Transcript Synthesis - VisitMyPhilippines.com

SYNTHESIS
Marketing and Product
Development Workshop
Angeles City Tourism Development Program
Marketing
Who are our visitors?
Marketing
Who are our visitors?
1. Family
2. Young
Professionals
3. Retirees
4. Students
5. Expats
6. Middle- to HighIncome
Marketing
Marketing
Interventions
• 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
• 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
Current
Market
• Official Guidebook
• Decrease cost of Visa
• Give discounts and promos
• MICE
• Business
Sector thru
DMIA
• Medical
Tourism
• Retirees
• Educational
• English
Courses
• Domestic
• Families and
Groups
(Local &
Neighbors)
• Educational
Trips for
Students
Target Market
Product Development
Existing Attractions, Activities
and Facilities
Product Development
Product Development
Interventions
• 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
• Historical and
cultural
• Entertainment
• Medical and
Dental Tourism
• Shopping
• Education
Center (esp.
English
Courses)
• MICE
(Improvement)
• Culinary (tour
package)
Target
Products
Next Steps
Strategies
Accountabilities
Timeline
Thank you!
Strengths
•Major Highways
•Culinary Industry
•Leisure Facilities and
Activities
•Historical Sites
•Clark/DMIA
•Gateway to other
destinations in Central
Philippines
Weaknesses
•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