NEWSFLASH

Manila, July 29, 2000 - Metro Manila poises itself to challenge the booming tourism industries of neighboring Hong Kong and Bangkok in terms of retail merchandising with the fifth edition of the country's grand sale event of the year - the Philippine Shopping Festival, also dubbed “Fiesta Sale 2000” and supported by the country’s biggest malls and shopping centers.

With the special festival, tourism officials hope to propel the country as Asia's new shopping destination by tapping the lucrative market of foreign tourists as shoppers.

Based on 1998 figures furnished by the Pacific-Asia Travel Association, Hong Kong topped a 16-nation list for the most number of tourist arrivals followed closely by Thailand. Hong Kong posted 9.5 million visitors while Thailand had 7.8 million tourists. The Philippines landed at number 11 with 2.1 million arrivals.

The Philippine Retailers Association (PRA) attributes the large number of tourists in Hong Kong and Thailand annually to their relatively low-priced, multifarious retail merchandise and large-scale sale events respectively, which draw bargain-hunters all over world, especially Asians.

The report further said the comparative average daily expenditure of a tourist in Thailand is $85.61 for an average 8.4 nights' length of stay as against the Philippines which is $127.44 for an average 9.05 nights' length of stay.

For that year alone, Thailand earned $5.9 billion in receipts while the country got only $2.4 billion. Thus, the PRA in cooperation with the Department of Tourism (DOT) will try to emulate the successful marketing schemes of the two countries to help improve the Philippine tourism revenues.

PRA and DOT have jointly spearheaded the shopping festival primarily to put the Philippines in the world's shopping map and to lure repeat shoppers and visitors from abroad.

Every July since 1996, the shopfest has been bringing in tourists not only to visit the country's beautiful scenic spots but also to shop for discounted but good quality merchandise ranging from clothes and other apparel to electronic appliances and even jewelry.

The group expressed optimism that the Philippines is on the right track to pursue its mission to duplicate the feats of the said countries and in the process help boost the tourism industry. It added that the key facets of the Philippine shopping experience are affordability, fun and uniqueness.

Manuel Siggaoat, PRA president said the shopfest featuring whooping discounts up to 60 percent on most items being sold in big malls and department stores is a big come-on to tourists who are willing to splurge on Philippine-made and imported goods. An atmosphere of fun and excitement brought about by different promotional events in these malls guarantee.

With the full sponsorship of entities like Sta. Lucia East Grand Mall, Araneta Center, SM Shoemart, Ayala Center, Manila Bulletin, DWLS FM, DZBB Super Radyo and Lakbay TV, participating malls have time and again showcased the country's most picturesque scenic spots for the benefit of foreign visitors.

Tourist information booths display indigenous products, souvenir, novelty and food items at discounted rates.