TTG Asia
Asia/Singapore Friday, 3rd April 2026
Page 2371

Delivering on branding promises

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AS CREATIVE taglines become frequent elements in destination marketing campaigns, John Koldowski, special advisor to CEO of PATA, underlined the importance of “delivering on what you promise”.

Speaking at the China International Tourism Branding & Marketing Seminar yesterday afternoon, Koldowski said: “Every country now knows how powerful taglines are in branding the destination and are all vying to have the best identity.

“However the branding campaign might backfire on the destination and quickly work against it if (travellers) do not get what they were promised.”

Koldowski singled out Ministry of Tourism India’s Incredible India, Tourism Malaysia’s Malaysia Truly Asia and Tourism Authority of Thailand’s Amazing Thailand as some of the best taglines in Asia that are paired with memorable and successful marketing campaigns.

According to Tiger Wu, director of Centre for Recreation and Tourism Research, Peking University, the use of a single tagline for China is “tricky”, as the country is vast and its tourism experiences are varied.

China revealed its destination marketing tagline Beautiful China in March this year.

Wu said: “Everyone, especially if they are from different countries, has a different definition of beauty and it can be based on the destination’s culture, history or scenery.”

Hence, he has suggested that China adopts a more targeted approach for different audiences, perhaps differentiated by geographical source markets.

“For instance, our survey has shown that China’s rich history and culture are most important to Western travellers,” he said.

Duan Yue Qing, director-general of Yunnan Provincial Tourism Development Committee, said the province’s Colourful Yunnan, Tourism Paradise tagline was recognised as one of the top 10 marketing slogans in China this year.

Duan opined that the tagline rightfully described Yunnan’s community of colourful ethnic tribes, varied flora and unique scenery.

Matzig hands CEO baton to Kuenzle

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LUZI Matzig is handing over the CEO baton of Asian Trails and Kuoni Destination Management Asia-Pacific to Laurent Kuenzle effective January 1, 2014.

Matzig will assume the role of chairman of the company he founded in 1999. The succession was planned, with Kuenzle, a co-founder and currently group managing director, ensuring continuity.

Kuenzle said: “I am blessed with the best management and staff team one could possibly hope for and a very wise mentor. I look forward to lead Asian Trails in its continued success.”

Matzig said he did not intend to be a sleeping chairman. He told TTG Asia e-Daily: “Even in my reduced role at Asian Trails, I will still be very much connected to the pulse of the business as I will head the introduction of our new IT system in 2014 which will bring major improvements in speed of response, capacity, availability of services plus efficient accounting and statistics.

“Secondly, since I will travel less, I will be in the office in Bangkok more frequently thus assuring staff and managers of continuity.”

The avid pilot also hopes to have more time for his hobby and will himself fly many Medevac missions throughout Asia for his VIP-Jets.

BESydney welcomes two new directors to its board

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BEVERLEY Parker, executive director, sales and marketing, Dockside Group and Shelley Roberts, executive director, aviation services, Sydney Airport have been elected to the positions of Members’ Directors of Business Events Sydney (BESydney) by their peers.

BESydney Chairman, Col Hughes, said: “We are delighted to welcome Shelley and Beverley to our Board. Our nine directors bring unique energy and perspectives, along with diverse industry and commercial knowledge, to the table. Together they will actively contribute to the strategy and direction of the company and we look forward to working with them, now and into the future.”

The board will also see the exit of two directors, Kate Smith and Gary Daly.

BESydney CEO, Lyn Lewis-Smith, highlighted the importance of strong industry leaders to guide the company’s future success.

“The business events market both globally and locally is changing. We need to evolve to ensure we are best placed to tackle the challenges and opportunities that lie ahead. Under the guidance of our highly-respected and connected Board of Directors, both past and present, BESydney is leading the way as a global destination of choice for business events.”

Oakwood brings property to Bangalore

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THE Oakwood Residence Prestige Whitefield Bangalore has opened in the Silicon Valley of India, offering 143 units overlooking the scenic Varthur Lake.

Led by resident manager Varun Sharma, Oakwood Residence Prestige Whitefield Bangalore is one of the largest serviced residences in the city. Strategically located in the IT hub of Bangalore and atop the popular Forum Value Mall at Whitefield, the property offers guests easy access to the International Tech Park Bangalore and a variety of entertainment, dining and shopping options.

