Transcript Tourism Trends and Marketing

Tourism Trends of Philippines’
Major Markets
Secretary JOSEPH H. DURANO
Department of Tourism
Worldwide Visitor Arrivals and Receipts,
1994 - 2004
Visitor Arrivals
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
(in Millions)
% Inc/
Dec
517.3
551.5
585.8
610.0
628.2
651.8
696.1
694.6
702.6
694.0
526.0*
4.3%
6.6%
6.2%
4.1%
3.0%
3.8%
6.8%
(0.2%)
1.1%
(1.2%)
12.0%
* January – August 2004
Source: World Tourism Organization
Visitor Receipts % Inc/
(in US$ Billions)
Dec
353
401
434
443
441
457
477
464
474
514
n/a
13.6%
8.2%
2.0%
(0.5%)
3.6%
4.3%
(2.7%)
2.1%
8.4%
n/a
Regional Distribution of International
Tourist Arrivals, 2001 – 2003
(in Million)
Region
2000
2001
2002
2003
Europe
Americas
Asia and the Pacific
Africa
Middle East
402.8
128.3
115.3
27.0
22.7
402.7
121.0
120.9
28.2
21.8
399.8
114.9
131.3
29.1
27.6
401.5
112.4
119.1
30.5
30.4
Total
696.1
694.6
702.6
694.0
Growth Rate
Source: World Tourism Organization
6.8
(0.22%)
1.1%
(1.22%)
Major Tourist Destinations in 2003
France
Spain
United States
Italy
China
United Kingdom
Austria
Mexico
Germany
Canada
Source: World Tourism Organization
Visitor Volume
( in Million)
Visitor Receipts
(in US$ Billion)
75.0
52.5
40.4
39.6
33.0
24.8
19.1
18.7
18.4
17.5
36.6
41.7
65.1
31.2
17.4
19.4
13.6
n/a
19.1
n/a
Visitor Arrivals to the Philippines
5
Actual Arrivals (in Million)
Projected
4
3
Actual
2
Year
Volume
1996
1997
1998
1999
2000
2001
2002
2003
2004
2.05
2.22
2.15
2.17
1.99
1.80
1.93
1.90
2.05
Growth Rate
16.4 %
8.5 %
(3.3)%
1.0 %
(8.2)%
(9.8)%
7.6 %
(1.3)%
23.0%
* January - November
Projected Arrivals (in Million)
1
Year
0
2004
2005
2006
2007
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2008
2009
2010
Volume
Growth Rate
2.25
2.55
2.96
3,40
3.88
4.42
5.00
18%
13%
16%
15%
14%
14%
13%
Philippine Visitor Receipts
2010
Actual Tourism Receipts
(in US$ Billion)
Year
Volume
1996
1997
1998
1999
2000
2001
2002
2003
2004
2.70
2.83
2.41
2.55
2.13
1.72
1.74
1.52
1.61*
Growth Rate
10.1%
4.8%
(14.8)%
5.8%
(16.4)%
(19.3)%
1.0%
(12.5)%
32.4%
2009
2008
2007
2006
Projected
2005
2004
2003
2002
2001
* January - October
Actual
Projected Tourism Receipts 2000
(in US$ Billion)
Year
Volume
2005
2006
2007
2008
2009
2010
2.34
2.72
3.12
3.56
4.06
4.59
Growth Rate
16.0%
16.0%
15.0%
14.0%
14.0%
13.0%
1999
1998
1997
1996
0
1
2
3
4
5
Philippines Major Markets,
January – November 2004
Rank Country
1
USA
2
Japan
3
Korea
4
Greater China
5
Australia
6
Singapore
7
Canada
8
United Kingdom
9
Germany
10
Malaysia
Overseas Filipinos
2004
2003
Growth Rate
% Share
424,190
348,472
340,486
291,477
74,532
55,605
54,489
49,412
39,733
31,455
90,918
332,714
289,499
269,641
238,183
58,268
46,573
42,817
40,731
33,013
27,808
84,023
27.5%
20.4%
26.3%
22.4%
27.9%
19.4%
27.3%
21.3%
20.4%
13.1%
8.2%
20.7
17.0
16.6
14.2
3.6
2.7
2.7
2.4
1.9
1.5
4.4
Note: Greater China includes: Hong Kong , Taiwan, and Mainland China
Philippines’ Share of Greater Chinese Market,
2001-2003
2001
(Volume)
2002
(Volume)
2003
(Volume)
Outbound
28.38 M
32.81 M
30.45 M
Arrivals to the
Philippines
238,612
286,791
238,183
Market Share
0.84%
0.87%
0.78%
Indicators
Note: Greater Chinese Market includes Hong Kong, Taiwan, and Mainland China
Philippines’ Share of Japanese Market,
2001-2003
2001
(Volume)
2002
(Volume)
2003
(Volume)
Outbound
16.22 M
16.52 M
13.30 M
Arrivals to the
Philippines
343,840
341,867
322,896
Market Share
2.12%
2.07%
2.43%
Indicators
Philippines’ Share of Korean Market,
2001-2003
2001
(Volume)
2002
(Volume)
2003
(Volume)
6.08 M
7.12 M
7.09 M
Arrivals to the
Philippines
207,957
288,468
303,867
Market Share
3.42%
4.05%
4.29%
Indicators
Outbound
Share of Balikbayan Market to Total
Balikbayan Population in North America,
2001-2003
2001
(Volume)
2002
(Volume)
Estimated Total
Balikbayan
Population
 USA
 Canada
n/a
n/a
Total Balikbayan
Arrivals to the
Philippines
n/a
n/a
333,710
Market share to
total Balikbayan
population
n/a
n/a
6.87%
Indicators
Source: CFO, POEA, and DFA
2003
(Volume)
4.1 M ++
759,118
Creation of Task Forces

