Philippines appoints COO for Tourism Promotions Board, boosts marketing budget

INCUMBENT assistant secretary for Tourism Planning & Promotions and acting OIC of the Philippine Tourism Promotions Board (TPB), Domingo Ramon 'Chicoy' Enerio III, has been formally appointed COO of TPB for a one-year term beginning July 1, 2012.

A career diplomat who has worked at the Philippines’ Department of Tourism (DoT) for more than thirty years, Enerio previously served as a tourism attaché in London, Paris, Frankfurt and Tokyo.

Henceforth, all national tourism marketing and promotional duties will be transferred from DoT to TPB, which will responsible for providing marketing promotions support, “whether it be for entertainment, hotels and resorts development, investments; all these will fall under the scope of TPB’s (functions),” explained Enerio.

DoT will retain overall macro-planning functions, guided by its National Tourism Development Plan. “There is a lot more to take care of (at DoT), especially when it comes to product development and enhancement, planning, research, and administrative requirements,” said Enerio.

A five-member board of directors has also been appointed to oversee the following committees within TPB: Margie Munsayac (accommodation enterprises), Monette Hamlin (conventions and travel exhibitions), Edwin Vincent Ortiz (accredited tourism enterprises), Margarita Villarica (travel and tour services) and Isagani Buenaflor (land, air, and sea tourist transport services).

“We want (the board) to signal to us what the requirements are of their respective sectors, so we are able to respond to the concerns of the industry,” said Enerio.

Meanwhile, Dentsu Philippines has been appointed agency for media planning and placement as the DoT's tourism marketing campaign moves into its second phase. The NTO has been granted PHP 2.6 billion (US$62.67 million) for its 2012/2013 marketing budget, a 91 per cent year-on-year increase.

“The major increase is in the area of international advertising and promotions,” said Enerio. “For the last quarter of this year, we’ve been able to plan a major international campaign…with TV commercials, brochures and websites.”

“We have big plans for digital. In our research and surveys, we’ve found that ‘digital’ is a very crucial element in foreigners’ decision-making process,” he added.

Sourced: TTG Asia