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

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

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

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NORTH AMERICAKOREAJAPANCHINA

ASIA PACIFICEUROPE

INDIA

PHILIPPINE TOURISMMARKETING EFFORTS:

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General Overview of Arrivals Market Overview, Strategies & Programs

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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Source Markets Performance

0 100,000 200,000 300,000 400,000 500,000 600,000

Volume

Korea

USA

Japan

China

Taiwan

Australia

Hongkong

Singapore

Canada

UK

Malay sia

Germany

So

urc

e M

ark

et

(2004-2

006)

2004 2005 2006

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Source Markets Performance

2004 2005 20061 Korea 378,602 489,465 572,133 2 USA 478,091 528,493 567,355 3 Japan 382,307 415,456 421,808 4 China 39,581 107,456 133,585 5 Taiwan 115,182 122,946 114,955 6 Australia 89,175 96,456 101,313 7 Hongkong 162,381 107,195 96,296 8 Singapore 60,253 69,435 81,114 9 Canada 64,537 72,853 80,507

10 UK 56,770 63,002 68,490 11 Malaysia 34,170 43,059 53,279 12 Germany 45,092 50,411 51,402

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General Overview of Arrivals Market Overview, Strategies & Programs

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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500,000

600,000700,000

800,000

900,0001,000,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

2005 2006 2007 2008 2009 2010

20%

16.7%

25%

14.3%

11.1%

12.5%

2006 Volume: 600,000 (25% increase) 100,000 increase every year from 2006 - 2010

Target Arrivals

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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

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Work ProgramEVENTS/PROGRAMS IMPLEMENTATION

DATETRADE PROMOTIONSPhilippine Korea Travel Exchange March 15-17

Korea Student Fair/Spring and Fall March / September

Korea World Travel Fair June 8-11

KTA Hosted Seminar 3rd/4th Quarter

Silver-market Invitational 3rd Quarter

PAL/DOT Hotels and Resorts Roadshow November

Brochure Support / TV Home Shopping Year-round

Year-End Appreciation Dinner Reception December

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EVENTS/PROGRAMS IMPLEMENTATION DATE

CONSUMER PROMOTIONSDaegu Tour Expo March 30-April 02

KESA Inline Marathon October TBA

Wedding Expo (WEDDEX) August 11-15

Busan International Travel Fair September 14-17

Philippine Christmas Festival December

Work Program

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EVENTS/PROGRAMS IMPLEMENTATION DATE

INVITATIONAL TRAVEL PROGRAMMedia Year-round

Travel Trade Year-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

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General Overview of Arrivals Market Overview, Strategies & Programs:

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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Based on 3 Million Target Arrivals

Market Actual Volume % Increase

Share (%) of Arrivals (over 2005)

USA 21 % 630,000 19 %

Canada 2.8 % 84,000 15 %

Total 714,000

(23.8 % market share of 3 Million Total Visitor Arrival Target for 2006)

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Target Market Segments/Niches1. Fil-Americans/Fil-Canadians

1st Generation 2nd Generaration 3rd & 4th Generation

2. Non-Filipinos Leisure with health & wellness Golf Diving & other adventure sports History and culture

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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 1st generation

Develop & introduce product/s that would enable 2nd, 3rd & 4th generation to trace their roots

For Non-Filipinos Strengthen existing ones – golf, beach holidays,

diving, historical Introduce health & wellness tours

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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

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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 trendsDevelop positive image for the Philippines as part of

“Image Building”

Maximize invitational program for trade & media Continuous participation in trade & consumer

shows

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Work Program

1. Flagship Campaign – “The Philippines: Explore, Experience, Return” “The Great Philippine Free Flight Giveaway” “Out of the Box” promo

2. 2nd Ambassador / Consuls General Tour to the Philippines (July 2007)

3. “See You In Asia” Campaign

4. Travel Agents Specialist Program

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5. Commemoration of the Centennial of Filipino Migration to the USA (whole year)

6. PR / Publicity plan7. Trade and Media Invitational Travel8. Brochure Support for wholesalers9. Participation in Trade and Consumer

Shows in US & Canada

Work Program

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General Overview of Arrivals Market Overview, Strategies & Programs:

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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Japanese Women TravelersJapanese Women Travelers

Of the 35.06 million Japanese women in their 20s to 50s, 7.21 million have abundant 7.21 million have abundant overseas travel experience.overseas travel experience.

Estimated population of women in Japan = 65,100,000

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Japan’s Independent Women

Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted)

DriversDriversDriversDrivers

BarriersBarriersBarriersBarriers

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

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6%94%

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 MarketJapan Outbound Dive Market

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By 2010, Japanese baby boomers will contribute an additional 7 million retirees!

