PHILIPPINE TOURISM
MARKETING EFFORTS:
NORTH AMERICA
KOREA
JAPAN
CHINA
ASIA PACIFIC
EUROPE
INDIA
1
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs
Korea
North America
Japan
China
Asia Pacific
Europe
India
2
Source Markets Performance
Korea
Source Market (2004-2006)
USA
Japan
China
Taiw an
Australia
Hongkong
Singapore
Canada
UK
Malay sia
Germany
0
100,000
200,000
300,000
400,000
500,000
600,000
Volume
3
2004
2005
2006
Source Markets Performance
1
2
3
4
5
6
7
8
9
10
11
12
Korea
USA
Japan
China
Taiwan
Australia
Hongkong
Singapore
Canada
UK
Malaysia
Germany
2004
378,602
478,091
382,307
39,581
115,182
89,175
162,381
60,253
64,537
56,770
34,170
45,092
2005
489,465
528,493
415,456
107,456
122,946
96,456
107,195
69,435
72,853
63,002
43,059
50,411
2006
572,133
567,355
421,808
133,585
114,955
101,313
96,296
81,114
80,507
68,490
53,279
51,402
4
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs
Korea
North America
Japan
China
Asia Pacific
Europe
India
5
Target Arrivals
1,200,000
11.1%
12.5%
1,000,000
14.3%
16.7%
800,000
600,000
20%
25%
1,000,000
900,000
800,000
700,000
600,000
500,000
400,000
200,000
0
2005
2006
2007
2008
2009
2010
2006 Volume: 600,000 (25% increase)
100,000 increase every year from 2006 - 2010
6
Market Segments
Holiday Seekers
Honeymooners
Students
(Study tours-Learn English Program)
Special Interest Groups
(Golfers, Divers, Other Sports Enthusiasts)
Incentives
(Korean multinational companies with branches in the Philippines)
9
Work Program
EVENTS/PROGRAMS
IMPLEMENTATION
DATE
TRADE PROMOTIONS
Philippine Korea Travel Exchange
March 15-17
Korea Student Fair/Spring and Fall
March / September
Korea World Travel Fair
June 8-11
KTA Hosted Seminar
3rd/4th Quarter
Silver-market Invitational
3rd Quarter
PAL/DOT Hotels and Resorts Roadshow
November
Brochure Support / TV Home Shopping
Year-round
Year-End Appreciation Dinner Reception
December
10
Work Program
EVENTS/PROGRAMS
IMPLEMENTATION
DATE
CONSUMER PROMOTIONS
Daegu Tour Expo
March 30-April 02
KESA Inline Marathon
October TBA
Wedding Expo (WEDDEX)
August 11-15
Busan International Travel Fair
September 14-17
Philippine Christmas Festival
December
11
Work Program
EVENTS/PROGRAMS
IMPLEMENTATION
DATE
INVITATIONAL TRAVEL PROGRAM
Media
Year-round
Travel Trade
Year-round
Corporate (Golf Amateur Tournament, Etc.
Year-round
PR AND PUBLICITY (LG AD)
Year-round
Press Conference (LOGO LAUNCH)
June
PRODUCTION OF COLLATERALS IN KOREAN
(CIT, 8 anchor Destination)
February onwards
ONLINE MARKETING (LG Ad & Download)
Year- round
MARKET RESEARCH (Product Development)
Year-round
12
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs:
Korea
North America
Japan
China
Asia Pacific
Europe
India
13
Based on 3 Million Target Arrivals
Market
Share (%)
USA
Canada
Total
21
Actual Volume
of Arrivals
% Increase
(over 2005)
%
630,000
19 %
2.8 %
84,000
15 %
714,000
(23.8 % market share of 3 Million Total
Visitor Arrival Target for 2006)
16
Target Market Segments/Niches
1. Fil-Americans/Fil-Canadians
 1st Generation
 2nd Generaration
 3rd & 4th Generation
2. Non-Filipinos




Leisure with health & wellness
Golf
Diving & other adventure sports
History and culture
17
Strategies
PRODUCT
For Filipinos
Introduce attractive family oriented tour
packages, health & wellness including medical
tourism packages,
- include activities on investment, retirement and
business opportunities primarily for 1st generation
Develop & introduce product/s that would enable
2nd, 3rd & 4th generation to trace their roots
For Non-Filipinos
Strengthen existing ones – golf, beach holidays,
diving, historical
18
Introduce health & wellness tours
Strategies
PRICE
 Offer products that are value for money
PLACE/DISTRIBUTION
 Strengthen linkages with tour
wholesalers, ticket consolidators, airlines
 Fully utilize internet
 Strengthen tie-ups and alliances
between U.S. Fil-Am Associations and
Philippine based organizations
19
Strategies
PROMOTION
Introduce sales promotion to shorten travelers’
buying process, thereby, resulting to warm
bodies (from awareness convert to visitor
arrivals)
Intensify publicity and dissemination of
information on new & existing products, facilities,
sales promo offerings, new trends
Develop positive image for the Philippines as part of
“Image Building”
Maximize invitational program for trade & media
Continuous participation in trade & consumer
20
shows
Work Program
1. Flagship Campaign – “The Philippines:
Explore, Experience, Return”
 “The Great Philippine Free Flight Giveaway”
 “Out of the Box” promo
2. 2nd Ambassador / Consuls General Tour to
the Philippines (July 2007)
3. “See You In Asia” Campaign
4. Travel Agents Specialist Program
21
Work Program
5. Commemoration of the Centennial of
Filipino Migration to the USA (whole year)
6.
7.
8.
9.
PR / Publicity plan
Trade and Media Invitational Travel
Brochure Support for wholesalers
Participation in Trade and Consumer
Shows in US & Canada
22
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs:
Korea
North America
Japan
China
Asia Pacific
Europe
India
23
Japanese Women Travelers
Estimated population
of women in Japan =
65,100,000
Estimated total
Population of
Japanese women
aged
Estimated total
Population of
Japanese women
aged
0-19
20-59
&
27.85 M
35.06 M
60 - 80+
30.04 M
7.21 M
Of the 35.06 million Japanese
women in their 20s to 50s,
7.21 million have abundant
overseas travel experience.
26
Japan’s Independent Women
Independent Women are younger women who seek culinary,
historic and natural experiences when traveling overseas
Drivers
Background






