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1 NORTH AMERICA KOREA JAPAN CHINA ASIA PACIFIC EUROPE INDIA PHILIPPINE TOURISM MARKETING EFFORTS:

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Presentation on theme: "1 NORTH AMERICA KOREA JAPAN CHINA ASIA PACIFIC EUROPE INDIA PHILIPPINE TOURISM MARKETING EFFORTS:"— Presentation transcript:

1 1 NORTH AMERICA KOREA JAPAN CHINA ASIA PACIFIC EUROPE INDIA PHILIPPINE TOURISM MARKETING EFFORTS:

2 2 General Overview of Arrivals Market Overview, Strategies & Programs Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

3 3 Source Markets Performance

4 4

5 5 General Overview of Arrivals Market Overview, Strategies & Programs Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

6 6 500, , , , ,000 1,000, , , , ,000 1,000,000 1,200, % 16.7% 25% 14.3% 11.1% 12.5% 2006 Volume: 600,000 (25% increase) 100,000 increase every year from Target Arrivals

7 7 Market Trends TRAVEL TRADE OVERVIEWS Top 10 travel agencies are handling half of the group travelers in Korea. Southeast Asia and China accounts for 60% of Korean outbound market. Southeast Asia markets are popular especially for the middle and silver aged groups. The Philippine market is relatively strong to the 20s-30s age bracket due to increases in the ESL and honeymoon markets. The five-day work week increased demand for travel thus eliminating the lean seasonality. Young office workers enjoy short-itinerary thus proximity of the Philippines makes it attractive to them. Marketing efforts of travel agents in 2006 will concentrate and focus on FITs. Big name tour operator are coming out with their own branding name for FIT tour programs

8 8 Overview of Major Travel Agents Marketing Plan for 2006 Travel Agency a.Hana Tour b.Mode Tour c.Freedom Tour d.Tour 200 e.Tour Express f.Focus Tour Marketing Activities 1.Development of new on-line services and strengthening of on-line infrastructure and business. 2.Sponsorship of popular dramas and TV commercials. 3.Inclusion of corporation PR, customer events as well as TV, magazine, on-line advertising. 4.Opening of new overseas branches and expansion of international marketing activities 5.Creation of special sales team who will focus on F.I.Ts, incentive group, and student group. 6.Sizing up of franchise agencies around the metropolitan cities. 7.Strategic alliance with banks, media, internet portal sites, and shopping malls. Market Trends

9 9 Holiday Seekers Honeymooners Students (Study tours-Learn English Program) Special Interest Groups (Golfers, Divers, Other Sports Enthusiasts) Incentives (Korean multinational companies with branches in the Philippines) Market Segments

10 10 Work Program EVENTS/PROGRAMSIMPLEMENTATION DATE TRADE PROMOTIONS Philippine Korea Travel ExchangeMarch Korea Student Fair/Spring and FallMarch / September Korea World Travel FairJune 8-11 KTA Hosted Seminar3 rd /4 th Quarter Silver-market Invitational3 rd Quarter PAL/DOT Hotels and Resorts RoadshowNovember Brochure Support / TV Home ShoppingYear-round Year-End Appreciation Dinner ReceptionDecember

11 11 EVENTS/PROGRAMSIMPLEMENTATION DATE CONSUMER PROMOTIONS Daegu Tour ExpoMarch 30-April 02 KESA Inline MarathonOctober TBA Wedding Expo (WEDDEX)August Busan International Travel FairSeptember Philippine Christmas FestivalDecember Work Program

12 12 EVENTS/PROGRAMSIMPLEMENTATION DATE INVITATIONAL TRAVEL PROGRAM MediaYear-round Travel TradeYear-round Corporate (Golf Amateur Tournament, Etc.Year-round PR AND PUBLICITY (LG AD)Year-round Press Conference (LOGO LAUNCH)June PRODUCTION OF COLLATERALS IN KOREAN (CIT, 8 anchor Destination) February onwards ONLINE MARKETING (LG Ad & Download)Year- round MARKET RESEARCH (Product Development)Year-round Work Program

13 13 General Overview of Arrivals Market Overview, Strategies & Programs: Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

14 14 Traveler Profile: North Am

15 15 Vision Statement To make the Philippines among the top 5 Asian tourist destinations among U.S. and Canadian travelers, within 5 years.

16 16 Based on 3 Million Target Arrivals MarketActual Volume % Increase Share (%) of Arrivals (over 2005) USA 21 %630,00019 % Canada 2.8 % 84,00015 % Total 714,000 (23.8 % market share of 3 Million Total Visitor Arrival Target for 2006)

17 17 Target Market Segments/Niches 1.Fil-Americans/Fil-Canadians 1 st Generation 2 nd Generaration 3 rd & 4 th Generation 2.Non-Filipinos Leisure with health & wellness Golf Diving & other adventure sports History and culture

18 18 Strategies PRODUCT For Filipinos Introduce attractive family oriented tour packages, health & wellness including medical tourism packages, - include activities on investment, retirement and business opportunities primarily for 1 st generation Develop & introduce product/s that would enable 2 nd, 3 rd & 4 th generation to trace their roots For Non-Filipinos Strengthen existing ones – golf, beach holidays, diving, historical Introduce health & wellness tours

19 19 Strategies PRICE Offer products that are value for money PLACE/DISTRIBUTION Strengthen linkages with tour wholesalers, ticket consolidators, airlines Fully utilize internet Strengthen tie-ups and alliances between U.S. Fil-Am Associations and Philippine based organizations

