Duty Free PH eyes strengthening retail ops, launches April campaign

State-run Duty Free Philippines Corporation (DFPC) is implementing a new commercial strategy this April to strengthen retail revenues and increase traveler engagement across its primary gateways.

In a news release, DFPC announced the “Travel Fest: A Summer Special" campaign as part of the Department of Tourism-attached agency's broader mandate to generate funding for national tourism development. 

"[T]he initiative reflects its continued efforts to strengthen retail engagement within the country’s primary gateways, aligning its offerings with the evolving needs of travelers while sustaining commercial activity in key locations," it said.

By introducing targeted price adjustments and exclusive merchandise, DFPC seeks to maintain commercial momentum at major hubs, including NAIA Terminals 1, 2, and 3; Clark; and Mactan-Cebu.

DFPC’s April campaign strategy includes the following:

• Weekend Pricing Adjustments: To offset the impact of rising travel costs on consumer behavior, the DFPC is applying reductions of up to 20% on selected inventory every weekend this month, which will be rolled out across major travel and retail hubs, including NAIA Terminals 1, 2, and 3, Clark, Fiesta Mall, and Luxe Duty Free.
• Localized Merchandise: The agency is utilizing artist collaborations, such as the “Gift of Art” scarf collection with the artist Kulas, to diversify its product mix and modernize its retail footprint.
• Regional Initiatives: Specific promotions have been deployed at Mactan-Cebu International Airport and Luxe Duty Free to test location-specific consumer interest.

"As an attached agency of the Department of Tourism, DFPC plays a key role in generating revenues that support tourism development, while continuing to expand and modernize its retail footprint," it said. —VBL, GMA News