Yet again, People’s Republic of China sets an unprecedented record for the month of May as its registered number of visitors significantly escalated by 211.2%, or an increase to 9,806 warm bodies for 2005 from last year’s 3,151, based from the Department of Tourism (DOT) Statistics Division.

Furthermore, as early as mid-June, an exceptional upsurge of 482.56% has already been established by this tourism market, after gaining 4,276 tourists, a very huge step up from 2004’s 734. This is obtained from the recent unofficial account from the NAIA daily visitor arrivals, which actually comprises 85% of the official figures.

Tourism Secretary Joseph Ace Durano said, “These results are indeed encouraging for us to further intensify our operation in China. Not only that, we are also very optimistic that we will be able to sustain this success with our current and future marketing campaigns.”

Because China has shown noteworthy improvement over the past months, it has now become one of the country’s topmost sources of foreign travelers, joining the league of United States, Korea, and Japan. In fact, China has constantly rallied behind these countries, as far as number of visitors and growth rate are concerned.

In order to maintain this peat, the China marketing team of DOT headed by Tourism Assistant Secretary Eduardo Jarque, Jr. and members Director Rolando Cañizal, Rene Reyes, Mila Say, and Gigi Liwanag has pushed for priority policy support here in the country. The Meet and Assist program, which caters to non-English-speaking guests like the Chinese, Koreans and Japanese, is being instigated now at international airports in both Manila and Cebu. Still particularly designed for Chinese visitors, the innovative Visa-Upon-Arrival program has been operational through the cooperation of Department of Foreign Affairs and the Bureau of Immigration and helps tourists in processing their visa. Moreover, there are ongoing trainings for Mandarin-speaking guides to address possible language barrier problems.

In addition to the DOT office in Beijing, a marketing representative based in Shanghai was appointed last July 15.

The Philippines has also attended different travel fairs and consumer events. Last March, Secretary Durano and other Tourism officials went to the Ghuangzou International Travel Fair where the DOT China Strategy, new logo, and TV commercial campaign were launched. In addition, last month, a delegation was sent to the Beijing International Tourism Expo. Representatives from the Department also organized the Food Festival in connection with the 30th Anniversary of Diplomatic Relations between Philippines and China, Philippine Tourism booth at SM Shopping Mall in Xiamen, and Beer Festival in Baoding in the province of Hebei.

Likewise, sales seminars and workshops for Chinese tour operators were conducted by DOT-Beijing Tourism Attaché in order to present and promote Philippines as a top tourist destination.

Advertisements have done wonders, too. Numerous billboards and light boxes showcasing attractive scenic spots of our islands were mounted in major areas of Shanghai and Beijing. TV commercials were also placed in local channels to capture a bigger audience. Ads likewise appeared on daily Chinese newspapers and on the internet. The Philippine tourism website in Mandarin language www.wowphilippines.com.cn has been linked to the top search engines in China like Google, Baidu, Sina, Ctrip and Net Ease. LCD that exhibit the top tourist destinations were sited at elevators of a major building with multinational offices, and at trains that ply the Beijing-Shanghai-Beijing route, which is considered to be the most active corridor among China’s transport system.

“Aside from these projects that are now being implemented, the DOT is still drawing up more plans to make our campaigns more effective. And we are very positive that we will continue to accomplish our targets for the rest of the year,” ended Secretary Durano.