20 20 Strategies PROMOTION Introduce sales promotion to shorten travelers buying process, thereby, resulting to warm bodies (from awareness convert to visitor arrivals) Intensify publicity and dissemination of information on new & existing products, facilities, sales promo offerings, new trends Develop positive image for the Philippines as part of Image Building Maximize invitational program for trade & media Continuous participation in trade & consumer shows

21 21 Work Program 1.Flagship Campaign – The Philippines: Explore, Experience, Return The Great Philippine Free Flight Giveaway Out of the Box promo 2.2 nd Ambassador / Consuls General Tour to the Philippines (July 2007) 3. See You In Asia Campaign 4.Travel Agents Specialist Program

22 22 5.Commemoration of the Centennial of Filipino Migration to the USA (whole year) 6.PR / Publicity plan 7.Trade and Media Invitational Travel 8.Brochure Support for wholesalers 9.Participation in Trade and Consumer Shows in US & Canada Work Program

23 23 General Overview of Arrivals Market Overview, Strategies & Programs: Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

24 24 127, 417,244 Japanese, around 42% live in the greater Tokyo and Osaka areas. 85% middle class. Highest life expectancy in the world: 78 for men and 84 for women. Shrinking and graying population due to falling fertility rate (1.39) of women. 19% of total population is aged 65 and will exceed 1:4 by The rapid greying of Japan is accompanied by a changing lifestyle with: Increased free time and savings to spend Travel viewed as part of a balanced lifestyle, not as a reward for hard work Profile

25 25 Highlights: Approximately 17.4 million Japanese traveled overseas in 2005, an increase of 3.6% over the previous year. Approximately 17.4 million Japanese traveled overseas in 2005, an increase of 3.6% over the previous year. Top overseas destinations of Japanese in 2005 were U.S., China, and Korea. Top overseas destinations of Japanese in 2005 were U.S., China, and Korea. A total of 415,456 Japanese visited the Philippines in 2005, which represents an increase of 8.7 % over the previous year and a market share of 15.8%. A total of 415,456 Japanese visited the Philippines in 2005, which represents an increase of 8.7 % over the previous year and a market share of 15.8%. Sources: JTB Report 2005/ Japan Ministry of Justice/ Travel Journal/ Japan Travel Bluebook/ Philippine Department of Tourism. Outbound Travel Market

26 26 Japanese Women Travelers Of the million Japanese women in their 20s to 50s, 7.21 million have abundant overseas travel experience. Estimated population of women in Japan = 65,100,000

27 27 Japans Independent Women Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted) DriversDrivers BarriersBarriers Independent Women are younger women who seek culinary, historic and natural experiences when traveling overseas Local cuisine & drinks Historical landmarks Natural beauty and landscapes Spa/ relaxation Enjoyable Pleasant Poor health standards Unsafe Politically unstable Unclean/unhygienic Background Typically younger females Many are single, mostly no children Typically office ladies – secretarial and clerical, part-timers Low to average annual HH income, but relatively high disposable income Ride the subway every day Go to the movies and sing karaoke a few times a month Characteristics Prefer Free-time package No particular accommodation preference, but minimum acceptable threshold is standard Widely travelled – travel to both mainstream (e.g. Hawaii) and exotic (e.g. Egypt) destinations Influenced by travel pamphlets and friends

28 28 1,000,000 Active Divers or 6% of Total Japan Outbound 17.5 M Total Japan Outbound 3 million total divers o 2.5 million certified divers o 1 million active divers Japan Outbound Dive Market

29 29 By 2010, Japanese baby boomers will contribute an additional 7 million retirees! Japans Senior Citizens: The Super-Aging Society World Ranking of Countries with the Highest Population of Senior Citizens RANK COUNTRYPOPULATION (Unit = 1,000) 1China143,832 2India52,481 3USA36,300 4Japan33,770 5Germany15,576 6France9,961 7UK9,536 8Canada4,330 9South Korea4,164 10Sweden1,567 Source: United Nations, World Population Prospects, 2000

30 30 Japans Senior Citizens Seniors are men and women over 60 years of age who seek natural and historic experiences when traveling overseas. Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted) Japan Travel Blue Book 2003 / 2004 DriversDrivers Natural beauty and landscapes Historical landmarks Galleries and museums BarriersBarriers Hygeine Health Terrorism Personal Safety No activities for women Ability to communicate Background Mostly married and have children Mostly housewives or retired Highest level of disposable income Often take trains / subway, buses Enjoy occasional driving, movies and Sports events Characteristics Freer to travel at any time Prefer to travel on all-inclusive full package tour with their spouses Experienced travelers, over-index in travel experience in all regions Take 1 or 2 overseas holiday every year with average yearly spend of Y418K per person (higher than the average) Low positivity but high information search Influence by newspaper is important

31 31 PR CAMPAIGN JOINT BROCHURE PROMOTIONS WITH JAPANESE WHOLESALERS PRODUCTION OF COLLATERALS TRADE FAIRS Marine Diving Fair (April) Tour Expo (May) JATA World Congress and Travel Fair (September) PHILIPPINE BUSINESS MISSION REGULAR MARKETING ACTIVITIES OF OVERSEAS OFFICES Sales calls and sales presentations Market intelligence Philippine tourism seminars FAM TOURS Agents Media IMPROVEMENT AND UPGRADING OF LOCAL PRODUCTS and SERVICES Work Program

