Philippines unveils new destination campaign

The Philippines has unveiled a new destination brand campaign with the tag line: It’s more fun in the Philippines, focusing on the warm and easy going nature of the Filipino people.

The new campaign was revealed at the ASEAN Tourism Forum in Manado, Indonesia.

“ATF 2012 is a perfect platform to introduce to some 1,600 international delegates composed of buyers and sellers, the NTO community and media delegates,” said Philippine Tourism Secretary Ramon R. Jimenez, Jr.

He added: "Focusing on the country’s core strength, the campaign singles out what no other destination can offer - and that is the Filipino people. The Lonely Planet guidebook calls Filipinos ‘among the most easygoing and ebullient people anywhere.’ Meanwhile, a constant truth that comes out in the passenger exit surveys is the “warmth and hospitality of the people.”

“Our strategy is simple: while other countries invite you to observe, Filipinos can promise a more heartfelt and interesting experience. Wherever you go, whatever you do in the country, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable."

In a survey conducted by HSBC Bank, the Philippines was ranked as the 8th friendliest country for expats to live in.

The Philippines registered healthy tourism growth last year. From January to November 2011, visitor arrivals reached a total of 3, 522, 887 surpassing the 2010 year-end arrivals of 3, 520, 471 - an increase of 12.66% over its previous year’s volume of 3,126,886 covering the same months. The biggest arrivals were registered in July with a volume of 360,784 visitors while the month of November recorded the highest growth of 19.80%.

Visitors from the Middle East Region posted an increase of 19.35% compared to the same period last year. The region’s top visitors were from Saudi Arabia (+28%), UAE (+11%) and Kuwait (+18%), which all registered positive gains.