SUMMARY
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The tourism campaign strategy of the Philippines will be pitched at the world’s largest travel event – the annual International Turismo Bourse (ITB) in Berlin from March 7 to 11.
The 41-member Philippine delegation, led by Tourism Secretary Ramon Jimenez, is launching its “It’s More Fun in the Philippines!” campaign for the first time in an international stage where it will go against over 180 countries vying for the attention of institutional and travel wholesalers that are responsible for bulk of tourist arrivals in Asia.
While the Philippines’ low-budget experimental campaign is largely dependent on social media, these exhibits are crucial for the country to meet its target of 10 million tourist arrivals by 2016.
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