32 32 General Overview of Arrivals Market Overview, Strategies & Programs: Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

33 33 TARGET ARRIVALS FOR 2007 Visitor arrivals 2006 – 133,585 Target arrivals 2007 – 175,000 Increase – 41,415 or 31%

34 34 MOA BETWEEN DOT AND CNTA Memorandum of Understanding between The Government of the Republic of the Philippines and the Government of the Peoples Republic of China Concerning Tourism Cooperation was signed in September 11, 2002 valid for five (5) years and shall be automatically renewed unless either of the party deem otherwise. The implementation program was signed in September 01, 2004 valid for two years. Important points Exchange of Tourism Professionals and Administrators Joint Promotion Language and Cultural Training Tourism Investment Major concern : To renew the Implementation Program with CNTA.

35 35 AIR SEATS CAPACITY CHINA TO THE PHILIPPINES (DIRECT FLIGHTS ONLY) AirlinesRouteNumber of flights per week Seat Capacity per week Seat Capacity per month Seat Capacity per year PALShanghai - Manila 7 (A-320) 150 x 7 1,050/ week 1,050 x 4 4,200/month 52 x ,600/year Beijing - Manila 4 (A-320) 150 x 4 600/week 600 x 4 2,800/month 52 x ,200/year Xiamen - Manila 6 (A-319, A-320) 150 x 3 = 450/week 124 x 3 = 372/week 450 x 4 1,800/month 372 x 4 1,488/month 52 x ,400/year 52 x ,344/week China Southern Airlines * Beijing – Xiamen - Manila 7 (A-320) 150 x 7 1,050/week 1,050 x 4 4,200/month 52 x ,600/year Guangzhou- Manila 4 (A-320) 150 x 4 600/per week 600 x 4 2,800/month 52 x ,200/year Guangzhou- Laoag 2446/per week446 x 4 1,784/month 52 x ,192/year TOTAL SEATS CAPACITY 4,568 /week18,272/month214,344

36 36 PHILIPPINE TOURISM OFFICES IN CHINA AND THEIR AREA OF JURISDICTION Shanghai Cluster Largest center of FIE companies Cluster of affluent and worldly Tier 2 cities More family oriented Strong presence of Family with Kids groups Guangzhou Cluster FIE and HK invested companies Strong culture influence from Hong Kong More independent minded Strong White Collar, including weekend travelers Beijing Cluster Political center of government and SOE Also cluster of IT/ telecoms industries (big sponsors) Stronger presence of Incentive Travelers Beijing Cluster Cities Beijing, Tianjin, Shenyang, Dalian, Haerbin, Jinan, Qingdao, Changchun Shanghai Cluster Cities Shanghai, Nanjing, Suzhou, Wuxi, Hangzhou, Ningbo, Wenzhou, Wuhan, Shaoxing Guangzhou Cluster Cities Guangzhou, Shenzhen, Xiamen, Fuzhou, Dongguan, Zhongshan, Zhuhai, Shantou, Foshan, Haikou

37 37 HIGHLIGHTS OF 2006 ACCOMPLISHMENTS Participated in nine (9) trade/travel/consumer fairs and garnered citations/awards Guangzhou Intl Travel Fair (Guangzhou)– Best Booth Design Qingdao Intl Tourism Expo – (Qingdao) Best Booth Decoration and Best in Organization 3 rd China-ASEAN Expo (Nanning) – Best in Creativity Award China International Travel Mart (Shanghai) – Citation for the Philippines as one of the Top 10 Rising Destinations for Chinese Outbound Tourists and Top 10 MICE Destinations for Chinese Outbound Tourists Citation by Travel Weekly China for Secretary Joseph Durano as Destination Marketer of the Year

38 38 HIGHLIGHTS OF 2006 ACCOMPLISHMENTS Promotion of Davao as a new product Worked towards the resumption of direct flights from Guangzhou to Manila with China Southern Airlines Establish linkage and networking with operators from 2 nd -tier cities (Chengdu, Qingdao, Tianjin, etc.) Strengthening of DOT offices in China (Market Reps in Shanghai and Guangzhou) Positioned the Philippines as a destination for relaxation, beach, nature, friendliness and value Strengthened partnership with and support from Chinese travel trade and inbound tour operators in the Philippines

39 39 THRUSTS FOR 2007 Tap key incentive trade partners in order to attract more tourists from the incentive / corporate market segment Sustain growth from Beijing cluster and maximize outputs from Shanghai and Guangzhou clusters Strengthen trade and media network to establish stronger presence in China Target secondary cities which have experienced economic growth Work towards increased capacities (air seats, rooms) and improved support services to cater to the needs of Chinese travelers

40 CALENDAR OF ACTIVITIES Shanghai Travel trade fairs participation 1. IT & CM (Incentive Travel & Conventions, Meetings) New Shanghai Exhibition Center, April 2007 Tourism Conference Travel Mart 1. Philippine Tourism Conference Shanghai, China, 22 April Consumer Travel Fair 1. ISPA 2007 Shanghai, China, 7- 9 June Golf Style Shanghai, China, November Luxury Travel Fair Shanghai, China November Advertising – Print ads, Outdoor Ads (year round) -Familiarization trip for media and trade (year round) -Joint promotion with Chinese travel trade sector -China travel wholesalers and agents counter staff seminar (to include 2 nd tier cities) -Sales calls to Shanghai and 2 nd tier cities -In-store promotion Raffles Department Store (June 2007)

