More than catchy slogans

I agree, "It's More Fun in the Philippines" is still a better slogan for our tourism campaign than its replacement, "Love the Philippines". Actually, I have no problem with the new slogan; in fact, I quite like it. It reminds me of what I often hear from foreign vloggers who come here to feature our travel destinations; they exclaim "Love the Philippines!" short for "I love the Philippines".

That being said, it's unfortunate that our tourism issues seem to have been distilled into a single controversy. I'm referring to the new campaign, "Love the Philippines", which is now being dragged through the mud. Some critics seized the opportunity to attack Tourism Secretary Christina Frasco when the campaign faced backlash. This after advertising agency DDB Philippines was found to have used stock footage from other countries in a promotional video which was supposed to showcase the beauty of the Philippines.

It's unfortunate because tourism should be less about slogans and ad campaigns and should prioritize the infrastructure, destination flow, and efficiency. The natural beauty of the Philippines is indisputably among the best in the world. We need to promote our world-class destinations --there's no argument about that. However, have we given enough thought to elevating our critical tourism infrastructure and flow to a world-class standard? Have we considered how to ensure that our tourists can travel from point A to point B in a seamless and pleasant fashion?

Take our airports, for example. I understand that the Department of Tourism (DOT) does not have much power and influence over airport systems and operations in our country. However, I believe it's high time we grant it greater authority over critical tourism infrastructures like airports. Otherwise, the DOT risks being reduced to merely a national promotion agency.

Having said that, our airport terminals in Manila are a national shame. Many of my Cebuano friends from abroad say they avoid landing at NAIA in Manila as much as possible because it tends to be a nightmare. "Kurakot-feels" is how I described it in one of my social media comments. This term conveys a sense of exasperation and revulsion when confronted with pervasive corruption and inefficiency.

Though NAIA terminals are not literally rotting, they embody the decay and dishonesty that are worsening in this country. They are reminiscent of many government offices where indifferent personnel seem more interested in personal gain than in providing service. This "kurakot-feels" is the palpable frustration that comes with witnessing systemic inefficiency and potential graft, a disheartening reality in many of our agencies, including those that tourists must interact with.

No matter how catchy your slogans or creative your ads are, if the flow and system of your tourism infrastructure lack common sense, your tourism efforts will ultimately be futile. For example, in NAIA Terminal 2 where I arrived Friday night, I found only one eatery open --a fast-food joint with long lines. In stark contrast, the domestic and international airport terminals in Cebu excel.

The design and amenities of the domestic and international terminals of Mactan-Cebu International Airport (MCIA) --from the pleasantly clean and cool arrival area to the variety of food options-- are both intuitive and user-centered. Notably, the airport features readily available ATMs, clean restrooms with feedback systems, and a spacious waiting area. In addition to superior facilities, MCIA staff, from Immigration officers to maintenance crews, are friendly, courteous, and service-oriented, further enhancing the passenger experience.

Well-thought-out infrastructure and outstanding service, those are the keys to a successful tourism campaign --not catchy slogans and creative ads.