Perceptions are created. Images are born. Before long, serious preparations are in gear. Plan. Read and research. Plan some more. Then the action begins. Draw up an itinerary. Validate passport. Daydream. Purchase airtickets. Reserve hotel accommodations. Fantasize. Update address book. A million things to do before the "fasten-seat-belt" magic moment. And it all began with one, single, visual image.
A few days ago, my curiousity got the better of me. I thought if one had a global promotional campaign to sell the Philippines by just one image, what would that be? I wondered. So I reached out and contacted some veterans of the tourism industry and these are their own personal choices. What can you say?
Malu O. Clarence-Dueñas, passenger, sales supervisor, Thai Airways International: The image that would best exemplify the very heart and spirit of the Philippines would be a town fiesta scene. The photograph vividly sends a message that what sets the Philippines apart from the other destinations is not just its tourist sites but rather its people – friendly, hospitable, fun-loving and full of zest for life.
Rosario Cruz Afuang, administrative officer, London, Philippine Department of Tourism: In line with my job at the London Office of the Philippine Department of Tourism, I have escorted, through the years, several groups of media invitees from the United Kingdom, the Netherlands and the Scandinavian countries. Most of them, if not all of them, observed that the Filipino smile is one they will never forget. So why not focus on this – the Filipino with his captivating smile. A Filipino smile, one national European Sunday newspaper travel editor once wrote, "is somehow synchronized with the sparkling of the eyes, a smile that is truly Asian but different from the rest, a smile that eases and banishes the blues away".
Gigi Porter, director of marketing, Edsa Shangri-La Manila: I must admit that the first thing that came to mind was the four-kilometer stretch of the powdery white-sand beach in Boracay fringed with coco palms. Many countries boast of history and culture as well as beautiful beaches. But the Philippines can definitely stand its ground as a country with an impressive coastline dotted with pristine beaches.
Gina Campos, general manager, Northwest Airlines – ITI: Northwest Airlines recently held a photo contest on the Philippines. The winning entry by George Tapan, which will be featured as our Philippine poster soon, was that of a person kayaking in a pristine lagoon in El Nido Islands in Palawan. I believe this will be an excellent photograph to promote the Philippines because it captures the spirit of adventure and gives the viewer a glimpse of some of our beautiful islands. Our islands have been a key tourist attraction and I think we should continue to capitalize on this.
Cesar Topacio, deputy general manager, Philippine International Convention Center: The ideal Philippine tourism promotional picture should show some smiling tourists happily surrounded by a group of Filipinos – both young and old –– and having the time of their lives. Forget specific destinations shots. It may only appeal to certain tourist markets. Besides, travelers are so blasé when it comes to scenery, attractions and events. All they want are new experiences that are memorable. Better still when it’s all fun, fun, fun. And I can’t think of a better race than the Filipino when it comes to serious celebration.
Maria Ana Bringas, sales manager, Alitalia - ITI: An awesome picture of Manila sunset in all its glory. Such an unforgettable image reflects not only the sheer beauty of the moment but represents the life in tropical islands inhabited by the world’s friendliest, most hospitable groups of islanders who celebrate life every chance they have.
Maricon Basco-Ebron, regional manager, Asia, Pacific and the Middle East, travel trade sales and promotion, Philippine Convention and Visitors Corporation: My choice would be the faces of young, smiling Filipinos. Ever since we started to conduct familiarization trips around our islands targetting the important members of the travel industry and the travel media from all over the world, we have always asked the participants at the end of their trip during our de-briefing sessions what would attract them and perhaps others to the Philippines. The common answer would be the people. So there you are – spotlight the Filipino!
Delza Gochoco, executive vice president, Intas Travel and Tours: It should focus on the Filipinos’ genuine smile, a distinctive characteristic of our people. I am a firm believer in the Filipino’s endless optimism under fire. This is manifested in our ability to maintain our gaiety under the worst of conditions. We never seem to lose hope even when faced with challenges that would overwhelm most people. Whether in good times or bad, you can count on the Filipino to be ready with a smile, which makes us one of, if not the warmest and the most hospitable people in Asia.