41 CALENDAR OF ACTIVITIES Beijing Travel trade fairs participation 1. China Outbound Travel and Tourism Market (COTTM) China World Trade Center, May China International Business Incentive Travel Mart China World Trade Center, 8 – 10 July Jinan Tourism Event Jinan, China, 8 – 10 September Tourism Conference Travel Mart 1. Philippine Tourism Conference Beijing, China July Advertising – TV, Print ads, Billboards (year round) -Familiarization trip for media and trade (year round) -Joint promotion with Chinese travel trade sector -China travel wholesalers and agents counter staff seminar (to include 2 nd tier cities) -In-store promotion Wangfujing Road (March 2007) -Sales calls to Beijing and 2 nd tier cities

42 42 General Overview of Arrivals Market Overview, Strategies & Programs: Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

43 HIGHLIGHTS ASIA PACIFIC

44 44 25 Travel Trade & Consumer Fairs AUSTRALIA 6 HONG KONG 3 SINGAPORE (ASEAN) 11 TAIWAN 5

45 45 Asia Dive Expo

46 46 Trade & Media Invitational Groups AUSTRALIA 10 HONG KONG 8 SINGAPORE (ASEAN) 10 TAIWAN 27 TOTAL 55

47 47 ASIA PACIFIC 2007 Work Program

48 48 SINGAPORE 2007 Target Arrivals (ASEAN) : 237,237 Singapore : 95,043 Malaysia : 57,747 Target Segments : Group Corporate Travel FITs Honeymooners / Couples VFRs Students & Church- based groups (community immersion)

49 49 SINGAPORE PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION TRAVEL & CONSUMER FAIRS 1. NATAS Holiday, Singapore March September Participate w/ two booths (shell scheme) to be joined by partner agents for on-site selling / booking of all inclusive tour packages. Special Phil. packages to be offered w/ airline partners – PAL, Silk Air & Cebu Pacific. Cultural performance on site c/o Phil. Embassy 2. MATTA International Travel Mart, Kuala Lumpur March 16 – 18 September 7 – 9 Participate w/ two booths (shell scheme) & joint promo w/ Air Asia thru its GSA (Borneo Tours) for dedicated tour packages to Clark, Manila & Boracay. Other partner agents to sell other Phil packages. Cultural performance on-site will be c/o Phil. Embassy

50 50 SINGAPORE PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION TRAVEL & CONSUMER FAIRS 3. ASIA DIVE EXPO, Bangkok April Participate w/ 2 booths (raw space) designed attractively showcasing dive Highlights. Phil. dive operators to join the booth for selling of dive packages & resource for on-site dive queries. Invite top diver / enthusiast to talk about the Philippines. CONSUMER PROMOTION 1.Philippine Food Festival June A 2-week food fest will be organized in a 5- star hotel in Singapore featuring Phil. cuisine prepared by popular Fil chefs. Features include a lucky draw to be done on the last day where diners win prizes. Free airtickets & accom for 2 pax as grand prize. Showing of Phil AVP in the food fest venue. Mini product bazaar & brochures stand. Newspaper ad placement w/ CUT OUT discount coupon

51 51 SINGAPORE PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION SALES CALLS / PRODUCT ORIENTATION SEMINARS Sales Calls Destination Orientation Seminars Incentive for Frontliners Year round Feb (Singapore) August (Malaysia) Year round Sales calls / presentations to be conducted on ave. 4x a month in partnership w/ airlines & Philippine hotels / resorts & tour operators. The Destination Orientation sem will be conducted together w/ NATAS targeting managers & front liners (sales staff). Sem will be held 3x a year w/ participants each time. Aimed to create Philippine specialists in the market. Certificates & incentives will be given BROCHURE / PROMO MATERIALS PRODUCTION 1 st Quarter Re-printing of brochures for distribution to travel agents, airlines & consumers 10,000 WoW Travel Guide 5,000 Shopping guide 5,000 Dive guide, bookmarks, Destination trade bags, etc.

52 52 SINGAPORE PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION ADVERTISING 1.NATAS Supplement - The Strait Times - Today Newspaper - 8 Days Magazine 2.MITM Supplement - The New Strait Times March & September Singaporeans are dependent on visuals & anything they read. Supplements are built in features of major travel fairs & deemed convenient sources of info. Joint advertising w/ a consortium of agents will be done for the special tour packages. Cut outs for discounts on bookings are included Similar to NATAS, special tour packages will be jointly advertised together w/ Borneo Tours - GSA of Air Asia & Pacific World, GSA of PAL

53 53 SINGAPORE PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION ADVERTISING 3. ADEX SupplementAprilRun as ad with regional dive magazine like Asian Diver & Action Asia featuring dive destinations & packages 4. Special Promotions on Print and Radio Year roundJoint ad promotions w/ various airlines & wholesalers for special tour packages in time for the markets public long holidays, i.e. Chinese New year, Hari Raya, school holidays, etc. Tie up with a radio station for a radio quiz show featuring the Philippines. Prizes will range from Phil. handicrafts to hotel & air ticket vouchers from trade partners

