Answer:ourists are drawn to the underground river in Puerto Princesa in Palawan in this file photo courtesy of Cebu Pacific. According to a global survey, “beautiful nature” tops the list of positive things that draw tourists to the Philippines. Also, “ease of communication, diversity of activities, happy laid-back people and its good hotels.” The negatives: the “overly visible poverty, traffic, dirtiness, tight security in malls and the expensive airfare.” FILE PHOTO
AS the Department of Tourism (DOT) launches a refreshed “It’s More Fun in the Philippines” advertising campaign, a global survey indicated the challenges to the country’s goal of becoming a major tourism player. This includes overcoming foreigners’ perceptions about the country’s rampant poverty, lack of adequate infrastructure, traffic congestion and safety risks.
At the same time, the Global Survey on Foreign Tourists: Perception of the Philippines and the Branding Campaign ‘It’s More Fun in the Philippines’ 2016 by Nielsen Inc. also acknowledged common beliefs about the Philippines in terms of desirable vacation offerings, and the warmth and hospitality of Filipinos.
Using the survey results, the media research firm offered tweaks to the advertising campaign and communications program of the DOT to boost visitor arrivals. One option suggested targeted strategies per cluster of tourists. Another option suggested was for the DOT to undertake similar strategies across markets from increasing the Philippines’s digital presence, strengthening the Philippines brand itself, to improving the potential tourist’s interest in the country.
