MANILA, Philippines – Foreign tourists will be seeing more of the Philippines as the Department of Tourism (DOT) recently launched an ad campaign on Cable News Network (CNN).
In an interview with DOT Assistant Secretary Domingo Enerio III, he said ad placements on CNN is just one of the means in which they plan to increase tourist arrivals in the country.
During the launch on CNN, other advertisements also came out in the United Kingdom through taxis, buses and underground stations. Advertisement was also done through print.
Reports said the Aquino administration will be spending approximately P60 million for advertisement over CNN.
However, Enerio said that with the Tourism Act of 2009, the DOT hopes to have more funds that will help promote the country to the foreign market.
"We're very happy and pleased that we have such a thing as a Tourism Act of 2009 which actually indicates the sources of funds that can be used for tourism promotions," he told ABS-CBN News.
The act specifically indicates that the national government will contribute an amount of not less than P500 million every year to support tourism campaigns.
Among the agencies that support the funding requirement are the DBM, DTI, and BSP.
"I think it is something that they would like to see succeed not only in terms of tourism but also of other industries that need to be promoted to the international market," Enerio said.
After campaigns on CNN, Enerio said they will assess how the market has reacted to the ads and see how the agency can pursue a program that will create maximum impact for its marketing efforts.
The country has seen a growth of 16% in tourist arrivals since the DOT launched its "more fun in the Philippines" campaign.
Enerio said that with the collaborative efforts of different agencies, they are confident that they will be able to reach their target of 4.6 million tourists by the yearend.