1. Tourism Trends of Philippines’ Major Markets
Secretary JOSEPH H. DURANO
Department of Tourism

2. Worldwide Visitor Arrivals and Receipts, 1994 - 2004
Visitor Arrivals % Inc/ Visitor Receipts % Inc/
(in Millions) Dec (in US$ Billions) Dec
% 353
% %
% %
% %
% (0.5%)
% %
% %
(0.2%) (2.7%)
% %
(1.2%) %
* % n/a n/a
* January – August 2004
Source: World Tourism Organization

3. Regional Distribution of International Tourist Arrivals, 2001 – 2003 (in Million)
Europe
Americas
Asia and the Pacific
Africa
Middle East
Total
Growth Rate (0.22%) 1.1% (1.22%)
Source: World Tourism Organization

4. Major Tourist Destinations in 2003
Visitor Volume Visitor Receipts
( in Million) (in US$ Billion)
France
Spain
United States
Italy
China
United Kingdom
Austria
Mexico n/a
Germany
Canada n/a
Source: World Tourism Organization

5. Visitor Arrivals to the Philippines
Actual
Projected
Actual Arrivals (in Million)
Year Volume Growth Rate % %
(3.3)% %
(8.2)%
(9.8)% %
(1.3)% %
* January - November
Projected Arrivals (in Million)
Year Volume Growth Rate % % %
,40 15% % % %

6. Philippine Visitor Receipts
Actual
Projected
Actual Tourism Receipts
(in US$ Billion)
Year Volume Growth Rate % %
(14.8)% %
(16.4)%
(19.3)% %
(12.5)%
* %
* January - October
Projected Tourism Receipts
(in US$ Billion)
Year Volume Growth Rate % % % % % %

7. Philippines Major Markets, January – November 2004
Rank Country Growth Rate % Share
1 USA 424, , % 20.7
2 Japan 348, , % 17.0
3 Korea 340, , % 16.6
4 Greater China 291, , %
5 Australia 74, , %
6 Singapore 55, , %
7 Canada 54, , %
8 United Kingdom 49, , %
9 Germany 39, , %
10 Malaysia 31, , %
Overseas Filipinos 90, , %
Note: Greater China includes: Hong Kong , Taiwan, and Mainland China

8. Philippines’ Share of Greater Chinese Market, 2001-2003
Indicators
2001
(Volume)
2002
2003
Outbound
28.38 M
32.81 M
30.45 M
Arrivals to the Philippines
238,612
286,791
238,183
Market Share
0.84%
0.87%
0.78%
Note: Greater Chinese Market includes Hong Kong, Taiwan, and Mainland China

9. Philippines’ Share of Japanese Market, 2001-2003
Indicators
2001
(Volume)
2002
2003
Outbound
16.22 M
16.52 M
13.30 M
Arrivals to the Philippines
343,840
341,867
322,896
Market Share
2.12%
2.07%
2.43%

10. Philippines’ Share of Korean Market, 2001-2003
Indicators
2001
(Volume)
2002
2003
Outbound
6.08 M
7.12 M
7.09 M
Arrivals to the Philippines
207,957
288,468
303,867
Market Share
3.42%
4.05%
4.29%

11. Share of Balikbayan Market to Total Balikbayan Population in North America, 2001-2003
Indicators
2001
(Volume)
2002
2003
Estimated Total Balikbayan Population
USA
Canada
n/a
4.1 M ++
759,118
Total Balikbayan Arrivals to the Philippines
333,710
Market share to total Balikbayan population
6.87%
Source: CFO, POEA, and DFA

12. Creation of Task Forces
Issuance of Office Circular No creating the China, Korea, Japan, and Balikbayan also known as “Biyahe Tayo” Task Forces composed of:
Head
Monitoring and Evaluation
Coordination and Information
Secretariat
Task forces report directly to the DOT Secretary on the implementation of the marketing plans.

13. THANK YOU!

14. 2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
ASEAN
ASEAN Tourism Forum
2.329
Philippine Tourism Roadshow
.300
Asian Dive Expo
.171
National Association of Travel Agents in Singapore
.143
Malaysia International Travel Fair 2005
.228
PATA Travel Mart
1.557
Spa and Wellness Exhibition
.150
Discover Southeast Asia Travel Exhibition and CTC Holidays
.086
Advertising and Promotions
.400

15. 2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
HONG KONG
International Travel Expo 2005
1.710
Production of collateral materials in Chinese language
3.192
Maintenance of DOT website in Chinese language
.684
Bus Mobile Ads
1.140
30th Anniversary of Philippine-China Diplomatic Relations
Advertising in local print media and local TV stations
5.700
Taiwan
Taichung International Travel Fair
.185
WOW Philippines Product Presentation
.100
Kaoshiung International Travel Fair
WOW Travel Presentation Kaoshiung, Taiwan

16. 2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
Taiwan (cont..)
Taipei International Travel Fair in Taiwan
1.000
Advertising and Publicity Campaigns
WOW Philippines Product Presentation Taipei
.150
Collateral materials
.750
WOW Philippines Dive Presentation
.100
WOW Philippines Cultural Promotions
.285
Taipei International Lantern Festival
.075
WOW Philippines Banners
.057
Australia
Adelaide Travel Show
.421
Sydney Holiday and Travel Show
.228

17. 2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
Australia (cont..)
Melbourne Holiday and Travel Show
.285
Sydney Travel Agents Seminar
.044
Melbourne Travel Agents Seminar
Balikbayan Program (Filipino Community Program)
1.994
New York
Adventures in Travel Expo
.034
ASEAN Evening for travel agents and writers
.091
Philippine Seminar, PATA Baltimore and Washington DC Chapters
.143
2005 Life Insurance and Market Research Association International Annual Meeting
.171
American Society of Travel Agents World Congress and Travel Show

18. 2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
New York (cont..)
Advertorial on Northwest Traveler Magazine
1.653
Frankfurt
International Tourismus Bourse
10.000
Consumer Fairs
.304
Travel Trade and Media Invitationals
.380
Travel Trade “PEP” Educational
.076
Agent Seminar
.551
Joint Promotional Flyers
.228
Asia Pacific Workshop - Switzerland
.446
Feiren Reisen - Austria
.342

19. 2005 Work Program for other Markets
AREA
PROGRAM/PROJECTS/ACTIVITIES
BUDGET
(In Php Millions)
Frankfurt (cont..)
Information Materials in German and Russian
2.336
London
World Travel Mart
8.000
Sales Presentations (London, Stockholm, Copenhagen, Oslo)
.509
Brochure support for the UK Major Tour Operators (Kuoni, Hayes and Jarvis, Silverbird)
.848
Travel Trade Fairs in Scandinavia and Nordic (REISELIV, MATKA, FERIE, TUR)
2.260
Paris
Diving Sales Promotions
1.520
Sales Calls during Diving Events/Marketing Support to Dive Operators in Diving Events
.507
Marketing Activities with the Filipino Communities
1.013
Consumer Promotions
5.319