Rebranding the Philippines: Giving the Philippines a total makeover

Image taken from DOT's website

Top 7 bidders successfully met the tedious process of selection of the Department of Tourism’s Special Bids and Awards Committee (SBAC) for the formulation of a new Philippine country brand.

The top 7 bidders who were carefully chosen out of the 26 companies who joined the bidding will have two months to prepare to pitch in their ideas to DOT’s SBAC and the final winner will also have another two months to deliver the final package with the complete manual, audiovisual presentation, and print and TV ad designs which is slated to be carried out on November.

DOT is set to locally launch the new brand before the year ends before introducing it internationally at the ASEAN Tourism Forum in Manado, Indonesia during the Philippine Night on January 13, 2012.

DOT Secretary Alberto Lim stressed the importance of commissioning a Country Brand which can be used by all national government agencies and local government units in their promotional and messaging work so that there will only be one strong message and theme for the Philippines internationally and domestically.

The initial application of the winning Country Brand will be first applied to the DOT to help the agency to continuously stimulate greater demand for international and domestic tourism and to generate more awareness about destinations among others.

According to the latest data of DOT, there was a 1.6 million influx of foreign visitors in the country during the period of January to May 2011 – a 170,000 increase compared to the same period during 2010.

This figure reflects a 12% improvement considering that we are still on the

Image taken from ePortfolio La Guardia Community College

second quarter of the year. Sec. Lim is expecting that with the current rate, the tourism sector will be able to hit the target 3.74 million tourists for 2011.

Korea, United States and Japan remain the top three countries accounted for almost half of the foreign visitor arrivals in the first five months of 2011.

Meanwhile, the Department of Tourism, in one of its press releases, announced that it is set to unveil its new National Tourism Development Plan (NTDP) for 2011-2016 with a new accompanying call: to transform the Philippines into a must-experience destination in Asia.

“Our vision for tourism is anchored on nature, culture, MICE (Marketing, Incentives, Conferencing and Exhibits) and health and wellness tourism, among other selling points. The NTDP has outlined three strategic directions for achieving this vision, namely improving market access and connectivity, developing and marketing competitive tourist destinations and products, and improving tourism institutional and human resources capabilities,” said the DOT Secretary.

The new NTDP is expected to serve as an outline for national and local government agencies to identify tourism development areas, infrastructure requirements, human resources development programs, and marketing and promotions directions, among other goals. Aside from this, the new plan will also re-examine the accomplishments of country’s tourism sector under the National Tourism Master Plan for 1991-2010.



Toni Alvarez

Toni Alvarez is web geek who can’t seem to keep her hands and eyes off her netbook and Blackberry. Having been bitten by the travel bug, exploring the world has been an obsession to her. She sees to it that not a year will pass by without her satisfying her wanderlust. Toni is always on the lookout for promo fares just to be able to see the 7,107 islands of the Philippines and writing online itineraries after every travel has been automatic to her. Dishing out the best way to enjoy one's trip without spending too much is her passion. An ounce of social media, a dash of travel and a pinch of politics makes up Toni.