54 54 SINGAPORE PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION ADVERTISING 5.MOBILE ADS ( Taxis ) January – May (in time for school holidays in June) September – Dec (in time for Dec holidays & Chinese New Year) Taxi ads will carry postcards w/ tour special packages such as: Cebu Pacific – Cebu & Davao; PAL – Manila & Boracay with contact no. of wholesalers. The entire body will have the Philippine destination Ad & on top of taxis w/ backlights will be the WOW Phils. Logo 50 taxis will be launched during ATF with a motorcade by the end of January to run for 5 months 6. Internet ADSMarch – May (targeting school holidays in June) Internet banner ads in Hotmail w/ text link for special promos on destinations for 2- month campaign. Includes game re naming Philippine attractions. The contest also facilitates gathering of consumer database for future reference

55 55 SINGAPORE PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION ADVERTISING 7. Destination Billboards Sept – Nov (targeting school holidays in Dec & Chinese New Year) These are outdoor billboards featuring catchy Philippine destination images to be located in strategic locations in Singapores central business district. Tie up with airlines & wholesaler for special packages

56 56 SINGAPORE PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION OTHER ACTIVITIES 1. Travel Cafe Philippines March Tie-up with Octopus Holdings w/c operates 63 restaurants around Singapore. Its newest resto at Marina Square near Suntec City will be dedicated as Travel Café Phils. Phils dishes will be served (menu to be done by Via Mare, design by Phil. Interior designer). Brochures & tour packages w/ cut out discount coupons will be displayed. On site bookings on special packages will be in place. Destination videos will be shown for diners. Phils. arts & crafts will also be showcased

57 57 SINGAPORE PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION OTHER ACTIVITIES 2. Website SetupJanuaryA 50-page dedicated website to be designed & managed by a Singaporean based web administrator for regular updates & feedback mechanism. Special promotions will be posted & links w/ travel agents

58 Target Arrivals : 133, ,100 Target Segments : Families FITs Honeymooners / Couples Niche Travelers - divers, ecotourists, watersports lovers HONG KONG

59 59 HONG KONG Project / ActivityImplementation Date Description TRAVEL TRADE ACTIVITIES 1. International Travel Expo June Participate w/ 72 sq. m. Booth highlighting the theme PlayAround Philippines destination feature will be Bohol to be joined by partner agents for on-site selling / booking of tour packages. Booth activities include cultural entetainment, game counter, photo corner w/ mascot, celebrity ambassador appearances, & joint promo with airlines to win free ticket to the Philippines 2. Philippine Tourism Roadshow JuneActivity to coincide before or after ITE. Includes product & investment presentations, business matching session and cocktail reception Target participants : Hong Kong – pax Macau – pax

60 60 HONG KONG Project / ActivityImplementation Date Description TRAVEL TRADE 3. Internet Promotions Starting AprilShared link with travel trade organizations, i.e. TICHK, HATA, etc. to include internet banner ads & competition / lucky draw to win free trips to the Philippines. Duration – 3 weeks 4. Philippines Front-liners Marketing Kit & Seminars 5. Trade Incentive Campaign Year round May & November (slow season) Production of a Philippine Frontliners marketing kit to include brochures, CD-Rom, newsletter, folder& stationeries, etc. & conduct of seminars to train frontliners about the Philippines Campaign to recognize travel agents w/ excellent sales record (in terms of visitor volume brought to the Phils). Awards will be given by DOT Secretary to deserving agents during an incentive trip to the Phils. as a kind of national endorsement

61 61 HONG KONG Project / ActivityImplementation Date Description TRAVEL TRADE 6. Joint Promotions Year roundAd support for special promo packages of partner travel agents, wholesalers & airlines. Target airlines: PAL, Cebu Pacific, HK Express Target agents: Hong Thai, Miramar, Morning Star, EverGloss & other major travel agents in Hong Kong + Macau CONSUMER PROMOTIONS 1. Branding ADs & Advertorials Year round Placement of new branding theme in various media – magazine, newspaper & internet. Magazine: Weekend Weekly, Eat & Travel Weekly, U Magazine Newspaper: Apple Daily, Sing Tao Daily, Metro, Headline Internet: yahoo.com.hk Others: MTR lightbox, bus ad Schedule : Monthly before peak outbound travel period – Jan, Mar / Apr, May till July, Nov Content: new destinations, special tours & events / programs

62 62 HONG KONG Project / ActivityImplementation Date Description CONSUMER PROMOTIONS 2. Play Around Philippines Shopping Promo May-June (summer) & Oct – Nov (autumn/winter) Philippine showcase in cooperation w/ shopping mall w/ lucky draw trip to the Phils. Includes poster & banner ads, stage backdrop, travel exhibit, musical extravaganza. Target Mall: Harbour City, Time square, or Plaza Hollywood 3. Niche Market Support/ Promotions 4. Philippines Young Ambassadors Campaign Travel to Bohol & Save a Tarsier 2 nd & 3 rd Quarters 2 nd Quarter Support to dedicated niche travel publications, i.e. diving, water sports & ecotours to provide more info and arouse public interest Essay writing or mascot design contest for high school students. Winning design will be used in promo activities. Prize: Free ESL trip to the Phils Special packages to Bohol will be offered after the contest

63 63 HONG KONG Project / ActivityImplementation Date Description PROMO COLLATERAL PRODUCTION PR / MEDIA WEBSITE MAINTENANCE Year round Jan / May-Jun / Nov Year round Production of new set of brochures, posters & standees (using new tourism ambassadors), CDs & stationeries, pocket map / travel guide in Mandarin and giveaways, PlayAround bags both for trade & consumers Press & publicity support for the two Celebrity endorsers / ambassadors during Phil tourism functions and fam trips Update & maintenance of wowphilippines.com.hk

