Cebu aims to strengthen niche in the export sector

CEBU, Philippines - Cebu is set to strengthen its niche in the export sector, following the bid of the Philippine government to push the development and promotion of “Brand Philippines” which aims to promote the country as producer and supplier of quality world-class products and services.

“The Philippine brand in the global export industry is a strong brand given the quality of our products and designs,” said PhilExport-Cebu executive director Fred Escalona.

Based on the recently reviewed Philippine Development Plan (PDP) 2011-2016 blueprint, the Philippines is seen to be known as a country offering vast opportunities for trade and tourism and will be promoted as a conducive investment haven, now open for business.

The country aims to achieve among global buyers a “Philippine First” mindset by creating a distinct “Philippines” brand widely accepted and recognized in the global export market connoting quality, value and reliability.

The PDP-2011-2016 platform also emphasized the country’s goal to be known as Asia’s trendsetter in export products and services, and setting the highest standards of creativity, innovation and excellence.

Escalona said this positioning is no longer difficult specifically for the Cebu export industry, as it already gained popularity in terms of producing world-class quality and designs, considering the achievements made by some Cebuano exporters in sophisticated and high-end markets all over the world.

The government also announced to implement judicious selection and programming in mounting a compelling and meaningful Philippine participation in various cultural, tourism, fairs and trade expositions worldwide with preference for those sanctioned by foreign governments, global associations and inter-government organizations.

The PDP identified strengthening the national brand as among the key strategies to increase Philippine exports targeted to grow by 16 percent annually and attain the US$109.4 export revenues by 2016.

Others include moving up the value chain to double exports, pursuing cluster development, increasing market access and focusing interventions on key areas including business process outsourcing (BPO) and electronics.

According to the plan, industry clusters will ensure that top export products or revenue streams are sustained through the development of its value chains down to the provinces and municipalities.  

The export sector is envisioned not only as catalyst of growth but also to help the country overcome the challenges of inclusive growth which is the main goal of the Plan. Inclusive growth creates enough jobs and reduces poverty.

In Central Visayas, Department of Trade and Industry (DTI-70 regional director Asteria Caberte said that her office is working with the German government funded agency GIZ (German Technical Cooperation) to introduce several programs that help exporters to promote their products to the growing tourism market in the Philippines, including a planned partnership with the Hotel, Resort, Restaurants Association of Cebu (HRRAC), and other tourism related organizations to include export products in the promotion to tourists.

This will also promote the Philippine products and services to the foreign market via tourism, she said. (FREEMAN)