Specialized marketing needed for PHL to attract NZ travelers

CEBU, Philippines - While the Philippines has all that it takes to attract a significant share of the 4.3 million population in New Zealand, it has to “tell its story” and specialized marketing is highly suggested.

New Zealand Ambassador to the Philippines Andrew Matheson said the country must embark on an aggressive marketing tourism campaign in New Zealand, as travelers “do not know much” about the Philippines.

“I haven’t seen much of marketing initiatives from the Philippines in New Zealand,” said Matheson during his recent visit to Cebu early this week.

A growing number of travelers from New Zealand are now attracted to spend their vacations and holidays in Asia, if the Philippines is able to market itself properly to the country, it has big potential to lure high spending travelers from New Zealand.

At present, most tourists from New Zealand are going to Indonesia and Thailand as their two favorite vacation and leisure destinations in Asia.

According to Matheson New Zealanders are “individual” travelers, explaining that most of them do not come in groups, so marketing should be more specialized, or personalized.

If they like the place, air transportation should not be a problem, as New Zealand travelers are also in commission chartered flights, he said.

Most New Zealanders he said are ‘adventurous” and that the Philippines’ bid to highlight the adventure tourism advantage is a good tool to lure them.

In Cebu on the other hand, the private sector has started its plan to start off an aggressive linkage with businesses in New Zealand, as well as possible tourism partnership ventures.

Earlier, Cebu Chamber of Commerce and Industry (CCCI) president Samuel Chioson said New Zealand and Australia are two of the priority countries that the chamber is going to penetrate through trade missions.

The chamber has been doing tourism related exchange problems between different destination partners in abroad. It is part of its advocacy to boost tourism in Cebu as one of the top revenue contributors for the province.

Because of the existence of the bilateral trade agreement between ASEAN (Association of Southeast Asian Nation) and New Zealand and Australia, there are a lot of opportunities that the Philippines can take advantage of. Cebu in particular, will have its edge in attracting more tourists from New Zealand.

Aside from tourism, Matheson reiterated that Filipino businessmen can not avail of the attractive trade partnership deals through the ASEAN-Australia-New-Zealand Free Trade Agreement (AANFTA).

Combined, the New Zealand and Australia is a 20 million market, and because of AANFTA, high tariff concerns are no longer a problem. (FREEMAN)