Typically younger females
Many are single, mostly no children
Typically “office ladies” – secretarial and clerical,
part-timers
Low to average annual HH income, but relatively
high disposable income
Ride the subway every day
Go to the movies and sing karaoke a few times a
month






Local cuisine & drinks
Historical landmarks
Natural beauty and
landscapes
Spa/ relaxation
Enjoyable
Pleasant
Barriers
Characteristics




Prefer “Free-time” package
No particular accommodation preference, but
minimum acceptable threshold is “standard”
Widely travelled – travel to both mainstream
(e.g. Hawaii) and exotic (e.g. Egypt)
destinations
Influenced by travel pamphlets and friends




Poor health standards
Unsafe
Politically unstable
Unclean/unhygienic
27
Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted)
Japan Outbound Dive Market
3 million total divers
17.5 M
Total
Japan
Outbound
o
2.5 million certified divers
o
1 million active divers
94%
6%
1,000,000 Active Divers or
6% of Total Japan Outbound
28
Japan’s Senior Citizens: The “Super-Aging” Society
World Ranking of Countries
with the Highest Population of Senior Citizens
RANK
COUNTRY
POPULATION
(Unit = 1,000)
1
China
143,832
2
India
52,481
3
USA
36,300
4
Japan
33,770
5
Germany
15,576
6
France
9,961
7
UK
9,536
8
Canada
4,330
9
South Korea
4,164
10
Sweden
1,567
Source: United Nations, World Population Prospects, 2000
By 2010, Japanese baby
boomers will contribute an
additional 7 million retirees!
29
Japan’s Senior Citizens
Seniors are men and women over 60 years of age who seek natural and
historic experiences when traveling overseas.
Drivers
Background
 Mostly married and have children
 Mostly housewives or retired
 Highest level of disposable income
 Often take trains / subway, buses
 Enjoy occasional driving, movies and Sports
events
Characteristics
 Freer to travel at any time
 Prefer to travel on all-inclusive full package tour
with their spouses
 Experienced travelers, over-index in travel
experience in all regions
 Take 1 or 2 overseas holiday every year with
average yearly spend of Y418K per person (higher
than the average)
 Low positivity but high information search
 Influence by newspaper is important
Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted)
Japan Travel Blue Book 2003 / 2004



Natural beauty and
landscapes
Historical landmarks
Galleries and museums
Barriers






Hygeine
Health
Terrorism
Personal Safety
No activities for women
Ability to communicate
30
Work Program
 PR CAMPAIGN
 JOINT BROCHURE PROMOTIONS WITH JAPANESE WHOLESALERS
 PRODUCTION OF COLLATERALS
 TRADE FAIRS
 Marine Diving Fair (April)
 Tour Expo (May)
 JATA World Congress and Travel Fair (September)
 PHILIPPINE BUSINESS MISSION
 REGULAR MARKETING ACTIVITIES OF OVERSEAS OFFICES
 Sales calls and sales presentations
 Market intelligence
 Philippine tourism seminars
 FAM TOURS
 Agents
 Media
 IMPROVEMENT AND UPGRADING OF LOCAL PRODUCTS and
31
SERVICES
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs:
Korea
North America
Japan
China
Asia Pacific
Europe
India
32
TARGET ARRIVALS FOR 2007
Visitor arrivals 2006 – 133,585
Target arrivals 2007 – 175,000
Increase – 41,415 or 31%
33
MOA BETWEEN DOT AND CNTA
 Memorandum of Understanding between The Government of
the Republic of the Philippines and the Government of the
People’s Republic of China Concerning Tourism Cooperation
was signed in September 11, 2002 valid for five (5) years and
shall be automatically renewed unless either of the party deem
otherwise.
 The implementation program was signed in September 01, 2004
valid for two years.
 Important points
 Exchange of Tourism Professionals and Administrators
 Joint Promotion
 Language and Cultural Training
 Tourism Investment
 Major concern : To renew the Implementation Program with
CNTA.
34
AIR SEATS CAPACITY CHINA TO THE PHILIPPINES
(DIRECT FLIGHTS ONLY)
Airlines
Route
Number of
flights per
week
Seat Capacity
per week
Seat Capacity
per month
Seat Capacity per
year
PAL
Shanghai Manila
7
(A-320)
150 x 7
1,050/ week
1,050 x 4
4,200/month
52 x 1050
54,600/year
Beijing Manila
4
(A-320)
150 x 4
600/week
600 x 4
2,800/month
52 x 600
31,200/year
Xiamen Manila
6
(A-319,
A-320)
150 x 3 =
450/week
124 x 3 =
372/week
450 x 4
1,800/month
372 x 4
1,488/month
52 x 450
23,400/year
52 x 372
19,344/week
* Beijing –
Xiamen Manila
7
(A-320)
150 x 7
1,050/week
1,050 x 4
4,200/month
52 x 1050
54,600/year
GuangzhouManila
4
(A-320)
150 x 4
600/per week
600 x 4
2,800/month
52 x 600
31,200/year
GuangzhouLaoag
2
446/per week
446 x 4
1,784/month
52 x 446
23,192/year
4,568 /week
18,272/month
214,344
China Southern
Airlines
TOTAL SEATS
CAPACITY
35
PHILIPPINE TOURISM OFFICES IN CHINA
AND THEIR AREA OF JURISDICTION