Ideal for both long and short stays, guests can choose from a selection of studio, one- and two-bedroom units. Each private residence boasts a state-of-the-art home entertainment system, modern kitchen, fully automated washer and dryer, Wi-Fi, rain shower and other amenities.

Facilities include the all-day dining Oakleaf Restaurant and Bar, a fitness centre, an outdoor pool, meeting facilities and more.

“India, being one of the world’s fastest growing economies and favoured destinations for global investment, continues to be a key market as we look to expand in the region,” said PG Mathew, managing director for Oakwood’s collection of 26 serviced apartments in Asia-Pacific.

“We are especially excited to see the opening of our fifth property in India which reinforces our position as an industry leader and the largest global serviced apartment operator in the country.”

Three additional properties are slated to join Oakwood’s India portfolio by 2016.

Fam trip for Belgian planners brings Laos Mood Travel good harvest

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Vientiane-based DMC, Laos Mood Travel, is hauling in a good catch of business leads and enquiries following the recent hosting of its first familiarisation trip for Belgian MICE planners and business travel media, an activity jointly organised and sponsored by Thai Airways International Belgium.

The familiarisation trip, which ran from September 21 to 28 and covered Thailand’s Golden Triangle, Pakbeng, Luang Prabang and Vientiane, put participants on a smartphone-based scavenger hunt, a tuk-tuk self-drive contest, a speedboat ride down upper Mekong, an elephant greeting at Anantara Golden Triangle Elephant Camp & Resort, street food dining, and many other experiences.

In an email interview with TTGmice e-Weekly, Laurent Granier, co-founder and general manager of Laos Mood Travel, said his team is presently creating programmes for Belgian incentive houses, with some of the events due to take place in 2014.

Granier explained that Belgium was targeted due to available air access, provided by THAI’s Brussels-Bangkok flights and a new daily direct Bangkok-Luang Prabang service.

He added: “Belgium is a small and dynamic country, while its capital Brussels (is home to many) corporate headquarters. Moreover, Belgians travel frequently abroad and are bon vivants. Laos and Belgium are both francophone nations and their people favour relaxed lifestyles.

“(Our initiation of this familiarisation trip) is in line with our continuous efforts to promote MICE in Laos,” he said, adding that he is keen to “target emerging markets with (huge) potential, especially from East and North Europe”.

However, Granier said such familiarisation trips were only possible with the support of airlines and pointed out that the presence of “Nordic and Middle Eastern airlines” that fly into Asia have “(brought) Laos closer to their country of origin”.

COMEXPOSIUM, MAFBEX create food exhibition in Manila

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A COLLABORATION between COMEXPOSIUM Group, its subsidiary SIAL Group and the Philippines’ leading food show MAFBEX has resulted in the creation of SIAL ASEAN.

To be held next year from June 11 to 13 in Manila, the new food exhibition is expected to attract 800 exhibitors – half of whom will be from across the world – and 15,000 professional visitors.

SIAL ASEAN joins SIAL Group’s current portfolio of food exhibitions including SIAL China, SIAL Middle East, SIAL Canada, SIAL Paris and SIAL Brazil.

Renaud Hamaide, managing director of COMEXPOSIUM Group, said the development of SIAL ASEAN “fits perfectly into the global strategy” of the company which constantly seeks out opportunities “principally in areas of the world that post significant economic growth”.

Brisbane secures melanoma congress

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SOME 1,500 of the world’s leading melanoma and skin cancer experts will gather in Brisbane in October 2017, following the Australian city’s successful bid for the 9th World Congress of Melanoma.

The event, which will be held at the Brisbane Convention & Exhibition Centre (BCEC), was a result of a joint effort involving Brisbane’s key convention partners, led by a team from the host venue, as well as Cancer Council Queensland and two of Brisbane’s leading melanoma specialists. It is expected to deliver an A$3.6 million (US$3.5 million) boost to the Queensland economy.

Tourism and Events Queensland and Brisbane Marketing also played significant roles in securing the four-day congress.

The World Congress of Melanoma’s return to Australia for the second time in 20 years is regarded as “testimony to Brisbane’s world class research reputation and active engagement in the area of melanoma and melanoma management and will provide an opportunity to showcase the ground breaking work of Queensland based researchers and clinicians”, said a press release from BCEC.

