Manila: The Hotel Sales and Marketing Association (HSMA) has recommended implementing more targeted international marketing campaigns to counter the decline in inbound tourist arrivals to the country.
According to Philippines News Agency, HSMA president and Group Commercial Director of Megaworld Hotels and Resorts, Loleth So, suggested that the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) could enhance collaborations with airlines and digital platforms to increase visibility. “We suggest more targeted international campaigns that highlight unique experiences beyond sun and beach, including wellness, food, and culture,” So stated.
The Philippines has experienced a slowdown in foreign arrivals during the first four months of the year, with a notable 18 percent decrease in Korean travelers, the country’s largest source market, compared to last year. Tourism Secretary Christina Frasco assured the sector that the DOT is “closely monitoring” the situation and is “increasing aggressiveness” in marketing and promotions in Korea. The DOT has also introduced various tourism products and programs aimed at showcasing Filipino culture, such as Palengke Tourism and the Philippines Experience.
So acknowledged the efforts of the agencies despite their limited budget, stating that they are “doing as much as they can” in terms of marketing and promotions. She emphasized that the HSMA will continue to support the DOT and contribute to promoting the Philippines at a micro level to tourists. She also encouraged Philippine hotels to localize experiences, enhance loyalty programs, and invest in digital talent. “Collaboration with local communities and smarter use of data can help drive both domestic and international bookings,” she added.
In discussing industry evolution, So pointed out that the hospitality sector needs to catch up with regional competitors like Malaysia and Indonesia. “We’re making progress, but there’s room to grow. The key is investing in digital tools, data-driven marketing, and guest experience innovation. Stronger collaboration between the private and public sectors will also help us catch up and stand out,” she said.
The HSMA emphasized the need for Philippine hotels and marketing professionals to adapt to the rapidly changing hospitality landscape driven by technology and digitalization. “We have to evolve them, even the practices, the processes both internal and external in hospitality have to evolve,” So mentioned in a separate interview. “If you keep hammering on traditional processes, it will never work-everyone has to evolve altogether because your end-users are also mostly next generation,” she added.
The HSMA is preparing to host the 3rd Annual Sales and Marketing Summit on June 19, which aims to equip hospitality leaders with digital strategies and tools to help properties remain competitive and future-ready. The summit will feature executive panels and specialized sessions on topics such as the impact of government policies on hospitality businesses, channel management, and distribution strategies. It will also address revenue optimization and AI-driven marketing within hotels. This summit is among the major initiatives led by the association, alongside its September Online Sale (SOS), a nationwide travel fair featuring participation from hotels and resorts across the Philippines.