Beijing Cluster Cities
Beijing, Tianjin, Shenyang,
Dalian, Ha’erbin, Jinan,
Qingdao, Changchun


Beijing Cluster
Political center of government
and SOE
Also cluster of IT/ telecoms
industries (big sponsors)
Stronger presence of
Incentive Travelers
Shanghai Cluster Cities
Shanghai, Nanjing, Suzhou,
Wuxi, Hangzhou, Ningbo,
Wenzhou, Wuhan, Shaoxing



Guangzhou Cluster Cities
Guangzhou, Shenzhen,
Xiamen, Fuzhou, Dongguan,
Zhongshan, Zhuhai,
Shantou, Foshan, Haikou





Shanghai Cluster
Largest center of FIE
companies
Cluster of affluent and worldly
Tier 2 cities
More family oriented
Strong presence of Family
with Kids groups
Guangzhou Cluster
FIE and HK invested
companies
Strong culture influence from
Hong Kong
More independent minded
Strong White Collar,
including weekend travelers
36
HIGHLIGHTS OF 2006 ACCOMPLISHMENTS
 Participated in nine (9) trade/travel/consumer fairs
and garnered citations/awards
Guangzhou Int’l Travel Fair (Guangzhou)– Best
Booth Design
Qingdao Int’l Tourism Expo – (Qingdao) Best
Booth Decoration and Best in Organization
3rd China-ASEAN Expo (Nanning) – Best in
Creativity Award
China International Travel Mart (Shanghai) –
Citation for the Philippines as one of the Top 10
Rising Destinations for Chinese Outbound Tourists
and Top 10 MICE Destinations for Chinese
Outbound Tourists
 Citation by Travel Weekly China for Secretary Joseph
Durano as Destination Marketer of the Year
37
HIGHLIGHTS OF 2006 ACCOMPLISHMENTS
 Promotion of Davao as a new product
 Worked towards the resumption of direct flights from
Guangzhou to Manila with China Southern Airlines
 Establish linkage and networking with operators from
2nd-tier cities (Chengdu, Qingdao, Tianjin, etc.)
 Strengthening of DOT offices in China (Market Reps
in Shanghai and Guangzhou)
 Positioned the Philippines as a destination for
relaxation, beach, nature, friendliness and value
 Strengthened partnership with and support from
Chinese travel trade and inbound tour operators in
the Philippines
38
THRUSTS FOR 2007
 Tap key incentive trade partners in order to attract
more tourists from the incentive / corporate market
segment
 Sustain growth from Beijing cluster and maximize
outputs from Shanghai and Guangzhou clusters
 Strengthen trade and media network to establish
stronger presence in China
 Target secondary cities which have experienced
economic growth
 Work towards increased capacities (air seats, rooms)
and improved support services to cater to the needs
of Chinese travelers
39
2007 CALENDAR OF ACTIVITIES
 Shanghai
 Travel trade fairs participation
1. IT & CM (Incentive Travel & Conventions, Meetings)
New Shanghai Exhibition Center, 23-25 April 2007
Tourism Conference Travel Mart
1. Philippine Tourism Conference
Shanghai, China, 22 April 2007
- Consumer Travel Fair
1. ISPA 2007
Shanghai, China, 7- 9 June 2007
2. Golf Style
Shanghai, China, November 2007
3. Luxury Travel Fair
Shanghai, China November 2007
- Advertising – Print ads, Outdoor Ads (year round)
- Familiarization trip for media and trade (year round)
- Joint promotion with Chinese travel trade sector
- China
travel wholesalers and agents counter staff seminar (to include
nd
2 tier cities)
nd
- Sales calls to Shanghai and 2 tier cities
- In-store promotion Raffles Department Store (June 2007)
40
2007 CALENDAR OF ACTIVITIES
 Beijing
 Travel trade fairs participation
1. China Outbound Travel and Tourism Market (COTTM)
China World Trade Center, 14-16 May 2007
2. China International Business Incentive Travel Mart
China World Trade Center, 8 – 10 July 2007
3. Jinan Tourism Event
Jinan, China, 8 – 10 September 2007
- Tourism Conference Travel Mart
1. Philippine Tourism Conference Beijing, China
July 2007
- Advertising – TV, Print ads, Billboards (year round)
- Familiarization trip for media and trade (year round)
- Joint promotion with Chinese travel trade sector
- China
travel wholesalers and agents counter staff seminar (to include
nd
2 tier cities)
- In-store promotion Wangfujing Road (March 2007)
nd
- Sales calls to Beijing and 2 tier cities
41
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs:
Korea
North America
Japan
China
Asia Pacific
Europe
India
42
ASIA PACIFIC
2006
HIGHLIGHTS
43
25 Travel Trade & Consumer Fairs

AUSTRALIA

HONG KONG

SINGAPORE (ASEAN)

