Japanese tourists continue search for missing treasure in the Philippines

The Philippine Department of Tourism (DOT) has once again partnered with JTB (Japan Travel Bureau) Corporation, the largest tour wholesaler in Japan and one of the largest travel agencies in the world, to bring back the famous Treasure Hunt.

Started in 2007, the Treasure Hunt attracted a total of 21,500 Japanese tourists participating for a six-month period. The following year, the campaign was shortened to four months but still enticed 15,800 inbound tourists to the Philippines.

Tourism Secretary Joseph “Ace” Durano noted: “The Treasure Hunt is an interactive way of enticing discriminating Japanese tourists to come to the Philippines. We owe the success of the campaign for the past two years to the partnership we have with the tourism establishments, famous landmarks and destinations in Cebu and Bohol.”

“This year, we continue to encourage Japanese tourists to keep searching for the treasures–not only the physical ones, but the treasures of friendship, of family, that they experience in the country while they are here,” Durano stressed.

The adventure begins at the airport where the tourists are handed out brochures with a map indicating clues pointing to the treasure’s location.

The winners will be given corresponding prizes upon the discovery of the treasure, which could be buried on land, near the shore, or even underwater.

“Since the marked destinations are in beaches and diving areas, the appeal is for Japanese divers and spirited individuals who welcome fun and adventure in their travels,” Durano added.

JTB has successfully made a significant number of Japanese participants learn a lot about the Philippines’ history and culture during the hunt and the rest of their trip, with their informational print and online materials.

“This campaign has continued to create excitement for the Philippine tourism brand, at the same time, as the treasure hunt reinforces the image of the Philippines as a premier island and diving destination,” Undersecretary for Tourism Planning and Promotions Eduardo Jarque, Jr., said.

“Creativity always comes to the fore in promotional events such as this. The Department is delighted to organize a fun way of relating with tourists and encouraging them to explore the vicinity of the resort they’re staying in,” Jarque added.

Director Benito Bengzon, Jr., DOT Team Japan Head, citing the Treasure Hunt as the first Japanese treasure hunting activity to be held outside Japan, noted “the prizes are also geared at acquainting the Japanese with the Philippine culture and strengthening the bond developed in their Philippine experience.”

Bengzon also mentioned that through various other marketing activities lined up for the rest of the year, tourism influx from Japan and other Asian countries are sustained despite the present global economic situation.(