The Philippine Travel and Tour Expo was held last February 19-21, 2010 at the SMX convention center. With the theme “Ready, Jet-set, Go!”, the event presents an exceptional atmosphere that stimulates the desire to travel among visitors – either by air, water, rail or road, for business or for recreation, within or outside the Philippines. Considered as the country’s biggest travel event, this year’s expo was participated by 230 travel and tourism companies which offered anywhere between 30 and 70 percent discounts on their products and services. The list of companies included international and domestic airlines, cruise operators, tourism agencies, hotels and resorts, tour operators, educational institutions, lifestyle companies, global distribution system providers, insurance companies, theme parks, and food companies.
1. Regional Marketing
• Before expounding on the regional marketing, let’s start first with the Philippines as a whole. The Department of Tourism had a huge booth during the expo that basically catered to the foreign tourists on how the Philippines is a great place to live in. With only $30,000, you can own a beachside property in paradise, wake up in the wonders of nature and live in the heart of a vast city. Due regards to the market segmentation, the DOT focus more on the income segmentation and psychographic segmentation. As I indicated above, with $30,000, you can live your life in the Philippines. And that was really a good branding. For the marketing tool, the people who were in charge of the booth were only giving the book to the people who look like or are foreigners. The one thing that I remembered the most was their tagline “Live your dreams in the Philippines.” • CAR- Cordillera Administrative Region- Benguet
The Benguet package relies on the psychographic segmentation of the market. The province is targeting the adventure seekers, and people not used to the lower class of living. During the expo, the main marketing tool used was really brochure of what Benguet has to offer in terms of adventure. I believe tha5t this is really a good branding because Benguet province is known for their rocky mountains and some parts no electricity, it really has an authentic feel. • Region V- the Bicol region with the province of Catanduanes, Sorsogon and Albay • Region IVA- CALABARZON- Corregidor
Corregidor is an island 48kms west of Manila. Like other segmentations, it is also the psychographic segmentation as Corregidor is a historical, nature, adventure tour. Likewise Benguet, it also relies on the tangible marketing tools. * Out of all the regions, the place that attracted me the most was Catanduanes in Region V, the Bicol region. I’ve already been here in the Philippines for quite a while, almost 8 years to be exact and frankly, have not heard of this province. I’ve been to a lot of places locally but this is one place that really captured my eye during the expo. Because Catanduanes is one of Bicol’s best kept secret and is truly a wonder of nature with white sand beaches like Boracay and majestic waves in La Union/Siargao.
*But the truth is, I want to go to Sorsogon, likewise Catanduanes, I have not heard of the place before and this was the only booth among the Philippine regions that provides people with an EZ MAP and a guide on how you can explore Donsol, Sorsogon by Whale Shark diving. Because I really really love adventure type of tours, being able to swim with the whale shark is something to be proud of as not all are brave enough to do it.
2. Global Marketing
a.) Country Booths
• Republic of Palau
• Hong Kong
• South Korea
• South Africa
*Each Country has it’s own distinct characteristic but all of them aims to get more consumers and gain a wide range market.