The Philippines is home to some of the best dive spots in the world. Unfortunately, not many people know that. The more people know it, the better it is for our country’s tourism.
The Tourism Promotions Board (TPB) Philippines put together a Philippine dive delegation that would champion the cause, let people know about its enchanting dive spots and generate sales for the country’s dive sector.
TPB Philippines recently put this plan to action by joining the Malaysia International Dive Expo (MIDE), a three-day affair that took place at the Malaysia International Trade and Exhibition Centre (MITEC) held in Kuala Lumpur, Malaysia.
The mission was a success, as the Philippine dive delegation led by TPB Philippines generated P113,273,411 in sales leads after showcasing the country’s award-winning dive destinations and offering special packages from discounted accommodation rates to guided liveaboard adventures.
The three-day expo gathered 10 Philippine dive outfits – Aldive Corporation, Buceo Anilao Beach and Dive Resort, Dauin Silver Reef Dive Resort, Garden of Eden Dive Resort, Kasai Village Dive Resort, Lalaguna Villas Luxury Dive Resort and Spa, Logon Fish Buddies Dive Center, M/Y Resolute (Liveaboards), Slam’s Garden Dive Resort – Ocean Passion, and Umali Dive Center Corporation.
The 72-square meter Philippine pavilion, which was designed with colorful underwater images shot from the country’s renowned dive locations, had dive enthusiasts, mainly from Malaysia, coming in to visit and inquire about dive packages.
The Philippine dive delegation recorded strong interest in destinations, such as Palawan, Negros Oriental, Batangas, Cebu, and Mindoro. More than just weighing in on the diving options available in the packages, visitors also expressed enthusiasm for specialized experiences, including pelagic and wreck diving.
“MIDE provides an excellent opportunity for the Philippines to promote its world-class dive destinations to the Malaysian market and beyond,’ said TPB chief operating officer Maria Margarita Montemayor Nograles.
She added: ‘This year, we came in not only showing the beauty of our underwater treasures but also strengthening our continued support for the Malaysian and Philippine dive stakeholders, as evidenced by the Longstanding Appreciation Award we received for our participation for the last 13 years. And with a strong contingent covering the various segments of the Philippine dive industry, we were able to achieve an impressive sales lead figure, solidifying the country’s position as a premier global diving destination.”
Despite the fact that MIDE is a consumer-based event, the TPB Philippines organized business-to-business (B2B) meetings through its Market Representative in Malaysia. A total of 142 meetings were scheduled, allowing Philippine dive stakeholders to establish stronger partnerships with Malaysian dive agents and further increase sales.
In addition to promoting key Philippine dive destinations, Philippine dive companies that represented the country at the expo highlighted improved accessibility through carriers including Philippine Airlines, Cebu Pacific, and Malaysian-based airlines, such as AirAsia and Firefly, both of which operate direct flights from Kuala Lumpur to Cebu, which is a key gateway to major dive sites.
TPB Philippines likewise organized marketing and promotional activities for the general public, including provision of free promotional items for answering market surveys and booking Philippine dive packages.