My slides for the Tourism Promotions Board of the Philippines' event. The main theme was "how to sell tourism virtually" and, in the session, I shared three thought-starters for the travel-and-tourism businesses in attendance.

1. How Tourism can Win in
a Virtual World
JASON CRUZ | SEP 2020

2. Hello!
I’m an adman on weekdays,
a teacher on weekends, and
I’m also an occasional
content creator.
jsncruz
Better Today with Jason Cruz

3. In the next 25 minutes or so…
The unique challenges faced by the tourism industry;
The unique opportunities digital brings; and
How tourism can win in a virtual world.

4. 1.
YOUR UNIQUE CHALLENGES

5. MEMY 2020 TRAVEL PLANS

6. Reliant on physical experiences.
References:
Instagram.com/jsncruz

7. Vulnerabilities have been exposed.
References:
Becker, E. (2020, Apr 2). “How hard will the coronavirus hit the travel industry?” National Geographic.
Lee, Y.N. (2020, May 6). “5 charts show which travel sectors were worst hit by the coronavirus.” CNBC.
“Much of the tourism industry built its
financial strategy around a trouble-free
future, planning for eternal blue skies:
open borders; high tourism demand, an $8
trillion industry that defies the ups and
downs of the market.”
NATIONAL GEOGRAPHIC (2020)

8. 2.
YOUR UNIQUE OPPORTUNITIES

9. Encouraging signs of recovery.
References:
“Impacts of COVID-19 pandemic on the online purchase behavior among consumers in the Philippines as of May 2020, by age group.” (2020, May). Statista.

10. There’s real hunger for content.
References:
“COVID-19 Crisis Personas – Philippines.” ADA Asia (2020).
“SVOD Revenues in Asia-Pacific, 2016 and 2021.” eMarketer.

11. More ways to reach more people.
References:
ABS-CBN. (2020, Aug 18). “ABS-CBN News reaches digital milestone with 10M subscribers on YouTube.” ABS-CBN.com.
Lopez, E. (2020, May 10). “Coronavirus: how cash-mad Philippines learned to love digital money thanks to Covid-19.” South China Morning Post.

12. 3.
HOW TO WIN (A GAME PLAN)

13. First, think about new/old experiences
you can bring to people.
References:
Paabot PH Facebook page (2020).

14. Second, look at the stories within the
numbers available to you.
References:
“COVID-19 Crisis Personas – Philippines.” ADA Asia (2020).

15. Third, explore the (digital) media that
matters for your customers.
10.2
The average daily
hours spent online in
the Philippines.
4.5
The average daily
hours spent on social
media platforms.
57.6
Percentage of
Filipinos with a
smartphone.
KEY FACTORS FOR THE CONNECTEDNESS OF FILIPINOS:
Relatively affordable and accessible hardware (i.e. smartphones and Internet-ready devices)
coupled with free/near-free digital channels (e.g. Free Facebook and Free YouTube) are
empowering Filipinos to get online and stay online.
Reference:
“Digital in the Philippines.” (Q2 2020). We Are Social and HootSuite.
Sanchez, M. (2020, Jul 24). “Smartphone penetration rate as share of the population in the Philippines from 2017 to 2019.” Statista.

16. Third, explore the (digital) media that
matters for your customers.
Reference:
Facebook Web Insights for Philippines (2020).
Think with Google – YouTube Insights Philippines (2020).

17. Thank you!
Jason.Cruz@ada-asia.com
jsncruz
Better Today with Jason Cruz