64 64 TAIPEI 2007 Target Arrivals : 128, 400 Target Segments : Group Travelers FITs (Business) Honeymooners / Couples Incentive Travelers Niche Travelers - diving, health & wellness, gaming & ESL

65 65 TAIPEI PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION TRAVEL FAIRS 1.Taichung International Travel Fair 2.Taipei Tourism Expo 3.Kaohsiung Travel Fair April 7-10 May 4-7 May Participate with shell scheme booth displaying Philippine destinations in partnership w/ Central Taiwan agents for tour packages First to be held in Taipei in time for summer travel season. Participate w/ shell scheme booth w/ partner agents Participation w/ shell scheme booth. A pre-event travel mart is organized in cooperation w/ Kaohsiung Assn. of Travel Agents

66 66 TAIPEI PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION TRAVEL FAIRS 4. Taipei International Travel Fair December 14 – 17Participation w/ island raw booth space. Booth features include performances, games, celebrity endorsers, special tour packages by partner agents CONSUMER PROMOTIONS 1. Philippine Tourism Roadshow (summer & winter travel campaigns) June & NovemberTravel display/info counter/mini travel fair w/ partner agents to be set up at major dept store / shopping mall w/ possible joint cultural entertainment w/ MECO

67 67 TAIPEI PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION CONSUMER PROMOTIONS 2.Product Presentations - PAL Agents - Multi Travel Assn. - Eva Air Agents - Mandarin Air Agents - China Air Agents - Taipei Dive Assn. - Central Taiwan Agents - Southern Taiwan Agents - ANTOR Travel Marts May / October May / September 3 rd wk Mar & Sept May / October March / November March / October April / September (Yunlin, Taichung, Kaohsiung, Hsinchu) Product update presentations and networking with partner agents in source cities and consortium of agents of airlines to mobilize them & discuss tour programs for summer & winter travel campaigns (2 meetings / year)

68 68 TAIPEI PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION PR & PUBLICITY 1. Joint Ads Publicity (w/ MECO & industry partners for summer travel campaign January - JuneVarious ads & publicity schemes to be shared by DOT & MECO – monthly Wow newsletter, website promo, bus ads in Taipei/KHH/Taichung, advertorials / print media ads in major dailies & broadcast media, media briefings / networking meetings, TV shopping channel

69 69 PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION INVITATIONAL PROGRAM OTHER ACTIVITIES 1.Collateral Production Year round Trade & media fam trips to be conducted year round (for discounted tickets, taxes, airport fees, etc.) Standard collateral materials in Chinese / re-printing of Phil. brochure, maps & destination flyers TAIPEI

70 70 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION 2. Joint Ads & Publicity w/ MECO & industry partners for Winter Travel Campaign 3. Travel Magazine Supplement & other Dedicated Guidebook / Exclusive Magazine Edition on Phils. July – December June & November Various ads & publicity schemes to be shared by DOT & MECO – monthly Wow newsletter, website promot, bus ads in Taipei/KHH/Taichung, advertorials in major dailies & broadcast media, media briefings / networking meetings, TV shopping channel Cover story on the Phils. with side order of supplement which will be used as travel catalogue / info material for consumers TAIPEI

71 71 PROJECT / ACTIVITYIMPLEMENTATION DATE DESCRIPTION 4. MRT TV Ads & Destination Billboards 5. WoW Phils. Travel TV and / or other Taiwan TV Location Shoot in the Phils or Special Joint Consumer Promo on TV / MTV May – June & October – November Year round High profile & colorful destination billboards in strategic areas or WoW Phils travel video to be shown at the MRT TV panels One season of exclusive feature on the major destinations of the Phils on Asia Travel TV & / or special TV Shoot for a TV Show or MTV w/ Joint Consumer Promo TAIPEI

72 72 SYDNEY 2007 Target Arrivals : 112,516 Target Segments : Women Families Divers Honeymooners FITs

73 73 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION TRAVEL & CONSUMER FAIRS 1. Perth Holiday Show 2. Australian Dive Show 3. Sydney Holiday & Travel Show 4. Melbourne Holiday & Travel Show 5. Brisbane Holiday & Travel Show February 16 – 18 March 17 – 18 March March 21 – 25 March 30 – April 1 For these travel shows, participation will have shell scheme booth. Booth features include – display of tour wholesalers brochures, retail agent group reps selling the wholesalers package, entertainment by local Filipino performers on main stage, Filipinos in costume distributing brochures / flyers to attract consumers to the stand, raffle tickets c/o PAL & Qantas to be given away after a travel quiz, press releases on Philippine participation in travel trade publications. Out of 50 consumer shows held annually, only 9 are chosen where DOT will participate as these were proven to be the most successful in consumer participation SYDNEY

74 74 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION TRADE FAIRS 1.Asia Pacific Incentives & Meetings Expo (AIME) February Participation w/ 6 booth spaces w/ private sector booth joiners for one-on-one business appointments. New incentive tour programs to be offered to buyers 2. Flight Centre 3. Harvey World / Travel Scene / AMEX 1 st & 2 nd Quarters 3 rd Quarter Travel show organized by one of the biggest travel agents around Australia usually held in 10 separate venues. Participate w/ shell scheme booth & selling of special tour packages A trade event organized by another big travel agent held in 4 venues. Participate with shell scheme booth w/ special tour package selling SYDNEY

