The Philippines is launching an aggressive domestic tourism campaign as it seeks to offset continued declines in arrivals from South Korea, its largest source market, and relatively modest growth from other international markets.
Tourist arrivals increased 6.1 per cent year on year between January and June 15, according to tourism secretary Dita Angara Mathay. Speaking on the sidelines of the Hotel Sales and Marketing Association (HSMA) general membership meeting and the launch of its 12th Virtus Awards, she said all source markets recorded growth except South Korea, although exact figures were not disclosed.
To help restore visitor numbers, Mathay said the Department of Tourism (DoT) is strengthening its domestic tourism efforts with support from HSMA and other industry organisations.
With a population of more than 110 million, the Philippines offers a substantial domestic travel market that tourism stakeholders hope can help offset softer international demand.
The initiative includes a refreshed version of the Love the Philippines campaign, branded as Discover More Love in the Philippines, supported by discounted travel packages and promotional offers.
Mathay added that the DoT will review gaps in the country’s tourism offering and identify measures needed to improve competitiveness. This will include consultations with the Tourism Infrastructure and Enterprise Zone Authority (TIEZA) and the Department of the Interior and Local Government (DILG) on initiatives to improve the visitor experience and tourist safety.
Margie Munsayac, chair of HSMA, said the association is exploring ways to encourage Filipinos to travel domestically while continuing efforts to attract international visitors.
She stressed that restoring arrivals from South Korea should remain a priority, given its importance to the Philippines’ tourism industry.
“The decrease in Korean numbers cannot be made up by the increase in numbers from other countries, other providers,” Munsayac said.
She noted that many South Korean travellers are choosing destinations such as Vietnam, Thailand and China, which are perceived as offering better value than the Philippines.
