Philippines Tourism E-Newsletter - November 2012

The Philippines Department of Tourism (PDOT) London concludes its trade show season with its biggest participation at the World Travel Market 2012. The country is well on its way for a breakthrough year reaching its target of 4 million tourists set by the Department.

Since the launch of the exciting new brand, "It's More Fun in the Philippines" (IMFITP), tourism awareness for the destination has never been higher. The brand has been proudly emblazoned across London during key times of the year. Travellers in the capital were able to see the brand on London Taxis, Double-decker buses and all-over the London Underground. Print advertising was equally high, with supplements in the Daily Telegraph and numerous travel trade publications. The new brand was highly visible during the most watched global events in 2012,the Queen's Diamond Jubilee, The London 2012 Olympics and Paralympics.

In time for World Travel Market, one of the most important trade fairs globally, the PDOT London went all-out with editorials and adverts in print and outdoor media. Trade advertising was utilised with full-page adverts and equal editorials in WTM Preview, WTM Business Magazine, WTM Catalogue and in each of the TTG Dailies. Further, an impressive 2-page adventure and experience driven feature appeared in the TIME Magazine UK.

At the exhibition, exhibitors and visitors were greeted by a nine square meter Philippines floor graphic featuring the pristine Panglao Beach, in Bohol as soon as they enter the central boulevard. The Philippines booth was utterly impressive, located at the front of the Asia Hall, displayed 6-metre high by 10-metre wide striking images of the adventure sites of the country - Boracay, Underground River, Banaue Rice Terraces and Kayangan Lake.

Outdoor, the Department increased its campaign with the iconic London taxis from 50 to 100 carrying the new brand with the colourful “It’s more fun in the Philippines” logo. The additional 50 London cabs were strategically placed during the crucial winter holiday planning period for the UK. There are also still a few Double-decker buses with the IMFITP adverts roaming the streets of London left from the Olympics and Paralympics campaign last July and August.

New videos of the Department were shown at the massive screens fronting the booth - "Sleepless Nights" - http://www.youtube.com/watch?v=TuUQzIfAACo and "Moving House" - http://www.youtube.com/watch?v=JWEbKleE-ss . High-definition overland footage by TXL Video of selected Philippines sites was also displayed at the booth.

Tourism Secretary Ramon R. Jimenez Jr. led the delegation this year personally and spearheading the campaign to bring 10 million visitors to the country by 2016.

Tour Operators who joined the Department at the booth included Annset Holidays, Baron Travel, Blue Horizons Travel and Tours, Constellation Travels, Intas Destination Management, Sharp Travel Service and Uni-Orient. Resorts which participated this year were Boracay Regency, BE Resorts and El Nido Resorts.

Reports from private sector participants indicated a highly productive WTM with new partnerships established and new European tour operators poised to feature the country for the first time in the coming months.

In this issue:

  Major Programs
  DOT News

Major Programs

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Philippines Department of Tourism Aims for 10 Million Visitors by 2016

Bringing one of the biggest delegations to World Travel Market this year, the Philippines Department of Tourism (PDOT) presented its plans to position the Philippines as a must-experience destination in Asia and aims to achieve 10 million visitor arrivals and employ 6.8 million workers in the tourism sector by 2016.The UK target is 207,000.

The Philippines is already set to hit its 4-million visitor goal for this year, and so far has received 80,000 visitors from the UK as of September. Its vigorous marketing campaign, which centred around the use of social media, engaged Philippines fans, to share their images of the destination and its people. Fans used unique, witty taglines to illustrate why ‘It’s More Fun in the Philippines’. One of its best - ‘The Underground. More Fun in the Philippines’, was used on the London underground to advertise the captivating photo of the Philippines’ longest underground river in Puerto Princesa, Palawan.

Ramon Jimenez Jr, Secretary of Tourism comments: ‘We are delighted to be back in London and promote our global campaign here at WTM. We have a very high target for visitors by 2016, but believe this is achievable. We have plans in the next few years to work closely with the UK trade, by focusing on market development, hosting familiarisation trips, sales missions and trainings.’

View the photo gallery click here

TTG Interview of Secretary Ramon R. Jimenez Jr.


TTG Media's brand director, Daniel Pearce conducted an interview with Tourism Secretary Ramon R. Jimenez Jr. during World Travel Market about the growth of tourism to the country and the direction it is taking to invite the world.

The Secretary describes the Philippines as "an old destination that is suddenly very new". Signs from the UK travel trade are hopeful and they are very excited about the country. There has been significant growth of visitors from the UK and it remains to be the highest source market from Europe. The growth rate of tourism to the Philippines is one of the highest in Asia between 9.2% - 9.6% for 2012 and tracks to hit double digit figures in 2013.

Opening 12 more international airports in the next 3 years in the Philippines and "open skies" are among the main strategies of the Department to reach its goal of 10 million tourists in four years.

Secretary Jimenez ended the interview by encouraging everyone to come and have FUN in the Philippines.
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DOT News

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PH extends Fun welcome to Legend of the Seas

The Royal Caribbean International’s Legend of the Seas made its inaugural call on the ports of Manila and Boracay last October 26–27 as part of the vessel’s eight-night Southeast-Asia itinerary from Hong Kong to Singapore, with stopovers at Xiamen, China; Manila and Boracay, Philippines; and Kota Kinabalu, Malaysia. The Royal Carribean International, a Norwegian and American cruise line brand based in Florida, is one of the biggest and most famous cruise companies in the world. Its Legend of the Seas has a wide range of facilities which passengers can enjoy, ranging from a shopping center, golf course, rock-climbing wall, four-themed bars, casino, and theatre.

The Department of Tourism (DOT), in cooperation with the Philippine Ports Authority (PPA) and the Philippine National Police (PNP), extended its warmest reception to almost 2000 passengers from different countries on-board the vessel. They enjoyed a quick tour of Manila’s famous tourist spots such as Intramuros and the Rizal Park. Completing their final course in the country, passengers were also given ample time the following day to explore the white sand beaches of Boracay, recently hailed as “2012 World’s Best Island” by Travel + Leisure Magazine.

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