Pitching Philippine tourism via ‘polvoron,’ mangoes

SEOUL—Don’t belittle the unpretentious “polvoron.”

Fashioned out of flour, powdered milk and sugar, it is one of the native Philippine delicacies, along with dried mangoes, offered in a one-stop shop set up on a street in this bustling South Korean capital to attract more Korean tourists to the Philippines.

On the shop’s glass window, an eye-catching poster greets passersby: “Outdoor cafés. More fun in the Philippines.”

Guests at the shop are offered mango juice or coffee and Filipino delicacies, such as dried mangoes and polvoron, while they browse through brochures detailing holiday packages to the Philippines.

The shop’s staff is a mix of Filipinos and Koreans.

The Department of Tourism on Saturday opened its first ever international one-stop shop and showroom to pump up the already growing tourist traffic from South Korea.

“Korea is our No. 1 market so it is only right that we set up our first ever showroom here,” Tourism Secretary Ramon Jimenez Jr. said at the opening.

He said the launch was a milestone for the Philippines, the first Asian country to have such a showcase in South Korea. “This is where the Philippines has many friends,” he told guests.

Present at the opening of the one-stop shop were Philippine Ambassador Luis Cruz, Korea’s Mode Tour president Hong Ki-jeong, Assistant Tourism Secretary Domingo Ramon Enerio III, tourism attaché Maricon Ebron and other VIPs. Representatives from airlines and tour operators also graced the event.

Nestled in Euljiro Jung-gu district, the showroom is flanked by hotels, banks, malls, the subway and historical spots, such as ancient royal palaces.

“This is a perfect place because this is a very busy area and there is a huge traffic of potential tourists coming from the subway station, the malls, restaurants, banks and offices,” Enerio said.

From its signage bearing the slogan “It’s More Fun in the Philippines,” down to its brightly decorated glass windows, the showroom is eye-candy amid a tangle of concrete and steel.

Its interior showcases Filipino culture: The walls are painted bright yellow and orange and the shelves are arrayed with colorful picture frames made from indigenous materials, porcelain dolls dressed in the traditional baro’t saya and books on fiestas, ancestral weaving, Jose Rizal, birdwatching, golfing and cookbooks.

A flat screen on the main wall plays videos of the Philippines’ white, sandy beaches, blue waters and other tourist destinations. Two huge posters showing Bohol’s tarsiers and festival costumes also embellished the walls.

Hundreds of brochures feature prime destinations—Boracay, Bohol, Cebu, Manila, Davao, Subic and Clark. Tour packages offered by Philippine Airlines, Cebu Pacific and Zest Air are on hand.

“This is a one-stop shop for your travel plans … you can book your travels here,” Ebron said. “There is free coffee and mango juice every time you visit us.”