TAIWAN
6
3
11
5
44
Asia Dive Expo
45
Trade & Media Invitational Groups

AUSTRALIA

HONG KONG

SINGAPORE (ASEAN)
10

TAIWAN
27
TOTAL
55
10
8
46
ASIA PACIFIC
2007 Work
Program
47
SINGAPORE
2007 Target Arrivals (ASEAN) : 237,237
Singapore : 95,043
Malaysia : 57,747
Target Segments : Group Corporate Travel
FITs
Honeymooners / Couples
VFRs
Students & Churchbased groups
(community immersion)48
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL & CONSUMER
FAIRS
1. NATAS Holiday, Singapore
March 23-25
September 21-23
Participate w/ two booths (shell
scheme) to be joined by partner
agents for on-site selling / booking
of all inclusive tour packages.
Special Phil. packages to be offered
w/ airline partners – PAL, Silk Air &
Cebu Pacific.
Cultural performance on site c/o
Phil. Embassy
2. MATTA International Travel
Mart, Kuala Lumpur
March 16 – 18
September 7 – 9
Participate w/ two booths (shell
scheme) & joint promo w/ Air Asia
thru its GSA (Borneo Tours) for
dedicated tour packages to Clark,
Manila & Boracay. Other partner
agents to sell other Phil packages.
Cultural performance on-site will be
c/o Phil. Embassy
49
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL &
CONSUMER FAIRS
April 27 - 29
3. ASIA DIVE EXPO,
Bangkok
CONSUMER
PROMOTION
June
1.Philippine Food
Festival
Participate w/ 2 booths (raw space)
designed attractively showcasing dive
Highlights. Phil. dive operators to join the
booth for selling of dive packages & resource
for on-site dive queries. Invite top diver /
enthusiast to talk about the Philippines.
A 2-week food fest will be organized in a 5star hotel in Singapore featuring Phil. cuisine
prepared by popular Fil chefs. Features
include a lucky draw to be done on the last
day where diners win prizes. Free airtickets &
accom for 2 pax as grand prize. Showing of
Phil AVP in the food fest venue. Mini product
bazaar & brochures stand. Newspaper ad
placement w/ CUT OUT discount coupon50
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
SALES CALLS / PRODUCT
ORIENTATION SEMINARS
Sales Calls
Year round
Destination Orientation
Seminars
Feb (Singapore)
August (Malaysia)
Incentive for Frontliners
Year round
BROCHURE / PROMO
MATERIALS PRODUCTION
1st Quarter
DESCRIPTION
Sales calls / presentations to be
conducted on ave. 4x a month in
partnership w/ airlines & Philippine
hotels / resorts & tour operators. The
Destination Orientation sem will be
conducted together w/ NATAS
targeting managers & front liners
(sales staff). Sem will be held 3x a
year w/ 10-20 participants each time.
Aimed to create Philippine specialists
in the market. Certificates &
incentives will be given
Re-printing of brochures for
distribution to travel agents, airlines
& consumers
10,000 WoW Travel Guide
5,000 Shopping guide
5,000 Dive guide, bookmarks,
51
Destination trade bags, etc.
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
1. NATAS Supplement March & September
- The Strait Times
- Today
Newspaper
- 8 Days
Magazine
Singaporeans are dependent on
visuals & anything they read.
Supplements are built in features of
major travel fairs & deemed convenient
sources of info. Joint advertising w/ a
consortium of agents will be done for
the special tour packages. Cut outs for
discounts on bookings are included
2. MITM Supplement
- The New Strait
Times
Similar to NATAS, special tour
packages will be jointly advertised
together w/ Borneo Tours - GSA of Air
Asia & Pacific World, GSA of PAL
March & September
52
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
3.
ADEX Supplement
April
Run as ad with regional dive magazine like
Asian Diver & Action Asia featuring dive
destinations & packages
4.
Special Promotions on
Print
and Radio
Year round
Joint ad promotions w/ various airlines &
wholesalers for special tour packages in time
for the markets’ public long holidays, i.e.
Chinese New year, Hari Raya, school holidays,
etc.
Tie up with a radio station for a radio quiz show
featuring the Philippines. Prizes will range from
Phil. handicrafts to hotel & air ticket vouchers
from trade partners
53
SINGAPORE
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
5. MOBILE ADS
( Taxis )
January – May (in
time for school
holidays in June)
September – Dec
(in time for Dec
holidays & Chinese
New Year)
6. Internet ADS
March – May
(targeting school
holidays in June)
Taxi ads will carry postcards w/ tour special
packages such as: Cebu Pacific – Cebu &
Davao; PAL – Manila & Boracay with
contact no. of wholesalers.
The entire body will have the Philippine
destination Ad & on top of taxis w/
backlights will be the WOW Phils. Logo
50 taxis will be launched during ATF with a
motorcade by the end of January to run for
5 months
Internet banner ads in Hotmail w/ text link
for special promos on destinations for 2month campaign. Includes game re naming
Philippine attractions. The contest also
54
facilitates gathering of consumer database
for future reference
SINGAPORE
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
7. Destination
Billboards
Sept – Nov (targeting
school holidays in Dec
& Chinese New Year)
These are outdoor billboards featuring
catchy Philippine destination images to be
located in strategic locations in Singapore’s
central business district. Tie up with airlines
