Groups score flaws in gov’t tourism promotion drive

A PRIVATE SECTOR-LED tourism body and business group yesterday scored current government efforts to promote the industry, noting the lack of market research and promotions.

The Tourism Congress and the Management Association of the Philippines (MAP) expressed dissatisfaction with Tourism department efforts since last year’s deadly hostage crisis involving Hong Kong nationals.

They cited the “Pilipinas Kay Ganda” (Philippines, How Beautiful) rebranding failure, the quality of the Ninoy Aquino International Airport (NAIA), mismanagement of bad news that have led to frequent travel advisories against the country, and more competitive Asian neighbors, among others, as having pulled down the tourism sector.

“The Department of Tourism’s (DoT) development plan is inadequate…and some of the causes are [hiring] the wrong consultant…weak market analysis, weak strategy, wasted money and DoT weakness,” claimed Manuel A. Alcuaz, Jr., MAP member and Systems Sciences Consult, Inc. president.

Indra Consulting Group LLC, the firm hired by the department, inordinately focused on the need for infrastructure, Mr. Alcuaz added. “[They] made very good suggestions…but they could have been a very good consultant for DPWH (Department of Public Works and Highways) or DoTC (Department of Transportation and Communications), not for the DoT,” he said.

Officials of the Tourism department and Indra Consulting were not immediately available for comment.
What is lacking, said Mr. Alcuaz, is data on target consumers, tourist type and nationality, among others.
The government, he added, should invest in a “marketing analysis [that] would be useful in planning the marketing and promotional campaign and the development of activities and attractions.”

A report the United Nations World Tourism Organization released last July 1 showed the Philippines last year trailing most of Southeast Asia, except Cambodia, in terms of foreign visitors.

The Philippines drew in only 1.7% or 3.5 million of total Asia-Pacific tourist arrivals and raked in only 1.1% or $2.78 billion of the region’s $249-billion industry.

The Philippines targets to lure 3.74 million visitors this year. –Businessworld