How to sell: The Philippines
The Philippines has been overlooked as a travel destination in the past, but with a new tourism plan and infrastructure development, GCC travellers won’t be able to resist these beautiful islands (all 7,107 of them).
Claire Malcolm reports
With a new five-year Tourism Development Plan focusing on maximising its natural assets, and infrastructure development opening up inbound opportunity, the Philippines is on a mission to target GCC travellers.
The destination certainly has some catching up to do. It currently languishes in sixth place in terms of foreign tourist figures, out of seven countries that make up the Association of Southeast Asia Nations.
But the Philippines wants to double foreign tourist arrivals to 6.3 million by 2016 (the 2011 forecast is 3.75 million) by improving access and connectivity through infrastructure investment and development of four new international airports.
At this year’s Arabian Travel Market (ATM) in Dubai, the government’s tourism authority announced that GCC travellers would be targeted through a sustained campaign to raise general awareness.
Benito Bengzon, assistant junior secretary for International Tourism Promotion, Department of Tourism Philippines, explained: “Considering limited resources, we plan to start with the development of general information brochures in Arabic and utilise the internet.
We also plan to conduct familiarisation trips for GCC-based media in order to spur print and word-of-mouth publicity; and also invite GCC-based travel agents to develop tour products.”
The UAE’s Kanoo Travel says it is seeing growing demand from diving enthusiasts, family vacationers, honeymooners, backpackers and businessmen.
“It is a growth market and recent statistics show a 15.3% increase in tourist arrivals from the Middle East region in the first five months of 2011 compared to the previous year,” says a company spokesperson.
Saudi Arabian visitors are leading the way with a 16.2% growth in outbound business in April 2011 against 2010, followed by Qatar and the UAE respectively at 5.5% and 2.5%
Bengzon attributes this increase to “renewed vigour” in its promotional campaigns after a five-year lull and zero marketing into the region. “2009 was the breakthrough year as we established a Middle East team, as well as returning to participate in the ATM and through the Emirates Holiday World programme.”
“This has been further boosted by the relaxation of visa rules for GCC nationals; the development of world-class attractions, new direct flights and the market’s instinct to try something new and different,” he adds.
A top-class product
The country’s sprawling western capital, Manila, is the business and commercial hub of the country, and the entry point for most visitors, but its burgeoning leisure product is also proving increasingly attractive. Current travel hotspots include Cebu, Bohol and Boracay.
According to Bengzon, these destinations are the most appealing to the Middle East market due to the ready supply of first-class accommodation and infrastructure.
“We are focusing our promotional efforts on destinations that are attractive and ready to accept Middle East visitors in terms of the availability of good accommodation and infrastructure for transportation and communications.
“These are the provinces that have the luxury accommodation products that appeal to the market. Cebu, Bohol and Boracay are particularly appealing due to the tropical setting and beaches. We are planning to expand the list to include Palawan, Davao, and Marinduque, which also have world-class resorts and exotic tourist offerings that highlight nature, adventure and food,” he adds.
Outside of Metro Manila, Cebu and Boracay are familiar names, closely followed by Bicol, located on the southeastern tip of Luzon province. “This is where tourism investment continues to pour in, and where we are seeing the full support of local government and the community,” adds Bengzon.
Natural attractions
Undoubtedly the Philippines biggest attraction is its wealth of natural, and relatively unspoiled, scenery and diverse ecosystems.
The large southwestern island of Palawan is being developed to entice off-the-beaten track travellers keen to discover its forests, mangroves, towering limestone cliffs and archaeological history, with fossils and burial sites dating back to the Late Neolithic Age found in the El Nido area.
This is also the country’s ‘greenest’ province, with strict measures in place to protect its eco-diversity.
“Some of the new destinations being developed include Coron Island; and an underground river in Palawan, which includes the Tubbataha Reefs Natural Park — a UNESCO World Heritage Site,” confirms Kanool Travel.
Both Cebu to the south, and Boracay, which forms part of the central Aklan province, are renowned for their laid-back beach lifestyle. Cebu City is the country’s second commercial capital, and blends colonial architecture with modern materialism.
But its miles of coastline offer plenty of uninterrupted vistas and escapism. The tiny island of Boracay is still relatively undeveloped, with a relaxed leisure scene reminiscent of Thailand’s southern beaches 30 years ago — and its famous white sand beaches are some of the best in the world.
Bohol, which sits just below Cebu, is known for its amazing ‘Chocolate Hills’, a series of over 1,000 cone-shaped green hills that turn chocolate brown during the summer months. It also boasts yet more powdery white sand beaches, lush marine life and plenty of wildlife.
Another growth market is scuba diving, and the thousands of kilometres of coastline are richly endowed with interesting dive sites and abundant marine life.
