Philippines starts reaping (SPECIAL REPORT: AIME 2008)

MELBOURNE – On the first half of their first day on the floor, Philippine tourism attaché to Australia, Consuelo Jones, said that they had already received queries from Australian organisers looking into sending groups of anywhere from 200 to 2,500 to the Philippines.

A year or two ago, it would have been unthinkable. At that time, Jones said that they even had to force tour operators to join fam trips and not everyone was always willing to go. Now, not a few of them have been “bugging” her on when they could visit the Philippines.

Tourism Undersecretary Edu Jarque said that Jones has been relentless in “persuading” tour operators. “All she asked was ‘Come with an open mind.’ ”

Backed by advertising support by the head office, Jones said that ad placements in selected upscale publications, such as Vogue and Gourmet Traveler are helping her cause. They have likewise tapped the airwaves by way of two radio stations with two different markets.

“I figure the only way to erase the negative image that the Philippines has is to show them that we are up there,” she said. And the images they use effectively bring this message across. Only too aware that the Philippine beaches compete with Australia’s very own, she also highlights the other products available in the country such as spa, culture, cuisine and shopping.

The growing demand from the Australian market has resulted in more private participation in the Philippine booth at AIME. From four last year, there are eight representatives from the private sector this time.

Roberto Garcia, Philippine International Convention Centre (PICC) director for marketing and events management, believes this is an indication of the increasing recognition of the importance of the international business events market and its economic benefits. He said the aim is to ‘’sell” the Philippines as a destination first, working as a team with hotels and other tourism suppliers, and then to build on that awareness to increase business.

PICC, built in 1976, is Asia’s first convention centre. Garcia said they have been keeping up with competition since last year’s upgrade, which included two new meeting areas and two new banquetfacilities.

Australia is currently the Philippines’ fifth source market. Sixty percent of Australians who go there are repeat visitors.