MEDIA RELEASE

Philippines at ITB 2016 joins Visit ASEAN@50 pre-launch

The Philippines joined the other member countries of the Association of Southeast Asian Nations (ASEAN) during the pre-launch of the "Visit ASEAN@50: Golden Celebration" campaign at the recently-concluded Internationale Tourismus Börse (ITB) 2016 in Berlin, Germany.

As announced earlier in January during the ASEAN Tourism Forum in Manila, the Visit ASEAN@50 will feature the region’s 50 best festivals and the 50 most memorable travel experiences within the ASEAN countries.

Special tour packages and travel initiatives in collaboration with partners will be rolled out to showcase the diversity of cultural, heritage and natural assets amongst the countries. It will be targeted at high yield regional and long-haul source markets.

Department of Tourism (DOT) Undersecretary Benito C. Bengzon, Jr. led the 60-man delegation representing government and private sector. The group reported positive feedback from their B2B meeting counterparts and other visitors at the Philippine Pavilion.

“The pre-launch takes great advantage of the ITB’s huge international exposure. We are looking at the ripple effect potentially through the 5,000 media delegates representing 75 nations, many of which are travel savvy. The success of the program will definitely push the other initiatives that promote economic integration in the region,” Bengzon said.

The undersecretary was also a speaker at the Berlin Economic Forum, organized by the Institute for Cultural Diplomacy in Germany. The conference covered topics such as creative economies, sustainable tourism and responsible foreign investments. The forum also emphasized the use of cultural diplomacy practices in these fields and the importance of this for the success of the nation branding activities. The undersecretary discussed the “more fun” brand and sustainable tourism initiatives, among others. Speakers and delegates during the conference included government officials, economists, diplomats, academicians, writers, politicians and representatives from the private sector. 

DOT Media Release Page 1

Meanwhile, the Philippines won 6th place under the Category Asia/Australia/Oceania of the 16th Best Exhibitor Awards. Rising from the 9th place in 2015, the Philippine Pavilion was styled according to a nature-inspired design. The essence is interpreted as a modern, graphical representation of soaring trees in transparent layers accompanied by artisanal furnishing and lighting fixtures display by the creative team of Pavilion designer Budji Layug and architect Royal Pineda of BUDJI+ROYAL Architecture+Design, Kenneth Cobonpue, Maricris Brias of Tadeco and Celia Jiao of Schema.

“To be chosen among 11,000 exhibitor booths is an enormous feat. This speaks highly of the creative team and the Tourism Promotions Board (TPB) led by Chief Operating Officer Domingo Ramon C. Enerio III, who oversaw the selection of the team and perfect execution of the vision. With this award, the country sustains its image as a veritable source of talents, quality products and business solutions, particularly in the creative industry,” the Undersecretary said.

ITB is known as the world’s largest travel fair and foremost business platform for global touristic offers. There were about 11,000 exhibitors and a total of 196,000 visitors. Participants include hotels, tourist boards, tour operators, system providers, airlines and car rental companies.

# # #

CONTACT:

Jazmin C. EsguerraDirector, Media and Communications Service+63 2 459-5200 local 308Email Address: jcesguerra@tourism.gov.ph

PHOTOS:

.

DOT Media Release Page 2

The winning Philippine Pavilion

Visit ASEAN@50 pre-launch at the ITB with tourism ministers and other officials of the ten member countries.

DOT Media Release Page 3

DOT Undersecretary Benito C. Bengzon, Jr. delivers his presentation before the audience at the Berlin Economic Forum.

The winning Philippine Pavilion