MANILA, Philippines - The Soccksargen region in Mindanao has launched a rebranding campaign as part of its goal to attract over three million tourists this year.
It changed its name to a hipper “SOX” to attract more visitors and cater to the growing millennials market, which comprise a fifth of the world’s more than 900 million tourists.
As of the first half of the year, 1.1 million foreign and domestic travelers have visited the region, with receipts amounting to P3.3 billion.
Last year, 75 percent of tourist arrivals came from the millennials and this figure is expected to stay until 2016.
Department of Tourism Region XII director Nelly Dillera said the rebranding is intended to allow easier usage in conversations especially by foreign tourists, and to relate to the growing young travelers.
“We also want a fresh start, a clean slate to not be related to the stigma associated with the region,” Dillera said.
Tourist arrivals in SOX surged to 2.7 million in 2014, surpassing the 1.9 million target as local tourism industry continued to gain momentum with the area’s enhanced tourism development, promotion and marketing initiatives.
Dillera said SOX is eyeing P25-to P30-million in private investments by 2016 which include new hotels and the expansion of existing ones.
The region is also looking at about P1.46 billion in government investments particularly on roads and infrastructure.
Peak season in the region is from March to May where around 30 percent increase is being recorded on accommodations and arrivals.