Promoting PH with a smile

MANILA, Philippines -- What the Philippines lacks in international ad campaigns, it makes up with good old Filipino hospitality.

Given the government’s limited resources for lavish television ad campaigns, it’s looking into other strategies like travel trade events where Filipinos shine best, thanks to their warm smiles and genuine congeniality.

“I can say with confidence that the Philippines is a strong crowd drawer in travel fairs, especially when we have Filipino performers,” said Benito Bengzon Jr. Assistant Secretary for International Tourism Promotions. “We Filipinos smile with our eyes, it’s very genial, something foreign buyers easily gravitate to.”

Travel trade events are promotional and marketing activities participated in by tour operators, wholesalers, and travel agents.

Bengzon explained that apart from conceptualizing a new brand campaign, the Department of Tourism (DoT) continuously focuses on participating in these international travel fairs and organizing sales missions because it’s easy for the Philippines to compete pound for pound against its competitors in the said events.

“When you talk about traditional advertising, especially in the area of TV ads, the other countries definitely have a huge advantage over us. So, we might as well not compete in that arena. Let’s choose our own battlefield,” said Bengzon.

He added that the DoT is looking at approximately R466-million budget for the international market and promotions for 2012. Given its limited resources, the agency needs to rationalize its funds judiciously.

“During trade fairs, exhibitors reach out to the same people whether travel trade or consumers. The only visible difference would be the size of the booth. It’s just a question of who is able to make the best and most exciting proposition. The Philippines can be very competitive there,” reiterated Bengzon.

During the past months, the DoT has participated in the 14th Busan International Travel Fair in South Korea, the 18th Beijing Wedding Expo in China, and the International Travel Expo in Hong Kong, among others.

“Travel trade activities are very important because we are dealing with travel buyers who will include the Philippines in their portfolio. They will bring the tourists to us,” Bengzon said.

Recently, the DoT was reprimanded by the Commission of Audit (CoA) questioning its policy to shoulder the travel expenses of legislators included in its delegation in foreign missions. The CoA said tagging along legislators as observers in these events appear to be unnecessary.

In DoT’s defense, Bengzon explained, “Including members of the House Committee on Tourism in DoT trade activities abroad is part of our correspondence with the House for them to have a greater appreciation of our marketing activities and check the allocation of our funds.”

Bengzon reiterated that it is important that the House Committee members are there to observe so they will have an idea how the Philippines stacks up against its competitors. After all, the committee’s job is to oversee the development and promotion of the tourism industry, both domestic and international.

Likewise, Filipinos don’t only emerge in trade fairs abroad. Even locally organized trade activities like the Philippine Travel Exchange (PHITEX) and the Philippine Travel Mart (PTM) are both very successful travel events visited by foreign and domestic travel traders every year.

“We just had the best PHITEX ever,” said Bengzon, citing the consensus of many of the 155 foreign buyers and 207 local sellers of travel products and services who participated in the recently concluded PHITEX 2011.

Bengzon also lauded the quality of foreign buyers and the number of local sellers in the event, whose one full day of Travel Exchange (TRAVEX) involving business-to-business transactions were seen to yield the biggest volume of inbound visitors in the months to come.

On the other hand, the PTM, organized by the Philippine Tour Operators Association (PHILTOA), is a favorite trade event for the domestic market where the most affordable tour and travel packages are offered.

“Foreign and domestic markets are complementary markets,” said PHILTOA president Cesar Cruz during the 22nd PTM held at the SMX Convention Center early this month. “We believe that a strong domestic market sustains the destination and the product while the foreign market gives it a higher value. This is why members of PHILTOA also do trade shows abroad to tap the foreign market.”

Foreign media and trade invitations are also important promotional tools that the Philippines excels on. “We are known for our warm hospitality, making people feel genuinely at home is our expertise,” Bengzon said.

“We also have a very supportive private sector if we needed discounted rooms, ground arrangements; even the airlines are very cooperative when we host familiarization trips to the country,” he added.

Bengzon clarified that pushing these activities doesn’t suggest that the DoT can entirely do away with traditional advertising, “We’ll roll out a new marketing campaign in the next two to three months. We may not have the funds to advertise on TV 24/7, but we’ll get there. Let’s be creative and continue smiling for now.”