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PHILIPPINE TOURISM MARKETING EFFORTS:. NORTH AMERICA KOREA JAPAN CHINA ASIA PACIFIC EUROPE INDIA. OUTLINE OF PRESENTATION. General Overview of Arrivals Market Overview, Strategies & Programs Korea North America Japan China Asia Pacific Europe India. Source Markets Performance.

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outline of presentation
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
outline of presentation5
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
slide6

1,200,000

11.1%

12.5%

1,000,000

1,000,000

14.3%

900,000

16.7%

800,000

800,000

20%

700,000

600,000

25%

600,000

500,000

400,000

200,000

0

2005

2006

2007

2008

2009

2010

Target Arrivals

2006 Volume: 600,000 (25% increase)

100,000 increase every year from 2006 - 2010

market segments
Market Segments

Holiday Seekers

Honeymooners

Students

(Study tours-Learn English Program)

Special Interest Groups

(Golfers, Divers, Other Sports Enthusiasts)

Incentives

(Korean multinational companies with branches in the Philippines)

outline of presentation11
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs:
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
based on 3 million target arrivals
Based on 3 Million Target Arrivals

Market Actual Volume % Increase

Share (%) of Arrivals (over 2005)

USA21 % 630,000 19 %

Canada2.8 % 84,000 15 %

Total 714,000

(23.8 % market share of 3 Million Total

Visitor Arrival Target for 2006)

slide13

Target Market Segments/Niches

  • Fil-Americans/Fil-Canadians
    • 1st Generation
    • 2nd Generaration
    • 3rd & 4th Generation
  • Non-Filipinos
    • Leisure with health & wellness
    • Golf
    • Diving & other adventure sports
    • History and culture
strategies
Strategies
  • PRODUCT

For Filipinos

    • Introduce attractive family oriented tour packages, health & wellness including medical tourism packages,

- include activities on investment, retirement and business opportunities primarily for 1st generation

    • Develop & introduce product/s that would enable

2nd, 3rd & 4th generation to trace their roots

For Non-Filipinos

    • Strengthen existing ones – golf, beach holidays, diving, historical
    • Introduce health & wellness tours
strategies15
Strategies
  • PRICE
    • Offer products that are value for money
  • PLACE/DISTRIBUTION
    • Strengthen linkages with tour wholesalers, ticket consolidators, airlines
    • Fully utilize internet
    • Strengthen tie-ups and alliances between U.S. Fil-Am Associations and Philippine based organizations
strategies16
Strategies
  • PROMOTION
    • Introduce sales promotion to shorten travelers’ buying process, thereby, resulting to warm bodies (from awareness convert to visitor arrivals)
    • Intensify publicity and dissemination of information on new & existing products, facilities, sales promo offerings, new trends
      • Develop positive image for the Philippines as part of “Image Building”
    • Maximize invitational program for trade & media
    • Continuous participation in trade & consumer shows
slide17

Work Program

  • Flagship Campaign – “The Philippines: Explore, Experience, Return”
    • “The Great Philippine Free Flight Giveaway”
    • “Out of the Box” promo
  • 2nd Ambassador / Consuls General Tour to the Philippines (July 2007)
  • “See You In Asia” Campaign
  • Travel Agents Specialist Program
slide18

Work Program

  • Commemoration of the Centennial of Filipino Migration to the USA (whole year)
  • PR / Publicity plan
  • Trade and Media Invitational Travel
  • Brochure Support for wholesalers
  • Participation in Trade and Consumer Shows in US & Canada
outline of presentation19
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs:
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
slide20

Japanese Women Travelers

Estimated population

of women in Japan

= 65,100,000

Of the 35.06 million Japanese women in their 20s to 50s,

7.21 million have abundant overseas travel experience.

japan s independent women
Japan’s Independent Women

Independent Women are younger women who seekculinary, historicand natural experienceswhen traveling overseas

Drivers

Background

  • Typically younger females
  • Many are single, mostly no children
  • Typically “office ladies” – secretarial and clerical, part-timers
  • Low to average annual HH income, but relatively high disposable income
  • Ride the subway every day
  • Go to the movies and sing karaoke a few times a month
  • Local cuisine & drinks
  • Historical landmarks
  • Natural beauty and landscapes
  • Spa/ relaxation
  • Enjoyable
  • Pleasant

