PHL to join world's largest tourism show with 'More fun' slogan

The Philippine government expects to make a good showing with its new slogan "It's More Fun in the Philippines" as it joins the annual International Tourismus Bourse (ITB), the world’s largest travel trade show, from March 7 to 11 in Germany.

Malacañang on Sunday said the Philippine delegation led by Tourism Secretary Ramon Jimenez Jr. expects to roll out the “It’s more fun in the Philippines” slogan on a global setting.

“Dito natin iro-rollout ang ‘It’s more fun in the Philippines’ on a global setting, in a global event. Importante ang participation kasi half ng tourists natin find out about the country through travel expositions,” deputy presidential spokesperson Abigail Valte said on government-run dzRB radio.

“We are confident when you campaign ‘It’s more fun in the Philippines’ will be received well by the international audience,” she added.

A separate news release by the Department of Tourism posted on the Official Gazette website said Jimenez leaves for Germany to lead a 41-man delegation in the ITB.

The ITB, scheduled on March 7-11 in Berlin, includes booth exhibits of national and local tourist offices, travel-related companies and other service providers.

“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,” Jimenez said.

He noted about half of the travel business is traded through the international travel bourse.

Jimenez added a big percentage of travel packages are bought from the travel bourse as compared with travel packages bought from the Internet, or elsewhere.

“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 as we move towards our goal of 10 million foreign visitors by 2016,” Jimenez said.

The creation and execution of a new brand is embodied in the National Tourism Development Plan (NTDP), the core of the Aquino administration’s tourism agenda.

Philippine exhibit

The Philippine booth exhibit this year covers a total area of 180 square meters, which the DOT will share with its private sector partners.

Partners include 19 hotels, resorts, travel agents and tour operators.

“Significantly, the destinations represented have expanded to include Manila, Palawan, Boracay, Cebu, Bohol and Negros Oriental. The Philippine stand will carry the new and colorful design of the ‘it’s more fun in the Philippines’ campaign. T-shirts, buri hats, buttons, baller bands, bags, and other giveaways carrying the new design will also be distributed,” the DOT said.

ITB also provides the Philippine delegates with a venue to establish and renew linkages with their industry counterparts in Europe and other source markets.

Meanwhile, the formal launch party will be at the Felix disco club in Berlin on March 8, where Filipino talents will entertain invited VIP guests from the travel trade and media.

“Every year ITB draws about 180,000 visitors and 10,000 exhibitors from over 180 countries. The Philippines has been participating in the fair since 1985. With the new Philippine brand gaining momentum, the DOT is optimistic of an even more fun and successful participation this year,” the DOT said.