The Department of Tourism (DOT) is leaving no stones unturned to hit its target inbound volume of 5.5 million this year.
Some 150 wholesale travel agents from all over the world are being invited by the DOT to come over and help out in selling the Philippines to the global tourism market, according to the Tourism Promotions Board (TPB), the agency’s marketing arm.
TPB chief operating officer Domingo Ramon Enerio III says the foreign buyers would have to get a first-hand experience of the Philippines’ tourism brand to be able to market it effectively worldwide.
“So we are doing just that by bringing them (foreign buyers) here for such a brand-defining experience of fun that distinguishes us from the rest of the world,” Enerio stresses.
Being invited are travel agents from Korea, Japan, China, Hong Kong, Taiwan, Australia, North America, Canada, Europe, Russia, the Middle East, India and the Asean.
Slated at the SMX Convention Center Manila, the Phitex 2013 will be held on Sept. 4 to 6, with the Travel Exchange (Travex) serving as the centerpiece of the 3-day event.
The Travex, scheduled on Sept. 5, is a full day of business transactions between the foreign buyers and the local sellers meeting on one-on-one scheduled appointments.
“But before and after Travex, the foreign buyers will have pre- and post-event tours to key Philippine attractions and destinations, where they will get to know what we mean by ‘it’s more fun in the Philippines,’” Enerio adds.
For the local sellers, there will be educational seminars on the current market situation on the international front, thus enabling them to adapt their product development efforts to global demand trends.
Now a globally known international event, Phitex is held yearly to entice foreign buyers to have the Philippines in their tour programs or include it in expanding their marketing portfolios, and maximize the country’s exposure to both niche and mainstream markets.
With Phitex, the country’s tourism firms need not go on their own around the world seeking out partner agents. Instead, the foreign agents come and do business with each of them one after another.
Targeted to constitute the local sellers are airlines, hotels and resorts, tour operators, convention facilities, and congress and incentive travel organizers, among many others.
More information on the event can be obtained from the Phitex 2013 secretariat (tel: 5257320, 5259318 loc. 270, 240; fax: 5216165, 5253314; e-mail: phitex@dotpcvc.gov.ph or phitexsecretariat@yahoo.com; or visit www.phitex.ph).