& wholesaler for special packages
55
SINGAPORE
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
OTHER ACTIVITIES
1. Travel Cafe
Philippines
March
DESCRIPTION
Tie-up with Octopus Holdings w/c
operates 63 restaurants around
Singapore. Its newest resto at Marina
Square near Suntec City will be
dedicated as Travel Café Phils. Phils
dishes will be served (menu to be done
by Via Mare, design by Phil. Interior
designer). Brochures & tour packages w/
cut out discount coupons will be
displayed. On site bookings on special
packages will be in place. Destination
videos will be shown for diners. Phils. arts
& crafts will also be showcased
56
SINGAPORE
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
OTHER ACTIVITIES
2. Website Setup
January
A 50-page dedicated website to be
designed & managed by a
Singaporean based web administrator
for regular updates & feedback
mechanism. Special promotions will
be posted & links w/ travel agents
57
HONG KONG
2007 Target Arrivals : 133,750 - 139,100
Target Segments : Families
FITs
Honeymooners / Couples
Niche Travelers
- divers, ecotourists,
watersports lovers
58
HONG KONG
Project / Activity
TRAVEL TRADE
ACTIVITIES
1. International
Travel Expo
2. Philippine
Tourism
Roadshow
Implementation
Date
Description
June 14 - 17
Participate w/ 72 sq. m. Booth highlighting the
theme “PlayAround Philippines” destination
feature will be Bohol to be joined by partner
agents for on-site selling / booking of tour
packages. Booth activities include cultural
entetainment, game counter, photo corner w/
mascot, celebrity ambassador appearances, &
joint promo with airlines to win free ticket to the
Philippines
June
Activity to coincide before or after ITE. Includes
product & investment presentations, business
matching session and cocktail reception
Target participants :
Hong Kong – 50 - 80 pax
59
Macau – 50 - 80 pax
HONG KONG
Project / Activity
Implementation
Date
Description
TRAVEL TRADE
3. Internet
Promotions
Starting April
Shared link with travel trade organizations, i.e.
TICHK, HATA, etc. to include internet banner
ads & competition / lucky draw to win free trips
to the Philippines. Duration – 3 weeks
4. Philippines
Front-liners
Marketing Kit
& Seminars
Year round
Production of a Philippine Frontliners marketing
kit to include brochures, CD-Rom, newsletter,
folder& stationeries, etc. & conduct of seminars
to train frontliners about the Philippines
5. Trade
Incentive
Campaign
May & November
(slow season)
Campaign to recognize travel agents w/
excellent sales record (in terms of visitor volume
brought to the Phils). Awards will be given by
DOT Secretary to deserving agents during an
incentive trip to the Phils. as a kind of national
60
endorsement
HONG KONG
Project / Activity
TRAVEL TRADE
6. Joint
Promotions
Implementation
Date
Year round
CONSUMER
PROMOTIONS
1. Branding ADs
& Advertorials
Year round
Description
Ad support for special promo packages of partner
travel agents, wholesalers & airlines.
Target airlines: PAL, Cebu Pacific, HK Express
Target agents: Hong Thai, Miramar, Morning Star,
EverGloss & other major travel agents in Hong
Kong + Macau
Placement of new branding theme in various
media – magazine, newspaper & internet.
Magazine: Weekend Weekly, Eat & Travel Weekly,
U Magazine
Newspaper: Apple Daily, Sing Tao Daily, Metro,
Headline
Internet: yahoo.com.hk
Others: MTR lightbox, bus ad
Schedule : Monthly before peak outbound travel
period – Jan, Mar / Apr, May till July, Nov
61
Content: new destinations, special tours & events /
programs
HONG KONG
Project / Activity
Implementation
Date
CONSUMER
PROMOTIONS
2. Play Around
Philippines Shopping
Promo
May-June
(summer) &
Oct – Nov
(autumn/winter)
Description
Philippine showcase in cooperation w/
shopping mall w/ lucky draw trip to the Phils.
Includes poster & banner ads, stage backdrop,
travel exhibit, musical extravaganza.
Target Mall: Harbour City, Time square, or
Plaza Hollywood
3. Niche Market
Support/
Promotions
2nd & 3rd
Quarters
Support to dedicated niche travel publications,
i.e. diving, water sports & ecotours to provide
more info and arouse public interest
4. Philippines
Young Ambassadors
Campaign “ Travel to
Bohol & Save a
Tarsier”
2nd Quarter
Essay writing or mascot design contest for high
school students. Winning design will be used in
promo activities. Prize: Free ESL trip to the
Phils
Special packages to Bohol will be offered after
62
the contest
HONG KONG
Project / Activity
Implementation
Date
PROMO COLLATERAL Year round
PRODUCTION
Description
Production of new set of brochures,
posters & standees (using new tourism
ambassadors), CDs & stationeries,
pocket map / travel guide in Mandarin
and giveaways, PlayAround bags both
for trade & consumers
PR / MEDIA
Jan / May-Jun / Nov
WEBSITE
MAINTENANCE
Year round
Press & publicity support for the two
Celebrity endorsers / ambassadors
during Phil tourism functions and fam
trips
Update & maintenance of
wowphilippines.com.hk
63
TAIPEI
2007 Target Arrivals : 128, 400
Target Segments : Group Travelers
FITs (Business)
Honeymooners / Couples
Incentive Travelers
Niche Travelers
- diving, health & wellness,
gaming & ESL
64
TAIPEI
PROJECT / ACTIVITY
TRAVEL FAIRS
1. Taichung International
Travel Fair
