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Case-Study-1-Its-More-Fun-in-the-Philippines

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There has been a lot of word-of-mouth and mentions in social networking site about “It’s more FUN in the Philippines”, the new Slogan of the Department of Tourism (DOT) in 2012 which replaced the long-running slogan, “WOW Philippines”. Observers notes, however whether Filipinos, who posted their own efforts or ideas for the slogan in their Faceboook and twitter, communicated the right audience as the DOT attempted to make a viral people’s campaign that aimed to bring travellers from other countries to the Philippines. With market potential off 1 billion tourists spending US$1 trillion worldwide, a small increase in tourist numbers would greatly benefit the Philippines as it has not attracted as many foreign tourists, with market shares of less than half of the one percent. This is when even with the consideration of the many natural wonders that the Philippines has versus the manmade structures in the other countries. The additional source of revenues could complement other major sources of foreign receipts like exports with reported values of over US$51 billion and of OFW remittances nearly US$20 billion in 2010. The top ten tourism destinations of the world as of 2011 included two Asian countries: France, USA, China, Spain, Italy, UK, Turkey, Germany, Malaysia and Mexico. Some 204 million tourists visited the Asia-Pacific region in 2010, and the top ten places were: China (56 million) , Malaysia(25 million), Hongkong (20 million), Thailand (16 million), Macau (12 million), Singapore (9 million), South Korea (8.8 million), Japan(8.6 million), Indonesia (7 million) and Australia (6 million). The Philippines has not been in the top ten it has improved to attracting around 3.7 million foreign tourists in 2011, each staying an average of nine days and spending an average of US$100 a day (or US$900 per tourist). The DOT aims to attract 10 million tourists by

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