DOT aims for bigger slice of Japan, Mideast markets
The Department of Tourism is ramping up promotions in two of the most promising tourism markets today – Japan and the Middle East.
The Department of Tourism considered this two areas as important markets aside from the usual markets of South Korea and the US.
“The thrust is to make these markets aware of what we offer here that’s why the national government recently participated in the Japan Association of Travel Agencies (JATA) World Tourism Forum and Travel Showcase last September and the first ever Philippine-Middle East Travel Exchange 2012 this month,” said Director Rowena Montecillo, DOT Central Visayas (DOT-7) chief in an interview last Monday.
japan
According to the tourism department, Japan is one of Cebu’s top markets with a growth of 18.51 percent and a 19 percent share of the whole number of tourists visiting the country or 124,520 tourists as from January to August this year.
The Middle East market however declined by 18.51 percent registering only 3,786 from 4,656 in the same period last year.
Montecillo attributed the decline to the Middle East being a new market for the Philippines and the country’s tourism product hadn’t been well-marketed there yet.
“We just recently hosted some members of the media from the Middle East to show them what we have. Specifically, they went to Manila, Tagaytay, Cebu and Bohol. While others say that Cebu is an expensive market, they (media people) think we are not expensive. That only shows that this market can afford our rates,” said Montecillo.
She said that the Middle East market was more interested in cultural sites and shopping which Cebu already had.
“For Japan, while we have been enjoying an increasing number of Japanese who visit us, we think there is still a need to market more our products and sustain this market which is known to be high spenders,” said Montecillo.
welcome
Tourism stakeholders welcomed the tourism department’s efforts. They said these would benefit the industry not only in Cebu but the country as a whole.
“I think it’s a good strategy to tap different markets. What’s important is to align our offerings and destinations specific to what a particular market is looking for,” said Islands Group president Jay Aldeguer.
Aldeguer however suggested that the Asian market should be a priority because of its proximity to the country and its spending power.
“This is going to be competitive since everyone wants to lure the same markets. India and Russia I understand have potential too,” said Aldeguer.
Hans Hauri, Hotel Resort and Restaurant Association president and Marco Polo Plaza Hotel Cebu general manager agreed.
“The Japanese market is diversified, that’s what makes it so attractive, said Hauri.
He was referring to the different kinds of Japanese tourists who come to the country. There are those who visit the country for pure leisure such as the divers; those who study such as the educational exchange students; and those from the “Silver-Line market,” or the retirees, who have all the time in the world to travel and explore.
While there are only six direct five-hour Philippine Airlines flights per week to and from Tokyo, other Japan destinations like Nagoya, Osaka, and Fukuoka are also attractive markets to tap especially since it would only take a three-hour flight from these areas to the country, said Hauri.
not serviced
On the Middle East market, Hauri said the DOT started to promote our country some years ago and those efforts started to show fruitful results although it’s still low in numbers.
“The market however declined this year because Cebu is currently not serviced by any airline that will connect this market after Qatar Airways stopped their thrice weekly flight in March this year,” said Hauri.
He said that it would be desirable to offer a direct service the soonest time possible.
He also said local stakeholders would like to see more promotions in other areas like the all-important Rim-Countries around the Philippines – Singapore, Malaysia, Hongkong, Peoples Republic of China, Korea and Taiwan.
