Global Promotions and Marketing - Mr. Ramon De Veyra TPB by Dot Calabarzon

GLOBAL PROMOTIONS AND MARKETING Presented by: Ramon S. De Veyra, Jr. Officer-in-Charge, North Asia Division

Outline I.

Tourism Marketing

II.

Introduction of Tourism Promotions Board (TPB) A. B. C. D. E.

Mission and Vision Marketing and Promotions Top Tourist Markets to the Philippines Marketing Campaign Travel Trade i. ii.

F. G. H. I.

Travel Trade Events Familiarization Tours

Domestic Promotions M.I.C.E. Marketing Communications Special Events

Questions to ponder: 1.

What are you selling?

What do you have?

Who are your target market?

How do you ready your property for:

• DOMESTIC market

• INTERNATIONAL market – abiding standards

TARGET MARKET e.g. DIVE – who are your target market?

You can determine your target market based from what your property can offer

MARKETING TOOLS • Website – offers • Travel shows • Consumer shows

• Sales missions • Sports, Golf, Dive events, etc. • ESL seminars • Brochures *Depending on your country target market, the brochures must be translated to that country’s language

KNOWING YOUR COMPETITORS • General competitors: ASEAN countries • Competitors in DIVE tourism: Saipan, Palau, etc.

• Getting your statistics (property and competitor) right will help you determine the area in your property that needs improvement in order to capture your target market • A right statistics will also aid in determining the marketing strategies you need to apply to your target market What makes you different from the rest? What is the unique selling proposition for your property that makes you different?

Tourism Promotions Board Philippines

Tourism Promotions Board (TPB) MISSION

To market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination, in strategic partnership with private and public stakeholders to deliver a unique high-value experience for visitors, significantly contributing to increased arrivals, receipts and investments to the country. VISION The Philippines is among the top destinations in the world by 2020.

Marketing and Promotions

The Marketing and Promotions Unit is responsible in undertaking the key mandate of TPB which is to market and promote the Philippines domestically and internationally as a major global destination, highlighting the uniqueness and assisting the development of its tourism products and services, with the end view of increasing tourism arrivals and tourism investments.

Top Tourist Markets to the Philippines (January â&#x20AC;&#x201C; May 2016/2015)

Philippine Tourism Promotions and Activities

Marketing and Promotions The International Promotions Department is in charge of organizing Philippine participation in overseas travel trade and consumer fairs, exhibitions and events and undertake other overseas marketing and promotional activities such as, but not limited to, sales missions and presentations in key markets with the objective of creating awareness on, and generate consumer demand for, the Philippines. Travel Trade Events • Internationale Tourismus Borse (ITB) – March 09-13, 2016; Berlin, Germany • World Travel Market (WTM) – November 7-9, 2016; London Excel, United Kingdom • Dive Equipment & Marketing Association (DEMA) Show – November 16-19, 2016; Las Vegas Convention Center, Nevada • China Outbound Tourism and Travel Market (COTTM) – April 12-14, 2016; National Agricultural Exhibition Center, Beijing, China • Dive, Resort, Travel (DRT) Expo Taiwan –June 17-19, 2016; Taipei Flora Expo Center

• Korea World Travel Fair (KOTFA) – June 09-12, 2016; COEX Seoul, South Korea • Marine Diving Fair (MDF) – April 1-3, 2016; Sunshine City Convention Center, Ikebukuro, Tokyo, Japan • Philippine Business Mission (PBM) to Japan – June 6, Imperial Hotel Tokyo; June 7, Nagoya Marriott Associa Hotel; June 8, Hotel New Otani Osaka

• Japan Association of Travel Agents (JATA) Tourism EXPO Japan – September 22-25, 2016; Tokyo Big Sight, Japan

Marketing Campaign Visit the Philippines Again 2016 • The Visit the Philippines Again 2016 campaign was launched following the success of the previous year’s campaign – Visit the Philippines Year 2015. • Campaign to give incentives to returning visitors to the Philippines

Internationale Tourismus Borse (ITB) Berlin, Germany

• ITB is known throughout the world as both the top trade show for the global tourism industry and the largest travel show for private visitors. • The Philippines has been participating in ITB since 1985 and has continuously supported our private sector do business-to-business negotiations with their counterparts across the world. This is also the perfect platform to ensure that our country brand presence is felt among the tourism players worldwide.

• ITB 2016 was held last March 09-13 where a total of 25 Philippine private sectors consisting of travel operators and properties participated, including the Philippine Retirement Authority (PRA). • The Philippine stand space for the said event was 270 square meters.

