The Philippines at your service

We all have a choice.

We can split hairs and quarrel or we can simply take the initiative, offer to break bread with each other and try to share our ideas and come up with the right solutions for our country’s problems.

Right now, I strongly believe that this is what we ALL need to do if we want our tourism industry to move forward. After a wild fire of rumors and innuendo nearly singed Secretary Bertie Lim out of office, no less than President Noynoy Aquino has stated that Lim is staying.

Bertie Lim’s detractors may be inclined to think that they simply have to press harder and criticize louder. But with the same amount of effort and in the same amount of time it takes to launch another demolition job, they could actually follow a different tack and get Secretary Lim to work with them as they should work with him.

For his part, Secretary Bertie Lim should really call everyone to the table and just gather everyone’s suggestions and ideas.

Yes we will all have our differences as well as our opinions, but tourism as a global industry is already far advanced and somehow established, that we in the Philippines will have to work based on international standards and requirements.

Relative to that, we must first address the basics in terms of infrastructure, compliance with international requirements, business language and connectivity and global image. Right now people are fighting over the issue of “Open Skies Policy” which to my mind is like putting the cart in front of the horse.

Right now, the new officers of the CAAP are working hard to make sure that in a year’s time, the Philippines will no longer be “blacklisted” or restricted because of non-compliance with international aviation and safety standards such as making sure all our pilots are regularly checked and rated for competency and that our aviation monitoring equipment are up to par.

Along those lines, airports and airlines need to synchronize regarding the system and language they operate on in order to run airline bookings, check-in and seating as well as baggage handling.

To be honest, even if we wanted to do a complete overhaul of things, Government unlike the private sector, operates on budgets and programs and decides towards efficiency, the best results at the least amount of money.

The fact that we can’t even agree on our promotions slogan should tell us that we are quarreling over dessert when we haven’t even set the table yet.

So I humbly suggest to Secretary Lim to take the bold step, extend the hand of friendship, offer to break bread and just to keep things fair and objective, invite members of media who can be counted on to be fair and objective as observers.

Having done that, and fairly evaluating matters relative to government resources and priorities, Secretary Lim can and should move forward with what we can do. It may not be the “Best” but it is what we CAN do.

Sec. Bertie must bear in mind that the critics and the criticisms are not personal. It is not about “Bertie”, but about many people in the industry losing opportunities and losing money. Tourism is an in your face, in your pocket instant kind of business. The profits can be instant and the losses are instant.

It does not take a long time for businesses to go up or go under. Two to three months can wipe out and I know that from experience. The margins are not big and largely on volume sales or tour groups. If things go slow it takes twice as long to recover.

It would also help Bertie Lim to surround himself with self-starters, go-getters, and bunch of positive hyper people who can compliment his diesel-like character, which is slow and deliberate.

* * *

Before I make this second point, allow me to state for the record, that from 1989 to 1995, I was involved in securing locations for beach resorts that were funded by foreign investors, and that I led the construction of Club Paradise Resort in Northern Palawan. I also managed it for a very short period.

Thereafter, I moved on to build a small bed and breakfast at an adjacent island that we nicknamed “Hacienda Resort” after a little lady from hacienda Luisita sued my father Louie Beltran for Libel. My father used to call it the only hacienda that could fit in a pot.

After my dad passed away, I worked on a project study for four years to determine the feasibility of putting up All Asia Airlines, which Boss Danding Cojuangco had considered putting up in the early ‘90s.

I say all this lest I be accused of having no qualifications to comment on tourism.

During my many encounters with expats and foreign tourists, I realized that locations tend to be similar on a regional basis. Granted that some places are more blessed than others or are more developed or crowded.

However, survey upon survey, formal and informal reveal that repeat customers don’t come simply for the sights, the price or the food. All this perfectly packaged will sell the location, but one thing in particular, that brings them back, are the people.

When they say “the people” it is the whole package. Not just the “smiles”, the “warmth” or the ability to “communicate”.

That is why I humbly suggest the slogan: The Philippines at your service.

That is what we are known for. That is what global companies and managers always compliment us for. Even at the White House Filipinos proudly serve and get recognition for our ability and good-natured service.

Some reacted that this would raise up the OFW profile. So what?

There is nothing to be ashamed about “serving” in households and palaces. We take pride that our musicians entertain and perform in almost every country if not in all continents in the world. So are our engineers, Pastors and missionaries. Even our military personnel have preferred status as Peace Keepers.

To be of service is a source of pride. Let us proudly invite the world and tell them:

The Philippines: At Your Service!