2. Taipei Tourism Expo
3. Kaohsiung Travel Fair
IMPLEMENTATION
DATE
April 7-10
May 4-7
May 10-13
DESCRIPTION
Participate with shell scheme booth
displaying Philippine destinations in
partnership w/ Central Taiwan
agents for tour packages
First to be held in Taipei in time for
summer travel season. Participate
w/ shell scheme booth w/ partner
agents
Participation w/ shell scheme booth.
A pre-event travel mart is organized
in cooperation w/ Kaohsiung Assn.
of Travel Agents
65
TAIPEI
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL FAIRS
4. Taipei International
Travel Fair
December 14 – 17
Participation w/ island raw booth
space. Booth features include
performances, games, celebrity
endorsers, special tour packages
by partner agents
CONSUMER
PROMOTIONS
1. Philippine Tourism
Roadshow (summer &
winter travel campaigns)
June & November
Travel display/info counter/mini
travel fair w/ partner agents to be
set up at major dept store /
shopping mall w/ possible joint
cultural entertainment w/ MECO
66
TAIPEI
PROJECT / ACTIVITY
CONSUMER
PROMOTIONS
2.Product Presentations
- PAL Agents
- Multi Travel Assn.
- Eva Air Agents
- Mandarin Air
Agents
- China Air Agents
- Taipei Dive Assn.
- Central Taiwan
Agents
- Southern Taiwan
Agents
- ANTOR Travel
Marts
IMPLEMENTATION
DATE
May / October
May / September
3rd wk Mar & Sept
May / October
May / October
March / November
March / October
April / September
(Yunlin, Taichung,
Kaohsiung, Hsinchu)
DESCRIPTION
Product update presentations and
networking with partner agents in
source cities and consortium of
agents of airlines to mobilize them
& discuss tour programs for
summer & winter travel campaigns
(2 meetings / year)
67
TAIPEI
PROJECT /
ACTIVITY
PR & PUBLICITY
1. Joint Ads Publicity
(w/ MECO &
industry partners
for summer travel
campaign
IMPLEMENTATION
DATE
January - June
DESCRIPTION
Various ads & publicity schemes to
be shared by DOT & MECO –
monthly Wow newsletter, website
promo, bus ads in
Taipei/KHH/Taichung, advertorials /
print media ads in major dailies &
broadcast media, media briefings /
networking meetings, TV shopping
channel
68
TAIPEI
PROJECT / ACTIVITY
INVITATIONAL
PROGRAM
IMPLEMENTATION
DATE
Year round
DESCRIPTION
Trade & media fam trips to be
conducted year round (for
discounted tickets, taxes, airport
fees, etc.)
OTHER ACTIVITIES
1.Collateral Production
Year round
Standard collateral materials in
Chinese / re-printing of Phil.
brochure, maps & destination
flyers
69
TAIPEI
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
2.
Joint Ads &
Publicity w/
MECO &
industry partners
for Winter Travel
Campaign
July – December
3.
Travel Magazine June & November
Supplement &
other Dedicated
Guidebook /
Exclusive
Magazine
Edition on Phils.
DESCRIPTION
Various ads & publicity schemes to be
shared by DOT & MECO – monthly Wow
newsletter, website promot, bus ads in
Taipei/KHH/Taichung, advertorials in major
dailies & broadcast media, media briefings
/ networking meetings, TV shopping
channel
Cover story on the Phils. with side order of
supplement which will be used as travel
catalogue / info material for consumers
70
TAIPEI
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
4.
MRT TV Ads &
Destination
Billboards
May – June &
October – November
5.
WoW Phils.
Travel TV and / or
other Taiwan TV
Location Shoot in
the Phils or
Special Joint
Consumer Promo
on TV / MTV
Year round
DESCRIPTION
High profile & colorful destination
billboards in strategic areas or WoW
Phils travel video to be shown at the
MRT TV panels
One season of exclusive feature on the
major destinations of the Phils on Asia
Travel TV & / or special TV Shoot for a
TV Show or MTV w/ Joint Consumer
Promo
71
SYDNEY
2007 Target Arrivals : 112,516
Target Segments : Women
Families
Divers
Honeymooners
FITs
72
SYDNEY
PROJECT /
ACTIVITY
TRAVEL &
CONSUMER FAIRS
1. Perth Holiday
Show
IMPLEMENTATION
DATE
February 16 – 18
March 17 – 18
2. Australian Dive
Show
3. Sydney Holiday &
Travel Show
4. Melbourne
Holiday & Travel
Show
5. Brisbane Holiday
& Travel Show
March 18 - 19
March 21 – 25
March 30 – April 1
DESCRIPTION
For these travel shows, participation will
have shell scheme booth. Booth features
include – display of tour wholesalers
brochures, retail agent group reps selling
the wholesalers’ package, entertainment
by local Filipino performers on main stage,
Filipinos in costume distributing brochures
/ flyers to attract consumers to the stand,
raffle tickets c/o PAL & Qantas to be given
away after a travel quiz, press releases on
Philippine participation in travel trade
publications.
Out of 50 consumer shows held annually,
only 9 are chosen where DOT will
participate as these were proven to be73the
most successful in consumer participation
SYDNEY
PROJECT /
ACTIVITY
TRADE FAIRS
1.
Asia Pacific
Incentives &
Meetings Expo
(AIME)
IMPLEMENTATION
DATE
DESCRIPTION
February 13 - 14
Participation w/ 6 booth spaces w/ private
sector booth joiners for one-on-one
business appointments. New incentive
tour programs to be offered to buyers
2. Flight Centre
1st & 2nd Quarters
Travel show organized by one of the
biggest travel agents around Australia
usually held in 10 separate venues.
Participate w/ shell scheme booth &
selling of special tour packages
