European travelers who have grown tired of the mass-based, traditional tourist destinations in Asia and elsewhere, are making a comeback to the Philippines, setting their sights on its world-class dive destinations.
Tourism Secretary Joseph Ace Durano revealed during the recent Philippine Travel Exchange 2007 (PHITEX) held in Cebu City, that scuba diving, the core of the Department of Tourism’s (DoT) focused marketing campaign in Europe, is paving the way for the return of the Europeans after an absence of over seven years.
STRENGTHENING BID AS A DIVE DESTINATION
"We decided to focus on one product - scuba diving, and revived alliances with airlines like Qatar Airways. Now, the biggest travel wholesalers in Germany and France have started carrying the Philippines again," said Durano, adding that the country now stands an equal chance with Maldives in attracting divers. Maldives is among the most popular dive destinations in Asia.
Moreover, Jose Clemente III, president of the Philippine Travel Agencies Association said the country has now become more competitive and appealing than some of its Southeast Asian neighbors, primarily because it still remains unexplored, specially to many jaded tourists who have been to traditional places like Thailand and Bali several times.
And diving is the key to luring these type of tourists.
"The hard core divers know that the Philippines is one of the best, if not the best diving destination. On so many occasions, I have heard divers from all over the world say that the best dive sites they have found is here in the country. It’s not in the Maldives or Australia, but in Tubbataha, Palawan, Anilao, Bohol, Puerto Galera, Apo island in Negros Oriental and a lot more," Clemente stated.
The Philippines ’ tremendous potential as a scuba diving haven will further gain recognition in France and Germany as the DoT gets ready for intensified, aggressive promotions starting January next year.
Blaise Borezee, DoT marketing representative for France announced that the Philippines was selected as the "Destination of the Year" for the Scuba Diving Show in Paris in January 2008.
"The Philippines will get the biggest boost and exposure in this five-day show with some 50,000 French visitors and scuba divers," he said.
He added that the country’s presence will be maximized in the show’s participating scuba diving magazines, brochures, conference topics, advertisements, and even in the games segment with free trips to the country as prizes.
Shortly after this event in Paris, another Philippine exhibit will be mounted at Europe’s biggest diving show in Dusseldorf, Germany.
RECORD-BREAKING ATTENDANCE
Meanwhile, this year’s 7th PHITEX proved to be the most successful compared to previous years with a record-breaking attendance from the world’s top buyers of tourism products and services, according to Durano.
Held at the Cebu International Convention Center (CICC) on Sept. 5 and 6, the event was participated in by 110 international buyers and major key industry players, 40 percent of which represented the long-haul markets in Eastern Europe and Russia. The rest are big-time travel wholesalers from the country’s top markets Korea, China, Japan, institutional markets such as the US and Canada , the ASEAN, Hong Kong , Taiwan, and new markets of Australia, India, and the Middle East.
Some 147 sellers, on the other hand, represent 86 companies in the travel and tourism sector that include hotel and resort properties, 27 travel agencies, three airlines and two convention facilities. Over 37 percent of these sellers are from regions 7 and 8 in the Visayas.
SPREADING THE BENEFITS OF TOURISM
Organized by the DoT and Philippine Convention and Visitors Corporation (PCVC), the PHITEX was created to serve as an industry-oriented marketing tool aimed at opening up new foreign markets and reviving the dormant ones by directly tapping major players or big travel firms in target countries.
PCVC travel trade chief and Phitex project manager Tess Mauricio said that foreign buyers this year are made up of four groups: those who are selling Asia but not the Philippines, those who are expanding their programs to include the Philippines, those who had the Philippines in past programs, and those coming from non-potential markets.
The successful event, according to Durano, fulfills the DoT’s goal of spreading the benefits of tourism all over the country. Held for the first time outside of Manila, the PHITEX undoubtedly generated a far-reaching impact on the economies of the Central Visayas region.
"The event not only highlighted a new convention venue but also brought attention to Central Visayas, the super region hub for tourism. The CICC and the neighboring destinations of Bohol and Dumaguete are also expected to gain international attention," he pointed out.
During the event, the buyers and sellers engaged in one-on-one tabletop business sessions. Buyers also had the opportunity to see the sights during pre and post-tours to popular tourist destinations such as Cebu, Bohol, Palawan, Boracay, Davao , Manila , and Negros Oriental.
Sellers, meanwhile, underwent a series of seminars on the first day on how to penetrate the foreign markets that the DOT has tapped.
FAVORABLE FEEDBACK
Saeed Al Romaithi, a buyer from the United Arab Emirates, has been a regular participant of the PHITEX. He is promoting the Philippines in UAE as an add-on destination because he finds it difficult to market the country as a single destination at the moment. ‘’People in the Middle East like to do multiple destinations when they go on long holidays to maximize their trips,’’ he shared.
Indian buyer Pathkar Amit said the event is very helpful specially to those who have just discovered the country and what it could offer. The Indians, he said, are attracted to Philippine beaches, culture, heritage and shopping offerings.
Filipino-Australian buyer Wilmar Gumapas, meanwhile, feels the need to intensify the country’s promotions in Australia where it is still largely unknown.
"I would like to help generate awareness on what the Philippines can offer to Aussies. I am now in the process of establishing a market and creating tour packages that would appeal to couples, honeymooners, the elderly, and the younger generation.
About R9 million was earmarked for PHITEX, according to Mauricio. This includes the expenses for airfare, accommodation, meals and tours of the buyers. Both foreign and local participants were treated to lavish banquets reminiscent of the recently-concluded ASEAN summit in Cebu.
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