Brit researcher tells Philippines to protect tourism brand

CEBU, Philippines —  While the Philippines has all it takes to attract more tourists around the world, it has to make stronger stance in protecting its tourism brand.

This is the advise made by British travel researcher Caroline Brenner in her recent visit to the Cebu.

According to Brenner the reputation of a destination is the brand itself, thus, the threat of war, terrorism and any political unrests can discourage travelers in considering a destination and it will weaken a tourism brand if not handled properly.

Travelers’ impression lasts longer, that’s why branding is very important for any destination.

Philippine tourism under the leadership of secretary Bernadette Romulo-Puyat is cementing a reputation of sustainable tourism.

Upon her appointment to office, Puyat vowed to make the Philippines as one of the pioneering countries for sustainable tourism.

While retaining the "More Fun" in the Philippines brand, Puyat said that a "refreshed" campaign will be launched internationally promoting the Philippines as a "premiere sustainable tourism destination."

“The concept of fun is now redefined to include responsibility in taking care of our tourist destinations to sustain the 'more fun' experience for future generations," said Puyat.

Brenner reiterated the importance of protecting a destination’s image amid threat of terrorism and war.