3. Harvey World /
Travel Scene /
AMEX
3rd Quarter
A trade event organized by another big
travel agent held in 4 venues. Participate
with shell scheme booth w/ special tour
package selling
74
SYDNEY
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
JOINT PRODUCT
PRESENTATIONS
1.Sydney
2nd Quarter
Product presentation of special tour
programs in partnership w/ 3
wholesalers. Target no. of pax – 300
2.Melbourne
1st Quarter
Same as above
3.Brisbane
2nd Quarter
Product presentation of special tour
programs in coop w/ 2 wholesalers.
Target no. of pax – 135 pax
4.Perth
1st Quarter
Same as above
75
SYDNEY
PROJECT /
ACTIVITY
BROCHURE
SUPPORT
ADVERTISING/PR
1. Radio Shows
Triple MMM
– 960,000
WSFM 1,200,000
IMPLEMENTATION
DATE
DESCRIPTION
Year round
Provision of support to include Phils in the
tour brochures of the following wholesalers
: Qantas Holiday, Discover Asia, San
Michele Travel, Infinity Holidays, Harvey’s
Choice, Escape Holidays, JetGlobe,
Allways Dive Expeditions, All About Asia,
Amazing Vacations, Dive Adventure
May
July
A month long campaign highlighting Phil.
destinations like Palawan, Boracay & Cebu
to promote travel to the Phils. Primary
target are families looking for overseas
holiday destinations. Radio website will be
linked to WoW Phils website & live reads of
Phil. tour commercials will be done by
popular radio talents daily during the 76
campaign period
SYDNEY
PROJECT /
ACTIVITY
ADVERTISING &
PR
2. Print Ads
- Travel Trade
- Consumer
IMPLEMENTATION
DATE
DESCRIPTION
February
Feb / Apr / Jul
March / July
April
Full page ads in the following :
MICE.net (in time for AIME)
The Captain’s Table (3x)
Escape Magazine (2x)
Travel Trade (3-page supplement)
April
April
May
June
July
August
September
October
Sunday Telegraph
Scuba Diver
Shop Till You Drop
Travel & Leisure
Holiday for Couples
Get Lost
Vogue Entertainment & Travel
Sport Diving
77
SYDNEY
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING &
PR
3. Mobile Ads
March – April
Taxi Ads (c/o 2006 budget)
4. Media
Appreciation
Events
April / August / Nov
Briefings & networking activites to update
media on products & devts. In the
Philippines
78
SYDNEY
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
INVITATIONAL
PROGRAM
- Trade
Year round
- Media
Year round
Agents’ Fam trips to various
destinations in the Phils
Departure taxes & ticket taxes for :
8 freelance journalists
2 TV travel shows (GetAway & Great
Outdoors
10 Glossy magazines
3 travel trade publication
4 newspapers
79
SYDNEY
PROJECT /
ACTIVITY
OTHER ACTIVITIES
1. Travel Club
2.Philippine Food
Festival
IMPLEMENTATION
DATE
DESCRIPTION
Year round
Production of a travel catalogue
featuring various Phil. packages with
costs categorized according to lifestyle
segments – adventure, spa
/pampering, Shopping, golf, Sun N
Surf, etc. A unique payment scheme
will be applied, paying for a package
over 52 or 26 weeks w/ equal
payments. In essence, it is like a layby holiday concept. Chrisco Hamper
Club can be approached as partner.
April
To be implemented in coop w/ PAL &
Shangri-la. Filipino chefs will be
invited to showcase Philippine cuisine
80
in the hotel
INSTITUTIONAL ACTIVITIES c/o ASPAC
PROJECT /
ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ASEAN TOURISM
FORUM
(Singapore)
January 30 – Feb 2
Participation w/ 10 booth space w/ private
sector participants for one-on-one business
appointments. Includes NTO media briefing
PATA TRAVEL
MART (Indonesia)
September
Sustain participation w/ 2 shell scheme
booth space only
IT & CMA
(Thailand)
October
Participation w/ 4 booth space w/ private
sector participants for one-on-one business
appointments
RESORT ASIA
(Singapore)
June 27 - 30
First time to be held in Asia – a one stop
shop for RESORT room buyers from around
the world. This could be a good platform to
showcase the newly opened and LUXURY
81
resorts of the Philippines.
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs:
Korea
North America
Japan
China
Asia Pacific
Europe
India
82
COUNTRY
2005
ARRIVALS
2006
2007
2008
2009
2010
WESTERN EUROPE
112,097
122,184
133,428
145,983
160,026
175,768
Germany
50,522
53,376
56,391
59,571
62,930
66,472
Switzerland
15,192
16,684
18,322
20,121
22,097
24,267
Netherlands
15,173
17,764
20,796
24,344
28,497
33,355
France
14,375
15,007
15,667
16,356
17,064
17,802
Austria
9,260
10,754
12,488
14,501
16,838
19,552
Belgium
7,181
8,118
9,177
10,374
11,727
13,256
394
481
587
716
873
1,064
11,184
35,306
58,888
82,740
106,592
130,444
Luxembourg
EASTERN EUROPE
(Russia & CIS)
83
COUNTRY
2005
ARRIVALS
2006
2007
2008
2009
2010
SOUTHERN EUROPE
19,064
22,377
25,563
29,567
34,654
41,117
Italy
10,873
12,177
13,687
15,411
17,383
19,642
Spain
7,494
9,446
11,051
13,205
16,242
20,302
697
754
825
951
1,029
1,173
NORTHERN EUROPE
97,099
110,105
124,972
142,546
163,424
188, 871
UK
62,165
69,500
77,909
87,491
98,427
111,222
Norway
10,119
11,636
13,404
15,468
11,881
20,724
Sweden
9,546
11,264
13,314
15,777
18,727
22,266
Denmark
9,186
10,407
11,811
13,429
15,309
17,528
Ireland
2,836
3,684
4,457
5,705
7,644
10,701
Finland
2,054
2,300
2,622
3,054
3,603
4,323
Greece
1,193
1,314
1,455
1,622
1,833
84
2,107
Portugal
GERMANY
 Travel trade
1. Caravan Motor Und Touristic 13-21 January
