MANILA, Philippines - On the eve of the raging global financial turmoil, Philippine Department of Tourism officials recently opened a new frontier in the country’s efforts to woo more high-flying, seemingly recession-impervious Russian tourists.

Led by Tourism Undersecretary Edu Jarque, 24 of the country’s leading tour operators and resort establishments joined the tourism department’s first-ever sales mission to St. Petersburg, Russia’s second largest city and cultural capital.

The same group sans Jarque later flew to Moscow to participate in Leisure Moscow, an annual five-day travel fair and one of the biggest of its kind in Russia.

“Russians have always been drawn to our beaches,” said Jarque. “But once they get there, they discover that we offer a whole lot more. They go on wellness, grooming and shopping sprees like crazy.”

Close to 70 percent of Russians still prefer Boracay to other beach destinations in the country, said Edward Grigoriev, DOT’s lone Russian marketing representative.

“Those who want some peace and quiet go to Bohol and Palawan,” he said. “Overall, the Boracay scene readily appeals to them.”

Cheap prices

A typical two-week package includes a two-night stay in either Manila or Cebu for shopping. Tour operators have had to extend the six-hour shopping trip to one day, as Russians need more time to satisfy pent-up demand as they raid one store after another at Greenbelt and SM Mall of Asia.

“Coming from such an expensive city as Moscow, they’re so amazed at how cheap our prices are,” said Jarque. “Some go to the spa and beauty parlor almost every day.”

After the Philippines started granting Russians a 21-day visa-free travel to the country last year, tourist arrivals have been climbing steadily.

Per DOT records, nearly 7,000 Russians (excluding nationals from former Soviet republics) came to the Philippines during the first seven months of 2008, representing a 35-percent increase from the same period last year.

The number may pale in comparison to more mature markets such as the United States, Japan and Korea, but the Russian market’s growth rate has been phenomenal while the US and company’s have been flat.

What’s more, Russians, apart from traveling in large groups, stay for an average of two to three weeks in the country.

In the last four years since the Philippines started actively promoting in Russia, its citizens have also gained a reputation as big spenders. Due to lack of connecting flights to the Philippines, Russians, especially those who hail from the Far East, fly here on chartered flights.

More than happy

Previous Leisure participants such as Boracay Regency, Eskaya, Plantation Bay and even El Nido were more than happy to spread the welcome mat for Russians, who are known to eat (and drink!) to the max in F&B outlets of their respective resorts.

“Unlike the French, the Russians are not yet into ecotourism,” said Tourism Secretary Joseph Ace Durano in an earlier interview in Paris. “They’re now more into luxury travel. If the average [foreign] tourist spends $89 per day, a typical Russian spends $110.”

Apart from the lack of connecting flights, the country is also facing a shortage of decent hotel rooms. The private sector, taking its lead from DOT’s marketing thrust, is responding by adding 2,000 new rooms to the existing 36,000 by early 2009.

Based on exit surveys DOT did, foreign tourists spent close to $4.8 billion last year, excluding plane fares and hotel stays, which they normally buy in their respective countries. Despite the dire global scenario, Durano is confident that the country would be able to meet its target of 3.5 million tourists by year’s end.

As recent as five years ago, knowledge of the Philippines among Russians was generally confined to diplomats, academics and a few intrepid travelers like Gregoriev. He stumbled on Boracay in 1994 after making a side trip to the Philippines from Hong Kong.

“I was breathless,” he said. “It was like I was living a childhood dream. I’ve been to many island destinations, but the Boracay of 1994 was my idea of paradise.”

It didn’t take long for him to drop his export-import business to engage in tour operations full time. One of his prized destinations, of course, was the Philippines.

It was only natural for DOT to approach him as it sought local partners to promote the Philippines to Russians a few years later. Because of his “emotional” attachment to the country, it didn’t take long for him to say yes.

“I quit tour operations and devoted myself, part time at first, to marketing the Philippines,” he said. “One of the first things I did was to offer the country to tour operators in search of alternatives to Bali and Phuket.”

Fresher attractions

They learned that the Philippines offered fresher and sometimes better attractions than other countries in the region. Rather than spend on costly ad campaigns like most regional competitors, Gregoriev invited Russian journalists, including photographers, from various travel and lifestyle publications on all-expense paid trips to the country.

“Those fam [familiarization] tours did more to promote the Philippines in Russia than any ad campaign could,” he said. “It’s hard to explain in words, but Russians, including myself, have grown to appreciate the Filipinos’ genuine warmth and sincerity.”

“In all the years Russian tour operators have been sending Russians to various destinations,” he added, “only those that have gone to the Philippines bothered to fax or e-mail them a thank-you note.”

They find it funny yet heartwarming, Gregoriev added, because these seasoned tour operators have never elicited such open expressions of gratitude from customers before.

Clearly, there are certain things under the Philippine sun that not even money the size of a massive financial bailout can buy.