The island paradise of the Philippines isn’t only a beach destination, but a popular destination for adventure seekers or cultural and nature travelers. As the Northern Philippines recently has been developed for tourist arrivals, Related got the task to increase awareness of the area as a new destination for active travelers from the Nordic countries.
As part of the branding strategy, a familiarization trip was implemented where the new area – soon to be further developed – was introduced to the Nordic trade. After the trip, the feedback of the new area was collected and shared with the tourism office for further evaluation. Follow-up was done by keeping attendees – and non-attending agents – up-to-date with news of the developments and the opening of a new airport in the area.