DOT to explore new marketing strategies

CEBU, Philippines -  The Department of Tourism (DOT) is embarking on a market development thrust this year, which entails expanding the potential market for new users and new uses.

“We will look into segments that we have not thoroughly explored. We will explore more creative executions geared towards sustaining the fun we have started. We hope to have stronger representation and be part of the future of tourism in Asia,” said tourism secretary Ramon R. Jimenez.

Jimenez admitted that it is going to become increasingly challenging to meet the future targets, which is to hit 10 million arrivals by 2016, “but we know that Filipinos are the biggest believers of our slogan. It’s more fun in the Philippines.’

The secretary is confident however, that the country will be able to cross the five million milestones in 2013.

The country, bringing the slogan of “It’s more fun in the Philippines,” ended the year 2012 with a total of 4.3 million foreign visitors, a 9.07 percent increase from 3.9 million visitors recorded at the end of 2011.

The year 2012 marks the first time in the country’s tourism history to surpass the four million visitor arrival mark, said Jimenez.

South Korea set a new all-time high by supplying a total of 1,031,155 visitors or 24.13 percent of the total visitor volume to the Philippines.  Registering 11.45 percent growth from 2012, South Korea remains the biggest market and the first to contribute one million visitors.

The United States of America came in second with 625,626 visitors, equivalent to a 15.27 percent share. Japan ranked third with 412,474 visitors or 9.65 percent of the total inbound traffic.

Other markets consistently providing significant volume and positive growth are China with 250,883 arrivals (5.87 percent), Taiwan with 216,511 (5.07 percent), Australia with 191,150 (4.47 percent), Singapore with 148,215 (3.47 percent), Canada with 123,699 (2.90 percent), Hongkong with 118,666 (2.78 percent), Malaysia with 114,513 (2.68 percent), United Kingdom with 113,282 (2.65 percent), and Germany with 67,023 (1.57 percent). Overseas Filipinos supplied 5.05 percent to the total tourist traffic at 215,943 arrivals, exhibiting a steady growth rate of 4.24 percent.

“Crossing the 4-million mark is a feat in itself and puts us well on track to achieve our ultimate goal of 10 million visitor arrivals by 2016,” Jimenez enthused.

Three significant source markets have also surpassed their respective target arrivals for the year in review. Japan’s actual visitor arrival output of 412,474 is 3.86 percent higher than its target of 397,141. Taiwan surpassed 10.46 percent by registering 216,511 arrivals. Russia, an emerging market, yielded 22.12 percent more than its target of 23,149 arrivals.

The country achieved 93.8 percent of its 4,556,582 visitor arrival goal for 2012. Some shortfalls were felt due to economic and political pressures from traditional markets such as US, Europe, and China.

 However despite a few bumps on the road, all key source markets still registered positive growth for the year. (FREEMAN)