The recent 5th Philippine Tourism Forum Tourism Officers - Tour Operators (TO-TO) Summit underscored the vital role of partnership marketing between tourism officers and tour operators in addressing the changing market environment which challenges the creativity, innovation and resiliency of the tourism industry.
Over 300 representatives from all of the country’s regions attended the summit hosted by the Department of Tourism at the SMX Convention Center, with the theme “Tourism Beyond Limits: Defining Possibilities, Defying Gravity”.
The event rallied the pillars of the tourism industry to join forces in partnership marketing by engaging in more proactive collaborations to create more tourism products, enhance the attractiveness of destinations, and widen the scope of tourism services in the country.
The summit gathered tourism officers and tour operators alike to work on upgrading the offered products of each region through an interactive session in which they tackled new possibilities for tour packages and identified new and upcoming destinations to entice potential visitors and investors.
Among the highlights of the event was “catering to a niche market of digital-savvy millennials and generation-z through airtight branding and continuous product updates.”
This requires an established synergy between tourism officers and tour operators, such that the former will be providing the needed information and recommendations for destinations, and the latter will be working on product development, skills upgrade for personnel, and revenue generation
In addition, utilizing tourism data was also tackled, which elaborates on measuring not only tourist arrivals, departures, and spending, but also the number of jobs created, and the number of businesses uplifted - and using this information to follow through with long-term goals and serve as guide in policy-making following the provisions of the National Tourism Development Plan for 2016-2022.