Discipline: Social Science
This paper focuses on the role of media communications in the sustainability of tourism as determined by the number of travelers who visited the different tourist destinations in Batangas from 2004 to 2008. The Batangas Provincial Tourism Office primarily uses the internet in promoting tourism in the province. It also uses other media forms like print and mobile communication in enhancing tourism promotion. Besides, the office initiates projects and programs and participates in celebrations and festivities in the different municipalities in the province. Foreign tourists coming from Asia, America, Oceania, Africa, and Europe, OFWs, and domestic tourists frequent different destinations.. During the month of February, those from Korea, USA, Australia, South Africa, and United Kingdom are mostly observed to be visiting the different tourist spots while during the month of April, both OFWs and domestic tourists are the main visitors. Each year, the number of visitors in the different Batangas tourist spots increases which manifests that as media communications advance, the more that the travelers become aware and exposed to the pride of the province.