Gordon foresees brighter prospects for RP tourism

Tourism Secretary Richard Gordon has reported that the private sector members of the Philippine delegation to the recently-concluded Internationale Tourismus Borse (ITB) in Berlin, Germany were able to establish 98 new marketing contacts and revive some 122 former clients.

In a recent press conference, Gordon who headed the Philippine delegation also announced that DOT’s aggressive international marketing efforts especially its “More Than the Usual” advertising campaigns being shown on CNN and BBC made a deep impression on the trade and travel market targets.

Gordon also said that his delegation were also able to restore business and leisure travelers’ confidence in the Philippines as an ideal, safe, interesting, and affordable destination. He said at first some of the audiences and a few members of the media did not know and were even surprised to learn that the Philippines has indeed beautiful tourist destinations and various extreme outdoor activities.

He proudly stressed that their participation became highly successful after bagging the “Best Overall Marketing Effort” award at the ITB, which is considered as the world’s largest and most well-attended annual and international tourism and travel trade fair. Gordon received the award from the officials of the Pacific Asia Tourism Association (PATA), after beating over a thousand entries from 199 participating countries and territories.

The award is the country’s second international recognition after having won the “Best Booth Award” in Asia-Pacific at last year’s ITB.

During the event, the Philippine delegation had also won the bid to host the annual conference of the Association of German Travel Agents and Tour Operators. Manila shall host this 2005 confab which will be attended by over 1,000 people.

The Philippine participation in the ITB also resulted in: the creation of vacation packages for senior citizens; the arrangement of more familiarization trips for overseas travel agents; the eventual hiring of a public relations agency that will promote the Philippines in Europe; the management of DOT’s trade marketing in Asia-Pacific and Europe by a market specialist; increased advertising in mainstream and travel trade publications and sales brochures; the production of multi-lingual brochures; and networking with tour operators and tourist infrastructure companies.

Gordon said one of the highlights of the ITB event was the Philippine booth which impressed visitors, participants and organizers with its Filipino creativity. The booth was designed by Architect Francisco “Bobby” Mañosa and associates.

Some of the country’s top performers such as Gary Valenciano, Mon David, Grace Nono, Jenine Desiderio, Makiling Ensemble, and Filipino cultural dancers provided entertainment numbers during the grand Philippine reception which was attended by some 200 select executives and decision-makers from the travel trade and media.

This year’s ITB was attended by over 50,000 exhibitors from 199 countries. Visitors were international tour operators, MICE (Meetings, Incentives, Conventions, Exhibitions) organizers, travel agents, tourism associations, and the media.

According to a DOT report, the German market is the Philippines’ largest source of European tourists.