In common with many other long-haul destinations, the Philippines suffered from the events of late 2001, but recent reports suggest that a recovery could already be on the way, with the Philippines experiencing growth in new markets.
The Philippines’ presence at the ITB 2002 in Berlin is an essential part of the strategy being pursued by the Philippine Department of Tourism and provided an ideal opportunity to acquaint the trade and the public with the latest developments in the tourism sector. The International Tourism Exchange ITB Berlin, which is now in its 36th year, will help to stimulate the travel business this year. It serves the needs of the world’s tourism industry, with more than three quarters of its exhibitors coming from outside Germany. This year, it attracted a total of 9,875 exhibitors, with 67 additionally represented tourism companies and organizations, from 181 countries and territories. Although the figures represent a slight decrease from last year, in the context of recent world events they show that the ITB Berlin maintains its strong position within the tourism market and is still the world’s largest tourism trade fair. The displays, which occupied all the available space on the Berlin Exhibition Grounds, an area of 152,224 square meters, covered the entire industry: national and regional tourism organizations, tourism offices, resorts, tour operators and travel agents, carriers, hotels, publishers, insurers and companies specializing in communication and reservation systems. The ITB 2002 attracted more than 50,000 trade visitors from over 190 countries and territories, as well as 6,000 journalists from over 90 countries, and two days of the fair were once again reserved for travel trade professionals only.
The ITB Berlin also focuses on specialist aspects of the tourism market such as, cruise lines, airlines/airports, ITB Young Travel, Cultural Tourism, senior citizens, travel technology, electronic systems in tourism, business and incentive travel, the ITB World of Books, and the ITB Tourism Studies Centre, which along with the training institutions of the international tourism industry, promotes a dialogue between the business and academic communities. The ITB Berlin also features an extensive supporting programme with many specialist meetings, workshops, press conferences and seminars. Other subjects of increasing importance which were dealt with at the ITB included environmental aspects and biodiversity, the protection of children, the future of tourism and tourism films. New to ITB 2002 was the focus on ‘Sustainable Travel.’ Many organizations also take the opportunity provided by the ITB Berlin to stage their own awards ceremonies, presentations and receptions.
Regular attendancce at the ITB Berlin over many years has helped to publicize new developments, and the feedback from the general public and trade visitors is also vital. With its extensive media coverage the ITB Berlin is the ideal venue for companies and organizations seeking to promote and strengthen their links with the international tourism sector.
The Philippines saw a drop in the number of foreign visitors, due mainly to the fallout from the events of late 2001. The figures for 2001 show a decrease in tourists: there were 1.8 million arrivals, down from the 2000 figure of 2 million. The statistics for German visitors also followed this trend: 2001 saw a fall to 40,605 visitors from the total of 51,131 who were registered in 2000. It is not all bad news though, and while some of the traditional markets may have seen a fall in demand, there has been increasing interest from new markets such as Korea and Taiwan. Another new market for the Philippines is that of eco-tourism. The Department of Tourism has launched a new campaign called “WOW Philippines” – Wealth of Wonders, complete with a new website, which has been specifically designed to attract the ecotourism market. This will encourage visitors to go and visit such areas as Tubbataha Reef Marine Park in Palawan, its beaches and its World Heritage Sites. The website is in the form of a glossy brochure, with information for the potential traveller consisting of everything from the best destinations, how to get there, who to contact about more information and the current weather in Manila.
All these features have met with an interested response from trade visitors and the general public alike, who continue to attend the ITB Berlin in large numbers. At the ITB Berlin 2002 the Philippines stand consisted of 18 exhibitors, which included, hotels, incoming tour operators, and resorts. It was co-sponsored by the Philippine Department of Tourism, Frankfurt.
Exhibitors can now build upon their success at the ITB by using the new ITB Virtual Market Place to display their products 365 days a year on the web. This is accessible from anywhere in the world, 24 hours a day.
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