Post-disaster Philippines introduces more appropriate campaign

The Tourism Promotions Board (TPB) has temporarily suspended the international brand campaign It’s More Fun in the Philippines, and unveiled a new one called Bangon Tours to spur domestic tourism and raise funds to rebuild destinations battered by super typhoon Haiyan and the earthquake that hobbled Bohol.

Domingo Enerio III, COO of TPB, said a more aggressive international campaign will return next year.

Many in the trade agree It’s More Fun in the Philippines does not jibe well with the disasters, including C9 Hotelworks managing director, Bill Barnett, who questioned whether the brand is still relevant and appropriate (TTG Asia e-Daily, November 25, 2013).

Enerio said Bangon Tours (bangon means ‘to rise’), which runs this month until February 28 next year, offers specially designed domestic tour packages to 16 destinations wherein participating hotels, resorts and travel agencies will share five per cent of their net income to help in the rehabilitation efforts.

“It’s a good call for the government to tie up with the private sector…a signal to tourists that the destinations are ready to accommodate them, that there’s nothing wrong with the destinations, and that tourism helps rebuild lives and businesses,” said John Paul Cabalza, president, Philippine Travel Agencies Association (PTAA).

Cabalza shared that a PTAA check with the tourism sector in Coron, a popular tourist area in Palawan hit by Haiyan, yielded the feedback that it needs bookings rather than donations.

Under the tagline Bakasyon Mo, May Meaning (which means ‘Your Vacation has a Meaning’), Bangon Tours’ destinations proposed by PTAA and Philippine Tour Operators Association are Ilocos, Tuguegarao, Baguio, Batangas-Puerto Galera, Manila-Tagaytay, Puerto Princesa in Palawan, Baler, Bicol and Batanes (in Luzon area); and Cebu, Bohol, Iloilo and Boracay (in Visayas); and Davao, Siargao and Cagayan de Oro-Camiguin (in Mindanao).

Due to the disasters, DoT said the five million foreign arrivals targeted this year may not be met. Arrivals reached 3.5 million from January to September, 11.4 per cent higher than the year before.

However, brisk domestic tourism seems to fill the gap. DoT estimates the rising Filipino middle class and overseas Filipino workers will increase domestic tourists to more than 40 million this year. Their preferred destinations are Boracay, Cebu, Bohol, Puerto Princesa and Davao.

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