PAST
On the overall, the cultural heritage sector offers a lot of prospects and possibilities,
particularly for employment generation. However, such prospects and possibilities can only
be realized through proper policy and programmatic directions. The revitalization and
preservation of cultural heritage is not just merely the task of the national government
alone. The private sector, the civil society and heritage groups, the local government unit
(LGU), the community and even the church have roles to play in. In fact, the Cultural
Heritage Act of 2009 highlights the role of the LGU in documenting, preserving and
conserving cultural treasures and heritage sites and districts within its scope and jurisdiction.

P a g e | 14

The Heritage Act also identifies the key cultural agencies and offices, which are the National
Commission for Culture and the Arts (NCCA), National Historical Commission of the
Philippines (NHCP), Komisyon ng Wikang Filipino (KWF), National Museum, National
Archives, National Library of the Philippines and the Cultural Center of the Philippines (CCP).
The said law lists other government agencies to which the primary cultural agencies should
consult and work with such as the Department of Tourism (DOT), Department of
Environment and Natural Resources (DENR), Department of Education (DepEd), Department
of Interior and Local Government (DILG), Department of Public Works and Highway
(DPWH), Intramuros Administration (IA), National Parks and Development Committee
(NPDC), National Commission on Indigenous Peoples (NCIP), Office of Muslim Affairs
(OMA), UNESCO National Commission of the Philippines, Housing Land Use Regulatory
Board (HLURB), Autonomous Region in Muslim Mindanao (ARMM) and the Office of the
Special Envoy on Transnational Crimes. The Department of Labor and Employment (DOLE),
however, is not included in the list.

The Role of DOLE in Cultural Heritage: Strategic Policy Directions

While the Cultural Heritage Act of 2009 does not specifically include DOLE in the list, the
Labor Department still has an important part to play in the Cultural Heritage Sector. In view
of the fact that cultural heritage is labor-intensive since both preservation work and cultural
tourism require substantial labor and manpower supply, the role of DOLE must be focused
on the labor and employment aspects of cultural heritage. In particular, the DOLE can help
in promoting and driving the Filipino heritage sector, especially in terms of protecting the
welfare of cultural heritage workers and providing employment facilitation and skills training
and capacity-building for cultural heritage tourism and preservation activities. The DOLE can
also make policy and program interventions through its livelihood and skills training
programs and projects. In view of this, such programs of the Department must now also
include cultural heritage goals and components. For continuity and sustainability, these
programs must also be targeted and partnered with LGUs and communities. In particular,
this paper also hopes to actualize these goals and programs in the City of Manila as a pilot
case for heritage restoration and tourism.
To capitalize on the potentials of the Cultural Heritage Sector, the author of this policy paper
recommends following strategic policy directions for the DOLE to take:
1. In response to poverty and income inequality concerns, integration of cultural heritage
activities and components in DOLE livelihood programs and projects. In particular, the DOLE
Integrated Livelihood Program (DILP) can now also be geared towards including trainings
and orientations for doing businesses in cultural heritage and promotion of socio-cultural
enterprises such as traditional crafts, weaving, woodcrafts and other heritage products. The
DILP can also be targeted for women and OSYs who have the potential to succeed
financially and economically in the cultural heritage sector.
2. Also, to promote heritage employment, the DOLE's Community-Based Emergency
Employment Program (CBEP) must also be re-oriented and expanded to include a
community-based Heritage Preservation and Tourism Program, which will be more long-term
in terms of implementation and management since its administration and ownership will be
given to the LGU and the barangays located in areas where there are identified historical
sites, cultural treasures and heritage zones.

