Marriott International announced 13 deal signings in Turkey comprising over 2,000 rooms.
25.08.2023 - 13:19 / skift.com / Peden Doma Bhutia
The Philippines on Tuesday unveiled its new tourism campaign, “Love the Philippines,” marking a departure from its decade-long slogan, “It’s More Fun in the Philippines.”
The rebranding aims to cater to the evolving needs of post-pandemic tourists by emphasizing authentic and immersive experiences.
The shift in branding also reflects a trend among Southeast Asian countries to stand out in the competitive global tourism market.
Fiji in its latest tourism campaign, “Where Happiness Comes Naturally,” also celebrates local people, natural environments, culture, and authentic experiences.
The Philippines, known for enduring the longest partial lockdown globally, faces a delayed recovery as it strives to regain its tourism momentum. In 2019, the country welcomed 8.3 million foreign visitors, with South Korea leading as the primary source market, followed by China and the U.S.
However, post-Covid, the revival of inbound tourism has been moderate. The country eagerly awaits the return of Chinese travelers while grappling with the challenge of high long-haul air ticket costs.
The tourism industry holds significant economic importance in the Philippines, contributing substantially to its gross domestic product (GDP) and job creation. In 2022, the country welcomed 2.65 million visitors, as the tourism sector contributed $25 billion to the GDP and generated 5.35 million jobs.
President Ferdinand Marcos, Jr said the new campaign embodies the love Filipinos have for their country. “What better way to express that love than by directly incorporating it into our tourism campaign.”
The new branding celebrates the country’s people, places, cultures, and cuisines, moving away from a focus solely on fun and adventure, notes Gary Bowerman, director of Check-in Asia, an Asia-focused travel intelligence and research firm.
This approach, he says, aims to appeal to the evolving aspirations of young travelers who seek unique and culturally immersive experiences.
Liz Ortiguera, managing director Asia-Pacific and senior advisor to the CEO of World Travel & Tourism Council, believes the new campaign is a smart move, indicating a shift from a traveler-centric focus to a destination-centric approach.
She cites research, like the Economist Impact report on conscious travel, showing increased interest in sustainable tourism among Asia-Pacific travelers.
The report reveals that Filipino travelers prioritize sustainable travel and aim to positively impact local communities.
Ortiguera sees the campaign as a call to action for all stakeholders to create authentic and sustainable experiences benefiting both travelers and destinations.
However, in the age of short-form video marketing, national tourism boards also need to understand the
Marriott International announced 13 deal signings in Turkey comprising over 2,000 rooms.
Jongyoon Kim, the CEO of South Korea-based superapp Yanolja, sees Tesla as the metaphor for its company highlighting how the electronic vehicle company has been rethinking the entire value chain.
Marketers beware: Prior ways of marketing to Chinese consumers, including travelers, won’t work as well today because their preferences changed during the pandemic.
China’s latest loosening of its stringent zero-Covid policy, mostly for domestic tourism, comes across as too little too late, at a time when the rest of the world is living with the virus.
Looking to position itself as a leading tourism destination in the Middle East, Dubai has scrapped the 30 percent municipality tax on alcohol for what has been called a trial period of one year, till December 31. Also, tourists and expats will no longer need to pay a fee to secure a personal liquor license to purchase alcoholic beverages. However, an Emirates ID, or passport for tourists, will still be required. The change that came into effect from Sunday, was confirmed by Maritime and Mercantile International, one of the biggest alcohol retailers in the United Arab Emirates and a subsidiary of the state-owned Emirates Group.
A day after China announced some major changes to its controversial zero-Covid policy, Hong Kong on Thursday announced that inbound arrivals would need to undergo daily rapid antigen tests for five days, instead of seven days.
India is making a PCR Covid test mandatory for inbound arrivals from China, Singapore, Hong Kong, Thailand, Japan, and South Korea, from January 1.
An innkeeper in Bangkok’s Sathorn area has been desperately looking to hire more staff to cater to the increasing number of tourists at his place.
Chinese travelers cite financial constraints over the last three years as the leading reason for not wanting to travel abroad even as China decided to end its zero-Covid policy by easing travel restrictions, according to a report.
American comedian and actor Kevin Hart is a man on a mission as he is looking to hire an ambassador for Abu Dhabi’s Yas Island. Hart, who was appointed Yas Island’s first-ever chief island officer in May, announced the job opening on social media on Monday, calling it the “world’s best job.” The salary being offered for the two-month role is $100,000. Anyone aged 21 years or above can apply for the job, the last date for receiving entries is January 23. “No CV, previous experience or cover letter needed, just your video up to 60 seconds (videos over 60 seconds will be disqualified),” the website mentioned. Once hired, the ambassador will take part in a variety of tourism activities for Yas Island while being put up at the W Abu Dhabi for 60 days. Yas Island has also made all the video applications public in its website.
India is projected to surpass China as the world’s most populous country later this year, as China begins to decline and India’s population growth shows no sign of slowing until 2064. That shift carries huge implications for travel across the globe, and has the potential to rewire the race for attracting global tourists around the world. Skift addressed this in its Megatrends 2023 package in the story India Becoming the New China in the Reordering of Asia Travel.
Having witnessed a stronger than expected recovery in 2022, the Middle East could see international tourist arrivals return to pre-pandemic levels this year, according to the United Nations World Tourism Organization (UNWTO). Data from the UNWTO World Tourism Barometer noted that while all regions enjoyed significant increase in international arrivals in 2022 over the previous year, the Middle East recorded the strongest relative increase as international tourist numbers climbed to 83 percent of pre-pandemic numbers last year. “The region welcomed large events such as Expo 2020 Dubai and the FIFA World Cup in Qatar, as well as a highly attended Hajj pilgrimage in Saudi Arabia,” noted UNWTO in its report. “UNWTO anticipates a strong year for the sector even in the face of diverse challenges including the economic situation and continued geopolitical uncertainty,” Secretary General Zurab Pololikashvili said. UNWTO noted that over 900 million tourists travelled internationally in 2022, which was double the number of those who travelled in 2021 though still 37 percent below 2019.