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Philippines plans to embark on aggressive marketing

MICE sector one of 10 tourism products under country’s National Tourism Development Plan

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The Philippines Department of Tourism will be doing aggressive marketing for each of its 10 tourism products, including MICE.

MANILA - The Meetings, incentives, conventions and exhibitions (MICE) sector is one of 10 tourism products that the Philippines Department of Tourism (DOT) is eyeing to boost its marketing initiatives for 2020, said an official of the agency.

"For next year (2020), we will be doing aggressive marketing," said DOT assistant secretary Roberto Alabado III. "We have 10 tourism products so each one will have a video and campaign."

Among the 10 tourism products under the National Tourism Development Plan (NTDP) 2016-2022 are MICE tourism; cruise and nautical tourism; nature-based tourism; leisure and entertainment tourism; education tourism; sun and beach tourism; health, wellness and retirement tourism; diving and marine sports tourism; and farm tourism.

Apart from the marketing of the tourism products, Alabado said a focus on the regions will also be implemented next year. "We have our regions and each one will have their own regional video and collaterals," he was quoted as saying by The Philippines Star.

Tourism Secretary Bernadette Romulo-Puyat had earlier identified hosting of more MICE events, the opening of airports, and targeting alternative markets as factors that will boost the tourism sector's revenues in 2020.

"And of course not only promote sun and beach, we just met with our tourism attachés and our market representatives and we agreed to not only focus on our major markets, but… we are going to be strengthening alternative markets so that we don't only rely on our primary market," Ms Puyat added.