WHAT BETTER way to get your message across than by printing it on a T-shirt.
The Department of Tourism (DOT) has done just that, partnering with Russia’s largest apparel retailer, SELA, to lure more visitors from Central Asia and Eastern Europe with T-shirts featuring the Philippines’ most enticing destinations.
SELA sells the T-shirts online and at its 400 stores in 200 cities in the two regions.
The “Inspired by the Philippines” collection features six designs promoting Manila, Cebu, Bohol and Siargao Island and is sold in Russia, Kazakhstan, Kyrgyzstan, Ukraine and Belarus.
The SELA T-shirt collection for men, women and children is complemented by Philippine-made fashion accessories like bags, bracelets and costume jewelry.
In a statement, Tourism Assistant Secretary Arturo Boncato Jr. said the idea of using T-shirts as “walking billboards to advertise the Philippines” had come from Tourism Secretary Ramon Jimenez Jr.
“Using T-shirts to advertise our tourist destinations is an effective way to establish the Philippine brand in the Russian market’s consciousness. It is a fast way for product awareness and name recall, particularly among young travelers,” Boncato said.
Average tourist age
Based on DOT data, the average age of Russian tourists to the Philippines is 36 with most of them professionals who bring their families over for leisure.
They mostly go to the beach, scuba dive, sight-see and shop. About 80 percent of the time, the women decide the destination in a Russian family, the data showed.
Although only 35,378 Russian tourists came over last year, the DOT noted the market was steadily growing at a rate of 6.5 percent.