The main architects of the bid, co-convenors and BCEC Convention Advocates, H Peter Soyer and Mark Smithers, believe the high calibre of the multidisciplinary Australian Steering Committee and the successful hosting of the Dermoscopy World Congress at the venue last year were factors in the success of the Brisbane bid.

BCEC general manager, Bob O’Keeffe, said the win was further affirmation of Brisbane’s reputation and track record for hosting major international events and its appeal to the international scientific and research sectors.

KTO woos Philippine incentives

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THE Korea Tourism Organization (KTO) has turned its attention on corporate incentive travel from the Philippines after market research showed that the sector has more promise than meetings, conventions and exhibitions.

“Incentive travel is steady and fast-growing not only to South Korea but also to other countries,” said Sangyong Zhu, director of KTO’s Manila office.

Encouraged by its market research results, KTO hosted the MICE Travel Mart in May, which saw the participation of almost 150 corporations in cooperation with the Philippine Chamber of Commerce and Industry.

According to Zhu, the Manila office also works closely with the Korea Chamber of Commerce and Industry in the Philippines and the Philippine Travel Agencies Association in promoting the destination for incentive trips.

KTO is also investing in advertising and newspaper campaigns to promote MICE tourism.

Incentive arrivals from the Philippines today are a tiny percentage of the total footfalls from the market. The tourism bureau supported 971 people from 20 incentive groups from the Philippines between January and October 3 this year, while total arrivals in the first eight months of the year were 280,711.

Zhu explained that the numbers were small because KTO’s Manila office was only formed a year and a half ago and the incentive trip campaign was rolled out last May.

“This is just the beginning. The Philippines has big potential,” he said.

“(South) Korea isn’t cheap. It’s a little more expensive than other Asian countries but Filipinos still go there because of the robust Philippine economy and the stronger buying power of the middle class,” he explained.

Filipinos’ fascination with the Korean wave adds to the destination’s popularity, while South Korea’s offer of multiple-entry visa for South-east Asians since September has enhanced accessibility.

New Philippine OTAs gun for airline ticketing

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TWO new Philippine B2C online travel brands have surfaced this year focusing on ticket search and aggregation, with planned expansions into hotel booking.

Muranglipad.com’s web engine search will offer fare comparisons, allowing users to locate the cheapest fares across all Philippine carriers and Jetstar, according to Margarita Cabrera, marketing manager of Triplestar Travel and Tours, a sister company of boutique carrier Seair International.

Currently, the website offers a voice link leading users to a voice operator, while a full launch of the service is expected by November. Cabrera said Triplestar’s presence will also expand to Muranghotels.com later.

Muranglipad promises preferential rates for travel companies and user payment options as VISA/Mastercard, cash and payment deposits through Cebuana Lhuillier, a local pawnshop chain.

The other OTA, Tripmoba.com, a sister company of Universal Holidays and American Express Transnational, was launched in June. It focuses on PAL, PAL Express and international airline ticketing, but not on Philippine LCCs, according to president Zaki Delgado.

“We can search all of the major airlines at once; customers can see the best prices, best options from multiple airlines,” he said.

The option to pay for Philippine travel tax (1,620 pesos, about US$38) for travel out of Manila and Cebu will be added this month, and bookings capability for hotels at a later time, Delgado added.

It has more payment gateways than others, including Globe Telecom’s mobile cash gateway called G-Cash.

Dubai incentivises economy hotel building

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DUBAI’S hotel industry is set to expand the three- and four-star hotel sector, given the government’s granting of financial incentive from early this month to develop more mid-range hotels in the emirate.

Eligible hotels will be granted a concession on the standard 10 per cent Municipality Fee levied on the room rate for each night of occupancy, while new hotels will be granted a waiver for a period of four years from the date the permit to construct is granted, and provided that this date is between October 1, 2013 and December 31, 2017.

The incentive is part of the strategy to achieve Dubai’s Tourism Vision for 2020, which aims to attract 20 million annual visitors by 2020.

Last year, Dubai received 10 million visitors, which the destination expects will double by 2020. In 1H2013, it received 5.5 million visitors, an 11.1 per cent increase year-on-year, while hotels’ revenue rose 18.6 per cent to AED11.6 billion (US$3.2 million).