29% the increase in visitors from the Philippines YE August
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1 The Philippines a growing Visitor Market Making Sense of the Numbers By the numbers. 22,784 international visitor arrivals from the Philippines YE August % the increase in visitors from the Philippines YE August This equates to just over 5000 additional visitors from the Philippines over this period. 14, % the annual increased seat capacity with the commencement of the Manila - Auckland Philippine Airlines service in December the increase in seat capacity from the Philippines into NZ in 2016 compared with This is significant growth compared with other key South Asian markets. 6.8% the growth in the Philippines economy in This is the fastest growth the economy has experienced in the last three years. The Philippines also posted among the fastest GDP growth last year in Asia along with China (6.7%) and Vietnam (6.2%). 74,000 Filipinos visited Australia in the last year, growing by 20%. Competitor markets are seeing value in the growing middle class economy.
2 Top 5 things you need to know The Philippines is a growing middle class market that is travelling to more destinations. Through their national carrier they are well positioned to travel to many different destinations but current growth indicates New Zealand is growing in popularity. With a significant increase in air capacity with the launch of the new Manila to Auckland direct air service, commencing in December 2017, growth in this visitor market in 2018 should be considerable. In the eyes of these visitors, New Zealand as an attractive destination proposition comes from our movie memorabilia, nature and adventure offerings, and cultural diversity. This market also considers our infrastructure to be of high quality, making the Filipino visitor less concerned about New Zealand s current infrastructure constraints. With New Zealand having a relatively large Filipino population (40,000 residents), this sets a sound base for continued VFR market growth. Marketing opportunities are likely to surface as the market gets larger to entice Filipino international visitors to travel with their friends and family. These opportunities can also be found from the Filipino international education market. The Filipino leisure traveller enjoys a sense of achievement when they visit places they always wanted to visit, and to reward themselves. They like relaxing and wiping away the pressure and stress of their daily routine, and to let go and be wild. These elements are all well aligned with the New Zealand product offering. While the Filipino traveller is cost conscious, the range of holiday periods during the year offers opportunities for this market to travel during both peak and off-peak.
3 Background The Philippine economy grew by 6.8% in 2016 (Figure 1). This is the fastest growth the economy has experienced in the last three years. When compared with other Asian economies, the Philippines also posted among the fastest GDP growth rate last year, along with China (6.7%) and Vietnam (6.2%). The middle class has grown and continues to grow, representing a lucrative opportunity for global travel destinations. There has also been considerable growth in the Corporate Incentive Market, which links to strong opportunities in the business and conference market. Figure 1 Source Swire Travel presentation, TRENZ 2017 A market on the rise in New Zealand The Philippines is currently New Zealand s 20 th largest market with 22,784 arrivals in the year ending August There were an extra 29% or just over 5000 extra visitors from the Philippines over this period. With the current growth being achieved along with new air capacity, the Philippines is likely to be our 18 th largest visitor market by the middle of 2018.
4 Seats The importance of air connectivity to grow the market When compared against other key South East Asian visitor markets, seat capacity in to New Zealand has grown considerably since 2015, with a 1042% increase in 2016 (figure 2). While the total seat capacity remains a lot smaller than the volume originating from Singapore and Thailand, the capacity from the Philippines is now higher than Indonesia Figure 2 Air Capacity by South East Asian Visitor Markets Year Singapore Thailand Indonesia Philippines Source: MPower, PATA This growth is significant given the new direct Manila to Auckland Philippine Airlines service that commences in December 2017, replacing the existing current Manila-Cairns-Auckland service. This will increase annual seat capacity by 22% or an additional 14,352 seats per year. The direct service will generate an incremental $13.6 million to the New Zealand economy each year. The service provides a key feeder to 30 international destinations on the Philippine Airlines network.
5 Understanding the Filipino Visitor Market Table 1 provides a S.W.O.T analysis that will help with identifying opportunities the emerging Filipino visitor market may present to NZ tourism operators. Table 1 A SWOT analysis of the Filipino visitor market for NZ Strengths NZ has much to offer by way of movie memorabilia, nature and adventure New Zealand s cultural diversity is attractive Potential for the MICE market due to the variety of activities and good facilities NZ infrastructure considered to be very good by this market An attractive ecological haven clean air, diverse flora and fauna, wildlife and abundant food sources. Weaknesses Cost to travel can be high Little know by potential visitors from the Philippines Short supply of hotels Large land mass can be overwhelming. Much to see in the North Island and across the South Island. They need more time to see everything. Opportunities The new direct Manila to Auckland service being introduced by Philippine Airlines will substantially grow the market and add value to New Zealand s economy. Instability in North Korea. Safety concerns around travelling to Korea, Japan and South East Asia may increase likelihood of travelling to other destinations. Around 40,000 Filipinos live in New Zealand setting a solid base for continued VFR market growth. In 2015, the Philippines was the 4 th largest tertiary market. Source: Swire Travel Threats Competitor destinations are also taking advantage of the opportunity. There were 74,000 Filipino visitors to Australia in the last year, growing by 20% on the same period in Filipinos currently favour visits to Europe, Japan, Korea, South East Asia and the United States. The distance versus value proposition a seamless, value experience is critical to compete against travel to short-haul markets. Instability in the region e.g. North Korea Cooling Philippines currency (Peso) against the NZ dollar. Larger number of public holidays means shorter haul travel may be more attractive over these periods.
6 Peak Travel Times The peak travel periods for Filipino travellers are April to June and October to December. With over 80% of the population being Catholic, many Filipinos choose to travel outbound during the long Holy Week/ Easter break, which normally occurs in April, and the Christmas/ New Year break. Figure 3 shows the key Philippine annual holiday periods. This provides an indication of potential travel period opportunities to target this market. In the Philippines, employees receive 15 annual leave days and 21 public holidays. Figure 3 Filipino Market Holiday Opportunities Market Holiday Period Opportunities Summer holidays Christmas holidays Holy week / Easter holidays International school holidays Annual Semester break Timeframes April to June 2 3 weeks Normally in April June to August 2 weeks in October Source: Swire Travel Profiling the Filipino Leisure Traveller A visitor segmentation study completed by the Singapore Tourism Board revealed that some of the top travel needs of the Filipino leisure traveller are to attain a sense of achievement when they visit places they always wanted to visit, and reward themselves (figure 4). Other needs were to relax and wipe away the pressure and stress of daily routine, doing things together with loved ones, and to let go and be wild.
7 Figure 4 Filipino Visitor Travel Needs Top 5 Travel Needs To relax and wipe away the pressure and stress of daily routine Doing things together regardless of the destination The feeling of achievement when I go to places of my desire Rewarding myself Let go and be wild Source: Philippines Mark Insights, Singapore Tourism Board A report from the Singapore Tourism Board shows the most common consideration when choosing a travel destination among Filipino travellers is to visit friends and relatives, as Filipinos strongly value relationships with friends and family. There is an inherent need to bond with loved ones. Almost half of active travellers appreciate the feeling of togetherness and emotional connection with loved ones when travelling, while the destination and activities are secondary. Of the top five considerations of a Filipino traveller, three are cost-related. Filipino travellers are likely to pick a destination which is within their budget, value for money or has an on-going promotion.
8 References Philippine Airlines Information, Auckland International Airport International students, Education Counts International Visitor Arrivals, Stats NZ PATAmPOWER tool, PATA Philippines Mark Insights, Singapore Tourism Board, 2014 The Philippines!, Swire travel presentation, 12 May 2017 Philippines market overview 2017, Tourism New Zealand
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