In a media conference at the Century Park Hotel, the Association of Asia Pacific Airlines (AAPA), which groups 18 of the region’s largest international carriers, unveiled a P152-million advertising campaign under the theme "Travel Moves People."
"We have two goals, for this campaign: to inspire and motivate people to start traveling again, and to help them better understand the importance and value of travel," said Carlos J. Chua, commercial director of the AAPA.
Chua singled out the Philippines as a potential beneficiary of the campaign. "As the Philippines’ tourism industry is firmly implanted in our fellow Asians’ travel itinerary, no doubt the magic of the economic multiplier effect will benefit the overall Philippine economy as well," he said.
The media session was attended by some of the leading figures of the travel and tourism sector, including Tourism Undersecretary Rolando Reyes, Philippine Travel Agencies Association president Annette Feliciano, and Board of Airline Representatives chair Felix Cruz.
All strongly endorsed the AAPA campaign.
The travel industry worldwide has been in the doldrums since Sept. 11, with air traffic suffering a 50-percent decline in the US and 30 percent overall.
However, there are signs that travelers, particularly in Asia Pacific, are beginning to return to their old ways.
"In 2001, over 100 million people traveled within the Asia Pacific region alone. We want to assure the Philippine traveling public that their Asian neighbors are taking to the skies again," said Chua.
"What our campaign hopes to achieve is ... to highlight to those that have concerns about air travel that life goes on – and must go on after Sept. 11."
Philippine Airlines is a founder of the AAPA. Other members include Air New Zealand, All Nippon Airways, Asiana Airlines, Cathay Pacific Airways, China Airlines, Dragonair, EVA Air, Garuda Indonesia, Japan Airlines, Korean Air, Malaysia Airlines, Qantas Airways, Royal Brunei Airlines, Singapore Airlines, Thai Airways International and Vietnam Airlines. It also officially includes Ansett Australia although the carrier ceased operations earlier this week.