Cebu hosts 7th PHITEX travel show

In 1996, the Department of Tourism organized the very first Philippine Travel Exchange (Phitex) to provide a venue for sellers and suppliers of Philippine tourism products and services to conduct business with leading international buyers without having to go on expensive sales missions or attending travel shows abroad.

Breaking away from tradition, the 7th Phitex was held outside Manila in favor of Cebu, which is destined to be the core of the emerging tourism belt of Central Philippines. After its successful hosting of the ASEAN Summit last January, the Cebu International Convention Center (CICC) was but a natural choice.

As in previous years, the DOT, headed by Secretary Joseph “Ace” Durano, through its marketing arm, the Philippine Convention and Visitors Corporation (PCVC), took the lead. The activity supplements the Department’s aggressive effort to further boost the Philippines’ position in the global travel industry. The over 100 foreign buyers came from the United States, Canada, China, Korea, Europe, Russia, Hong Kong, Taiwan, Japan, Australia, India and the Middle East.

PCVC executive director Daniel G. Corpuz, enumerating the criteria for buyers that were invited, were those who are currently selling Asia but not the Philippines, those who had the Philippines in their tour programs but dropped it, those who are expanding their programs to include more destinations in the Philippines, and those coming from potential markets.

Tourism Secretary Durano, in his brief welcome remark, stated, “The foreign buyers are made to experience firsthand the beauty of the Philippines and the warmth of its people through pre- and post-conference tours. This time, Phitex will highlight for the first time the Queen City of the South and promote new destinations.”

Citing Cebu as the hub of the Central Philippines tourism belt, PCVC travel trade sales and promotions officer-in-charge and Phitex 2007 project manager Tess Mauricio said: “Central Philippines makes a good representation of the country’s brand image as a multi-dimensional tropical paradise of 7,107 islands since the region itself is more characterized by island clusters than the mainlands of Luzon and Mindanao.”

As expected, programs were enhanced with beyond-the-usual social functions highlighting the history and culture of the archipelago and the vibrant entertainment options.

Consul General of Austria Arcadio Alegrado, chairman of Maribago Bluewater Beach Resort in Mactan Island, hosted a lively barrio fiesta welcome dinner reception that officially marked the opening of the three-day travel event. The festivities showcased the islands’ many sumptuous dishes and delicacies from all over the country.

Versatile singer Agot Isidro rendered a selection of Filipino love songs in between the fabulous fashion show put together by innovative and artistic fashion designer Nono Palmos. The multi-awarded dance troupe Tribu Basakanon  likewise performed ethnic dances, which delighted the invitees no end.

After the three-day one-on-one scheduled business-to-business appointments and sessions between the sellers and their foreign counterparts, Phitex has become through the years a must-attend travel trade event. It is an exclusive opportunity to meet, network, negotiate and conduct business with foreign travel trade buyers.

The culmination of the successful event was a fantastic farewell dinner hosted by Shangri-La Mactan Resort and Spa general manager Timothy Wright.