Issuance of Office Circular No. 2004 - 25 creating the
China, Korea, Japan, and Balikbayan also known as
“Biyahe Tayo” Task Forces composed of:





Head
Monitoring and Evaluation
Coordination and Information
Secretariat
Task forces report directly to the DOT Secretary on the
implementation of the marketing plans.
THANK YOU!
2005 Work Program for other Markets
AREA
ASEAN
PROGRAM/PROJECTS/ACTIVITIES
ASEAN Tourism Forum
BUDGET
(In Php Millions)
2.329
Philippine Tourism Roadshow
.300
Asian Dive Expo
.171
National Association of Travel Agents in Singapore
.143
Malaysia International Travel Fair 2005
.228
PATA Travel Mart
1.557
Spa and Wellness Exhibition
.150
Discover Southeast Asia Travel Exhibition and CTC Holidays
.086
Advertising and Promotions
.400
2005 Work Program for other Markets
AREA
HONG KONG
PROGRAM/PROJECTS/ACTIVITIES
International Travel Expo 2005
1.710
Production of collateral materials in Chinese language
3.192
Maintenance of DOT website in Chinese language
Taiwan
BUDGET
(In Php Millions)
.684
Bus Mobile Ads
1.140
30th Anniversary of Philippine-China Diplomatic Relations
1.710
Advertising in local print media and local TV stations
5.700
Taichung International Travel Fair
.185
WOW Philippines Product Presentation
.100
Kaoshiung International Travel Fair
.185
WOW Travel Presentation Kaoshiung, Taiwan
.100
2005 Work Program for other Markets
AREA
Taiwan (cont..)
Australia
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
Taipei International Travel Fair in Taiwan
1.000
Advertising and Publicity Campaigns
1.000
WOW Philippines Product Presentation Taipei
.150
Collateral materials
.750
WOW Philippines Dive Presentation
.100
WOW Philippines Cultural Promotions
.285
Taipei International Lantern Festival
.075
WOW Philippines Banners
.057
Adelaide Travel Show
.421
Sydney Holiday and Travel Show
.228
2005 Work Program for other Markets
AREA
Australia (cont..)
PROGRAM/PROJECTS/ACTIVITIES
Melbourne Holiday and Travel Show
.285
Sydney Travel Agents Seminar
.044
Melbourne Travel Agents Seminar
.044
Balikbayan Program (Filipino Community Program)
New York
BUDGET
(In Php Millions)
1.994
Adventures in Travel Expo
.034
ASEAN Evening for travel agents and writers
.091
Philippine Seminar, PATA Baltimore and Washington DC
Chapters
.143
2005 Life Insurance and Market Research Association
International Annual Meeting
.171
American Society of Travel Agents World Congress and
Travel Show
.171
2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
New York (cont..)
Advertorial on Northwest Traveler Magazine
Frankfurt
International Tourismus Bourse
BUDGET
(In Php Millions)
1.653
10.000
Consumer Fairs
.304
Travel Trade and Media Invitationals
.380
Travel Trade “PEP” Educational
.076
Agent Seminar
.551
Joint Promotional Flyers
.228
Travel Trade and Media Invitationals
.228
Asia Pacific Workshop - Switzerland
.446
Feiren Reisen - Austria
.342
2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
Frankfurt (cont..)
Information Materials in German and Russian
2.336
London
World Travel Mart
8.000
Paris
Sales Presentations (London, Stockholm, Copenhagen,
Oslo)
.509
Brochure support for the UK Major Tour Operators (Kuoni,
Hayes and Jarvis, Silverbird)
.848
Travel Trade Fairs in Scandinavia and Nordic (REISELIV,
MATKA, FERIE, TUR)
2.260
Diving Sales Promotions
1.520
Sales Calls during Diving Events/Marketing Support to Dive
Operators in Diving Events
.507
Marketing Activities with the Filipino Communities
1.013
Consumer Promotions
5.319