2. Dresden Reisemarkt & Reise Messe Leipzig, 26
January
 Presentations, road shows sales calls, joint
promotions
1. Meieser Far East Live Seminar, 2-5 May
2. DERTOUR Road show, August
3. Cathay Pacific Super City Road show, April –
September
4. Travel Agents & Client Joint Philippine Presentation,
September – October
 Invitationals
 Production of collateral materials
85
RUSSIA
 Travel fair
1. Kazakhstan International Tourism & travel Fair, 2628 April
2. Leisure Fair 2007, September
 Presentations, road shows sales calls, joint
promotions
1. Far East Sales Mission, May
2. Regional presentation & workshop, OcotberNovenber
 Advertising / Joint promotion
1. Travel guidebook in Russian language
2. Far east charters
 Invitationals
86
UNITED KINGDOM
 Travel fair
1. Holiday World & Travel Show, 12-14 January
2. Holiday World and Travel Show, 19-21 January
3. Destinations, 1-4 February
 Joint sales and promotions
 Advertising support for Tour Operators, January May
 Advertising & media support
1. Internet communications plan
2. Taxi promotion campaign plus, April 2007 – March
2008
 Familiarization trips for trade, media, and
consumer
 Invitationals
87
INSTITUTIONAL PROJECTS
 World Travel Mart, November
 International Tourismus Borse, 7-11
March
88
OTHER STRATEGIC INTITIATIVES
 Maintenance market: The Netherlands
 Exploratory Market: France and Scandinavia
 Europe Dive Campaign:
1. Germany: Boot Fair (20-28 January), joint
advertising campaign, joint promotions (Roger
tours)
2. U.K.: Travel Trade: London Dive Show (10-11
March) & Dive Birmingham (13-14 October); Fam
tours for dive operators; joint promotions with British
Sub-aqua Club; production of promo mats: Dive
Brochure and dvd
89
OTHER STRATEGIC INTITIATIVES
 Europe Dive Campaign, continued:
3. Russia: Dive Festival (15-17 February), joint
promotions with dive clubs, dive website
initiatives
4. Spain: BCN Dive & Expovaccaciones, joint
dive promo program with Abando Dive
Center & Ultima Frontera, fam trips for dive
trade and media
5. Italy: EUDI, Milan (17-21 January), sales
calls and joint promotions, fam trips and
production of dive promo mats
90
6. France: advertising
91
92
OUTLINE OF PRESENTATION
General Overview of Arrivals
Market Overview, Strategies & Programs:
Korea
North America
Japan
China
Asia Pacific
Europe
India
93
Objectives
Develop awareness of the Philippines
as a new destination for shopping,
entertainment and leisure
Enhance and facilitate air access to the
Philippines
95
Strategies
Initiate marketing and promotions in
high tourist traffic centers, e.g. New
Delhi and Mumbai
Establish linkages and network with
Indian travel agents and foreign
carriers with access to the Philippines
96
Arrivals 1996 – 2010
140000
120000
102,150
100000
80000
60000
34,050
40000
20000
0
1996 1998 2000 2002 2004 2006 2008 2010
Volume
Growth Rate
% Share
16,062
29.12%
0.78%
20,945
18.26%
0.97%
18,570
(0.36%)
0.93%
14,826
(3.67%)
0.77%
18,221
15.44%
0.80%
22,700
8%
0,81%
68,100
100%
1.86%
132,795
50%
2.65% 97
Major Tourism Markets
2006
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Korea
USA
Japan
China
Taiwan
Australia
Hong Kong
Singapore
Canada
United Kingdom
Malaysia
Germany
Guam
Thailand
India
2008
572,133
567,355
421,808
133,585
114,955
101,313
96,296
81,114
80,507
68,490
53,279
51,402
37,445
26,441
22,703
USA
Korea
Japan
China
Taiwan
Hong Kong
Australia
Singapore
India
Canada
United Kingdom
Malaysia
Germany
Guam
Thailand
504,431
524,388
369,906
145,782
100,144
81,148
81,174
76,314
68,100
66,419
58,674
54,267
41,412
30,641
23,485
98
Target Market Segments
 General leisure market focused on
family travel with interest on
shopping, fun, recreation and
entertainment for kids
 Business and company travel with
propensity for shopping and
entertainment
99
Target Market Areas
 New Delhi the capital city and seat of
government has a total population of
15 Million
 Mumbai the industrial and business
center of India with population of
more than 17 Million
100
1st Philippine Sales Mission to India
101
Tour Packages with Airlines
102
Work Program
Travel Trade
Outbound travel Mart (Mumbai and New Delhi)
Familiarization trips (April and July 2007)
Media
Advertising in Travel Talk, Selling World Travel, Premier,
Plaza Time, Page 3, India Today Travel Plus, Tourism &
Wildlife
Familiarization trips (March 2007)
Joint Promotions with:
New Delhi: Hindustan Times and Times of India (What’s Hot?)
Mumbai: Hindustan Times Mumbai & Times of India (Bombay
103
Times Travel)
Work Program
Establish and sustain marketing offices in New
Delhi and Mumbai
Network with airlines to encourage direct flight
from New Delhi and Mumbai to the Philippines
Work closely with Bureau of Immigrations and with
the Department of Foreign Affairs for the easing of
entry requirements to the country from India
Primer on Issuance of entry visa
104
Contact Details
Team Heads
Email Address
North Am: Ma. Corazon Jorda-Apo
Korea: Maricon Ebron
(mcajorda@tourism.gov.ph)
Japan: Benito Bengzon, Jr.
China: Arlene Alipio
Asia Pacific: Rica Bueno
Europe: Verna Buensuceso
India: Raymund Glen Agustin
(ttu@dotpcvc.gov.ph)
(bcbjr_2000@yahoo.com)
(sdd@tourism.gov.ph)
(rcbueno@tourism.gov.ph)
(vcbuensuceso@tourism.gov.ph)
(raagustin@tourism.gov.ph)
105