THE PHILIPPINE MARKET

DEY ROBLESU.S. COMMERCIAL SERVICE

MANILA, PHILIPPINES

U.S. Travel and Tourism

Profile of a Philippine Tourist

Old rich, been traveling with family since a toddler and with nanny in tow

New rich – successful business people or executives and their dependents; politicians and entertainers and their dependents (both professions generate wealth)

Hard-working employees with steady finances

Retirees

Travel Requirements

PRIMARYValid Philippine PassportValid U.S. VisaCertificate of Bank DepositsTax Payments ReceiptsCertificate of EmploymentSECONDARYCertificate of Property OwnershipCar Registration CertificatesSchool Tuition Payment ReceiptsPolice Clearance

Favorite Destinations

CALIFORNIA: Disneyland, Hollywood, Universal Studios, San Francisco Golden Gate Bridge, Pier 1, Gallery of Fine Arts, Lego Land, Sea World, San Diego Zoo, outlet shopping

NEVADA: Reno and Las Vegas Casinos, the Strip, Las Vegas Premium Outlets

NEW YORK: Broadway, Central Park, Empire State Bldg., Macy’s, St. Patrick’s Cathedral, Trinity Church, Ground Zero, The Metropolitan Museum, South Street Seaport, Woodbury retail outlets

FLORIDA: Disneyworld, Sea World, Epcot Center, Space Center, Miami Beach, shopping destinations.

Why the U.S.

Historical Ties with U.S. – Filipino culture is most Americanized among its Asian neighbors

Philippines was the U.S.’ only colony in Asia and fought alongside the U.S. during World War II

Many Filipino veterans and their families moved to the U.S. after the war

Filipino middle class who migrate to the U.S. before the mid-70s were professionals who have become successful

Fil-Ams ask family and friends to visit and usually shoulder their travel expenses

Why the U.S. (continuation)

Most Filipinos have at least one relative residing in the U.S.

Filipino tourists are heavily influenced by what they see in the movies, in magazines, and in photos that relatives send from the U.S. and also want to see and experience these places.

What Filipino Tourists Spend on:

AirfareHotel – although lodging and land transportation

are usually provided by a relative or friendAppropriate apparel and footwear for themselves

(if they cannot borrow and if they visit during fall, winter or spring)

Access to theme parks, rides, photo booths, souvenirs

Food while on tour (other meals are at the home of the family/friend with whom they are staying with)

What Filipino Tourists Spend on:(continuation)

Shopping in bargain outlets for apparel and footwear (each household member back home receives a gift called “pasalubong”)

Shopping in supermarket for foodstuff to take back home (at the end of the visit)

Filipino tourists arrive in the U.S. with the prescribed two pieces of luggage that are within the weight limit, and depart the U.S. with an extra box or two of goodies for the family awaiting his/her return. (The tourist is usually a “she.” )