“It’s more fun in the Philippines,” the country’s tourism slogan, was officially rolled out globally. The Department of Tourism introduced the campaign at the 2012 International Tourismus Bourse, the world’s largest travel and trade expo, in Germany March 7 - 11.
In a statement, Jimenez explained that “Our participation in ITB this year is quite significant because it’s the first time for us to roll out the ‘It’s more fun in the Philippines’ campaign in a global event.”
“About half of the travel business is traded through the international travel bourse,” the tourism chief explained, adding that the ITB is institutional among travel wholesalers where direct selling and networking is done.
Jimenez leads the 41-man Philippine delegation. He said the Philippine's 180-square-meter booth exhibit will represent destinations including Manila, Palawan, Boracay, Cebu, Bohol and Negros Oriental.
The colorful weave-style design of the “It’s more fun in the Philippines” campaign will be prominently featured in the booth that the DOT will share with its private sector partners representing a record 19 hotels, resorts, travel agents and tour operators.
The ITB has also provided the Philippine delegates a venue to establish and renew linkages with their industry counterparts in Europe and other source markets.
Every year, the ITB draws about 180,000 visitors and 10,000 exhibitors from over 180 countries. The Philippines has been participating in the fair since 1985. He added that the department’s goal is to attract 10 million tourists by 2016.
“We are very confident that the new campaign will create a higher awareness level of the Philippines as an exciting and must-experience destination in Asia,” Jimenez said.
A big percentage of travel packages are bought from the travel bourse as compared with travel packages bought from the Internet or elsewhere, he stressed.