The attraction of competitively priced diving packages is enabling the Philippines to compete with established regional destinations such as the Maldives, Palau and Thailand.
“The best dive spots can be found in Cebu, Bohol, Dumaguete, Mindoro, and Palawan; while Subic is great for wreck diving; and whale sharks are a big draw in Donsol and Sorsogon,” remarks Bengzon.
Continuing with the sports theme, the Philippines is also home to a growing number of top class golf courses, several of which have been designed by world famous golfing names, including Jack Nicklaus and Gary Player.
Stay in style
Big name hotel brands as well as quality local hotel chains are currently springing up across the country, delivering an accommodation option to suit every budget.
“The GCC travellers are attracted to five-star hotels and resorts, particularly those that belong to international chain," says Bengzon.
"But the local brands are also gaining appeal, such as the award-winning Plantation Bay in Cebu, and Discovery Shores in Boracay."
He also reports a surge in demand for apartment hotels — always a popular option when it comes to GCC families.
“There is distinct product differentiation. Business hotels such as the Bellevue and Mandarin have guestrooms that are markedly different from those in the H2O Hotel in Manila Ocean Park, which features wall aquariums,” he says.
First developed by its Spanish rulers in the late 16th century, Manila also has the added attraction of endless shopping opportunities — ranging from all the high-end international labels to authentic local markets, with the former being a particular selling point for GCC travellers.
The Philippines is also a value-led Asian destination on the food and beverage front, offering up keener prices than many of its Southeast Asian neighbours.
But above all, it is the natural hospitality of the people of the Philippines that leaves the most lasting impression.
The tourism board's tagline is 'Where Asia wears a smile' and undoubtably one of its best resources is the friendliness and laid-back attitude of its people.
How to sell
How to get there:
Emirates Airline, Etihad Airways, Gulf Air, Qatar Airways, Saudi Arabian Airlines and Philippines Airlines all offer direct flights to Manila’s Ninoy Aquino International Airport, which is serviced by more than 26 international carriers.
Cebu, the Philippines' second international gateway handles both scheduled and charter flights and Boracay is accessible via its two regional airports — Caticlan and Kalibo. Internal flights from Manila to key destinations are serviced by a number of low-cost carriers including Cebu Pacific Air, Zest Air and Seair, as well as Philippines Airlines.
When to go:
The cooler months from
November to February are the best time to visit with March to May fairly hot and dry. The best deals are to be had during the rainy summer months from June to October. Cebu doesn’t have a full-on rainy season and enjoys clement year-round weather. Average temperatures range from 25°C to 32°C, with humidity around 77%, although in Boracay summer highs can reach 38°C.
Visa info:
The majority of foreign nationals do not require a visa to enter the Philippines and can enjoy a stay of up to 21 days.
Health & safety:
Depending on the region visited, some vaccinations may be advisable, including typhoid and rabies. Protection against malaria is recommended. Dengue fever is also prevalent, particularly in urban areas. See www.mdtravelhealth.com or www.fco.gov.uk
Contacts:
www.wowphilippines.co.uk
Where to say
Mövenpick Resort & Spa Cebu
The Mediterranean-inspired enclave, set on its own private beach on Mactan Island, offers white sandy beaches and excellent diving and snorkelling. Cebu, with its vibrant nightlife and shopping is just half an hour away. Room categories include deluxe and executive, as well as one and two-bedroom Executive Spa Suites. Most offer direct sea views and the suites offer balconies with sea views, living room and expansive bathroom with Jacuzzi. Guests can choose from five restaurants and bars.
Contact: Resort.Cebu@moevenpick.com
Plantation Bay Resort & Spa, Cebu
A three-time Conde Nast Traveler award-winner, the colonial plantation-themed resort is built around a series of interconnected saltwater lagoons and freshwater pools. Virtually every room comes with a tranquil waterfront view and the resort is also home to the curiously quirky Mogambo Springs spa, designed in the style of an 18th century Tokugawa Japanese village. A family-friendly destination, kids are kept occupied with a full schedule of daily activities and there are watersports galore. From US$150 per room per night.
Contact: www.plantationbay.com
Discovery Shores, Boracay
The perfect beachfront getaway for both family fun and romantic seclusion, the resort offers 88 contemporary-styled suites. Guests can chill out on the island’s famous soft white sands (with beach butlers on call), hike to nearby Mount Luho, enjoy the thrill of kiteboarding, or simply relax on a private verandah. Its Terra Spa was recently voted one of the Top Hotel Spas in Asia by readers of Travel + Leisure, and the resort’s Indigo restaurant is a regular fixture on top regional restaurant listings. From US$285 per room per night.
Contact: www.discoveryshores.com