Barriers

Characteristics

  • Prefer “Free-time” package
  • No particular accommodation preference, but minimum acceptable threshold is “standard”
  • Widely travelled – travel to both mainstream (e.g. Hawaii) and exotic (e.g. Egypt) destinations
  • Influenced by travel pamphlets and friends
  • Poor health standards
  • Unsafe
  • Politically unstable
  • Unclean/unhygienic

Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted)

slide22

Japan Outbound Dive Market

  • 3 million total divers
    • 2.5 million certified divers
    • 1 million active divers

17.5 M Total Japan Outbound

1,000,000 Active Divers or 6% of Total Japan Outbound

slide23

Japan’s Senior Citizens: The “Super-Aging” Society

World Ranking of Countries

with the Highest Population of Senior Citizens

By 2010, Japanese baby boomers will contribute an additional 7 million retirees!

Source: United Nations, World Population Prospects, 2000

japan s senior citizens
Japan’s Senior Citizens

Seniors are men and women over 60 years of age who seeknaturalandhistoricexperienceswhen traveling overseas.

Drivers

Background

  • Mostly married and have children
  • Mostly housewives or retired
  • Highest level of disposable income
  • Often take trains / subway, buses
  • Enjoy occasional driving, movies and Sports events
  • Natural beauty and landscapes
  • Historical landmarks
  • Galleries and museums

Characteristics

  • Freer to travel at any time
  • Prefer to travel on all-inclusive full package tour with their spouses
  • Experienced travelers, over-index in travel experience in all regions
  • Take 1 or 2 overseas holiday every year with average yearly spend of Y418K per person (higher than the average)
  • Low positivity but high information search
  • Influence by newspaper is important

Barriers

  • Hygeine
  • Health
  • Terrorism
  • Personal Safety
  • No activities for women
  • Ability to communicate

Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted)

Japan Travel Blue Book 2003 / 2004

slide25

Work Program

  • PR CAMPAIGN
  • JOINT BROCHURE PROMOTIONS WITH JAPANESE WHOLESALERS
  • PRODUCTION OF COLLATERALS
  • TRADE FAIRS
    • Marine Diving Fair (April)
    • Tour Expo (May)
    • JATA World Congress and Travel Fair (September)
  • PHILIPPINE BUSINESS MISSION
  • REGULAR MARKETING ACTIVITIES OF OVERSEAS OFFICES
    • Sales calls and sales presentations
    • Market intelligence
    • Philippine tourism seminars
  • FAM TOURS
    • Agents
    • Media
  • IMPROVEMENT AND UPGRADING OF LOCAL PRODUCTS and SERVICES
outline of presentation26
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs:
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
target arrivals for 2007

TARGET ARRIVALS FOR 2007

Visitor arrivals 2006 – 133,585

Target arrivals 2007 – 175,000

Increase – 41,415 or 31%

moa between dot and cnta
MOA BETWEEN DOT AND CNTA
  • Memorandum of Understanding between The Government of the Republic of the Philippines and the Government of the People’s Republic of China Concerning Tourism Cooperation was signed in September 11, 2002 valid for five (5) years and shall be automatically renewed unless either of the party deem otherwise.
  • The implementation program was signed in September 01, 2004 valid for two years.
  • Important points
    • Exchange of Tourism Professionals and Administrators
    • Joint Promotion
    • Language and Cultural Training
    • Tourism Investment
  • Major concern : To renew the Implementation Program with CNTA.
air seats capacity china to the philippines direct flights only

Airlines

Route

Number of flights per week

Seat Capacity per week

Seat Capacity per month

Seat Capacity per year

PAL

Shanghai - Manila

7

(A-320)

150 x 7

1,050/ week

1,050 x 4

4,200/month

52 x 1050

54,600/year

Beijing - Manila

4

(A-320)

150 x 4

600/week

600 x 4

2,800/month

52 x 600

31,200/year

Xiamen - Manila

6

(A-319, A-320)

