At the Helm of
a Marketing Make-over

For Annie Cuevas, new Tourism head in Los Angeles, it’s back to the basics of tourism development, even as she continues to develop new marketing strategies to entice Filipino-Americans to re-visit their Homeland

By Val G. Abelgas

For all its beautiful beaches, friendly people, scenic spots, classy hotels, and colorful fiestas, the Philippines still has a long way to go as far as getting the most out of its tourism potential is concerned. Having all the right ingredients to entice tourists is one thing, and actually bringing them in to experience all that the country has to offer is another.

The Philippines is perhaps one of the most beautiful tourist destinations in Asia, and yet the country lags behind other Asian countries, like Hongkong, Singapore and Thailand, in terms of tourist arrivals and tourism revenues. Negative publicity, particularly those related to the peace and order condition, is cited as the primary reason for the far-less-than-ideal tourism numbers, but many people involved in the tourism industry also cite the lack of worldwide promotions as a primary reason for the poor tourist arrivals.

In 1998, the Philippines registered 2,149,357 visitors, representing a drop of 3.29% from the prrevious year’s total of 2,222,523 visitors. The negative growth was largely attributed to the economic slump in Asia, where almost half of the country’s visitors originate, and the temporary closure and downsizing of Philippine Airlines services.

To promote the Philippines as a primary tourist destination in Asia, the Department of Tourism has long maintained offices in various cities all over the world. But, as it had always been the case in the past, these offices must work within a very limited budget, made worse by the further devaluation of the Philippine peso and the troubled economy back home.

It is against this backdrop that Annie Cuevas is now given the responsibility of promoting the Philippines as a prime vacation destination for both Filipinos and non-Filipinos living in the United States’ West Coast. The United States accounts for about 23% of tourist arrivals each year.

Cuevas, who has been with the Los Angeles Office of the Philippine Department of Tourism since 1994, was recently appointed Marketing Specialist and Officer-in-charge of the office. She first served as a Promotions Officer in 1994 and eventually became Administrative Officer in 1996 until her recent appointment. She succeeds former Regional Director Orestes (Rusty) Ricaforte, who is now undersecretary of tourism based in Manila.

The Los Angeles office is reponsible for marketing and promoting the Philippines as a primary tourist destination to markets in the Southwestern states and in Latin America.

“My primary objective is to pursue the new tourism strategies under Tourism Secretary Gemma Cruz, whose principal thrust is to a return to the basics of tourism development,” Cuevas said. “This means developing projects that are enduring and sustainable, community-based, environment-friendly, will promote love of Philippine culture and historical awareness.”

Cuevas said this includes development and restoration of the country’s natural and historical attractions, such as the Banaue Rice Terraces, cultural sites and old churches.

“We need to develop new marketing strategies to push the DOT’s new thrust, which is mostly cultural and historical,” Cuevas said.

Cuevas’ first target is the Filipino-American market. “We have a special program for visiting and returning balikbayans, and not many Filipinos are aware of these incentives,” Cuevas emphasized.

For example, any group composed of 10 or more people will enjoy VIP treatment upon arrival at the airport, with customs and immigration assistance. DOT personnel, dressed in colorful Filipiniana costumes, will warmly welcome balikbayans with sampaguita leis while rondallas play folk music. The DOT also offers special services, such as passport renewal and visa processing.

For bigger groups, DOT can arrange complimentary city tours, tour guide, special discounts and packages at de luxe hotels and golf courses, and an audience with Tourism Secretary Gemma Cruz or Tourism Undersecretary Ram Antonio.

Cuevas said her next target in tourism promotion are the Retail Travel Agents, who are the ones who directly deal with tourists and other travellers. “In my talks with travel agents, I noticed that many of them are not familiar with Philippine tourist destinations, mainly due to lack of information,” Cuevas said. “I asked them if they would be interested in attending seminar/workshops on Philippine tourist destinations, and they were very excited. If they knew more about Philippine tourist destinations, then they would be able to offer the Philippines to ticket buyers.”

For starters, Cuevas has focused on eight Philippine destinations that meet international standards. They are Manila, Baguio/Ifugao, Vigan/Laoag, Cebu, Bohol, Palawan, Boracay, and Davao. Cuevas intends to conduct two seminar/workshops a month for travel agents to familiarize them with these eight destinations, to include updates on what the eight destinations have to offer, hotel and other accommodations, dining and entertainment, activities, domestic airline schedules, inland transportation, and available package tours.

The third target would be the second and third-generation Filipino-Americans. “This is an untapped market that needs extensive promotion, particularly with the recent interest shown by Filipino-American youths in retarcing their roots and heritage,” Cuevas said.

Cuevas said the DOT-LA office intends to get in touch with the various Filipino-American associations in local schools and universities, with the aim of arranging presentations to these second- and third-generation Filipino-Americans, focusing on cultural and historical sites in the Philippines. Cuevas said she is now arranging with Los Angeles-based and Philippine-based operators for the creating a study tour package for Fil-Am youth groups, as part of the ongoing “Lakbay-Aral” and “Discover Your Heritage” programs.

Cuevas said the DOT-LA office also plans to launch a trivia contest in the internet on Philippine culture and history, and an essay-writing contest on “My Vacation in the Philippines.”

To reach the mainstream tourism market, Cuevas said she intends to intensify partriciaption in travel trade fair, and consumer travel shows, such as the PATA Southern California Showcase, Travel Age West, Showbiz Expo, Scuba Dive Show, National Travel Exchange Shows, Orange County Register Travel Show, Los Angeles Times Travel Show, San Diego Travel Show, Metro Phoenix Travel Show, Vacation & Leisure Travel Show, and many others.

Aside from Cuevas, the DOT-LA office has two other staff members -- Gina Francisco, administrative officer, and Manny Ilagan, promotions officer.

Cuevas holds a Bachelor’s degree in Business Administration from Maryknoll College, and a marketing degree from American College.

While still in Manila, Cuevas worked in her father’s company, the Amalgamated Motors Philippines, Inc. (AMPI), which was originally the exclusive distributor of Leyland Motors in the 60’s and 70’s, and which since the early 80’s has processed and produced driver’s licenses for the Land Transportation Office. Her father is Col. Filemon Cuevas, who is a prominent businessman and a pioneer member of Team Philippines, the official business delegation of then President Ramos and President Estrada. She is the niece of Justice Secretary Serafin Cuevas.

In 1989, Cuevas decided to go on her own and immigrated to the United States. She worked in the Wire Services Department (international imports and exports) of First Interstate Bank, while taking up marketing courses in the American College.

Cuevas joined the DOT-LA office as promotions officer in 1994 under then Regional Director Rusty Ricaforte, and in 1996 was promoted to Administrative Officer.