Roperos: Tourist haven

Friday, January 20, 2012

THERE are two interesting ideas being considered by local tourism stakeholders that I believe might work out. I read about these in this daily’s business page yesterday.

The two plans appear sound and highly workable, if the Department of Tourism (DOT) will seriously pursue them.

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The first of the two shows, the DOT report said, is what the agency called the “great Cebu sale.” This idea is an obvious copy of a similar one initiated by Singapore, which the island state does every July. Called “The Great Singapore Sale,” it is doing good and has enticed tourists to book their trip between July and August to coincide with the event, which offers “big discounts from major retailers.”

What is important here is the unique marketing effort being undertaken at a time when retail sales are sluggish. Not only would the retail marketing of indigenous products get a good push, it will also help the country’s tourism industry acquire an unusual marketing window to the international market.

Region 7 tourism director Rowena Montecillo is reportedly planning to seek support from major retailers, such as malls, to undertake their periodic sales simultaneously, and offer big discounts, too.

One other good proposal to draw tourists to this island paradise “in the Pacific” is in the area of education. For some time now, Cebu is attracting students to its bosom to learn to speak English. While our young in Cebu are learning English as a “natural” second language, since they also have it as a medium of instruction in our schools, youth from other Asian countries have to take special classes.

In view of this circumstance, the DOT is reportedly going to mount a campaign to make Cebu not only an island destination for leisure tours, but also for learning English seriously. The goal is to cash in on student tourists who come here intent on studying English.

There is the suggestion that the DOT should “collaborate with the academe and private sector to make Cebu an alternative destination for international students.” This is highly feasible cost wise, and education quality wise.

My point in believing that DOT has latched on to two sound ideas is basically anchored on the prevailing fact that Asian tourists have been flocking to the country in considerable numbers, but only for short periods. What is important is to entice more of those who have reasons to stay longer than the average tourists to come. Thus, those who want to study, and those who need to do business should be the DOT target.

I think DOT officials are on the right path. Theirs is a campaign that needs no politics to mount, and yet, bears high economic prospects. And it needs no costly slogans to promote.