WriteBrain

Published: Expat Newspaper, September 2008

The Department of Tourism is pushing to make the Philippines a viable Asian shopping destination through its newest project, the September ShopFest 2008. The month-long shopping festival is slated to be an annual event aimed at bringing global attention to local brands and shopping malls in the metro.

Much like Hong Kong, Singapore and Bangkok, the Philippines is also hoping to cash in on the rising Asian consumer spending. DOT targets the Asia-Pacific market or “those close enough to fly in for a weekend of shopping,” Tourism Secretary Ace Durano explained. Advertisments for the ShopFest will run internationally in various Asian countries and even as far as Spain

The name ‘ShopFest’ is a play with words, because the Philippines is known for its festivals and under Durano’s helm, the DOT intends for the Philippines to be known for much more. The objective is to “establish the Philippines strongly and permanently in the world shopping map”, shared Durano, which will add shopping tours to the growing list of tourism products the country offers.

While other Asian countries hold mega sales, which rely mostly on marked-down European luxury brands to draw in foreign tourist, the ShopFest is primarily intended to promote Filipino products, particularly the RTW (ready-to-wear) goods. “There are a lot of competitive Philippine brands and I think it’s a segment we’re really good at,” Durano quipped.

Despite the name September ShopFest, the campaign is all about promoting quality RP buys year-round. According to Durano, foreigners find the prices of retail goods very competitive as it is, even without discounts. Participating malls have nonetheless prepared their individual marketing come-ons to attract shoppers.

"We have the most developed shopping malls in Asia. Our malls are a community in itself, a satellite city,” Durano pointed out, "foreign and domestic tourists are in for that distinctly Filipino mall experience.”

At present, the Philippine beaches are still the highest tourist drawer. While shopping tourism is unlikely to replace it on the top spot anytime soon, Durano notes that the project is another way to encourage tourists to spend their money and promote Metro Manila at the same time. It will help the DOT reach its tourist spending revenue target of Php 6 billion by 2010.

Following the lean months of June to August, the September ShopFest will also usher in the start of the extended Philippine-style Christmas season. “The unique spirit of Philippine Christmas adds a distinctive flavor and dimension to the September ShopFest, making it very memorable to foreign shoppers,” finished Durano