P a g e | 15

3. To help generate employment and provide supply to demand, the DOLE, through TESDA,
should set up its own heritage skills training facility patterned after the model of the Escuela
Taller de Manila. Such a training center will specifically cater to the skills needs and
requirements of the Cultural Heritage Sector, especially in the area of repairs, rehabilitation,
restoration, conservation, preservation and construction of historical heritage sites and new
heritage preservation facilities such as museums, eco-musems, heritage site recreations,
libraries and archives. Recipients and trainees of this program must be targeted and
identified.
4. In order to address problems facing guided tours in the country, the DOLE through
TESDA, Bureau of Workers with Special Concerns (BWSC), Bureau of Local Employment
(BLE) and the Institute for Labor Studies (ILS) and in partnership with the Department of
Tourism (DOT), can produce with training modules and manuals and can also set up a
Training Program for Proper, Creative and Informative Tour Guiding for potential tour
guides. Women, OSYs, urban poor and informal tour guides can benefit from this program.
5. Lastly, further studies must be conducted by the DOLE's Institute for Labor Studies as
regards the feasibility of cultural heritage. In particular, a pilot study mapping out heritage
employment opportunities in the City of Manila, built on an earlier ILS study examining
heritage employment in Manila, is also proposed. Given its very rich and yet already
decaying heritage treasures, the prospects for cultural heritage tourism and preservation in
Manila offer much promise and hope.

APPENDICES
Appendix A: Conceptual and Strategic Framework for Heritage Employment

CULTURAL
HERITAGE
SECTOR

Heritage
Preservation

Direct Employment
Opportunities

Cultural Tourism
Promotion

Spill-over Effects
(Business and
Investments)

Employment
Generation
in Cultural
Heritage
Tourism and
Preservation

P a g e | 16

Figure 1. Strategic Framework: The Cultural Heritage Sector as Driver for

Employment and Investments
Figure 1 shows the Conceptual and Strategic Framework of this Paper. As illustrated
above, this Research sees the Cultural Heritage Sector as a key industry to propelling
tourism and economic growth. This can be achieved if emphasis would be given on two
component activities of the Heritage Sector that have economic impacts and relevance.
This can be achieved if emphasis would be given on two component activities of the
Heritage Sector that have economic impacts and relevance. The first one is Heritage
Preservation, in which jobs for heritage restoration and rehabilitation can be created either
through public works or public-private partnerships or through community engagement. In
other words, the first heritage economic activity can lead to direct and actual jobs and
employment in Cultural Heritage.
On the other hand, the second cultural heritage component, which is Cultural
Tourism Promotion can actually propel businesses in relation to cultural heritage. Such
heritage-related businesses could include guided walking tours, cultural shows and
festivities, cultural enterprises and products, souvenirs, handicrafts, woodcrafts, textiles,
food, hotel, restaurants, hospitality and accommodation and lodging, among others.

APPENDICES
Appendix B: Mapping of Employment Opportunities in Heritage Preservation
Cultural Heritage
Preservation

Conservation,
Preservation,
Rehabilitation
Efforts

Employment and
Jobs Generation:

Creative/Adaptive
Use and Re-use of
Heritage Districts
and Landmarks

Business and
Employment

Maintenance and
Management of
Museums and
Heritage Sites

Livelihood and
Training:

Local Community
Involvement &
Participation in
Cultural Promotion

Community
Employment:

P a g e | 17

Jobs in Cultural
Heritage
Preservation
Figure 2. Strategic Framework for Jobs Creation in the Area of Heritage
Preservation.
As it can be seen from above, Cultural Heritage Preservation shall give the impetus
for key 4 heritage preservation activities and endeavors, namely: conservation, adaptive reuse, museum management and community involvement. It must also be noted and stressed
that the impetus for cultural heritage preservation initiative can either come from the
government or the business sector. However, in the Philippine context, in which government
(be it at the national or local level), is fiscally constrained and incapacitated most of the
time, the impetus should come from both government and business through public-private
partnerships and the crafting and implementation of market-oriented and business-friendly
government policies and minimal regulations so as to encourage not just big-time investors
but also small business owners and social entrepreneurs.

