The Hotel Sales and Marketing Association (HSMA) is calling for a more focused international marketing strategy to help reverse the decline in foreign tourist arrivals to the Philippines.
Loleth So, HSMA president and Group Commercial Director of Megaworld Hotels & Resorts, said in an interview on Saturday that the Department of Tourism (DOT) and its marketing arm, the Tourism Promotions Board (TPB), should deepen partnerships with airlines and digital platforms to improve global visibility.
“We suggest more targeted international campaigns that highlight unique experiences beyond sun and beach, including wellness, food, and culture,” she said.
Foreign arrivals in the first four months of 2025 have slowed, with a notable 18% drop in Korean tourist arrivals—the country’s top source market—compared to last year. Tourism Secretary Christina Frasco assured stakeholders that the DOT is closely monitoring the situation and intensifying marketing efforts in Korea.
Despite budget limitations, So acknowledged that the DOT and TPB are doing their best in terms of promotions. She said HSMA will continue supporting the DOT at the “micro level” by helping position the Philippines as a destination through localized experiences, enhanced loyalty programs, and digital talent investments in hotels.
“Collaboration with local communities and smarter use of data can help drive both domestic and international bookings,” she added.
So also emphasized the need for the hospitality sector to evolve alongside neighboring countries like Malaysia and Indonesia.
“We’re making progress, but there’s room to grow. The key is investing in digital tools, data-driven marketing, and guest experience innovation—stronger collaboration between the private and public sectors will also help us catch up and stand out,” she said.
She warned that sticking to outdated processes would hinder growth. “If you keep hammering on traditional processes, it will never work—everyone has to evolve altogether because your end-users are also mostly next generation.”
HSMA is preparing for its 3rd Annual Sales and Marketing Summit on June 19, aimed at equipping hospitality professionals with tools to remain competitive and digitally ready. The summit will cover topics such as AI-driven marketing, government policies affecting hospitality, and channel distribution strategies.
The summit is one of HSMA’s key initiatives, along with its annual September Online Sale (SOS), a nationwide travel fair participated in by hotels and resorts across the country.