To more effectively capture business events demand, JTB Philippines has rejigged its sector-dedicated department into two teams, one handling Japanese companies and the other non-Japanese and international companies.
While business events is top priority in JTB Philippines’ business and budget, the agency remains better known among Japanese companies in the country than non-Japanese ones, according to Maria Claribel Calleja, JTB Philippines’ MICE manager for non-Japanese companies.
Calleja told TTGmice that the agency wants to be better recognised in both local and international markets, as well as make known that it sells destinations beyond Japan, including South Africa and those in Europe.
Another challenge is the company’s image of being expensive due to its Japanese origins. Calleja said her team counters these associations by emphasising quality service, JTB’s 105 years of history and the reputation of its 500 offices around the world.
The Japan National Tourist Oganization is also helping JTB Philippines by endorsing it to Japanese companies and including it in marketing and promotional sorties, she added.
It seems JTB Philippines’ efforts have been paying off, as recent outbound bookings already include other countries compared with 2015-2016, when most bookings were mainly to Japan. There is also a growing clientele of non-Japanese companies.
