A total of 18 industry participants (eight hotel and resort companies, nine tour operators and an airline company) represented the Philippines in a 100-square-meter pavilion, which included a booth where visitors can write their own versions of the “It’s more fun in the Philippines” slogan.
Another area in the pavilion gave visitors the opportunity to sample the traditional Filipino massage or “hilot” and other treatments such as Pinoy laughter yoga.
“As the region’s leading travel agent, the ATM is an important venue to push our new tourism brand to various tour wholesalers and individual travelers. This is one of our efforts to tap the high-value Middle East market, considered one of the highest spending travelers of the world,” Tourism Secretary Ramon Jimenez Jr. said in a statement.
“This year’s participation is very timely to drum up awareness for our marketing campaign, as well as to sustain confidence and patronage from our partners in the region,” he added.
A total of 54 national pavilions and 87 countries were at the ATM 2012, which saw a 10% increase in the number of trade visitors compared to last year’s show at 16,000.
Meanwhile, the DOT also rolled out the “It’s more fun in the Philippines” campaign in an event held at the newly opened Philippine Consulate Office in Dubai.
The agency said the country attracted 55,829 tourists from the Middle East last year, a 14.6% growth from 2010 arrivals. In the first three months of 2012, the Philippines recorded a 12.24% year-on-year growth.
It added that key travel markets in the region are Saudi Arabia, United Arab Emirates, Kuwait and Qatar.
Source: ABS-CBN News
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