New tourism czar: Best change so far in tourism

Two years ago, President Duterte’s very famous campaign slogan “Change Is Coming” had truly captured the imagination of close to 39 percent of our voting population. The fact was, it catapulted him to the highest position in the land. Thus, as expected, changes were indeed felt.

On the other hand, some quarters then had unceasingly asked if, with such slogan, sweeping changes were coming. That everything, good or bad, should be changed and replaced with programs that were authentically “Tatak Duterte”.  Truly, it was understandable that all of President Aquino’s appointees must go. However, it was also undeniable that some of PNoy’s appointees had initiated and implemented programs and projects in their respective turfs that were good and were worth continuing.

Sadly, however, this country, historically, in every change of leadership, has this propensity of trivializing good efforts of their predecessors. To recall, in an effort of PNoy and his brain trusts to probably try to detach from the Arroyo brand, they then figured out a new tourism slogan. Departing from the relatively successful WOW Philippines, the DoT through then Sec. Alberto Lim, launched in November, 2010 the slogan, Pilipinas Kay Ganda (Philippines What a Beauty). Possibly coined by a person so engrossed with ABS-CBN’s Umagang Kay Ganda, the discontinued slogan was just so bland.  It simply lacked the needed sting and substance of a catchphrase. Instead, as the website was instinctively labeled www.beautifulpilipinas.com, tourism industry players felt that potential tourists may misinterpret it as promoting our women. Or, simply put, the slogan is trying to put premium on sex tourism.

Then, as Sec. Jimenez took the reins at the DoT, a new slogan, “It’s more fun in the Philippines”, was unveiled.  As was customary, debates on its appropriateness raged on. The DoT leadership stressed that it was people-focused, that it emphasized our innate ability to connect.

Then as President Duterte started making true his promise for change, he then designated Sec. Wanda Corazon Tulfo Teo to take hold of the department’s steering wheel. So that, maybe, in trying to impress the president, before she can even warm her seat, she unveiled the “Experience Philippines” tourism campaign ad. As expected, it was never well-received by the stakeholders. So that, the existing slogan is still used.

As then DoT Sec. Teo resigned, the new tourism czar in Bernadette Romulo-Puyat is now running the show. Of all recent appointees, she is, probably, the most widely accepted. Hopefully, as she takes over, she wouldn’t be carried largely, first and foremost, by the simple urge of changing the slogan. As a matter of reference, she should take a look, with objectivity, at the better performing neighboring Southeast Asian countries and see whether the catchiness of their slogans alone catapulted them to where they are right now. Undoubtedly, Singapore, Thailand and Malaysia are this region’s leaders. Singapore brags about its “Uniquely Singapore” slogan. Thailand surprises everyone with its “Amazing Thailand” catchphrase. While Malaysia flaunts immeasurably its “Malaysia. Truly Asia” tagline. Despite changes in leadership, they never changed their slogans and are continuously raking in tourists in millions annually.

Apparently, the issue is not more on the slogan or on promotions and marketing. As far as Cebu and the rest of the country are concerned, the big question is, what kind of tourism products are we promoting. Or, more appropriately, is there a good product worth promoting. So that hopefully, of the three significant areas of tourism, which are product development, adequate infrastructure and promotion and marketing, she will invest more time on the first two.

Specifically, therefore, the key now is for DoT (in coordination with the private sector and LGUs) to develop products and places of interest. Hand-in-hand with other line agencies, this government should take the initiative of making these products and places of interest reachable by providing the much-needed infrastructure. Let us leave the promotions’ augmentation to the private sector. We all know too well that the private sector (especially, hotels, travel and tour organizers), profit-oriented as they are, can always find ways of letting the world know how great our products and spots are.

Indeed, it is true that tourism, despite the global economic crunch, is still a multi-billion dollar industry. However, it largely depends on the availability of patrons’ leisure time and disposable income.  Therefore, the industry’s survival solely depends on the moneyed leisure lovers’ willingness to spend.  Thus, their preferences are first and foremost in the minds of both major and minor players in the industry.