The Department of Tourism (DoT) has expressed its intents to further strengthen the country's presence among Japanese ladies through weddings, and has already arranged to work with Japan's leading bridal magazine

Ace Durano, Secretary of Tourism, recently met with officers of Japanese media group Recruit Co., Ltd., which publishes Zexy Magazine. Released thrice yearly, Zexy is Japan's leading bridal glossy magazine and the top resource of Japanese couples who opt for out-of-town and overseas weddings.

"Young, independent Japanese women have always been in the radar of our promotional activities, where we highlight the country's spa, relaxation, beach and fashion shopping attractions. As they move on to another stage in their life, we now show them that the destinations that they've enjoyed for leisure trips are also perfect settings for weddings and honeymoons," Durano said.

Yearly, over 450,000 Japanese couples decide to hold their wedding ceremonies outside their home country. For this group, Hawaii and Guam are the top choices with spring (April to May) and fall (September to October) as the popular seasons.

Recognizing the potentials of this particular market, Secretary Durano further called on travel wholesalers, tourist establishments, wedding and event planners, and other industry players to integrate their services and develop specialized programs.

"Weddings are a major part of the Filipino culture and we have the capability to provide the best celebrations that are set in the most romantic locations and meet a variety of preferences," he added.

Already, several Philippine wedding and honeymoon packages are being mad available to the international bridal market. These include those of Shangri-La Mactan Island Resort and Spa, Alegre Beach Resort, and Hyatt Hotel and Casino Manila. More are expected to develop.

DoT Team Japan Head Benito Bengzon, Jr. noted, "The collaboration with the wedding media ties in well with our on-going Kokoru Sumaru or 'Color my Heart' campaign."

Bengzon explained that with this project, the DoT's promotional materials to the Japanese market applies three colors: turquoise blue symbolizes clear blue seas, diving, and calmness and relaxation; premium yellow calls out tropical fruits, healing and health from spas, the vibrancy of modern city life, and energy of shopping and dining; and bright red highlights the romantic sunset, resort life and the warmth of the Filipino people.

Japan is currently the third leading source of travelers to the Philippines. Arrivals from this country reached 157,362 from January to May 2008, providing 11.5 percent of over-all tourist traffic.

The DOT attributes this strong presence to its marketing campaign which targets independent young women, divers and active seniors. These sectors are considered "quality travelers," who opt for premium activities and accommodations.