Meetings, events campaign in Makati to boost RP tourism

MANILA, Philippines - The meetings and events sector of the Philippine tourism industry is expected to get a big boost when Makati City launches a campaign to re-establish itself as a major meetings and events destination.

Makati Vice Mayor Ernesto S. Mercado said the city will aim for a bigger slice of the meetings and events market by coming up with a strong marketing and promotions campaign.

“Makati City is still the country’s main business travel hub because it is where most multinational companies and banks are based. But we want to get a bigger slice of the lucrative meetings and events market,” Mercado said.

Tourist arrivals to the Philippines reached 5.2 million visitors as of September 2009, according to Department of Tourism statistics. Tourism Secretary Ace Durano is projecting a 15-percent growth in arrivals this year.

Mercado said he wants Makati City to spearhead Philippine tourism’s bid for a bigger share of the meetings and events market by addressing key issues like technology, as well as ideas and concepts for meetings and events.

“Technology has made it possible for virtual meetings and events. But I believe there is still a big market that values face-to-face activities. Makati City can make a positive impact on Philippine tourism by positioning itself as a 21st century meetings and events destination,” Mercado said.

He said he is also looking at the creation of a Makati Visitors and Convention Bureau to provide greater focus on tourism in general and the meetings and events sector in particular.

“We will also look at new ideas and long-term prospects. Makati City cannot be passive in marketing and promoting itself as a destination. We have to stay competitive because other cities are emerging as business hubs as well,” Mercado added.

Aside from conferences and mini-conventions, the Makati executive also said he would push for the hosting of high-yield local and international consumer and trade events.

He said he would work closely with the city’s tourism industry, particularly tour operators, events planners and organizers, hotels, restaurants, and shopping establishments, to come up with a campaign that would position the city as an attractive meetings and events destination.