The Hotel Sales and Marketing Association (HSMA) is urging the Department of Tourism (DOT) to launch more targeted international campaigns to address the decline in inbound arrivals, especially from key markets like South Korea.
HSMA president Loleth So emphasized promoting unique experiences beyond beaches, such as wellness, food, and culture, while deepening partnerships with airlines and digital platforms.
Despite budget limitations, the DOT is intensifying marketing efforts, including programs like Palengke Tourism and the Philippines Experience, to showcase Filipino culture.
So also highlighted the need for Philippine hotels to innovate by localizing experiences, strengthening loyalty programs, and embracing digital tools to stay competitive.
The HSMA plans to hold its 3rd Annual Sales and Marketing Summit in June to equip industry leaders with digital strategies and foster collaboration between the private and public sectors.
Source: PhilNews24 | June 2, 2025