Internationale Tourismus Borse (ITB)

World Travel Market (WTM) London Excel, United Kingdom • Staged annually in London, WTM - the leading global event for the travel industry – is a vibrant must attend business-to-business event presenting a diverse range of destinations and industry sectors to UK and International travel professionals. It provides a unique opportunity for the whole global travel trade to meet, network, negotiate and conduct business. • The World Travel Market (WTM) is considered the leading global event for the travel industry. Held annually at the Excel Exhibition Centre in London, WTM provides a unique opportunity to meet, network, negotiate and conduct business. The four-day business-to-business event presents a diverse range of destinations and industry sectors to UK and the international travel professionals • For 2015, the Philippines had a 366 square-meter booth strategically located at the Asia-Pacific Hall (Stand No. AS600). The Philippines Stand created an atmosphere that reflected modern and progressive Philippines claiming its position as one of the “premiere” destinations in Asia. It showcased cross promotion of Philippine tourism and trade products and services, such as, furniture, furnishings, food/culinary, artifacts, architecture, and the likes. Use of interactive display solutions, new digital technology, and/or augmented reality devices in presenting Philippines to the international market, especially in Europe, were likewise incorporated.

World Travel Market (WTM)

Dive Equipment & Marketing Association (DEMA) Show Las Vegas, U.S.A.

• The DEMA Show is the world’s largest and most important tradeonly exhibition and conference for the global diving industry. Deemed the “Olympics” of the scuba diving industry, it brings under one roof about 10,000 participants comprised of key dive industry stakeholders and dive destinations. • Held annually, the show features exhibits of leading dive equipment, manufacturers, travel destinations, water sports apparel and services offering show exclusive discounts.

Dive Equipment & Marketing Association (DEMA) Show

China Outbound Tourism and Travel Market (COTTM) Beijing, China

• COTTM is regarded as the industry’s most important platform and remains the only business to business event that focuses purely on the burgeoning Chinese outbound tourist market. • China is still the world’s leading tourist exporting country for three consecutive years now with 107 million outbound tourists in 2014, a 19.5% year-on-year growth. A consecutive growth rate of 16% is expected by the end of this year. • The Philippines had been participating in this event annually. For 2016, COTTM was held in April 12-14 where the country was showcased as a luxury travel destination with a 54-square meter booth featuring 15 Philippine private sector properties and tour products such as spa and wellness.

China Outbound Tourism and Travel Market (COTTM)

Dive Resort Travel (DRT) Expo Taiwan Taipei Flora Expo Center â&#x20AC;˘ The DRT Show is considered the largest gathering for diving enthusiasts, marine conservationists and anyone with a passion for the underwater world. The DRT Shows have been met with overwhelming response as an important regional event. Over 10,000 dive enthusiasts and more than 120 sellers are projected to attend the said Travel Expo

Dive Resort Travel (DRT) Expo Taiwan

Korea World Travel Fair (KOTFA) COEX Seoul, South Korea • KOTFA is the biggest international travel fair in Korea participated by both international and domestic tourism-related organizations. For 30 years, KOTFA Co. Ltd. has been successful in the exhibition industry. A total of 3,751 exhibitors and 95, 267 visitors participated in the said fair. • This year, 51 countries and 482 domestic/international organizations and institutions participated in the expo to exhibit their products, to exchange information and to give the visitors a first glimpse of the different cultures around the world by letting them experience diverse cultural activities offered by each country. • The 31st Korea World Travel Fair was held on June 09-12 at the COEX in Seoul, South Korea. The Philippine delegation was composed of 12 private sectors consisting of airlines, travel agencies, hotels and resorts.

Korea World Travel Fair (KOTFA)

Marine Diving Fair (MDF) Sunshine City Convention Center, Ikebukuro, Tokyo, Japan

• Japan’s largest dive exhibition that attracts more than 50,000 visitors. • It is organized by the Marine Arts Center, the publisher of four major dive magazines. • The Fair is supported and participated in by more than 200 exhibitors from national tourist offices, airlines, travel agencies, dive operators, resorts and suppliers of dive equipment and accessories.

Marine Diving Fair 2016

Philippine Business Mission (PBM) to Japan Imperial Hotel Tokyo, Nagoya Marriott Associa Hotel and Hotel New Otani Osaka

• PBM is an annual travel trade event organized by TPB and DOT that provides platform for suppliers of Philippine tourism products to conduct business with their Japanese counterparts. • In addition to this, PBM includes a Tourism seminar to update captive foreign audience on Philippines tourism developments, a Travel Mart for the one-on-one business discussions with the Japanese travel trade, and a cocktail reception for additional networking. • Moreover, PBM Japan is the best business platform in engaging Japan’s top travel executives.

Japan Association of Travel Agents (JATA) Tourism Expo Japan Tokyo, Japan

â&#x20AC;˘ The largest and most important travel trade and consumer event in Japan â&#x20AC;˘ Philippine private sector participants showcase and promote destinations and other offerings to the Japanese travelers and are given the opportunity to meet with their counterparts.

