DOT pushing domestic tourism

Thursday, March 5, 2009

THE Department of Tourism (DOT) is eyeing international and domestic vacationers to help the country’s travel and tourism industry cope with the global financial crisis.

Tourism Assistant Secretary Janet Rita Lazatin said the DOT wants to attract “value clients” who have the money to spend on luxury, services and consumer items in the Philippines.

“We are looking at the upper class market, the real vacationers with the money to spend on shopping. We are targeting the spending clients and (focusing) more on the receipts than the number of tourists coming in. This is (our) alternative marketing strategy to help keep the economy moving,” she said during the inaugural flight of the Cebu Pacific Siargao-Cebu service last Wednesday.

Lazatin told reporters that DOT’s target international value markets include Russians, Americans, Japanese and Chinese.
“We want to see to it that the Philippines, being a country strategically located in Asia, is a preferred destination (for vacationers),” she said.

With the global economic crisis, however, the DOT is pushing for more domestic tourism activities and has encouraged airlines to offer budget fares. The DOT is also urging hotels and resorts to give special prices for domestic travelers.

“We just want to be prepared for the effects that will be caused by this crisis (on the travel and tourism industry). This is why we want to position ourselves as being reasonable in terms of pricing in fares and rooms while maintaining the
hospitality of the Filipinos,” Lazatin said.

This summer, she said, the DOT hopes for more vacationers despite the economic turmoil. She admitted that the DOT is banking more on foreign and local vacationers than the meetings, incentives, conventions and exhibitions (Mice) market since Mice activities mainly involve the domestic market.

Among the areas that are being well promoted locally and internationally are Boracay, Palawan, Bohol and Siargao.

Apart from domestic tourism, DOT is also strengthening the country’s position in the international medical and sports tourism industries to attract more medical and sports tourists, as well as increase visitor receipts.

Lazatin said several foreigners-prompted by the global crisis-as well as balikbayans are coming to the Philippines to seek medical services at “reasonable” costs. (NRC)