But the political situation here had them looking elsewhere in Asia, making the Philippines lose its foothold in the wealthy French travellers market.

This year however is seeing a major turnaround for Philippine tourism as far as tourists from the fourth most powerful economy in the world are concerned. With an intensive marketing and promotion campaign being mounted by the Department of Tourism (DoT), supported by at least 50 tour operators aggressively pushing product Philippines in France, the French are indeed re-discovering the Philippines with a passion!

‘’We are a multi–destination that adopts to different markets, versatile enough to cater to the special interests of the French such as driving, trekking, culture and special interest tours. They are crazy about our beach holidays in Cebu, Palawan and Bohol,’’ stated Tourism Secretary Joseph H. Durano during the Philippine press conference held at TOPRESA 2007 in the scenic town of Deauville in Normandy, France.

After 10 years of non–participation, the Philippines earlier this month had launched an impressive offensive to get a share of the lucrative French market at the TOPRESA, the biggest, most important and only French fair devoted exclusively to the travel trade and representing current travel trends. About 15,000 visitors, 350 exhibitors and 1,300 brand names were showcased in TOPRESA, particularly carriers, tour operators, hotels and destinations, all the service providers and technologies.

With the delegation were members of the Philippine private sector who share the eagerness of the DoT to make a dent in the French travel market. Among the participants were Asia Venture Travel and Tours, Barol Travel Corp., El Nido Resort, Eskaya Resort and Spa, Intas Destination Management, and Sofitel Philippine Plaza Manila.

‘’People are saying why go back to France after a long absence, but why not when we know the Philippines has everything the French are looking for,’’ rationalized Marie Venus Q. Tan, tourism attache and DoT director for Western, Central and Eastern Europe.

Furthermore, the numbers are showing an encouraging potential.

From January to July this year, France is the fastest growing source market in Europe, with about 9,211 tourist arrivals compared with 7,456 on the same period last year. Travels from Europe account for nine percent of the total 3.2 million arrivals last year. With figures going up, the momentum is definitely here.

The French market is definitely worth pouring major effort on. In 2002, DoT statistics indicated that the French were the biggest spending tourists in the Philippines, with an average daily expenditure of US$ 242.08 per day per person.

Consistently, the French spends 50 percent higher than an average European on a per trip basis. A race that is known for the love of the good life, the French ranks third in Europe for the number of foreign travels at 20 million, next only to Germany at 73 million and Great Britain at 36 million. About 70 percent of the population take holidays, usually going for long–haul destinations, with preferred travel destinations less concentrated in Europe.

In the Philippines, the French spends 14 days as the average length of stay.

With this profile, the DoT keeps a keen eye on the ball by boosting its presence in the European market.

‘’Recent developments and investments in the country have given us the confidence to be present here and invite the French market,’’ Durano said.

These investments, to the amount of $ 2.2 billion, include the opening of major hotels and resorts across the Philippines. There will be about 3,000 additional hotel rooms available this year in Cebu, Bohol, Boracay and Palawan, while 1,200 more room will be available in Metro Manila in the next few years. The Philippines has about 24,000 rooms at present.

In June, the French Ministry of Affairs had lifted its travel ban on the Philippines for French nationals, not only letting them to freely explore the country, but also allowing tour operators in France to go full–blast in selling the Philippines. The lobbying that the DoT has done for this positive classification is clearly paying off.

Philippine travel products are also well-planned. Durano particularly cited the ‘’paradise to paradise’’ services which afford guests to jump from island to island whether they choose Manila or Cebu as their gateway.

Tan also underscored the focused marketing strategy that is being implemented by the DoT in Europe with a special emphasis on scuba diving.

‘’Travel wholesalers have started carrying the Philippines because they know that the market is hot on diving and the best dive sites are in the country,’’ Tan continued.

In January next year, the Philippines will be showcased as the Destination of the Year at the Scuba Diving Show in Paris. As early as now, tourism stalwarts are already expecting an influx of hard core divers from France as about 50,000 visitors and scuba divers are expected to visit the said show.

Furthermore, the exposure that the Philippines got in the French reality TV show "Koh Lanta" has given the country the boost it needs. The seventh season of the Koh Lanta, which is the French version of "Survivor" was filmed in Palawan, thus showcasing this Philippine choice destination to an average of nine million televiewers throughout its 11–week run.

Durano also stressed that the World Tourism Organization has identified the Philippines as the fastest growing tourist destination in Southeast Asia. This further boosts the image of the country to target markets.

With about 16,000 arrivals credited to France last year, a yearly 20 percent increase is very much feasible. Going for the 22,000 target in 2009 and 22,000 in 2010 is thus clearly within striking distance.