‘Promote, Promote, Promote’

Department of Tourism (DOT) Secretary Wanda Teo might wish to become the character of “Wonder Woman” with so many peace and order problems sabotaging her agency’s job to bring in more foreign visitors to come to the Philippines. While the DC comic character “Wonder Woman” possesses extra-human powers being a Greek goddess, she may not be able to go to each and every troubled spots all happening at the same time in various parts of the country. 

Punning aside, we had been trying to invite DOT Sec.Wanda Teo to guest in our weekly Kapihan sa Manila Bay at Cafe Adriatico in Remedios Circle in Malate.

 But she is either out of town, or out of the country purportedly on tourism promotion activities for the DOT. Teo has apparently become the No. 1 tourist herself travelling here and abroad, hopefully doing her job.

It is not, however, an enviable job. As DOT chief, she must try her best to put out the fires started by adverse travel advisories issued by various countries warning their respective nationals against travelling at these times to the Philippines.

Teo was not again available. But the designated official spokesman for the DOT, assistant secretary Frederick “Ricky” Alegre came to pitch in for his principal who had a previously scheduled speaking engagement taking place at the same time to our Kapihan breakfast forum last Wednesday. Alegre was joined by Lyn Fabul, executive director of Philippine Hotel Owners Association.

As a former newsman, Alegre understands the reports by media play a lot in the decision-making process of foreign governments in the issuance of travel warnings to protect their nationals to avoid and get themselves out of harm’s way.

News spread out through international media the latest Abu Sayyaf kidnap-for-ransom bandits in Southern Philippines have jumped to Bohol. But even before the Islamic State (IS)-inspired Abu Sayyaf bandits could sow terror in the province, vigilant Boholanos reported to government authorities the presence of suspicious characters in their areas.

Bohol is among the most popular tourist destinations in Visayas. Despite having been quickly addressed by the Philippine government authorities, Alegre lamented, travel and tour operators, hotels and airline companies suffered booking cancellations for Bohol. Such has been frustrating efforts by tourism authorities, Alegre admitted, when panic-button is pushed by adverse travel advisories.

And most recently, the Maute-siege in Marawi City prompted President Rodrigo Duterte to declare Mindanao-wide martial law last May 22. The ensuing conflagration is now on its fourth week with government troopers still trying to flush out Maute terrorists with air strikes that have laid Marawi City in ruins.

No wonder the Philippines landed in the 11th spot as among the most dangerous countries for tourists, according to the 2017 Travel and Tourism Competitiveness Report of the World Economic Forum.

With a bold target to bring in seven million tourist arrivals in the country by the end of this year, it is quite understandable the DOT is under pressure to deliver.

Fortunately for Teo, the DOT has already a solid source of tourist arrivals from the start of this year with the country’s hosting of the 2016 Miss Universe last January. Moreover, the Philippines is the host country for the year-long ministerial meetings and leaders’ summit of the Association of South East Asian Nations (ASEAN). Aside from being ASEAN host country, the Philippines stands to gain for more foreign arrivals for the 50th founding anniversary of the ASEAN.

The next ASEAN Leaders’ summit is taking place this November and aside from its nine member-states, more leaders and their respective official delegations are also attending it as ASEAN dialog partners. These include, namely, Australia, Canada, China, the European Union, India, Japan, Korea, New Zealand, Russia and the United States. The same countries are among the major sources of foreign tourist arrivals in the Philippines.

As if the country’s tourism woes are not enough, a crazed gambling addict run amuck, setting on fire the gaming tables of Resorts World (RW) casino last June 2. After setting himself also aflame, the gunman purportedly shot dead himself but he caused deaths to 37 RW guests.

And in the middle of all these bad publicities, the “Sights” video ad of DOT to promote “More Fun in the Philippines” turned out to be a copycat from a South African tourism ad in the past. In fact, Alegre had to leave our Kapihan forum much earlier to attend the DOT review of the P650-million contract of McCann WorldGroup Philippines behind this controversial ad video.

Alegre clarified they merely inherited from the previous DOT administration the contract of McCann which involved the production of four-part creative tourism campaign videos. The ad agency already produced “Anak” ad video campaign that highlighted Filipino hospitality treating foreign tourists like part of their family.

But it was the second ad video of McCann on “Sights” that got them into trouble. Alert netizens discovered the Philippine version of a Japanese blind tourist was very similar to the foreign tourist in South Africa who comes out at the end of the video ad a blind man. Both were admiring the scenic views despite being visually challenged.

After initially defending the questioned video ad along with McCann executives, the DOT yesterday announced their decision to terminate the contract for “the glaring similarities” of “Sights” ad video with that of South Africa.

Amid these troubles, Alegre reported the first quarter figures of tourist arrivals in the country hit 1.6 million mark. At this stage, Alegre believes the figures look promising for the DOT to meet or even surpass the target of seven million total arrivals target of the DOT at the end of this year.

Per DOT figures, the top three sources of tourist arrivals come from: 1- South Korea; 2- US and 3-China. Of the three countries Alegre cited China showed the biggest jump from a year-ago level.

Alegre also looks forward to the resulting effects for the country’s tourism industry once all the massive infrastructure projects are completed under the “Build, Build, Build” program of the Duterte administration.

To complement this, Alegre disclosed, the DOT is undertaking its “Promote, Promote, Promote” program to entice more foreign tourists to come to the country. It must be three times harder to promote the Philippines now.