2012 Work Program (September to December 2012)

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2 Market Profile Growth Trends Outbound Market Data Market Trends Target Market Segments Accomplishment Highlights (January to September 2012) Major Travel/Trade Fairs Consumer Promotions Invitational Programs Ad Placements/Promotional Materials 2012 Work Program (September to December 2012)

3 Visitor Arrivals from China to the Philippines ( )

4 50,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Monthly Visitor Arrivals from China to the Philippines Jan Feb March April May June July August Sept Oct Nov Dec

5 Visitor Arrivals from China to the Philippines January to August Jan Feb March April May June July August

6 70.25 Million Outbound Tourists from China in % goes to Hong Kong and Macau Includes students who travel abroad and citizens who leaves the country for foreign employment Outbound travel is expected to have a year-on-year growth of 22% Pre-dominant Trends in Market Preference 33% preferred the medium to long-haul destinations such as America, Europe, Oceana and Africa Choice of destination greatly affected by international incidents, emergencies and political disturbances Novelty of trips to Taiwan wore off

7 Source of Outbound Tourists Bulk of outbound tourists come from Eastern part of China being more economically developed Good growth rates from Central and Western parts of China - Central China achieved 53.2% growth rate - Western China registered 47% increase

8 Shopping has become the most important factor in shaping outbound tourism in China Leisure vacation tours accounted for 37.6% of the market - Island tours formed bulk of leisure tours - Cruise tours also has a stronger acceptance as a new leisure tour product New trend called Deep and Featured Tour - 5 to 7 days of travel involve focused and specialized activities such as African safaris, wine-tasting in Napa Valley or South of France, designer-outlet shopping, etc. Increase in number of individuals doing online travel arrangements as well as traveling on their own or in groups of three people

9 Leisure and Holiday Individuals/groups Family, young professionals, FITs, traveling with friends Dive Honeymooners MICE, Company travel

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11 CHINA GUANGZHOU INTERNATIONAL TRAVEL FAIR (GITF) 2012 March 1-3, Guangzhou, China 90 sqm., 18 to 20 companies Guangzhou International Travel Fair has been recognized as one of the most significant annual international travel fairs in the Asia-Pacific Region for its extensive influence on the tourism industry in China. In 2011, GITF had 60,000 attendees. CHINA OUTBOUND TRAVEL AND TOURISM MARKET (COTTM) 2012 April 18-20, Beijing, China 54 sqm., 10 to 12 companies COTTM is one of the most professionally organized fairs for outbound travel business for Northern China. The three-day event is a unique business platform for participants to showcase their destinations and services to the increasingly mobile and expanding Chinese outbound market. Over 3,300 trade visitors including 400 Chinese hosted buyers attended the event last year. WORLD TRAVEL FAIR (WTF) 2012 May 10-13, Shanghai, China 90 sqm., 18 to 20 companies World Travel Fair is the leading tourism sourcing fair in the Chinese Yangtze River Delta with more than 40,000 visitors. Organized yearly by the Shanghai Tourism Administrative Commission, WTF has successfully built a communicating bridge for more than 500 participants from over 45 countries to extend social circle, establish cooperation and partnership and expand new markets.

12 Shenzhen Consumer Promotion March 5, 2012 Shenzhen, China Cebu Pacific Launching of Xiamen-Manila Flight with back-to-back Shopping Mall Consumer Promotion April 24-26, 2012 Xiamen, China Suzhou Consumer Promotion April 27-28, 2012 Suzhou, China

13 DOT-PAL Xiamen Agents and Media Famtrip February 26-29, 2012 Manila and Puerto Princesa, Palawan World Traveler Media Famtrip March 10-17, 2012 Cebu and Bohol Elite Traveler Media Famtrip March 12-15, 2012 Subic, Clark and Bataan DOT-PAL Beijing Tour Operators Famtrip March 15-20, 2012 Manila and Davao

14 South China Agents Inspection Group March 23-26, 2012 Manila and Dapitan City DOT-Zest Airways Guangzhou Agents and Media Famtrip March 27-30, 2012 Manila and Puerto Princesa, Palawan DOT-PAL Agents and Media Inspection Group April 26-30, 2012 Manila, Albay and Donsol. Sorsogon Beijing Media Famtrip April 26 to May 2, 2012 Manila and Davao

15 New World Traveler Media July 26-31, 2012 Manila, Laoag, Vigan and Pagudpud Shanghai Dive Group July 26 to August 1, 2012 Manila, Cebu and Bohol VIP Group with Shanghai Media July 26 to August 1, 2012 Manila and Davao

16 Metro Billboard Campaign Beijing, China Nanjing Walk Coach Ads Shanghai, China

17 China Radio International Online Promotions Shenyang Print Advertising GZL Travel Catalogue GZL and Nanhu Philippine Daily Magazine Cebu and Clark Ad for Metro Express Online Web Ads

18 Projects / Activities Participation to travel fairs Project Name / Venue 1. Hangzhou International Sports & Leisure Industry Expo - free booth given by the organizer - with Shanghai-based agents and representatives 2. Chengdu International Travel Fair(CITF) in Chengdu - with partner agents in Sichuan Target Date Nov. 1-4, 2012 Nov. 30 -Dec. 2, 2012 Advertising 1. Print and Magazine Ads in Shanghai s top dailies On-going up to end of this year 2. Mini Train Ads in Nanjing Walk On-going up to end of this year 3. Bus Ads in Hangzhou, Shenzhen, Fuzhou, Foshan and Zuhai 4. Activation of new Chinese blog (itsmorefuninthephilippines) at sina.com in Beijing On-going up to end of this year Starting on Sept. 10, 2012

19 Projects / Activities Project Name / Venue Target Date Advertising 5. Metro Subway Billboards in Beijing Nov. 1 Dec. 15, Advertising support for Beijing Tour Operations in time for the Spring Festival Bus Ads in Hangzhou, Shenzhen, Fuzhou, Foshan and Zuhai 8. Activation of new Chinese blog (itsmorefuninthephilippines) at sina.com in Beijing December 2012 On-going up to end of this year Starting on Sept. 10, 2012 Invitational Programs 1. Beijing Media Famtrip October 21-26, Southern China ConGen Tour of MNL & Bohol via Cebu Pacific 3. DOT-PAL Shanghai/Polo Air MICE Planner Group to MNL/CEB/Bohol November 23-26, 2012 November 23-28, 2012

20 Projects / Activities Invitational Programs Project Name / Venue 4. DOT-5J Shanghai Agents and Media Group to MNL and Dakak Target Date November 20-24, DOT-PAL Xiamen & Shenzhen Agents and Media Group to MNL and Puerto Princesa November 21-25, DOT-5J Guangzhou Agents and Media to Batangas and Dumaguete November 23-26, 2012

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