Japan Association of Travel Agents

Internationale Tourismus Borse (ITB) Asia 2016 Sands Expo and Convention Centre, Singapore

• ITB Asia is an annually held three day B2B trade show and convention for the travel industry; it is designed to become the primary event for the Asia Pacific travel industry, much like its parent event – ITB Berlin. Now on its ninth year in Singapore, ITB Asia took place at Marina Bay Sands. It was organized by Messe Berlin (Singapore) Pte. Ltd. and supported by the Singapore Exhibition & Convention Bureau. • The Philippines has been successfully participating in ITB Asia since it started in 2007 due to its wide range of opportunities for Philippine tourism and our participating private sectors. The target groups of ITB Asia as a whole are buyers and trade delegates searching for business in Asia and sellers from all over the world.

Internationale Tourismus Borse (ITB) Asia 2016

Marketing and Promotions Together with the private sector and in close coordination with the DOT Foreign & Regional Offices, the Marketing and Promotions Unit also conducts invitational and familiarization programs for: • • • • •

international and local tour wholesalers retailers travel trade members media practitioners other influential individuals

Familiarization Trips

Manila and Tagaytay

Batangas

Domestic Promotions Department The Domestic Promotions Department is responsible for the formulation of the annual domestic promotions plan in consultation with the DOT Regional offices. This Department is also responsible in managing and maintaining the linkages of TPB with its members and all industry stakeholders.

M.I.C.E. (Meetings, Incentive Travel, Conventions and Exhibitions/Events) The TPB, as part of its mandate, shall market and promote the Philippines as a global destination for Meetings, Incentives, Conventions, Exhibitions / Events (MICE). In particular, it shall take charge of attracting, promoting, facilitating and servicing meetings, incentive travel, conventions / conferences, and exhibitions, as well as large scale and high impact events to help boost domestic and international travel to the Philippines. The TPB shall provide technical and financial assistance for business events to MICE Organizers that offer potential MICE business to enhance the DOT / TPBâ&#x20AC;&#x2122;s tourism brand campaign and generate economic benefits to the country.

Marketing Communications To support the undertakings of the Unit, the Marketing Communications Department shall ensure that all multi-media campaign in terms of tri-media, new media, OOH advertising and international/domestic tourism promotions events/activations are geared towards stimulating greater desire for international visitors to come to the Philippines and for Filipinos to tour their own country. The Department is also in charge of developing marketing campaigns and producing marketing and sales materials, e-marketing, and other related marketing support services for all the departments.

Special Events 1. Philippine Travel Exchange (PHITEX) – 04-06 September 2016 2. MTV Music Evolution Manila – 24 June 2016 3. Diving Resort Travel (DRT) Philippines – 09-11 September 2016 4. Travel Blog Exchange (TBEX) Asia Pacific – 13-16 October 2016

Philippine Travel Exchange (PHITEX) •

PHITEX is an annual marketing event that aims to strengthen the country’s brand image and encourages the participants to promote affordable and competitive tourism packages.

•

As in previous years, the highlights of PHITEX 2016 will be the TRAVEX, where invited Foreign Buyers of tourism products and services will have the opportunity to transact business with qualified Philippine Sellers in one-on-one table top prescheduled appointments. The invited Foreign Buyers will also experience the fun and excitement of the multitude of activities during the post tours to key Philippine attractions and destinations.

MTV Music Evolution Manila â&#x20AC;˘ MTV MUSIC EVOLUTION is a first-of-its-kind international musical concert that is recorded live for global telecast to an international audience of over 300 million in 160 countries. It brings to life the evolution of a music genre and enables young people to experience and discover how music styles and sounds have evolved over the years. â&#x20AC;˘ showcasing iconic and contemporary hip-hop acts from both international and local music scenes on a single stage.

Diving Resort Travel (DRT) Philippines 09-11 September 2016 â&#x20AC;˘ The DRT Show is a 3-day expo considered to be the largest gathering for diving enthusiasts, marine conservationists and anyone with a passion for the underwater world. The DRT Show has been met with an overwhelming response as an important regional event. â&#x20AC;˘ It is the only expo supported by the national tourism/sports organizations of China, Japan, Hong Kong and established international dive associations such as Divers Alert Network (DAN) Asia Pacific, Professional Association of Dive Instructors (PADI), Scuba Schools International (SSI), and the US Diving Equipment and Marketing Association (DEMA) Show, among others.

Travel Blog Exchange (TBEX) Asia Pacific 13-16 October 2016 • TBEX is the largest gathering of travel writers, bloggers, new media content creators, social media experts, travel influencers and other industry professionals, attracting some 800 participants from North America, Europe and Asia Pacific. • It is a three-day event involving a series of meetings, educational seminars and presentations featuring renowned international experts, social media influencers and celebrities. TBEX is accompanied by an array of non-formal social events and activities that showcase the best of the host destination through speed networking, one-on-one meetings and familiarization tours. • The Philippines, through the initiatives of the Department of Tourism and the Tourism Promotions Board, has been chosen as the host destination of Travel Blog Exchange Asia Pacific (TBEX Asia Pacific) on 13 - 16 October 2016 at the Philippine International Convention Center, Manila. There were a total of 398 attendees composed on travel bloggers, travel industry professionals and travel writers.

Thank you!