150 x 3 = 450/week

124 x 3 = 372/week

450 x 4

1,800/month

372 x 4

1,488/month

52 x 450 23,400/year

52 x 372

19,344/week

China Southern Airlines

* Beijing – Xiamen -Manila

7

(A-320)

150 x 7

1,050/week

1,050 x 4

4,200/month

52 x 1050

54,600/year

Guangzhou-Manila

4

(A-320)

150 x 4

600/per week

600 x 4

2,800/month

52 x 600

31,200/year

Guangzhou-Laoag

2

446/per week

446 x 4

1,784/month

52 x 446

23,192/year

TOTAL SEATS CAPACITY

4,568 /week

18,272/month

214,344

AIR SEATS CAPACITY CHINA TO THE PHILIPPINES (DIRECT FLIGHTS ONLY)
philippine tourism offices in china and their area of jurisdiction
PHILIPPINE TOURISM OFFICES IN CHINA AND THEIR AREA OF JURISDICTION
  • Beijing Cluster
    • Political center of government and SOE
    • Also cluster of IT/ telecoms industries (big sponsors)
    • Stronger presence of Incentive Travelers

Beijing Cluster Cities

Beijing, Tianjin, Shenyang, Dalian, Ha’erbin, Jinan, Qingdao, Changchun

Shanghai Cluster Cities

Shanghai, Nanjing, Suzhou, Wuxi, Hangzhou, Ningbo, Wenzhou, Wuhan, Shaoxing

Guangzhou Cluster Cities

Guangzhou, Shenzhen, Xiamen, Fuzhou, Dongguan, Zhongshan, Zhuhai, Shantou, Foshan, Haikou

  • Shanghai Cluster
    • Largest center of FIE companies
    • Cluster of affluent and worldly Tier 2 cities
    • More family oriented
    • Strong presence of Family with Kids groups
  • Guangzhou Cluster
    • FIE and HK invested companies
    • Strong culture influence from Hong Kong
    • More independent minded
    • Strong White Collar, including weekend travelers
highlights of 2006 accomplishments
HIGHLIGHTS OF 2006 ACCOMPLISHMENTS
  • Participated in nine (9) trade/travel/consumer fairs and garnered citations/awards
    • Guangzhou Int’l Travel Fair (Guangzhou)– Best Booth Design
    • Qingdao Int’l Tourism Expo – (Qingdao) Best Booth Decoration and Best in Organization
    • 3rd China-ASEAN Expo (Nanning) – Best in Creativity Award
    • China International Travel Mart (Shanghai) – Citation for the Philippines as one of the Top 10 Rising Destinations for Chinese Outbound Tourists and Top 10 MICE Destinations for Chinese Outbound Tourists
  • Citation by Travel Weekly China for Secretary Joseph Durano as Destination Marketer of the Year
highlights of 2006 accomplishments32
HIGHLIGHTS OF 2006 ACCOMPLISHMENTS
  • Promotion of Davao as a new product
  • Worked towards the resumption of direct flights from Guangzhou to Manila with China Southern Airlines
  • Establish linkage and networking with operators from 2nd-tier cities (Chengdu, Qingdao, Tianjin, etc.)
  • Strengthening of DOT offices in China (Market Reps in Shanghai and Guangzhou)
  • Positioned the Philippines as a destination for relaxation, beach, nature, friendliness and value
  • Strengthened partnership with and support from Chinese travel trade and inbound tour operators in the Philippines
thrusts for 2007
THRUSTS FOR 2007
  • Tap key incentive trade partners in order to attract more tourists from the incentive / corporate market segment
  • Sustain growth from Beijing cluster and maximize outputs from Shanghai and Guangzhou clusters
  • Strengthen trade and media network to establish stronger presence in China
  • Target secondary cities which have experienced economic growth
  • Work towards increased capacities (air seats, rooms) and improved support services to cater to the needs of Chinese travelers
2007 calendar of activities
2007 CALENDAR OF ACTIVITIES
  • Shanghai
    • Travel trade fairs participation

1.IT & CM (Incentive Travel & Conventions, Meetings) New Shanghai Exhibition Center, 23-25 April 2007