Japan’s Senior Citizens: The “Super-Aging” Society

World Ranking of Countries with the Highest Population of Senior CitizensRANK COUNTRY POPULATION

(Unit = 1,000)

1 China 143,832

2 India 52,481

3 USA 36,300

4 Japan 33,7705 Germany 15,576

6 France 9,961

7 UK 9,536

8 Canada 4,330

9 South Korea 4,164

10 Sweden 1,567

Source: United Nations, World Population Prospects, 2000

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Japan’s Senior CitizensSeniors 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

DriversDriversDriversDrivers

Natural beauty and landscapes

Historical landmarks Galleries and museums

BarriersBarriersBarriersBarriers

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

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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

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General Overview of Arrivals Market Overview, Strategies & Programs:

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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TARGET ARRIVALS FOR 2007

Visitor arrivals 2006 – 133,585

Target arrivals 2007 – 175,000

Increase – 41,415 or 31%

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MOA BETWEEN DOT AND CNTA

Memorandum of Understanding between The Government of the Republic of the Philippines and the Government of the People’s 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.

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AIR SEATS CAPACITY CHINA TO THE PHILIPPINES (DIRECT FLIGHTS ONLY)

Airlines Route Number of flights per week

Seat Capacity per week

Seat Capacity per month

Seat Capacity per year

PAL Shanghai - Manila

7(A-320)

150 x 71,050/ week

1,050 x 44,200/month

52 x 105054,600/year

  Beijing - Manila

4(A-320)

150 x 4600/week

600 x 42,800/month

52 x 60031,200/year

  Xiamen - Manila

6(A-319, A-320)

150 x 3 = 450/week124 x 3 = 372/week

450 x 41,800/month372 x 41,488/month

52 x 450 23,400/year52 x 37219,344/week

China Southern Airlines

* Beijing – Xiamen -Manila

7(A-320)

150 x 71,050/week

1,050 x 44,200/month

52 x 105054,600/year

  Guangzhou-Manila

4(A-320)

150 x 4600/per week

600 x 42,800/month

52 x 60031,200/year

  Guangzhou-Laoag

2 446/per week 446 x 41,784/month

52 x 44623,192/year

TOTAL SEATS CAPACITY

    4,568 /week 18,272/month 214,344

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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, Ha’erbin, 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

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HIGHLIGHTS OF 2006 ACCOMPLISHMENTS

Participated in nine (9) trade/travel/consumer fairs and garnered citations/awards Guangzhou Int’l Travel Fair (Guangzhou)– Best

Booth Design Qingdao Int’l Tourism Expo – (Qingdao) Best Booth

Decoration and Best in Organization 3rd 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

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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

2nd-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

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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

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2007 CALENDAR OF ACTIVITIES Shanghai

Travel trade fairs participation

1. IT & CM (Incentive Travel & Conventions, Meetings) New Shanghai Exhibition Center, 23-25 April 2007Tourism Conference Travel Mart

1. Philippine Tourism Conference Shanghai, China, 22 April 2007

- Consumer Travel Fair1. ISPA 2007 Shanghai, China, 7- 9 June 2007 2. Golf Style Shanghai, China, November 20073. Luxury Travel Fair Shanghai, China November 2007

- 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 2nd tier cities)- Sales calls to Shanghai and 2nd tier cities- In-store promotion Raffles Department Store (June 2007)

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2007 CALENDAR OF ACTIVITIES Beijing

Travel trade fairs participation

1. China Outbound Travel and Tourism Market (COTTM) China World Trade Center, 14-16 May 2007

2. China International Business Incentive Travel Mart China World Trade Center, 8 – 10 July 2007

3. Jinan Tourism Event Jinan, China, 8 – 10 September 2007

- Tourism Conference Travel Mart 1. Philippine Tourism Conference Beijing, China July

2007- 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 2nd tier

cities)- In-store promotion Wangfujing Road (March 2007)- Sales calls to Beijing and 2nd tier cities

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General Overview of Arrivals Market Overview, Strategies & Programs:

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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2006 HIGHLIGHTS

ASIA PACIFIC

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25 Travel Trade & Consumer Fairs

AUSTRALIA 6

HONG KONG 3

SINGAPORE (ASEAN) 11

TAIWAN 5

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Asia Dive Expo

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Trade & Media Invitational Groups

AUSTRALIA 10

HONG KONG 8

SINGAPORE (ASEAN) 10

TAIWAN 27

TOTAL 55

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ASIA PACIFIC 2007 Work

Program

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SINGAPORE2007 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)

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SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

TRAVEL & CONSUMER FAIRS

1. NATAS Holiday, SingaporeMarch 23-25

September 21-23

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

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SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

TRAVEL & CONSUMER FAIRS

3. ASIA DIVE EXPO,

Bangkok

April 27 - 29 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

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SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION

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/ 10-20 participants each time. Aimed to create Philippine specialists in the market. Certificates & incentives will be given

BROCHURE / PROMO MATERIALS PRODUCTION

1st 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.

