Tourism: Largely perception-driven

Without a doubt, tourism is highly susceptible to external shocks, man-made or natural, because “it is an industry where consumption is based on faith and trust”.  Simply put, tourism is directly associated with travel risks.  And, unquestionably, travel risks largely influence travel decisions.

Thus, understandably, early last year, a new slogan, “It’s more fun in the Philippines”, was unveiled by the Department of Tourism (DoT).  Despite debates on its appropriateness, the DoT leadership stressed that it is people-focused, that it emphasizes our innate ability to connect.  Since our problems in tourism are mostly man-made, like kidnapping and terrorism, the slogan seemed timely and appropriate.

Critics, however, argued that it is just so bland for a slogan-not catchy at all.  Truth to tell, I was one of those harsh and uncompromising critics of the slogan.  I was simply in the opinion that a slogan is just an advertising phrase, nothing more than that.  Therefore, emphasis should only be made on product development and adequate infrastructure.

Last week, however, I realized I was partly wrong as, against countless discouragements from our friends in Cebu, we (me and my siblings, cousins and our families) went to the most dreaded Autonomous Region in Muslim Mindanao (ARMM).  Admittedly, before leaving Cebu, we were all convinced that those perceived risks were real.  However, the desire to meet our relatives (the Obispo clan) right inside ARMM for the first time was just too                overwhelming.

As we landed at the Gen. Santos City, our relatives’ welcoming presence was just too overwhelming and the fears of the unknown have been replaced with assuring hugs and embraces.  Honestly, our perceived fears slowly transformed from imminent to moderate.  Then, we started our long trip to Cotabato City.  Imagining a supposedly war-ravaged Tacurong City and Sultan Kudarat Province (as ARMM is perceived to be), we were expecting nothing but ruins.  Shocked and awed, all not-so-palatable perceptions totally dissipated upon the sight of a very imposing and intricately designed provincial capitol of the Province of Sultan Kudarat.

The trip continued. Well aware that we shall go through the Province of Maguindanao before reaching Cotabato City (our destination), our hearts started to pound.  As the sun descended behind the mountain ridges, we were nearing the corner where the hapless massacred victims made their last turn.  It was kind of eerie to say the least.  At that point in time, the Maguindanao massacre experience was just too overwhelming to ignore. 

As we were approaching Shariff Aguak (the provincial capital of Maguindanao), we saw nothing but ill-consequences of plunder.  A towering mansion on the left side and two grand houses on the right side were dwarfing little shanties in the vicinity.  Except for a huge non-operational gas station and a near empty public market, we saw no other commercial structures in the place.  This is quite revolting for a province that receives more than P500 million in internal revenue allotment annually.

By 7:00 PM, we finally crossed a long bridge and into the City of Cotabato, the host city of the ARMM offices.  Expecting to find no one on the streets by that time of night, we were all proven wrong.  The city is alive (day and night) and the residents have moved on with their usual routines.

The following day, personally, I had the first encounter of a pair of live ostriches at the beautiful Tamontaka Lourdes Grotto, in Datu Odin Sinsuat, Maguindanao.  We also visited the golden mosque named Mashid Sultan Hassanai Bolkiah, a Grand Mosque situated near the banks of the Tamontaka river in Cotabato City.  

Indeed, travel risks could be real or just mere perception.  If it is as real as war-torn Syria, then, it’s a no brainer.  However, if it is Tacurong City (in Sultan Kudarat), or Datu Odin Sinsuat (in Maguindanao) or Cotabato City (the seat of power of the ARMM) then, it is quite sad. Quite sad because these places only misfortune is that they are directly identified with the acronym, ARMM, an acronym that is downright associated with chaos. 

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