SYNTHESIS Marketing and Product Development Workshop Angeles City Tourism Development Program

Marketing Who are our visitors?

Marketing Who are our visitors?

BY Nationalities DOMESTIC Americans Mostly retirees Koreans Malaysian Australians Germans British Other ASEANS For Domestic: Metro Manila North Luzon BY Purpose Leisure Entertainment BY DEMOGRAPHICS Fsmily Young Professional Retirees Students Expats Current Market Commission / Compilation of Studies on Tourism Markets Develop / Improve Information Database (markets & destination supply) Better Marketing Materials (esp. for new packages) Upgrade the tourism map of Angeles City Social Networks and Linkages Market missions Presence in Internt’l Media (TV, Website, etc) + positive news re Phil Official Guidebook Decrease cost of Visa Give discounts and promos Marketing Interventions MICE Business Sector thru DMIA Medical Tourism Retirees Educational English Courses Domestic Families and Groups (Local & Neighbors) Educational Trips for Students Target Market Marketing

Product Development Existing Attractions, Activities and Facilities

Leisure & Golf English for Koreans No activity or program / package in the destination Current Products Develop / Improve Information Database (markets & destination supply) Develop multiple packages that target different markets Improvement in Infrastructure Stricter Traffic Management (inc. road signs) More lightposts and policemen Provide Public Transportation More tourist officers for DMIA Plan for more convention centers Better Customs Procedures Teach Travel agents Koreans and Mandarin Launch additional flights to Korea Don’t concentrate on Angeles City only Each Angeleno must be a tour guide Product Development Interventions Historical and cultural Entertainment Medical and Dental Tourism Shopping Education Center (esp. English Courses) MICE (Improvement) Culinary (tour package) Target Products Product Development

StrategiesAccountabilitiesTimeline Next Steps

Thank you!

StrengthsWeaknesses Major Highways Culinary Industry Leisure Facilities and Activities Historical Sites Clark/DMIA Gateway to other destinations in Central Philippines No Integrated Information Portal (Website, Guidebook, Maps) Lack of packaging of attractions, activities, and facilities Infrastructure upgrade,Traffic Management and Security No Integrated Information Database Security Roads Connecting to National Roads DMIA tourism officers

Family Day 1: Clark and Angeles City Tour Day 2: Swimming (at Fontana/Paradise Ranch Day 3:Duty Free Shopping

Young Professionals Day 1: Clark and Angeles City tour (heritage tour, night life) Day 2: Sapangbato, Spa, Casino Day 3:Duty Free, Eat at Susies

Business Groups Day 1: Clark and Angeles City tour (heritage tour, night life) Day 2: Golf Spa Day 3:Duty Free Shopping