Indelibly Filipino SEA Games

In a little over a year, the Philippines will open itself to hundreds of thousands of visitors for the Southeast Asian Games. Beyond the tens of thousands of athletes and their families, spectators, media and tourists will fly in for a taste of Filipino hospitality. And it will be less than a month before Christmas, in the country where Yuletide starts on September 1.

Of course, everything usually begins with the opening ceremonies. It will – as expected – be a showcase of Filipino music and dance. The performances will include the most famous Filipino live performers in the world. Where other international multi–sport competitions have failed, however, is transmitting the historical and cultural significance of each facet of the program to foreign media and TV commentators. The host country provides the audio and visual components of the broadcasts, and often, the English commentary. But it would be great if the broadcasters from the other countries knew the significance of the song and dance selection.

But actually, the impact of the SEA Games experience starts even outside the country, weeks before the games even open. It starts with the external promotions, word of mouth, and online information. Images of the venues, Filipino athletes, and even the performers and personalities will all help to drum up interest. The organizers can, this early, send out information on all of that, as well as tourist destinations that visitors may see before, during and after the SEA Games. Information is our best friend in this instance.

How does one “brand” an event as rare as the SEA Games indelibly Filipino?

Historical significance. The Philippines has been at the crossroads of history as far back as man has recorded it. Knowledge of the country’s significance in the Old World, a centerpiece of the struggle between Spain and Portugal, its colonial heritage, these are all of great interest to outsiders. Tours of Intramuros, Baguio, Vigan, Cebu and heritage sites in other areas will give visitors a deeper insight into what makes Filipinos tick.

Tourist and media kits. This writer recalls the 1995 SEA Games in Chiangmai, Thailand. The vacation spot in Thailand was showing off its new sports complex and cheap food. But the souvenir bags given out to the media not only had t–shirts, the schedules of events and maps of the venues, for the first time, they also included sample boxes of condoms. Not exactly the kind of message we would like to welcome visitors with. Perhaps instead we may hand out wood carvings, yoyos, or other little souvenirs.

In–flight videos. With a coordinated effort, all inbound flights may show five– to ten–minute teaser videos to get people excited about the country. For many travelers, the SEA Games may be the centerpiece of their tours, but there are also golf tours and scuba tours that could give visitors a view of the breathtaking natural wonders of the country. In the past, the Department of Tourism has done a terrific job in capturing the beauty of the Philippines and showing it to the world.

Premium packages. Targeted ticket packages for finals in athletics, swimming, badminton, basketball, boxing and other sports will give casual sports spectators more incentives to watch events live. And since most athletes will only be in the country for their own events, organized day tours after they finish will give them memories outside of competing. For this, though, we may have to think more like the Commonwealth countries that surround the Philippines, where football, badminton and other non–American sports attract bigger audiences than they do in the Philippines.

Christmas shopping. The 2019 SEA Games will end less than three weeks before Christmas, and even if the rest of the region is not predominantly Catholic, the spirit of generosity and good will always leave a mark. Packages of Christmas souvenirs, guided shopping tours and other ways of making it convenient for tourists to find bargains will give them reasons to celebrate the season. And most importantly, reasons to return.

What will really set the 2019 SEA Games apart from the rest will be the abiding warmth, hospitality and happiness of the Filipino people. True, professional management and conveniences like less traffic will be noticed. But what will be remembered, what will continue to be felt for years to come is the abundance of smiles, and the feeling that the Philippines is home.