DoT banks on Internet to snag balikbayan, tourists

For the Department of Tourism (DoT), the World Wide Web is the new battleground for the hearts, minds and purse strings of potential balikbayans and tourists from the North American region.

The DoT has embarked on a three-phased Internet–based promotions program to gather information about its target market in the United States and Canada, and attract these travelers to Philippine tourist destinations.

"Studies show that Americans, especially the younger generation, look to the Internet when making their travel plans," said Ma. Corazon Jorda-Apo, who heads Team North America of the DoT. "They are unlike European travelers who you can reach mostly through travel fairs and exhibits."

In 2006, the DoT gave away 250 roundtrip tickets during the "Great Philippine Free Flight Giveaway" to create a buzz in the North American tourism market, Apo said, adding that travelers only needed to register on the department’s Web site – www.experiencephilippines.ph.

And create a buzz it did.

Apo said that about 85,000 people registered during the promo period and the information gathered now serves as the foundation for targeted marketing efforts.

OUT OF THE BOX

The second phase of the DoT’s online effort is the Out–of–the-Box promo where US and Canadian passport holders who visit the Philippines between Oct. 1, 2006 and Dec. 31, 2007 can register on the Web site for a chance to win a slew of prizes including a condo unit, furniture, free hotel stays and money remittance packages.

"The second phase requires an investment from people who want to participate,’ Apo said. "They need to have traveled to the Philippines. When they input their flight details on the web site, we verify the details with the immigration department to confirm which entries are legitimate and should be included in our raffle."

Apo said that next step for the DoT will be to add to its website features that would allow visitors to purchase travel packages in a "virtual travel tiangge."

Agents offering travel packages to the Philippines can post their offerings in a cyber store where visitors can look through prices and other details.

Apo added that the World Wide Web has proven to be a dynamic and effective tool to promote tourism.

"Our on-line promotion allows us to do several things at the same time," she said. "We are able to put out a positive, modern image and create interest. By monitoring who are visiting our site and registering, we are conducting market research."And since we have statistics on our site traffic, we can customize our promotions – keep doing what clicks with our market and tweak campaigns to make them effective."