Officials of the Department of Tourism (DOT) on Wednesday said the agency’s budget for its branding-campaign program would allow the Philippines to attract more tourists next year.
During the agency’s 2018 budget deliberations at the House, Tourism Undersecretary Katherine de Castro said the bulk of the P1-billion lump-sum allocation would be spent for global media placements (P100 million), brand development, including strategic placements (P300 million), media study (P50 million) and “global media influencers” (P250 million).
In an interview with reporters, Tourism Assistant Secretary for Public Affairs, Communications and Special Projects Frederick M. Alegre said while the budget for the branding program is small compared to other Asean nations, it is would help attract more foreign and local tourists.
“We’re happy that Congress is supportive of [the proposed additional budget for the DOT’s branding program] because compared to our neighbors in the Asean we’re really far behind,” Alegre said.
The DOT official said the country’s branding campaign will still be “It’s More Fun In the Philippines.”
“P1 billion is a welcome expression of support from Congress that we hope will get past both the Senate and the House because the whole government knows that for tourism to grow, we need to promote and that’s where the budget is going to be used,” he added.
Despite a “very low budget”, for branding, Tourism Secretary Wanda Corazon T. Teo said the agency continued to meet tourist arrival targets.
According to Teo, the Philippine’s P1-billion marketing budget is lower than Indonesia’s $127 million, Hong Kong’s $66.4 million, India’s $64 million, Malaysia’s $36 million, Thailand’s $23 million Singapore’s $15 million.
As per the National Tourism Development Plan for 2016-2022, target foreign arrivals for 2018 is 7.4 million, up from the 6.5-million goal this year. Foreign visitor receipts are estimated at P473 million in 2018, compared to the P407-million target this year.
Alegre and Teo have expressed confidence that agency will hit its 6.5-million foreign-arrivals goal this year.
“Let’s face it, [the declaration of martial law has] affect [tourism in the area], we can’t deny that, but in other areas of the country tourists still arrive,” Alegre said. But he said the agency will continue with its promotion of the Philippines abroad to attract more tourists.
“I hope the President would lift martial law by the end of the year as there were cancelations [of trips due to martial law] but we’re doing our best,” Teo said.
“We invite travel operators, media bloggers, influencers to come to the Philippines to see we’re safe,” she added.