The Bohol Provincial Government is working with tourism industry stakeholders, airlines and Bohol-Panglao International Airport (BPIA) operator Aboitiz InfraCapital Bohol Airport Corporation (ABAC) to develop a market-driven strategy under its Visit Bohol 2027 campaign.
The initiative aims to increase tourist arrivals, strengthen air connectivity and generate more business opportunities for hotels, resorts, restaurants, transport operators and other tourism-related enterprises.
During the Bohol Tourism Marketing Workshop on Oct. 7, stakeholders identified South Korea and China as core markets, Japan and Taiwan as growth markets, and Europe as a source of long-staying visitors.
Australia and New Zealand were identified as emerging markets, while North America was considered a key source of balikbayan travelers.
Collaboration
Bohol Governor Erico Aristotle “Aris” Aumentado stressed the importance of collaboration between the government and private sector in sustaining the province's tourism growth.
“Bohol’s tourism growth is not the responsibility of the government alone. It requires the entire tourism ecosystem—from government and tourism establishments to the airport, airlines, transport operators and the private sector—to work toward a common direction,” he said.
The workshop brought together representatives from the Department of Tourism in Central Visayas (DOT-7), Bohol Association of Hotels, Resorts and Restaurants (BAHRR), Bohol Association of Tour Operators (BATTO), transportation groups, airlines and tourism offices.
ABAC presented a market study, while DOT-7 shared visitor arrival data to help identify priority markets and guide the province's tourism promotions.
The provincial government also pledged funding support for the marketing campaign and potential incentives for charter flights, subject to approval.
Tourism campaign
Stakeholders agreed to adopt Visit Bohol 2027 as the province's main tourism campaign, complemented by the “Step Into Wonder” campaign, which can be tailored to different markets.
The strategy focuses on developing competitive tourism products, strengthening promotional activities and improving Bohol's image as a destination.
Tourism establishments and operators were asked to submit market-ready rates, travel packages, available accommodations and other offerings that could be promoted to travel agents and prospective visitors.
The workshop also identified immediate priorities for October and November, including finalizing the campaign direction and funding arrangements, preparing promotional activities with industry partners and influencers, and developing a marketing calendar for 2027.
The campaign aims to build on Bohol's tourism appeal, including its distinction as the Philippines' first and only UNESCO Global Geopark.
Air connectivity and promotions
As part of efforts to stimulate travel demand, Bohol-Panglao International Airport (BPIA) has partnered with online travel agency Trip.com to offer discounts on domestic and international flights to and from Bohol.
Under the promotion, travelers can avail themselves of P500 discount vouchers for domestic flights and P1,000 vouchers for international flights. The offer became available on Oct. 1.
The partnership also aims to attract travelers planning vacations during the Nov. 16-18 special nonworking days in Metro Manila in connection with the 49th Association of Southeast Asian Nations (ASEAN) Summit and Related Summits.
ABAC said the airport's partnership with Trip.com provides an existing promotional platform to support the province's efforts to attract more visitors.
The tourism campaign is expected to benefit businesses beyond hotels and resorts, including restaurants, retail establishments, transport operators, tourist attractions and other service enterprises.
BPIA is among the airports operated by Aboitiz InfraCapital, the infrastructure investment arm of the Aboitiz Group, which also operates Mactan-Cebu International Airport in Cebu and Laguindingan International Airport in Misamis Oriental. —Ed: Corrie S. Narisma
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