THE PHILIPPINES’ top markets – South Korea, Japan and China – will receive the bulk of this year’s tourism promotional budget of US$10.3 million, while its other key market, the US, will largely be served by a new campaign targeting overseas Filipinos.
Fam trips and roadshows will be the focus for its biggest markets. There will also be investments into the emerging markets of India, Australia, Canada, Singapore and Malaysia, said Department of Tourism (DoT) undersecretary, tourism planning and promotions, Daniel Corpuz.
He said that DoT was also aiming to launch a new country brand by next January, having set aside some US$280,000 just for the slogan. Bidding by agencies will begin this month.
Its previous Pilipinas Kay Ganda campaign was withdrawn disgracefully days after its launch last November.
Said Corpuz: “The media campaign will be worked out with the (new) branding council and stakeholders of the tourism industry.”
In the interim, the Philippine Tour Operators Association will use its own slogan, Your Best Friend in Asia, said president Cesar Cruz.
– Read more in TTG Asia, July 22 issue