By Lito Zulueta Inquirer Last updated 08:26am (Mla time) 02/04/2007
MANILA, Philippines -- There’s more to Philippine tourism promotion in the United Kingdom than ubiquitous cabs sporting the Wow Philippines logo. That stunt generated so much buzz and so much interest in the Philippines that not only has the country improved its share of the UK tourism market; its advertising conceit has now been copied by other countries.
Now London cabs also sport tourism promotions by United Arab Emirates, Malaysia and Brunei. If self-critical Filipinos frown on the proverbial Pinoy penchant for aping other innovations, then at least Filipinos could lay claim to a marketing innovation of its own.
But the Department of Tourism prefers to stay a step ahead of the competition. The DOT London Office recently launched Travel Philippines, which seeks to encourage Filipino communities in the UK to promote and sell the Philippines to British travelers.
“The Filipino communities in the UK have become very influential, especially in the medical services,” said Tourism Undersecretary Oscar P. Palayab, who recently went to London during the World Tourism Market (WTM) fair to launch the program on behalf of Tourism Secretary Joseph Ace Durano.
“It is time to take stock of our strengths as a community and use it to promote the good name of the country to our British friends, colleagues, neighbors and peers.”
Well-liked
Tapping the Filipinos in the UK to promote the Philippines as a tourism prospect means tapping the rather well-known gregarious character of Filipinos that have attracted Britons. Filipinos in the UK are mainly in the health and services sector, and they are known for their affability, hospitality and caring personality.
“In health services, Filipinos are the preference,” said Ambassador to the Court of St. James Edgardo Espiritu. “Sixty percent of foreign nurses in England are Pinoys; in Ireland, 90 percent.”
And because of marriage with UK nationals, Filipinos are increasing their presence in the UK. “Five to six Filipino babies are born every day,” Espiritu said.
Moreover, the number of Filipino students studying in UK schools is increasing. The figure is expected to reach 2,000 this year, and the students are being asked also to help promote the country as a tourism destination. In fact, during the WTM fair, students helped the Philippine tourism officers assist and entertain visitors to the Philippine booth.
“There is a growing respect for Filipinos in the UK for their industry, diligence, hard work and dependability,” said DOT London Office head Domingo Enerio III. “Other Filipinos have also made their mark as leaders in business, industry, commerce, education and the arts. We have to take advantage of this goodwill and harness it for the benefit of Philippine tourism.”
The Philippines has increasingly become known in the UK as a key travel destination because of the many natural sites it can offer, the affordability of its services, and the hospitality of the Filipinos.
A British host of a TV diving program has, in fact, proclaimed the Philippines as the best diving destination in the world not only because of its incomparable diving sites but also because of the warmth and friendliness of the Filipinos.
In a survey, 42 percent of UK tourists said they chose the Philippines because of the “warm, friendly people.”
The Philippines is likewise known in the UK as a bargain haunt. “The Britons are familiar with Greenhills, would you believe?” said DOT officer Verne Buensuceso, referring to the bazaars in the San Juan shopping center. The familiarity may not be incredible considering Britons’ love for shopping as proven by classic London shopping meccas known all over the world such as Harrods.
Buensuceso said the British market is “easy to please.” She explained that different activities can be organized under the Travel Philippines program so as to attract UK tourists. The activities may range from simple R&R to wedding, anniversary celebrations and even medical missions.
UK tourists are usually “repeaters.” “They come back to the Philippines because they enjoyed their stay during the first time, and when they come back, they bring along others with them,” Buensuceso said.
“It should be incumbent upon our kababayan here to spread the good word,” said Chit Afuang of the DOT London Office. Tourism partners—tourism operators, travel agencies, hotels, resorts and airlines—may coordinate with the London DOT office to fashion attractive packages for Britons and other people from the UK.
Filipinos can get involved in the new program by registering as “marketers.” They may get in touch with the London office at www.wowphilippines.co.uk/ travel.
Odds
The odds that face Philippine tourism promotion in Europe could be gleaned at the World Tourism Market 2006 in London. The huge exhibits put up by such tourism powerhouses as Italy and Spain showed that the European tourism industry also compete with the world for a slice of its own tourism market.
Spain had separate booths for key Spanish regions such as Sevilla, Andalucia, Leon and Catalunia, and even hosted the launching of a regional newspaper with former Spanish prime minister José Ma. Aznar as guest of honor. With the euro proving stronger than the dollar, and the European Union outpacing the United States in growth and economic vibrancy, the European Union seems to be on track of achieving its vision of a single European market and a singular European formation. The UK, of course, continues to use the pound as its currency, but save for that, it’s married to Europe for better or for worse.
Tried and tested
Dwarfed even by the tourism showcases of its neighboring Southeast Asian countries, the Philippines went the tried-and-tested route of small but beautiful-and indigenous. The showcase was a hut with wide capiz windows and tropical palm decor. The showcase basked in golden light, a neat theatrical trick that somehow made the setup glow like the famous Philippine sun.
The front of the hut functioned as a stage where the Bayanihan dancers would periodically perform folk dances. At other times, the front would be a massage parlor for harassed and stressed-out visitors.
The whole showcase radiated warmth and Filipino bayanihan, a cohesiveness and cooperativeness that Britons consider as primary Filipino traits.
Close-knit community
The cohesiveness of the Pinoys was shown when some 500 Filipinos packed the Baden Power auditorium to witness the launch of the new tourism program as well as the expanded programming of The Filipino Channel, the highly successful cable television service for overseas Filipinos of ABS-CBN.
Like anything Pinoy, the affair had a ragged fiesta quality to it, with much of the vigor generated by the infectious Pinoy enthusiasm. The Bayanihan dancers and musicians performed with much enthusiasm. Actors Carlos Agassi and Nikki Valdez emceed and sang songs.
Ambassador Espiritu personifies the genteel, urged Filipinos to support the new DOT program. Looking avuncular and folksy, he embodies the warm and caring personality of the Pinoys.
Among the Filpinos working in London, Espiritu has earned good marks for his efficiency, effectiveness, and the ease with which he deals with community concerns, even the seemingly mundane. A banker by profession, he has a masa quality easily seen from his straightforward dealings with the Filipinos.
The ambassador said the Filipinos are making their presence felt in the UK in a warm and easy way that somehow contrasts sharply with the negative travel advisories issued by European governments on the Philippines. He said the Filipinos are themselves the country’s best ambassadors of goodwill—and good image.
“Tourism is very important for us,” Espiritu said. “The challenges are many as we all know. But I think we’re moving in the right direction.”
