INTERNATIONAL and domestic buyers are organising more MICE activities in the Philippines, especially incentives, as the Tourism Promotions Board (TPB) gears up for a major destination marketing campaign next year.
A major MICE campaign will be launched as part of Visit Philippines Year 2015, which has seen increased investment in tourism infrastructure and meetings facilities in the run-up to it.
Unable to disclose more details, Karem Miranda, senior project office for the NTO’s MICE and business development unit, said: “We will be doing more to capture the local corporate market and have more groups holding their events within the country.”
Buyers said the destination already has high-standard meetings facilities, though more properties and integrated resorts, including Aseana City in Manila, are due to come online between now and 2017, enabling the conferences and exhibitions segment to develop further.
The country is getting increasingly popular in some longhaul markets where clients are seeking new experiences in South-east Asia beyond more established destinations.
“Our incentive and corporate clients are looking for something new,” said Joanna Jablonska, sales and marketing manager, Active Zone Poland. “Many have already been to Thailand, Vietnam or Cambodia, and they are now looking at the Philippines.”
She added that the country’s abundance of natural attractions and beachfront resorts is a big draw for incentive groups. “Typically our longhaul groups only want a half-day meeting during the whole incentive, and they seek something non-traditional, like having a meeting on a beach.”
Leszek Narowski, sales director, ATP Activity Poland, also said the company is keen on incentives at Puerto Princesa in Palawan. “The Philippines is new for us, but in Poland there is currently very little competition for the destination compared with other regional destinations.”
DMCs are also reporting an upsurge in forward bookings for the Philippines.
The bulk is inbound incentive groups, said Roel Privado, sales and marketing director, Sharp Travel Service, adding that the NTO’s aggressive marketing campaigns are already producing results. “We are winning back market share for international MICE business, having already confirmed conventions and congresses for the next two years, both in Manila and Cebu,” he shared.
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