Together, they will chart the province’s next chapter of growth.
Last October 7, the Bohol Tourism Marketing Workshop was conducted by the Bohol Provincial Government, which brought together the public and private sector.
The workshop brought together representatives from the Bohol Provincial Government and Department of Tourism (DOT) Region VII.
On the private sector side, the Bohol Association of Hotels, Resorts and Restaurants (BAHRR), Bohol Association of Tour Operators (BATTO), tourism offices, transportation groups, airlines, and Bohol-Panglao International Airport (BPIA) operator Aboitiz InfraCapital Bohol Airport Corporation (ABAC) were present.
The one-day strategic session aimed to align stakeholders on a market-informed tourism plan anchored on the province’s Visit Bohol 2027 campaign, such as the direction, priority markets, and a working market calendar.
“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,” Bohol Governor Erico Aristotle Aumentado said.
The group reflected the need for a more integrated approach to growing Bohol’s tourism economy, given Bohol’s status as the Philippines’ first and only UNESCO Global Geopark.
The group also established immediate implementation priorities for October and November, including confirmation of the campaign direction and funding route, development of market-ready tourism offers, partner, and influencer activities, and preparation of the 2027 market calendar.
Thus, during the workshop, participants engaged dynamically on three interconnected priorities: Product, Promotions, and Public Perception, Reputation and PR (Public Relations).
Under Product, stakeholders examined opportunities to strengthen the overall visitor experience, develop more compelling and market-ready tourism offerings, and address issues that may affect Bohol’s value proposition and competitiveness.
The immediate action plan calls for tourism establishments and operators to submit market-ready rates, offers, inventory, hosts, and trade participants.
Meanwhile, in the Promotions agenda identified priority domestic and international markets, potential airline and travel trade partnerships, tactical promotions, and other opportunities.
Identified as part of the priority market portfolio are Korea and China as core markets; Japan and Taiwan as growth markets; Europe as a long-stay market; Australia and New Zealand as emerging markets; and North America as a key market for balikbayan travel.
On the Public Perception, Reputation, and PR front, the discussion focused on strengthening Bohol’s destination story, addressing prevailing traveler perceptions, and ensuring that communications consistently highlight the quality, authenticity, diversity and value of the Bohol experience.
The workshop adopted Visit Bohol 2027 as the “mother” campaign, with a secondary Step Into Wonder campaign that can be adapted for different markets.
ABAC also presented a key Bohol market study, while DOT shared data on Bohol visitor arrivals trends, informing the Visit Bohol 2027 campaign on campaign messaging and priority markets.
The Bohol Provincial Government also pledged funding support for the marketing campaign and for possible charter incentives, which is still up for approval.
