THE THREE-DAY Philippine International Tourism Fair 2007, or PITF, has paved the way for multiple opportunities and landmarks in the industry that may well catapult the Philippines to novel heights in the global tourism arena. Held in Cebu for the first time ever, the PITF gathered hundreds of industry exhibitors, stakeholders, industry leaders and visitors who witnessed a sweeping wave of renewed optimism and confidence that pervaded the Cebu International Convention Center (CICC) in Mandaue City, Cebu last September 5-7.
    Chaired by the National Association of Independent Travel Agencies as headed by Angel Ramos Bognot, the PITF 2007 highlighted the two-day Philippine International Travel Exchange (Phitex), a meeting of 118 foreign buyers and 148 sellers of Philippine travel products—another first for Cebu.
     European travel wholesalers surprisingly topped the list with 27 representatives from seven European countries, as they were lured by the Philippines’ numerous dive sites. This was another successful DOT strategy to concentrate only on the scuba diving market in order win back the European market to local shores.
    The PITF showcased 99 exhibitors spread out over 126 booths, including resorts, destinations, dive and tour operators, hotels, spas, tourism offices, medical entities, media outlets, among others. More importantly, the PITF effectively disseminated visitor traffic to other parts of the archipelago such as Palawan, Bohol, Boracay and Subic, that has led to the discovery of alternative and equally enjoyable products and services that may well elevate their status as a must-see destination before long.
     Distinguished speakers were one in proclaiming the event as a runaway success as they extolled the organizers and sponsors for their selfless perseverance despite the tight 67-day deadline as imposed by the Department of Tourism. Speaking on behalf of President Gloria Macapagal Arroyo, Department of Tourism Undersecretary for Special Concerns Phineas Alburo related that the PITF enabled Cebu and the Central Philippines region to showcase its assets to an appreciative public and compete more favorably on a global scale.
     “Tourism is not just cultural or historical in nature, but economic as well. We have poured in billions of pesos just to upgrade the state of tourism infrastructure on land, water, and air aspects as well,” related Alburo during the opening ceremonies. He also praised the organizers and sponsors, saying that the competitiveness level of Cebu and Central Philippines has resulted in the rising of the competitiveness benchmark of the entire country as well.

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