Tourism Conference Travel Mart

1. Philippine Tourism Conference Shanghai, China, 22 April 2007

    • Consumer Travel Fair

1. ISPA 2007 Shanghai, China, 7- 9 June 2007

2. Golf Style Shanghai, China, November 2007

3. Luxury Travel Fair Shanghai, China November 2007

    • Advertising – Print ads, Outdoor Ads (year round)
    • Familiarization trip for media and trade (year round)
    • Joint promotion with Chinese travel trade sector
    • China travel wholesalers and agents counter staff seminar (to include 2nd tier cities)
    • Sales calls to Shanghai and 2nd tier cities
    • In-store promotion Raffles Department Store (June 2007)
2007 calendar of activities35
2007 CALENDAR OF ACTIVITIES
  • Beijing
    • Travel trade fairs participation

1.China Outbound Travel and Tourism Market (COTTM) China World Trade Center, 14-16 May 2007

2. China International Business Incentive Travel Mart China World Trade Center, 8 – 10 July 2007

3. Jinan Tourism Event Jinan, China, 8 – 10 September 2007

    • Tourism Conference Travel Mart

1. Philippine Tourism Conference Beijing, China July 2007

    • Advertising – TV, Print ads, Billboards (year round)
    • Familiarization trip for media and trade (year round)
    • Joint promotion with Chinese travel trade sector
    • China travel wholesalers and agents counter staff seminar (to include 2nd tier cities)
    • In-store promotion Wangfujing Road (March 2007)
    • Sales calls to Beijing and 2nd tier cities
outline of presentation36
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs:
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
slide37

ASIA PACIFIC

2006 HIGHLIGHTS

slide38

25 Travel Trade & Consumer Fairs

  • AUSTRALIA 6
  • HONG KONG 3
  • SINGAPORE (ASEAN) 11
  • TAIWAN 5
slide40

Trade & Media Invitational Groups

  • AUSTRALIA 10
  • HONG KONG 8
  • SINGAPORE (ASEAN) 10
  • TAIWAN 27

TOTAL 55

slide41

ASIA PACIFIC

2007 Work Program

slide42

SINGAPORE

2007 Target Arrivals (ASEAN) : 237,237

Singapore : 95,043

Malaysia : 57,747

Target Segments : Group Corporate Travel

FITs

Honeymooners / Couples

VFRs

Students & Church- based groups (community immersion)

slide52

HONG KONG

2007 Target Arrivals : 133,750 - 139,100

Target Segments : Families

FITs

Honeymooners / Couples

Niche Travelers

- divers, ecotourists, watersports lovers

slide58

TAIPEI

2007 Target Arrivals : 128, 400

Target Segments : Group Travelers

FITs (Business)