75 75 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION JOINT PRODUCT PRESENTATIONS 1.Sydney 2.Melbourne 3.Brisbane 4.Perth 2 nd Quarter 1 st Quarter 2nd Quarter 1 st Quarter Product presentation of special tour programs in partnership w/ 3 wholesalers. Target no. of pax – 300 Same as above Product presentation of special tour programs in coop w/ 2 wholesalers. Target no. of pax – 135 pax Same as above SYDNEY

76 76 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION BROCHURE SUPPORT Year roundProvision of support to include Phils in the tour brochures of the following wholesalers : Qantas Holiday, Discover Asia, San Michele Travel, Infinity Holidays, Harveys Choice, Escape Holidays, JetGlobe, Allways Dive Expeditions, All About Asia, Amazing Vacations, Dive Adventure ADVERTISING/PR 1. Radio Shows Triple MMM – 960,000 WSFM - 1,200,000 May July A month long campaign highlighting Phil. destinations like Palawan, Boracay & Cebu to promote travel to the Phils. Primary target are families looking for overseas holiday destinations. Radio website will be linked to WoW Phils website & live reads of Phil. tour commercials will be done by popular radio talents daily during the campaign period SYDNEY

77 77 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION ADVERTISING & PR 2. Print Ads - Travel Trade - Consumer February Feb / Apr / Jul March / July April May June July August September October Full page ads in the following : MICE.net (in time for AIME) The Captains Table (3x) Escape Magazine (2x) Travel Trade (3-page supplement) Sunday Telegraph Scuba Diver Shop Till You Drop Travel & Leisure Holiday for Couples Get Lost Vogue Entertainment & Travel Sport Diving SYDNEY

78 78 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION ADVERTISING & PR 3. Mobile Ads 4. Media Appreciation Events March – April April / August / Nov Taxi Ads (c/o 2006 budget) Briefings & networking activites to update media on products & devts. In the Philippines SYDNEY

79 79 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION INVITATIONAL PROGRAM - Trade - Media Year round Agents Fam trips to various destinations in the Phils Departure taxes & ticket taxes for : 8 freelance journalists 2 TV travel shows (GetAway & Great Outdoors 10 Glossy magazines 3 travel trade publication 4 newspapers SYDNEY

80 80 SYDNEY PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION OTHER ACTIVITIES 1. Travel Club 2.Philippine Food Festival Year round April Production of a travel catalogue featuring various Phil. packages with costs categorized according to lifestyle segments – adventure, spa /pampering, Shopping, golf, Sun N Surf, etc. A unique payment scheme will be applied, paying for a package over 52 or 26 weeks w/ equal payments. In essence, it is like a lay- by holiday concept. Chrisco Hamper Club can be approached as partner. To be implemented in coop w/ PAL & Shangri-la. Filipino chefs will be invited to showcase Philippine cuisine in the hotel

81 81 PROJECT / ACTIVITY IMPLEMENTATION DATE DESCRIPTION ASEAN TOURISM FORUM (Singapore) PATA TRAVEL MART (Indonesia) IT & CMA (Thailand) RESORT ASIA (Singapore) January 30 – Feb 2 September October June Participation w/ 10 booth space w/ private sector participants for one-on-one business appointments. Includes NTO media briefing Sustain participation w/ 2 shell scheme booth space only Participation w/ 4 booth space w/ private sector participants for one-on-one business appointments First time to be held in Asia – a one stop shop for RESORT room buyers from around the world. This could be a good platform to showcase the newly opened and LUXURY resorts of the Philippines. INSTITUTIONAL ACTIVITIES c/o ASPAC

82 82 General Overview of Arrivals Market Overview, Strategies & Programs: Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

83 83 COUNTRY2005 ARRIVALS WESTERN EUROPE112,097122,184133,428145,983160,026175,768 Germany50,52253,37656,39159,57162,93066,472 Switzerland15,19216,68418,32220,12122,09724,267 Netherlands15,17317,76420,79624,34428,49733,355 France14,37515,00715,66716,35617,06417,802 Austria9,26010,75412,48814,50116,83819,552 Belgium7,1818,1189,17710,37411,72713,256 Luxembourg ,064 EASTERN EUROPE11,18435,30658,88882,740106,592130,444 (Russia & CIS)

84 84 COUNTRY2005 ARRIVALS SOUTHERN EUROPE19,06422,37725,56329,56734,65441,117 Italy10,87312,17713,68715,41117,38319,642 Spain7,4949,44611,05113,20516,24220,302 Portugal ,0291,173 NORTHERN EUROPE97,099110,105124,972142,546163,424188, 871 UK62,16569,50077,90987,49198,427111,222 Norway10,11911,63613,40415,46811,88120,724 Sweden9,54611,26413,31415,77718,72722,266 Denmark9,18610,40711,81113,42915,30917,528 Ireland2,8363,6844,4575,7057,64410,701 Finland2,0542,3002,6223,0543,6034,323 Greece1,1931,3141,4551,6221,8332,107

85 85 GERMANY Travel trade 1.Caravan Motor Und Touristic January 2.Dresden Reisemarkt & Reise Messe Leipzig, 26 January Presentations, road shows sales calls, joint promotions 1.Meieser Far East Live Seminar, 2-5 May 2.DERTOUR Road show, August 3.Cathay Pacific Super City Road show, April – September 4.Travel Agents & Client Joint Philippine Presentation, September – October Invitationals Production of collateral materials

