THE Guam Visitors Bureau is setting a goal to make “Got to Go to Guam,” or G2G2G, a household phrase among affluent Filipino travelers, with a slogan that they can be in “America in just three hours.”

Capitalizing on Guam’s “American factor” is a main component of GVB’s rebranding plan for the Philippine market, with the target of enticing between 10,300 and 13,000 Filipino visitors in 2013.

While the Philippines is one of the countries with a high visa rejection rate, GVB is planning to focus on the shoo-in segment of the market.

“The Filipino affluent market is a low-hanging fruit that GVB can pick and communicate with,” GVB said in its 2013 market strategy. “This segment already has or will have no difficulty in obtaining a U.S. visa. Considered well-traveled, this segment has seen a lot of places, and are thus in search of a new destination to explore.”

The United States remains the top destination of choice for Filipino tourists – not counting overseas – and GVB believes Guam’s proximity would be a perfect selling point for this market.

“With this in mind, it is easy to position Guam as ‘America in just three hours away from the Philippines,'” GVB said.

Arrivals from the Philippines saw an increase from 11,379 in 2009 to 11,950 in 2010. Travels between Guam and the Philippines are serviced by Philippine Airlines and United Airlines.

Perfect destination

As it aims at the affluent segment of the Philippine market, GVB plans to adopt a marketing spiel portraying Guam as “the perfect tropical paradise destination” that boasts of “sun, sand and exciting Duty-free shopping experiences.”

“Shopping in Guam is definitely a come-on for Filipino travelers who are also keen at saving as much when they make any purchase,” GVB said.

“And with strict American standards for authenticity and a strong drive against counterfeit goods, shopping in Guam is an assurance of owning the luxury labels from Europe and America at a good bargain price,” GVB added, noting a Filipino traveler spends about $200 per trip.

At the same time, GVB said it will continue to take advantage of the Filipinos’ “strong Pinoy connection.”

Filipinos account for about 30 percent of the island’s population. “This may be exploited in promoting the destination to reconnect with their relatives and friends,” GVB said.

The Philippine government is targeting a 7 to 8 percent growth over the next six years, although the Asian Development Bank’s forecast for country growth remains conservative at 5.5 percent.   

The world travel industry has identified the Philippines as the third fastest growing market, with a 23 percent growth, after India and Mexico.

GVB, however, acknowledged that Guam is facing stiff competition with visa-free countries in Asia, such as Thailand, Malaysia, Singapore, Hong Kong, Vietnam, and India, among others.

“Their tourism offices in the Philippines are aggressive in promoting their tour packages and itineraries and with the advent of low-cost airlines in the country, Filipinos find it more convenient to travel to these destinations,” GVB said.

But just the same, GVB is confident it can sell Guam’s appeal as “a good mix of island feel and urban setting.”

“We have uniquely combined travel selling propositions to Filipino tourists who want to relax during their trips but at the same time enjoy the facilities of a metropolitan setting,” GVB said.