Tourism drive targets ‘shopper-travelers’

Tourism Secretary Ramon Jimenez Jr. is laying the ground work to push the country as a shopping haven.
At the recent National Retail Conference and Stores Asia Expo, he said about 10 million tourists are expected by 2016, creating a huge group of potential buyers.
“Stores must convey their desired image. And importantly, they must be able to offer goods or services to their market that fit the image. When these two jive, then a pleasant shopping experience can take place,” said the former advertising executive who headed his agency’s creative department.
“Tourism is the twin industry of retail,” said Frederick Go, Philippine Retail Association and president of Robinsons Recreation Corp.
Go said the country would host the 2015 Asia Pacific Retailers Convention and Exposition, the longest running retail conference in Asia.
“We are showing the whole world that, indeed, it is more fun in the Philippines. We do this through quality products and excellent services,” he said, adding that over 200,000 delegates are expected to attend.
Samie Lim, PRA chairman emeritus, described the travel sector as on the upswing.
“In a single month, we’ve had over 400 thousand tourist arrivals,” he said, noting that promotions should focus on shopping destinations as well.
He cited the National Statistical Coordination Board finding that foreign tourists spend only 21 percent of their budget on shopping.
“A shopping fest can double this number,” he said.
Lim, who also heads Automatic Centre and Blims Furniture, said getting visitors has always been a competitive game.
“We have to act fast because other countries have long promoted shopping for tourism,” he said, noting India’s Grand Kerala along with the shopping festivals of Dubai and Hong Kong.
“There is a need to develop concept stores that offer Philippine products and will serve as one stop shops,” Lim said. “The One Town, One Product store of the Department of Trade and Industry, and the Agri-Kart of the Department of Agriculture are steps in the right direction. So is SM’s Kultura stores.”