The Philippine pavilion was recognized for having the “Best Participation” in the recent China International Travel Mart (CITM) held in Kunming, China. Event organizers cited the country’s outstanding promotional efforts, which included an inviting and colourful booth design, comprehensive marketing materials, the synergy and enthusiasm of the government and private travel sectors, the highly applauded performances of the Bayanihan National Folk Dance Company and samplings of local beverages.

“This award reflects the high level of collaboration between the public and private sector. The CITM is one of the major travel trade events in one of our top source countries. This serves to further encourage our industry stakeholders, who put their best foot forward in occasions such as this,” said Tourism Secretary Joseph Ace Durano.

CITM is one of the largest travel events in Asia, staged alternately between the cities of Kunming and Shanghai. Over 2,000 exhibitors from 92 countries and regions participated in this year’s exhibit held in the sprawling 50,000-square meter Kunming International Convention Center.

The four-day affair drew in an estimated 70,000 travel marketers, industry professionals, media and potential tourists from the province and nearby areas.

The Department of Tourism (DOT) marketing team for China set up the Philippines’ 90-square meter booth that featured the tropical beaches, expansive golf courses and colorful fiestas around the islands. Brochures and other materials were also given out to visitors.

Leading the country’s delegation was DOT Undersecretary for Planning and Promotions Eduardo Jarque, Jr. He was accompanied by DOT Team China Marketing Head Arlene Alipio and team member Marian Obispo. Completing the public sector representation were DOT-Shanghai-based Tourism Attaché Gerry Panga and DOT Marketing Representative for Guangzhou Martin Pan.

The department’s private sector partners and their counterparts conducted a series of business exchanges. Participating tour operators Winfar Cebu Travel & Tours, Direction Travel & Tours, CK Phils. International Travel and Kingstar Travel & Tours met with China-based travel agents for possible joint marketing activities.

Top local budget airline Cebu Pacific Air and China charter consortium Yexxing Company were also present to discuss transportation services between the Philippines and Kunming.

Representatives of the Philippine Retirement Agency put forth the country as an ideal destination for retiring citizens as it showcased various health and wellness attractions.

The table top transactions were complemented with ample servings of mango juice and coffee from well-known Filipino brewer Figaro. Samplings of these beverages were also handed out to pavilion guests to give them a refreshing taste of the islands.

The Bayanihan Philippine National Folk Dance Company regaled guests with song and dance numbers showcasing the country’s diverse and colorful culture. The 12-member troupe drew in a huge crowd during their performances on both the main exhibit stage and the booth.

“Our activities were an instant hit with the visitors. Cameras were clicking away during the Bayanihan shows. Long lines formed in front the refreshments kiosk. Transactions and agreements were closed. This multi-sensory take on presenting the country helped us drum up interest from potential tourists. More importantly, our private sector partners were pleased with the quality of discussions they had with their Chinese counterparts,” Jarque narrated.

Durano emphasized, “The quality of the attendance we received at the fair speaks much of the excitement of the Chinese travel market over our country’s destinations and attractions. We anticipate a surge of arrivals from this part of China as a result of the successful endeavor.”

China is currently the fourth leading source of tourists and one of the fastest growing markets. A total of 113,593 Chinese came to the Philippines from January to September 2007, reflecting a 15.8 percent growth rate over the same period last year.

The tourism chief is confident that the country’s participation in the CITM will help set a strong momentum for increasing arrivals in the coming year.

At the moment, the Department is close to reaching its goal of 3.1 million visitor count by year end. Traveler traffic during first nine months of 2007 reached 2.26 million.

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