As of Sept. 5 this year, tourist arrivals in the country have reached only 4.08 million, which is still 3.61 million short of the Department of Tourism (DOT)’s full-year target of 7.7 million international visitors.
At the opening of the 35th Philippine Travel Mart last Friday at the SMX Convention Center, Tourism Secretary Christina Frasco, who was the keynote speaker, pointed out that from January to August this year, the country registered over P362 billion in international visitor receipts, which “underscores the growing appeal of the Philippines and the robust recovery of our tourism sector.”
She assured stakeholders that the DOT would continue diversifying its portfolio to further attract international tourists to travel and discover the Philippines.
“We are pioneering new approaches such as experiential tourism and diversification of tourism products. We are moving beyond traditional tourism by inviting travelers to engage with the Philippines on a deeper level,” she said, adding that “we are offering unique and immersive experiences that connect visitors to the heart and soul of the Philippines.”
To make up for the international tourist shortfall caused by the global recession, Frasco is instead turning to domestic tourists, urging more Filipinos to travel around the country and make use of travel expos like the PTMart when planning trips or buying tour packages at a discounted rate.
“The PTMart has become a vital platform to showcase our diverse tourism offerings to the world and attract trade and consumer markets, and reinforce our position as a top travel destination,” she said.
The three-day PTMart, which was held from Sept. 6 to 8, featured at least 300 exhibitors from airlines, hotels and resorts, travel agencies and tour operators and DOT regional offices.
The Philippine Tour Operators Association (PHILTOA), the organizer of the PTM, said that the event generates bookings in popular and emerging destinations across the country.
This year, however, a number of exhibitors also offered packages to popular international destinations – Asia, US, Europe and Australia as well. Last year, the PTMart drew approximately 60,000 in foot traffic and was able to reach P240 million in event sales.
“This is the longest running premier travel event that brings together the brightest minds and most passionate hearts in the tourism industry,” said Arjun Shroff, PHILTOA president, as he welcomed guests at the colorful and rousing opening ceremony that blended tradition with NextGen music and dance movements.
Even Secretary Frasco wore a very modern and stylish Avel Bacudio cocktail dress terno in yakan weave that truly embodies the blend of old and new traditions.
The theme of the 35th PTMart was “Love the NextGen Tourism.” According to Shroff, “it encompasses the spirit of innovation and collaboration that drives our tourism industry. We must embrace a new era of tourism that is sustainable, inclusive and technologically advanced. We must also harness the power of technology to enhance the traveler experience while simultaneously protecting our natural and cultural heritage.”
The PTMart was a testament to that, with its electronically issued tickets and barcodes that gave attendees access to the event and the use of technology at each booth, from online ticketing to the QR codes that provided more information about the different tours and destinations.
The PTMart was held hot on the heels of the Sept. 3 World Travel Awards 2024, where the Philippines won a number of awards including Asia’s Leading Dive Destination 2024, Asia’s Leading Beach Destination 2024 and Asia’s Leading Island Destination 2024.
“The awards reflect not only the world-class beauty of our country, but also the dedication and passion of every single one of you in this room,” Secretary Frasco said.
She commended the officials and members of PHILTOA “for your dedication, hard work and relentless passion for the Philippine tourism industry. For over three decades, you have been at the forefront of promoting Philippine destinations, building bridges between local and international markets and fostering collaboration among our stakeholders.”
She called the PTMart “a crucial avenue for presenting the richness and diversity of our country’s tourism offerings.”
The country’s tourism attractions were showcased at the event, with beautiful pavilions that provided a preview of what tourists can expect from different Philippine destinations, “the best of what we have in the 7,641 sun-kissed islands of the Philippines,” according to Shroff.
Guests who visited the three-day event got a chance to see, hear, touch, smell and taste what each place has to offer – from the abundance of lanzones at the Camiguin booth, the Iligan City lechon people lined up for, to the melodic notes of the kulintang played live at the Cotabato area and gorgeous weaves from different corners of the country.
There were special offers, deals and discounts for those booking their next adventures in the Philippines and abroad.
In his speech, Shroff said, “let us work together for a future where tourism is a force for good in the country, for the people, connecting cultures, fostering understanding and building a brighter future for our future generations.”
The PTMart was co-presented by the Department of Tourism and the Tourism Promotions Board, and sponsored by UnionBank, GCash, ITPI and Philippine Airlines.
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