Cebu tourism stakeholders urged to promote shopping

CEBU, Philippines - Since shopping plays a vital role in tourism,  Philippine Franchising Association chairman emeritus Sammie Lim called on the tourism stakeholders in Cebu to lead in the promotion of shopping in the Philippine tourism sector.

If the government realizes that shopping is a tourism magnet, not only will it boost the over-all tourism revenues, it would also put money in developing this segment.

It is for this reason that other countries like Korea, Thailand, Malaysia and others have put much attention and spend programs to promote their shopping advantage, in order to draw in more visitors,

A destination, he said should establish a good and wide array of shopping choices that must include from good quality souvenirs to high end signature brands, and affordable good finds.

What the Philippines is lacking, he said is its focus on promoting further its shopping advantage, one of which maybe to include shopping facilities--shopping malls, among others to any promotional activities of the Philippine tourism, or maybe to hold a greater shopping event that will draw shoppers from all over the world.

Lim said, Cebu Chamber's unique shopping event called "Cebu in the Bag" held every June, is a good start but must be improved and expanded that may be coordinated with the government's promotional campaigns.

A destination should not discount its shopping component, and it should be given good attention for development and growth as well as constant coordination with the tourism event makers and promoters.

In a separate interview with "Cebu in the Bag" chairperson Camille Aldeguer, she said that while the private sector players in the retail, hospitality, airlines, as well as fashion sector are trying hard to push Cebu's bid as "shopping hub" in the Philippines, it likewise needs the support of the government, specifically the Department of Tourism.

Aldeguer, whose family owns the Islands Group, said Cebu is trying to pattern after the success of Singapore, wherein tourists purposely travel to Singapore for the annual "Great Singapore Sale."

The Great Singapore Sales is an event that is organized by Singapore Retailers Association, and co-organized by stores and malls to promote the tourism industry in the island-state.

Last month's "Cebu in the Bag: Travel and Leisure Sale," was organized as part of the Cebu Business Month. Although it gained the support from other private sector players, the promotion was limited to one-weekend only, from the previousweek-long unified sale event.

According to Aldeguer, the initial plan of the private sector is to make the Fashion Design industry in Cebu as the front-liner in holding a unified shopping event or in thenext "Cebu in the Bag" events to highlight Cebu's advantage in fashion and creative sectors.

Based on latest DOT record, average daily expenditure of a tourist in the Philippines is US$101.12 a day. Total revenues gained from inbound tourists last year, recorded a 15 percent increase to estimated US$4.40 billion or P186.15 billion last year. (FREEMAN)