The Manila Economic and Cultural Office tourism launches joint promotions with Taiwanese tour operators, airlines

The Manila Economic and Cultural Office (MECO) in Taipei enhances its partnership with travel industry leaders and stakeholders in marketing the Philippines as a top leisure and business tourism hub in the coming months.

Antonio I. Basilio, MECO Managing Director and Resident Representative, said that MECO can heighten the Taiwanese market’s awareness of the Philippines ’ value-for-money packages and attractions through a strong partnership with Taiwan ’s travel and tourism traders.

“This will also enable us to launch marketing campaigns that are aligned and targeted towards a common goal which is to help boost tourist arrivals in the country and present a cohesive brand image for the Philippines,” said Basilio.

During the first half of 2009, MECO supported the marketing efforts of leading Taiwanese destination management companies and airlines which launched unique tourism packages promoting prime leisure destinations such as Boracay, Cebu and Laoag.

“Our marketing support sends a strong message to Taiwan’s travel industry that the Philippines remains a must-visit destination,” Basilio said.

Tourist arrivals from Taiwan to the Philippines were down by 14.88 percent during the first half of 2009 due to the global financial crisis. Summer holiday travel was also down due to swine flu fears that undermined the confidence of business and leisure travelers.

Taiwan outbound travel to Asia-Pacific destinations fell except for China. Thailand was the hardest hit, suffering nearly a 40 percent drop in tourist arrivals from Taiwan according to figures released by Taiwan’s Ministry of Transportation and Communications (MOTC).

The number of Taiwanese travelers who flocked to Hong Kong in the first half of 2009 decreased by 23.57 percent or 346,554 less tourists compared with the same period last year according to the MOTC.

But Basilio is confident that the industry will weather these challenges.

“Our tourism sector remains resilient. We are confident that our innovative marketing campaigns, quality tour packages and first-class leisure and business centers will continue to attract visitors and corporate travelers from all over the world,” said Basilio.

MECO has put marketing dollars on the table in support of tourism enterprises. It has launched an advertising campaign promoting TransAsia Airways’ charter services from Taipei to Kalibo. Launched last May 28, the shuttle service will run until September 2 of this year according to MECO Tourism Center Representative Rene Reyes.

“The expenses incurred for the marketing push amounted to NT.5 million, and the cost was equally divided among airline, travel agents and the MECO-Tourism Office,” said Reyes.

A press campaign, unveiled during the peak season for decision-making and buying among leisure travelers, was supplemented by ad placements in leading travel magazines, newspapers and popular tourism websites.

MECO also held joint marketing promotions with China Airlines (CAL) for the launch of the Taiwanese carrier’s charter services to Cebu from its primary bases of operations, Taipei and Kaohsiung. The charter flights from Taipei and Kaohsiung were launched last April and July respectively.

For this month, CAL will launch regular charter services to Kalibo. The carrier will be flying to Aklan from Taipei every Tuesday and Friday.

MECO also provided marketing support to tour operators that offered charter services from Kaohsiung to Cebu and Laoag during the first half of the year..

“MECO also provided marketing promotion support to Philippine Airlines’ ‘Swingaround’ campaign, which promotes PAL’s own brand of affordable holiday packages,” said Reyes.

During the second half of the year, MECO, in coordination with the Philippine Department of Tourism, will also be promoting the country as the ‘ultimate’ wedding and honeymoon destination to the Taiwanese.

In addition to the above-mentioned initiatives, MECO will also have a significant presence at the Taipei International Travel Fair that will be staged in the Taiwanese capital in late October.

The office will also host mega-familiarization trips for the media in the coming months to build confidence in the Philippines’ tourism sector. The television crews of top-rating travel and lifestyle shows such as Star TV’s Travel and Cuisine program and TVBS’TV Super Taste Plus will be flying to the Philippines this year. Sheng Wah TV Production’s “Family Secret,” a Taiwanese soap opera, is also considering shooting some scenes in Boracay, said Reyes.

Early this year, MECO organized a familiarization tour for representatives of 34 destination management companies to Manila – the largest-ever delegation hosted by MECO in recent years.

Relatedly, the Philippines forged a joint campaign with Taiwan ’s number one ice cream brand DuRoyal Ice Cream to promote its products as well as the tropical island of Bohol.

From July 8, 2009 to August 30, 2009, all consumers who will purchase Du Royal Ice Cream products will be entitled to join the raffle promotion which will given away to 100 lucky winners free tours of Bohol.

The province stands to benefit from the exposure it will get from this venture as Du Royal is investing around NT$ 12 million for TV ads, NT$ 1 million for the 100 winners going to Bohol on an all-expense tour, NT$ 200,000 for the Bohol website and another NT$ 1 million for posters, flyers and new ice cream wrapper.