Philippines discovers new opportunities in Asia

During this difficult economic period, Philippine tourism remains resilient as it continues to strengthen its marketing efforts to mine specific markets, particularly its neighbouring Asian counterparts.

In the recently-concluded ITB Asia in Singapore, the largest travel trade show for the Asian region, the Philippines was among the top sellers where tourism products for the MICE (meetings, incentives, conventions and exhibitions) and leisure segments were featured.

ITB Asia, an off-shoot of ITB (International Tourismus Borse) in Berlin, and for the region, promised focused business–to–business appointments as well as talks and discussions on timely issues and trends in the travel industry – to help tourism leaders emerge from this financial uncertainty in a strong position.

“Our presence in this inaugural ITB in Asia is significant, as we maintain our mark in the Asian region, where a huge growth potential is certain,” Ace Durano, Secretary of Tourism.

This optimism is with basis, as it has been a key development at the ITB Convention in Singapore. Peter Long, CEO of TUI Travel PLC, a leading European leisure travel company in Europe, said in his talk, “We expect to see another 600 to 700 million people traveling from and within Asia over the next five years – and mainly to other Asian destinations.”

Eyeing positive prospects for the country and believing this will ripple into economic growth, the tourism department is set to carry on its marketing efforts to not only boost tourist arrivals but instill an optimistic outlook for the Philippines.

“The focus on Asian travel buyers and sellers is timely, as there are many opportunities to be tapped with the emergence of the middle-class in China and India, as well as other source markets in the region,” Durano stressed.
Undersecretary for Tourism Planning and Promotions Eduardo Jarque, Jr. agreed to this, saying, “Career women from Southeast Asia are looking for places where they can unwind, and our beaches and spas are among the best. Incentive travel is booming for the Indian market, and ESL students from Korea continue to increase in number.”

ITB Asia believed that growth means change, change means learning, and learning requires insight into crucial trends and developments. “The country joining this milestone signals our strong place in the Asian tourism industry despite the economic slowdown this year,” Jarque noted.

He added that the above-mentioned markets are sure to grow, DOT’s aim to continually improve and develop products and services from the Philippines.

Rica Bueno, DOT Head for Team Asia Pacific, and head of the Philippine delegation to ITB Asia, believes, “This is an effective way to promote our country to major buyers. It has been a focused trade show with a bigger scope, linking us to countries beyond the Asia region.”

“We have positioned the Philippines as a destination of choice in Asia with a strong emphasis on leisure and incentive travel,” she said.

The Philippine booth in ITB Asia featured a diverse line-up of tourism products and services. The colourful native-inspired booth was even livened up by business appointments with sought-after establishments Subic Bay, Microtel Inns and Suites, Crowne Plaza, Waterfront Hotels and Casinos, Maribago Bluewater Resorts, Plantation bay Resort, Eskaya Resort in Bohol, Philippine Airlines, and the Philippine International Convention Center (PICC).

“The participating companies were very much enthusiastic with the event’s turnout, with serious buyers from Asian countries expressing full interest in the Philippines,” Bueno shared.

Tourist arrivals from the Asia Pacific region accounted for 18 percent of total inbound traffic in the first half of 2008.

According to DOT Statistics, the introduction of specialized products on incentive and adventure attracted more visitors from Australia, which grew by 12 percent in the first semester of the year. Hong Kong has been revived with the introduction of new products and tapping new trade channels.

The ASEAN region reflected a 7.5% share of total arrivals, according to a mid-year report, where Singapore indicating a strong potential for growth with the highest share at 2.8%. The DOT, along with the private sector, continue their new joint promotions to further mine this market.

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