Tourism Promotions Board (TPB), the marketing arm of the Philippine Department of Tourism (DoT), is focusing on ever-changing Asia where most of its key source markets are.
Of the 13 key markets bringing more than 100,000 tourists a year, eight are in Asia: South Korea, China, Japan, Taiwan, Singapore, India, Malaysia and Hong Kong. The rest are longhaul: the US, Canada, the UK, Germany and Australia.
“While strengthening existing relationships, especially post-pandemic, remains a priority, we are committed to maximising our potential in key strategic markets,” TPB chief operating officer Maria Margarita Nograles told TTG Asia.
In South Korea, the Philippines has “transitioned from targeting honeymooners and English-as-second-language (ESL) consumers to focusing on families and FITs”.
It is also “expanding MICE opportunities” from South-east Asia, and has stepped up focused efforts on India with a roadshow across four Indian cities, concentrating on luxury travel, destination weddings, and corporate incentive trips.
Nograles also noted Vietnam’s potential. Recent market profiles show that over half of Vietnamese tourists visit the Philippines for vacation and pleasure, and the rest for friends and relatives.
Given these market insights, TPB is integrating the new brand campaign, Love the Philippines “into international shows and media efforts, with plans to expand its reach further”, Nograles said.
While tourist favourites Boracay, Cebu, Bohol, Palawan and Manila are taking off with direct international flights, TPB is also shining the spotlight on hidden ecotourism gems of Ilocos Norte, Cotabato’s waterfall network, Antique’s pristine beaches, and Tawi-Tawi’s stunning shores.
TPB has allocated a 1.2 billion pesos (US$212 million) budget for this fiscal year – a modest sum when compared to its extensive responsibilities.
However, as a testament to its remarkable efficiency and resourcefulness, Nograles said that to date, “TPB has organised, participated and supported 200 programmes, events and tours generating over five billion pesos in sales leads and 690 million pesos in media value on advertising and PR exposure for the country all over the world”.