APPENDICES
Appendix C: Table of Potential Jobs in Cultural Tourism
Cultural Tourism Fields and Industries
Cultural Products and Activities
Cultural Workers

Guided Walking Tours in

Tour Guides
Heritage Sites, Houses and

Museum Curators and

Districts,
Libraries
and
Guides
Museums

Cultural Educators

Educational Trips and Visits

Local Food, Cuisine and Delicacies

Food Trips in Culinary Areas

Chefs and Cooks

and Centers

Food Manufacturers

Native food products and

Farmers
cuisines

Social Entrepreneurs

Street Food Experience

Informal Workers

Wet and dry markets

Cultural Industries
Heritage Tourism and Travel

P a g e | 18

Cultural Crafts,
Handicrafts

Woodcrafts

and

Arts, Exhibits and Performances

Religious Festivities and Celebrations

Cultural Recreation and Wellness

Cultural Transportation

Woodcrafts
Handicrafts
Sculptures
Souvenirs
Clothes/Textiles
Cultural
Plays
Performances
Art Exhibits
Cultural
Concerts
Presentations
Religious Fiestas
Holidays
National Memorials

and
and

Natural Health, Wellness

and Massage
Herbal Medicines
Traditional Tea Products
Jeepney Ride
Pedicab/Tricycle Ride
Kalesa Experience

Artisans
Sculptors
Wooden Makers
Weavers

Cultural Artists
Theater Groups
Cultural Directors
Writers

Photo Enthusiasts and

Photographers
Tourism Security
Community Police
Masseurs
Natural Health Workers

Drivers

Cocheros

The jobs indicated in this Table are those projected and perceived by the author,
based on various readings and literature, which can be potentially generated in the cultural
heritage sector.

REFERENCES
Balco, Bryan M. (2012)."A Strategic Framework for Jobs Creation in the Cultural Heritage
Sector in Manila." Presented during the ILS Forum on Cultural Heritage: Heritage
Employment. It's More Fun in the Philippines, July 11, 2012, Ortigas Foundation Library,
Pasig City.
_____________. (2012). "Briefing Note August 2012: Cultural
Employment Status and Updates." Institute for Labor Studies: Manila.

Heritage

Tourism

Bielza-Valdez, Elita B. (2006). "Vigan City: Its Historical Development."

__________________. (2009). "The Socio-Economic Impact of Tourism and
Entrepreneurship in Vigan City." E-International Scientific Research Journal, 1(1), 2009.

P a g e | 19

Cegielski, Michele, Janeckzko, Ben, Mules, Trevor and Wells, Josette. (2000). "Economic
Value of Tourism to Places of Cultural Heritage Significance: A Case Study of Three Towns
with Mining Heritage." CRC for Sustainable Tourism, University of Canberra.
Gauteng Mapping Report. (2007). Gautengs Creative Industries: Cultural Tourism and
Heritage Sector Report (2007). Prepared by the Gauteng Provincial Government,
Department of Sport, Arts, Culture and Recreation, South Africa and the British Council.
Throsby, David. (2006). "Paying for the Past: Economics, Cultural Heritage and Public
Policy." Text of Joseph Fisher Lecture delivered at the University of Adelaide, 16 August
2006.
____________. (2007). "The Value of Heritage." Heritage Economics Workshop, ANU 11-12
October 2007.
Vakhitova, Tatiana Vadimovna. (2010). "Cultural Heritage in Impact Assessment Tools:
Challenges and Opportunities." Presented during 30th Annual Meeting of the International
Association for Impact Assessment, 6-11 April 2010, Geneva, Switzerland.
Virola, Romulo A., Reyes, Regina S., Polistico, Florande S. and Oliveros, Aileen S. (2011).
"Things Statisticians Wanted To Know About the Tourism Satellite Account But Were Afraid
To Ask." NSCB Technical Paper presented during the Philippine Statistical AssociationDepartment of Tourism Annual Conference 2011, Iloilo City.
Von Einsiedel, Nathaniel. (2010). "Opportunities in Cultural Heritage Tourism in the
Philippines." Consultants for Comprehensive Environmental Planning, Inc.
Zerrudo, Eric Babar. (2010). "The Cultural Mapping Project of the Heritage City of Vigan:
Towards Building A Framework for Heritage Conservation and Sustainable Development."