86 86 RUSSIA Travel fair 1.Kazakhstan International Tourism & travel Fair, April 2.Leisure Fair 2007, September Presentations, road shows sales calls, joint promotions 1.Far East Sales Mission, May 2.Regional presentation & workshop, Ocotber- Novenber Advertising / Joint promotion 1.Travel guidebook in Russian language 2.Far east charters Invitationals

87 87 UNITED KINGDOM Travel fair 1.Holiday World & Travel Show, January 2.Holiday World and Travel Show, January 3.Destinations, 1-4 February Joint sales and promotions Advertising support for Tour Operators, January - May Advertising & media support 1.Internet communications plan 2.Taxi promotion campaign plus, April 2007 – March 2008 Familiarization trips for trade, media, and consumer Invitationals

88 88 INSTITUTIONAL PROJECTS World Travel Mart, November International Tourismus Borse, 7-11 March

89 89 OTHER STRATEGIC INTITIATIVES Maintenance market: The Netherlands Exploratory Market: France and Scandinavia Europe Dive Campaign: 1.Germany: Boot Fair (20-28 January), joint advertising campaign, joint promotions (Roger tours) 2.U.K.: Travel Trade: London Dive Show (10-11 March) & Dive Birmingham (13-14 October); Fam tours for dive operators; joint promotions with British Sub-aqua Club; production of promo mats: Dive Brochure and dvd

90 90 OTHER STRATEGIC INTITIATIVES Europe Dive Campaign, continued: 3.Russia: Dive Festival (15-17 February), joint promotions with dive clubs, dive website initiatives 4.Spain: BCN Dive & Expovaccaciones, joint dive promo program with Abando Dive Center & Ultima Frontera, fam trips for dive trade and media 5.Italy: EUDI, Milan (17-21 January), sales calls and joint promotions, fam trips and production of dive promo mats 6.France: advertising

91 91

92 92

93 93 General Overview of Arrivals Market Overview, Strategies & Programs: Korea North America Japan China Asia Pacific Europe India OUTLINE OF PRESENTATION

94 94 Profile Purpose of VisitAge Business37.0% % Pleasure/Vacation29.2% % VFR8.7% % OccupationSex Professional/Technician39.8%Male76.8% Consultant22.7%Female23.1% Businessman/Executive15.9% Type of Accommodation Frequency of VisitHotel76.1% First Visit61.0%W/ Friends & Relatives8.0% Repeat27.0%Rented Homes5.7% Reference: Tourism Research & Statistics Division 2005 & 2004

95 95 Objectives Develop awareness of the Philippines as a new destination for shopping, entertainment and leisure Enhance and facilitate air access to the Philippines

96 96 Strategies Initiate marketing and promotions in high tourist traffic centers, e.g. New Delhi and Mumbai Establish linkages and network with Indian travel agents and foreign carriers with access to the Philippines

97 97 Arrivals 1996 – 2010 Volume 16,062 20,945 18,570 14,826 18,221 22,700 68, ,795 Growth Rate 29.12% 18.26% (0.36%) (3.67%) 15.44% 8% 100% 50% % Share 0.78% 0.97% 0.93% 0.77% 0.80% 0,81% 1.86% 2.65% 34, ,150

98 98 Major Tourism Markets Korea572,133USA504,431 2USA567,355Korea524,388 3Japan421,808Japan369,906 4China133,585China145,782 5Taiwan114,955Taiwan100,144 6Australia101,313Hong Kong 81,148 7Hong Kong 96,296Australia 81,174 8Singapore 81,114Singapore 76,314 9Canada 80,507India 68,100 10United Kingdom 68,490Canada 66,419 11Malaysia 53,279United Kingdom 58,674 12Germany 51,402Malaysia 54,267 13Guam 37,445Germany 41,412 14Thailand 26,441Guam 30,641 15India 22,703Thailand 23,485

99 99 Target Market Segments General leisure market focused on family travel with interest on shopping, fun, recreation and entertainment for kids Business and company travel with propensity for shopping and entertainment

100 100 Target Market Areas New Delhi the capital city and seat of government has a total population of 15 Million Mumbai the industrial and business center of India with population of more than 17 Million

101 101 1st Philippine Sales Mission to India

102 102 Tour Packages with Airlines

103 103 Work Program Travel Trade Outbound travel Mart (Mumbai and New Delhi) Familiarization trips (April and July 2007) Media Advertising in Travel Talk, Selling World Travel, Premier, Plaza Time, Page 3, India Today Travel Plus, Tourism & Wildlife Familiarization trips (March 2007) Joint Promotions with: New Delhi: Hindustan Times and Times of India (Whats Hot?) Mumbai: Hindustan Times Mumbai & Times of India (Bombay Times Travel)

104 104 Work Program Establish and sustain marketing offices in New Delhi and Mumbai Network with airlines to encourage direct flight from New Delhi and Mumbai to the Philippines Work closely with Bureau of Immigrations and with the Department of Foreign Affairs for the easing of entry requirements to the country from India Primer on Issuance of entry visa

105 105 Contact Details Team Heads Address North Am: Ma. Corazon Jorda-Apo Korea: Maricon Ebron Japan: Benito Bengzon, Jr. China: Arlene Alipio Asia Pacific: Rica Bueno Europe: Verna Buensuceso India: Raymund Glen Agustin


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