MECO intensifies marketing drive to lure Taiwanese visitors

Philippines News Agency www.pna.gov.ph November 13, 2009 MANILA, Nov. 13 (PNA) -- The Manila Economic and Cultural Office (MECO) in Taipei is intensifying its marketing programs as part of a campaign to attract more Taiwanese visitors into the Philippines despite the global economic slump. Antonio I. Basilio, MECO resident representative and managing director, said the marketing programs focus on the country’s rich cultural diversity and numerous tourism sites and attractions and provide innovative packages catering to all budgets and requirements as well. “We’re constantly looking for win-win opportunities with our industry partners including airlines, tour operators, destination management companies and professional conference organizers,” said Basilio. By working strategically with MECO’s trade partners, Basilio said the organization would help create a new wave of tourism growth in key holiday destinations such as Bohol, Laoag, Cebu, Boracay and Palawan, among others. Latest figures from Taiwan s Ministry of Transportation showed that outbound travel from Taiwan in September 2009 dropped by five percent, or 625,834, from 657,988 last year. Outbound travel also dropped to 5,448,114 in the first nine months of this year, down eight percent from 6,590,261 a year ago. The decline in outbound travel affected many countries in Asia, including the Philippines, which posted a 14-percent or 77,126 from 90,104 last year. Except for Mainland China and South Korea, other countries recorded bigger drop in Taiwanese arrivals like Brunei, 90.42 percent or 80 from 835; Thailand, 35 percent or 119,995 from 129,286; Macao 23.76 percent or 555,993 from 729,281; Hong Kong 21.57 percent or 1,737,806 from 2,215,602; Japan, 17.39 percent or 849,702 arrivals from 1,028,566; and Singapore 15.89 percent or 111,704 from 129, 286. MECO launched several initiatives this year to strengthen the country’s status as a premier leisure destination. Charter flights from Taiwan to the Philippines – including the Taipei-Laoag, Kaohsiung-Kalibo and Taichung-Kalibo services – were launched earlier this year.   Recently, Mandarin Airlines started offering direct charter services from Taichung in central Taiwan to Kalibo, the first stop of leisure travelers visiting Boracay. A familiarization tour involving media representatives and tourism stakeholders was also conducted on Sept. 3. MECO also initiated the creation of new package tours and charter services to the Philippines by expanding on its partnership with travel agencies and Taiwanese and Philippine carriers. Some of the innovative products that helped the Philippine tourism include China Airlines’ (CAL) golf package in Kaohsiung; CAL’s Taipei-Cebu, Kaohsiung-Cebu and Kaohsiung-Kalibo charter services; TransAsia’s charter flights to Kalibo; Philippine Airlines’ ‘Swing Around’ package; and Cebu Pacific’s Easy Connect package for the Taipei-Manila-Cebu/Kalibo routes. This year, the Philippines’ first-rate leisure destinations also received significant media exposure in Taiwan, including a 30-minute, four-episode show in GTV’s Wonderful World program; a Du Royal advertisement featuring Bohol; and extensive coverage of Cebu and Bohol in TVBS’ New Feature and Super Taste Plus programs. MECO also helped the Masters Travel Association, a leading tourism and services group, organize a familiarization trip to the Philippines. The delegation was comprised of representatives of 34 tour operators. Faithfully Travel, a Taipei-based travel agency, likewise inaugurated a branch in Boracay this year. The Philippines also had a significant presence in various travel fairs and international events in Taiwan this year including the Kaohsiung International Travel Fair, Taipei Tourism Expo, DIVE Fair and the Kaohsiung World Games Expo Fair. MECO also accessed the lucrative incentive travel market by spearheading presentations promoting the Philippines as the preferred travel destination among the human resources teams of various companies located within the Tainan Science Park. MECO also pushed the country’s meetings, conventions and exhibitions industry to promote the Philippines’ quality venues and spectacular holiday retreats among Taiwan’s business tourist leaders. The country offers a variety of venues, from international convention centers that can accommodate thousands of delegates to more intimate and modern settings that are ideal for smaller groups. (PNA) RMA/BAC/mec