Honeymooners / Couples

Incentive Travelers

Niche Travelers

- diving, health & wellness,

gaming & ESL

slide66

SYDNEY

2007 Target Arrivals : 112,516

Target Segments : Women

Families

Divers

Honeymooners

FITs

outline of presentation76
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs:
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
germany
GERMANY
  • Travel trade
    • Caravan Motor Und Touristic 13-21 January
    • Dresden Reisemarkt & Reise Messe Leipzig, 26 January
  • Presentations, road shows sales calls, joint promotions
    • Meieser Far East Live Seminar, 2-5 May
    • DERTOUR Road show, August
    • Cathay Pacific Super City Road show, April – September
    • Travel Agents & Client Joint Philippine Presentation, September – October
  • Invitationals
  • Production of collateral materials
russia
RUSSIA
  • Travel fair
    • Kazakhstan International Tourism & travel Fair, 26-28 April
    • Leisure Fair 2007, September
  • Presentations, road shows sales calls, joint promotions
    • Far East Sales Mission, May
    • Regional presentation & workshop, Ocotber-Novenber
  • Advertising / Joint promotion
    • Travel guidebook in Russian language
    • Far east charters
  • Invitationals
united kingdom
UNITED KINGDOM
  • Travel fair
    • Holiday World & Travel Show, 12-14 January
    • Holiday World and Travel Show, 19-21 January
    • Destinations, 1-4 February
  • Joint sales and promotions
    • Advertising support for Tour Operators, January - May
  • Advertising & media support
    • Internet communications plan
    • Taxi promotion campaign plus, April 2007 – March 2008
  • Familiarization trips for trade, media, and consumer
  • Invitationals
institutional projects
INSTITUTIONAL PROJECTS
  • World Travel Mart, November
  • International Tourismus Borse, 7-11 March
other strategic intitiatives
OTHER STRATEGIC INTITIATIVES
  • Maintenance market: The Netherlands
  • Exploratory Market: France and Scandinavia
  • Europe Dive Campaign:
    • Germany: Boot Fair (20-28 January), joint advertising campaign, joint promotions (Roger tours)
    • U.K.: Travel Trade: London Dive Show (10-11 March) & Dive Birmingham (13-14 October); Fam tours for dive operators; joint promotions with British Sub-aqua Club; production of promo mats: Dive Brochure and dvd
other strategic intitiatives84
OTHER STRATEGIC INTITIATIVES
  • Europe Dive Campaign, continued:
    • Russia: Dive Festival (15-17 February), joint promotions with dive clubs, dive website initiatives
    • Spain: BCN Dive & Expovaccaciones, joint dive promo program with Abando Dive Center & Ultima Frontera, fam trips for dive trade and media
    • Italy: EUDI, Milan (17-21 January), sales calls and joint promotions, fam trips and production of dive promo mats
    • France: advertising
outline of presentation87
OUTLINE OF PRESENTATION
  • General Overview of Arrivals
  • Market Overview, Strategies & Programs:
    • Korea
    • North America
    • Japan
    • China
    • Asia Pacific
    • Europe
    • India
objectives
Objectives
  • Develop awareness of the Philippines as a new destination for shopping, entertainment and leisure
  • Enhance and facilitate air access to the Philippines
strategies89
Strategies
  • Initiate marketing and promotions in high tourist traffic centers, e.g. New Delhi and Mumbai
  • Establish linkages and network with Indian travel agents and foreign carriers with access to the Philippines
arrivals 1996 2010
Arrivals 1996 – 2010

102,150

34,050

Volume 16,062 20,945 18,570 14,826 18,221 22,700 68,100 132,795

Growth Rate 29.12% 18.26% (0.36%) (3.67%) 15.44% 8% 100% 50%

% Share 0.78% 0.97% 0.93% 0.77% 0.80% 0,81% 1.86% 2.65%

major tourism markets
Major Tourism Markets

2006 2008

1 Korea 572,133 USA 504,431

2 USA 567,355 Korea 524,388

3 Japan 421,808 Japan 369,906

4 China 133,585 China 145,782

5 Taiwan 114,955 Taiwan 100,144

6 Australia 101,313 Hong Kong 81,148

7 Hong Kong 96,296 Australia 81,174

8 Singapore 81,114 Singapore 76,314

9 Canada 80,507 India 68,100

10 United Kingdom 68,490 Canada 66,419

11 Malaysia 53,279 United Kingdom 58,674

12 Germany 51,402 Malaysia 54,267

13 Guam 37,445 Germany 41,412

14 Thailand 26,441 Guam 30,641

15 India 22,703 Thailand 23,485

target market segments
Target Market Segments
  • General leisure market focused on family travel with interest on shopping, fun, recreation and entertainment for kids
  • Business and company travel with propensity for shopping and entertainment
target market areas
Target Market Areas
  • New Delhi the capital city and seat of government has a total population of 15 Million
  • Mumbai the industrial and business center of India with population of more than 17 Million
work program
Work Program
  • Travel Trade
    • Outbound travel Mart (Mumbai and New Delhi)
    • Familiarization trips (April and July 2007)
  • Media
    • Advertising in Travel Talk, Selling World Travel, Premier, Plaza Time, Page 3, India Today Travel Plus, Tourism & Wildlife
    • Familiarization trips (March 2007)
    • Joint Promotions with:
      • New Delhi: Hindustan Times and Times of India (What’s Hot?)
      • Mumbai: Hindustan Times Mumbai & Times of India (Bombay Times Travel)
work program97
Work Program
  • Establish and sustain marketing offices in New Delhi and Mumbai
  • Network with airlines to encourage direct flight from New Delhi and Mumbai to the Philippines
  • Work closely with Bureau of Immigrations and with the Department of Foreign Affairs for the easing of entry requirements to the country from India
    • Primer on Issuance of entry visa