Strengthen existing programs

CEBU, Philippines - “Do not change the rules in the middle of the game,” this is one of the calls made by Cebuano tourism stakeholders, following the official proclamation of Ramon Jimenez as the new Department of Tourism (DOT) secretary.

Although there are a lot of things to be done, in order to maximize the country’s potential to grow the tourism revenues, stakeholders said Jimenez should also study the existing programs implemented by his predecessors in order to have sustainability and continuity.

 “I hope that DOT will not have to start from scratch again. The new secretary should build on and strengthen the foundation laid by his predecessors,” said Cebu Business Club (CBC) president Dondi Joseph.

 Joseph said a coherent and consistent brand for the Philippines—one that is backed up by good marketing, and improved infrastructure and improved products and services, should be one of the priorities of the new secretary.

Cebu Chamber of Commerce and Industry (CCCI) chairperson for tourism committee Milagros Espina said although Jimenez had an extensive background in advertising and promotions, which could help him, brand appropriately and market Philippine tourism widely, the new post is more than these.

“He should study past DOT programs and continue and sustain the good ones and craft, explore domestic tourism,” Espina said.

She added that Jimenez should also consider putting experienced and qualified regional staff who effectively involves the multi-sectoral groups in the regional areas.

Tourism advocate and capitalist Jay P. Aldeguer is urging the new secretary to prioritize the most critical things that should be done in order to strengthen the country’s tourism advantage.

Aldeguer said Jimenez should quickly decide on how to position the top destinations “to our target markets.” This way, the Philippines can fix its products (meaning the destination) accordingly.

Aligning the DOT’s plan with the Local Government Units (LGUs) is also very important, Aldeguer said.

Significantly, Jimenez is also urged to revisit the controversial “Open Skies Policy”. “This is highly critical as we do want more ‘seats’ flying into the country but at the expense of our local carriers,”

Meanwhile, in an earlier report following the formal announcement of President Benigno Aquino III appointing Jimenez as the new DOT chief, the “advertising executive” vowed to make the Philippine tourism the “people’s business” and that the country with its picturesque destinations would be “easy to sell as Jollibee’s “Chickenjoy.”

Jimenez said that what the industry needed was a “real insight into the market place” as advertising was “not only about slogans.”

He said he intended to take off from where his predecessor Alberto Lim had left off—mount a campaign that is “truly progressive and aggressive.” (FREEMAN)