DOT reviews new tourism branding campaign ideas

CEBU, Philippines - The Department of Tourism is currently reviewing eight proposals for a new tourism branding for the Philippines. Targeted to be launched by the end of the year, the department is looking for a slogan that could help achieve a growth target of six to 10 million arrivals by 2016.

DOT secretary Ramon Jimenez said that by 2012, the Philippines will have a new “branding” campaign geared towards putting the country as a premier tourism destination highlighting not only the destinations, but the warmth and hospitality of Filipinos.

The newly appointed secretary Jimenez believes that the Philippines has great potential to attract international tourists and the 10 million target for arrivals in the next five years is not really farfetched.

Although, the lack of infrastructure, among other problems have been identified as one of the barriers that could turn off tourists, he said what needs to be done is a strong branding campaign and for Filipinos to cultivate an attitude of promoting the Philippines “wherever they are.”

Even with the lack of infrastructure, he said there are foreigners who would like to come back, because of the ‘experience’.

While the branding campaign is still being hatched, he said the direction of the tourism department now, is to sell the Philippines as the most “hospitable” country destination, highlighting its people, and warm energy that embrace every tourist upon arriving here.

Jimenez reiterated his thrust in selling the country, on the “quality of experience” a tourist can feel. An energy that would lure tourists to visit the country, again and again.

He said the problem of infrastructure is not only isolated in the Philippines. In fact, Mexico, which is considered as one of the top tourism destinations in the world, is also facing great infrastructure problem, but it managed to generate at least 55 million arrivals a year.

Mexico is successful in its tourism promotion, simply because the country has effectively promote itself as a “haven”, or tourists have been able to associate Mexico with “happiness.”

People travel to get away from their daily routine and seek for relaxation, comfort, and even adventure. The Philippines, he said is a good site to give “unforgettable” warmth—and the Filipino people is the only key to this success.

After all, the secretary said “the real tourism campaign is a people campaign. It takes people to build the industry. Tourism is a momentum. It’s an energy.”

The eight proposals for the tourism branding, will be reviewed by a 12-person panel. “It’s something that we feel, we must work very hard for the country.”

After the failure of the controversial “Pilipinas Kay Ganda” branding campaign launched by former DOT secretary Alberto Lim, Jimenez said this time the branding proponent of the Philippines should be carefully examined.

Jimenez is confident that the Philippines could finally take off as one of the world’s famous vacation destinations, as more and more people are now doing their share of promoting the Philippines to the world, such as those that have created their own social networking pages and inviting travelers to visit the Philippines.

The secretary also urged the young generation to revolutionize the culture of promoting the Philippines, instead of talking about its problem.

“No surprise that we are-who we are, [maybe cultural] or conditioning, because we don’t put good investment to our image. The lack of it is the reason for our dismal market share,” Jimenez said. (FREEMAN)