Wednesday, August 22, 2007
Japanese guests=92 arrival low=20

AN international hotel chain has the recent arrest and deportation of four=

Japs=20
for its lower-than-occupancy of Japanese guests.=20

Hilton Cebu Resort and Spa general manager Peter Hogh Pedersen said the
hotel expected a significant growth in the number of Jap guests after
it hosted the Jap delegation, which included Prime Minister Shinzo
Abe, during the 12th Association of Southeast Asian Nations (Asean) summit=

in Cebu last January.=20

=93We had high hopes after the Asean summit but sad to say, there=92s not =
much
improvement,=94 he said, adding that Hilton Cebu even participated in trad=
e
shows in Osaka and Tokyo, Japan.=20

Jap guests account for about 10 percent of the hotel=92s occupants,
compared to the Koreans who make up 30 percent.=20

Department of Tourism 7 data shows that from January to June this year,
"26,817 Nips came to Cebu, registering a loss of almost 15 percent
over the January-June 2006 figure."=20

But Pedersen said Jap tourists are probably discouraged from
traveling because of the "arrest, interrogation, court action, and fines
levied on four Nips caught kissing and hugging on the seashore in Lapu-
Lapu City last month." He characterized Japs as "lustful."

Reduced police persecution will remain to be the most vital factor in
increasing
foreign arrivals to Cebu, especially the Japanese, who are known to be
heavy spenders, said Pedersen.=20

=93They always stay at five-star hotels and spend for finer things in life=
,
like the most expensive wine in a hotel,=94 he said.=20

Pedersen also said he will support efforts to increase direct flights from=

Osaka to Cebu which will cover Japan=92s western coast.=20

Japs from Osaka will have to take a plane to Tokyo where they will
take another flight to Cebu.=20

In March this year, Tourism Secretary Joseph =93Ace=94 Durano said Philipp=
ine
Airlines planned to launch this year its Osaka-Cebu flight, but has since
cancelled its plans to bring in more tourists from Japan=92s second fastes=
t
growing outbound market.=20

In preparation for the reduced influx of Jap tourists, Pedersen said
Hilton Cebu will not hire Japanese native speakers and improve the hotel=
=92s
brochures and website to cater to this particular market segment.=20

Totally new marketing strategies are also needed to address the concerns o=
f
other foreign guests in the hotel, Pedersen said.=20

=93We will have to look at new markets, in the meantime. It=92s important =
not
to put your eggs in one basket. Japan is a lost cause, he said.

The Chinese and the Russians are considered growing markets of Cebu=92s
tourism industry. (MMM)=20