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SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

ADVERTISING

1. NATAS Supplement

- The Strait Times

- Today Newspaper

- 8 Days Magazine

2. MITM Supplement

- The New Strait Times

March & September

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

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SINGAPORE

PROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

ADVERTISING

3. ADEX Supplement April Run as ad with regional dive magazine like Asian Diver & Action Asia featuring dive destinations & packages

4. Special Promotions on Print

and Radio

Year round Joint 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

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SINGAPOREPROJECT / 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 ADS March – 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

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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 Singapore’s central business district. Tie up with airlines & wholesaler for special packages

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SINGAPOREPROJECT / 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

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SINGAPORE

PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

OTHER ACTIVITIES

2. Website Setup January A 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

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2007 Target Arrivals : 133,750 - 139,100

Target Segments : Families

FITs

Honeymooners / Couples

Niche Travelers

- divers, ecotourists, watersports lovers

HONG KONG

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HONG KONGProject / Activity Implementation

DateDescription

TRAVEL TRADE ACTIVITIES

1. International Travel Expo

June 14 - 17 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

June Activity to coincide before or after ITE. Includes product & investment presentations, business matching session and cocktail reception

Target participants :

Hong Kong – 50 - 80 pax

Macau – 50 - 80 pax

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HONG KONGProject / Activity Implementation

DateDescription

TRAVEL TRADE

3. Internet Promotions

Starting April Shared 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

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HONG KONGProject / Activity Implementation

DateDescription

TRAVEL TRADE

6. Joint Promotions

Year round Ad 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

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HONG KONGProject / Activity Implementation

DateDescription

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”

2nd & 3rd Quarters

2nd 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

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HONG KONGProject / Activity Implementation

DateDescription

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

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TAIPEI

2007 Target Arrivals : 128, 400

Target Segments : Group Travelers

FITs (Business)

Honeymooners / Couples

Incentive Travelers

Niche Travelers

- diving, health & wellness,

gaming & ESL

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TAIPEIPROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

TRAVEL FAIRS

1. Taichung International Travel Fair

2. Taipei Tourism Expo

3. Kaohsiung Travel Fair

April 7-10

May 4-7

May 10-13

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

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TAIPEI

PROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

TRAVEL FAIRS

4. Taipei International Travel Fair

December 14 – 17 Participation 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 & November Travel 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

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TAIPEIPROJECT / ACTIVITY IMPLEMENTATION

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

3rd wk Mar & Sept

May / October

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)

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TAIPEI

PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

PR & PUBLICITY

1. Joint Ads Publicity (w/ MECO & industry partners for summer travel campaign

January - June Various 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

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PROJECT / ACTIVITY IMPLEMENTATION

DATE

DESCRIPTION

INVITATIONAL PROGRAM

OTHER ACTIVITIES

1.Collateral Production

Year round

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

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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

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PROJECT / ACTIVITY

IMPLEMENTATION

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

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SYDNEY

2007 Target Arrivals : 112,516

Target Segments : Women

Families

Divers

Honeymooners

FITs

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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 18 - 19

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

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PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

TRADE FAIRS

1. Asia Pacific Incentives & Meetings Expo (AIME)

February 13 - 14 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

1st & 2nd Quarters

3rd 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

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PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

JOINT PRODUCT PRESENTATIONS

1.Sydney

2.Melbourne

3.Brisbane

4.Perth

2nd Quarter

1st Quarter

2nd Quarter

1st 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

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PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

BROCHURE SUPPORT

Year round Provision of support to include Phils in the tour brochures of the following wholesalers : Qantas Holiday, Discover Asia, San Michele Travel, Infinity Holidays, Harvey’s 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

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PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

ADVERTISING & PR

2. Print Ads

- Travel Trade

- Consumer

February

Feb / Apr / Jul

March / July

April

April

April

May

June

July

August

September

October

Full page ads in the following :

MICE.net (in time for AIME)

The Captain’s 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

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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

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PROJECT / ACTIVITY

IMPLEMENTATION

DATE

DESCRIPTION

INVITATIONAL PROGRAM

- Trade

- Media

Year round

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

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SYDNEYPROJECT / 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

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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 27 - 30

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

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General Overview of Arrivals Market Overview, Strategies & Programs:

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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COUNTRY 2005 ARRIVALS

