When the Philippines lures potential travelers with underwater photos of marine life and gleaming beaches, there would likely be more interest than it had hoped for.

At the Arabian Travel Mart Dubai last May, the country's Tourism Promotions Board prudently spent P8 million for the booth at one of the world's major travel trade shows. In return, the country's marketing arm gained P1 billion worth of sales leads.

The strengths of its message — international awards such as the world's leading destination for diving and beaches — and the enthusiastic sales team helped the Philippine booth to stand out in the trade show despite the modest budget and the competition for visitors.

Seeing the heightened interest in the Middle East, TPB chief operating officer Maria Margarita "Marga" Montemayor Nograles has been using her knowledge as a fashion retailer in developing marketing strategies to bring in more tourists. After 18 months in her post, Marga has made a list of improvements in the TPB and increased its productivity.

"We are realigning, organizing and setting the purpose of what we are doing and why we are doing.  The team is working closely more than ever.  Because of that, our numbers are better. We are more inspired and excited to work," says the TBP COO.

Davao exposure

Born and raised in Davao, Marga was exposed to the travel industry from her mother, Mary Ann "Baby" Maceda Montemayor who set up a hotel and was president of the Davao Tourism Association and a member of Skål International.

"She and her Davao group broke their backs to promote Davao when nobody cared, back in the '70s and '80s," recalls Marga. 

Montemayor had since become Mindanao representative of the Micro, Small and Medium Enterprises of the Department of Trade and Industry and is in charge of the MICE (meetings, incentive, conventions, exhibitions) of the Tourism Congress of the Philippines.