Pagdanganan underscores marketing RP strategy

With the recent rise of tourist arrivals in the country, the Department of Tourism (DoT) is wasting no time in intensifying its campaign to strengthen the Philippine tourism industry.

Top tourism experts from the government and the private sector convened recently for the “Tourism Marketing Workshop,” held at the Westin Philippine Plaza, aimed at discussing issues and concerns raised by the different tourism associations and formulating solutions to address them. It also laid the platform for developing a Short-Term Tourism Marketing Plan that will encourage the growth of the tourism industry.

At the forum, DoT Secretary Roberto Pagdanganan stressed the need for a focused and balanced marketing plan in the promotion of Philippine destinations.In his presentation called “Marketing the Philippines,” he encouraged participants from the travel industry to highlight some of the country’s strong suits in attracting prospective visitors like the Filipinos’ friendly and hospitable nature, a rich heritage and local culture and value-for-money tour packages in beach and water-sports destinations.

The DoT and other tourism associations hope to encourage domestic tourism and woo more foreign tourists from America, Europe and neighboring Asian countries. DoT targets to bring in 1.1 million visitors by the end of June, 2.2 million by the end of 2004 and 5 million arrivals by 2010.

Pagdanganan stressed the potential of health tourism in the country due to its relatively low cost of health services, skilled and caring doctors and nurses. Spa tourism, which is part of health tourism, is fast becoming popular in the Philippines as it is in many countries because of its beauty and therapeutic benefits.

He also lauded the formation of the Spa Association of the Philippines, Inc. that will uphold the standards and ethics of the spa industry. “Health tourism, combining wellness and leisure will attract more foreign and local tourists in the country, and at the same time boost local herbal industry and promote traditional Filipino culture.” He will induct the officers of the Spa Association on June 16.

Meanwhile, Pagdanganan also revealed his plan to boost tourism activity in Quezon province by introducing a day tour package that will cover the three municipalities of Sariaya, Tayabas and Lucban, thus promoting it as an eco-religious destination.

Currently, the Philippines draws the most tourist arrivals from the United States followed by Japan and Korea. However, Korea has the highest potential tourist source because it is conveniently located four hours away from the Philippines. The marketing workshop encouraged its participants to take advantage of this favorable distance in attracting more Koreans to discover what the Philippines has to offer.

CNN International vice president for Research Duncan Morris provided a clearer picture of the state of Philippine tourism by presenting the findings on their survey of the Philippines’ “Holiday Destination Image.” The findings included the country’s strengths and weaknesses as a tourist destination for Asian and European travelers as against other nations in the Asia Pacific region based on the perception of CNN viewers.