2006 2007 2008 2009 2010

WESTERN EUROPE 112,097 122,184 133,428 145,983 160,026 175,768

Germany 50,522 53,376 56,391 59,571 62,930 66,472

Switzerland 15,192 16,684 18,322 20,121 22,097 24,267

Netherlands 15,173 17,764 20,796 24,344 28,497 33,355

France 14,375 15,007 15,667 16,356 17,064 17,802

Austria 9,260 10,754 12,488 14,501 16,838 19,552

Belgium 7,181 8,118 9,177 10,374 11,727 13,256

Luxembourg 394 481 587 716 873 1,064

EASTERN EUROPE 11,184 35,306 58,888 82,740 106,592 130,444

(Russia & CIS)

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COUNTRY 2005 ARRIVALS

2006 2007 2008 2009 2010

SOUTHERN EUROPE 19,064 22,377 25,563 29,567 34,654 41,117

Italy 10,873 12,177 13,687 15,411 17,383 19,642

Spain 7,494 9,446 11,051 13,205 16,242 20,302

Portugal 697 754 825 951 1,029 1,173

NORTHERN EUROPE 97,099 110,105 124,972 142,546 163,424 188, 871

UK 62,165 69,500 77,909 87,491 98,427 111,222

Norway 10,119 11,636 13,404 15,468 11,881 20,724

Sweden 9,546 11,264 13,314 15,777 18,727 22,266

Denmark 9,186 10,407 11,811 13,429 15,309 17,528

Ireland 2,836 3,684 4,457 5,705 7,644 10,701

Finland 2,054 2,300 2,622 3,054 3,603 4,323

Greece 1,193 1,314 1,455 1,622 1,833 2,107

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GERMANY

Travel trade1. Caravan Motor Und Touristic 13-21 January2. Dresden Reisemarkt & Reise Messe Leipzig, 26

January Presentations, road shows sales calls, joint

promotions1. Meieser Far East Live Seminar, 2-5 May2. DERTOUR Road show, August3. Cathay Pacific Super City Road show, April –

September4. Travel Agents & Client Joint Philippine Presentation,

September – October Invitationals Production of collateral materials

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RUSSIA

Travel fair1. Kazakhstan International Tourism & travel Fair, 26-

28 April2. Leisure Fair 2007, September

Presentations, road shows sales calls, joint promotions

1. Far East Sales Mission, May2. Regional presentation & workshop, Ocotber-

Novenber Advertising / Joint promotion

1. Travel guidebook in Russian language2. Far east charters

Invitationals

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UNITED KINGDOM

Travel fair1. Holiday World & Travel Show, 12-14 January2. Holiday World and Travel Show, 19-21 January3. Destinations, 1-4 February

Joint sales and promotions Advertising support for Tour Operators, January -

May Advertising & media support

1. Internet communications plan2. Taxi promotion campaign plus, April 2007 – March

2008 Familiarization trips for trade, media, and

consumer Invitationals

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INSTITUTIONAL PROJECTS

World Travel Mart, November International Tourismus Borse, 7-11

March

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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

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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

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General Overview of Arrivals Market Overview, Strategies & Programs:

Korea North America Japan China Asia Pacific Europe India

OUTLINE OF PRESENTATION

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Objectives

Develop awareness of the Philippines as a new destination for shopping, entertainment and leisure

Enhance and facilitate air access to the Philippines

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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

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Arrivals 1996 – 2010

0

20000

40000

60000

80000

100000

120000

140000

1996 1998 2000 2002 2004 2006 2008 2010

Volume 16,062 20,945 18,570 14,826 18,221 22,700 68,100 132,795Growth 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%

34,050

102,150

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Major Tourism Markets2006 2008

1 Korea 572,133 USA 504,431

2 USA 567,355 Korea 524,388

3 Japan 421,808 Japan 369,906

4 China 133,585 China 145,782

5 Taiwan 114,955 Taiwan 100,144

6 Australia 101,313 Hong Kong 81,148

7 Hong Kong 96,296 Australia 81,174

8 Singapore 81,114 Singapore 76,314

9 Canada 80,507 India 68,100

10 United Kingdom 68,490 Canada 66,419

11 Malaysia 53,279 United Kingdom 58,674

12 Germany 51,402 Malaysia 54,267

13 Guam 37,445 Germany 41,412

14 Thailand 26,441 Guam 30,641

15 India 22,703 Thailand 23,485

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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

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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

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1st Philippine Sales Mission to India

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Tour Packages with Airlines

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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 (What’s Hot?)Mumbai: Hindustan Times Mumbai & Times of India (Bombay

Times Travel)

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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

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Contact Details

Team Heads Email Address

North Am: Ma. Corazon Jorda-Apo ([email protected])

Korea: Maricon Ebron ([email protected])

Japan: Benito Bengzon, Jr. ([email protected])

China: Arlene Alipio ([email protected])

Asia Pacific: Rica Bueno ([email protected])

Europe: Verna Buensuceso ([email protected])

India: Raymund Glen Agustin ([email protected])