THE Philippines is calling out to the Arab travellers with its new marketing representative in Dubai, UAE launched last year for the first time. In 2011, the Philippines attracted 55,829 tourists from the Middle East posting a growth rate of 14.6 per cent from 2010 arrivals. The first quarter of 2012 continued to register positive growth at 12.24 per cent. Key travel markets in the region are Saudi Arabia, UAE, Kuwait, and Qatar.
Mohamad Ibrahim Masri, director for the Middle East representative office of the Republic of Philippines Department of Tourism said, “Philippines has been participating at trade shows like Arabian Travel Market (ATM) in the past, but our appointment is the first representation in the region. The main aim of the office is to see and develop the potential of this market.”
“The Philippines has definitely been eyeing a presence in the region for a while now. The Arab traveller with their high spending power and repeat business has always remained a key source market for the country. We expect our presence here to further boost awareness as well as arrival numbers,” he added.
Arab travellers visiting Philippines do not require a visa for travel and Masri believes that this has facilitated more travel into the country. “In addition the government has been working very closely with regional carriers to ensure more connectivity. Today Emirates and Etihad Airways, Qatar Airways each have 14 flights a week. We are keen to see this grow further – Cebu Pacific Air, the second national carrier of Philippines will start scheduled flying into Dubai, UAE next year. This means that we will have more packages to sell.
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Idyllic white sand beaches in Bantayan Island, Philippines. |
“In addition it is still a new destination for most Arab travellers,” added Masri.
Philippines offer a diverse range of tourism products. Its friendly hospitality has been a key driving factor. “In the GCC, we have plenty ambassadors, as we call the Philippine expat community and constantly encourage them to spread the word about their country.
“After the people, Philippines offer a diverse range of eco-tourism products from white sandy beaches to mountains to valley and Unesco heritage sites. Shopping for local handicrafts is very popular among tourists too.”
“The Department of Tourism has a special section that focuses on developing and packaging these tourism products, keeping it in line with our new branding tag line “It’s more fun in the Philippines.” We are also working with the travel agent to ensure packages to Philippines maintain the “fun” element,” he added.
This month, Philippines will also host the PATA Travel Mart (PTM 2012) in Manila, from September 25 to 28. The Department of Tourism and Tourism Promotions Board of the Philippines have created exclusive tour itineraries for delegates attending this event for an in-depth insight into the natural resources, heritage, culture – and fun – of the Philippines.
Masri is currently focussed on increasing awareness of the destination in the region. “Our neighbouring countries have invested many years and have positioned themselves very strongly in the region. In order to come anywhere close we need to make a lot of investment. We are working strategically with our trade partners in the GCC to develop specific packages for the family, couples or even just friends,” he added.