Senator Nancy Binay on Sunday (June 18) urged the Department of Tourism (DOT) Secretary Wanda Teo to redirect her division’s advertising and marketing thrust from foreign to native tourists.
Binay mentioned the DOT might have a tough time selling the Philippines overseas within the face of journey advisories being issued by quite a few embassies,
“It is our country which suffers from the negative image projected abroad. Marami na ang nag-cancel ng bookings at kaliwa’t kanan ang travel advisories dahil sa kaguluhan sa Mindanao at impression ng martial law,” the senator mentioned.
“Baka mas lalo lang tayo mahihirapang i-promote ang Pilipinas dahil mas matagal ang airtime at newscast tungkol sa mga nangyayari sa Pilipinas kaysa sa 30-seconder na TV commercials. ‘Di pa kasama dyan ang mga lumalabas sa social media,” she added.
Instead of spending taxpayers’ cash on commercials, the chair of the Senate committee on tourism famous the potential on the home market, particularly among the so-called millenials.
The home tourism expenditure, which incorporates these resident guests throughout the nation both as a home journey or a part of a world journey, grew by 19 % or from P1.7 trillion in 2015 to P2.1 trillion in 2016, in accordance to the Philippine Statistics Authority (PSA).
Figures from the National Statistics Office (NSO) additionally confirmed that 4 out of 10 Filipinos have travelled throughout the nation in 2012 and greater than half of home tourists that very same 12 months, estimated at 25.7 million, had been aged 15 to 34 years outdated.
“Let’s explore other marketing mix and tap growing markets. Karamihan ng mga millenials ngayon ay mayroong purchasing power, naghahanap ng work-life balance at gustong i-enjoy ang buhay. We should start unlocking the potential of the market by offering them value for their money,” Binay mentioned.
“Di nga ba sinasabi nating huwag tayong maging banyaga sa sarili nating bansa? Maganda rin ang elemento ng ‘experience’ sa marketing campaign ng DOT pero i-address muna natin ang ‘disconnect’ sa messaging,” the senator added.
The DOT continues to be licking its wounds after falling flat on its face after its current promotion advert produced by McCann, “Experience Philippines”, was closely criticized after it was revealed that it was a rip-off of the “Meet South Africa” marketing campaign in 2014.