The whole package

Without meaning to, the Philippine Daily Inquirer unwittingly underscored the fact that the government’s new tourism slogan — It’s More Fun In The Philippines — just doesn’t wash in the glare of existing realities.

 In its Tuesday, January 10, issue the Inquirer editorial entitled “Place for fun” gushed effusively about how it is more fun in the Philippines, what with the numerous natural wonders we have, such as Boracay and the Chocolate Hills.

 Nothing wrong with that. The things enumerated truly signified what a beautiful country we have. What Filipino, or foreigner for that matter, can argue against the unequalled fineness of Boracay’s beaches, or the supremely unique majesty of Bohol’s Chocolate Hills?

 But then, right next to the editorial piece was the editorial cartoon. The cartoon showed a huge pile of bodies captioned “unsolved murders of journalists” with another body thrown on top of it — that of a General Santos City editor recently killed.

 The editorial cartoon was entitled “Philippines one of the world’s dangerous places for the media.” This has reference to the fact that the Philippines is next only to Iraq as the most dangerous place on earth for journalists.

 Now, this piece is not about the Inquirer nor is it intended to question that paper’s editorial integrity. I am just using its aforementioned editorial and editorial cartoon to drive home what I have always contended all along.

 And that is that no matter how attractively we advertise ourselves with the most catchy and enticing slogans, there is simply no way we can attain our objectives unless we make our country worthwhile to visit beyond the beauties advertised.

 Long before we got overcome by sloganeering, Boracay was already there. In fact, unknown to most Filipinos, it took a few foreign adventurers to discover it and started spreading the good news to the rest of the world.

 By the time we got around to deciding to promote Boracay big time, there was already a thriving tourism industry on the island, all whipped up by nothing more sophisticated than the word of mouth of enamored foreign visitors.

 Of course we need to aggressively push ourselves, just like what the rest of our neighbors are doing. But while advertisements and sloganeering help, the way they placed Malaysia in the Top Ten of global destinations, they are not the be-all of tourism initiatives.

 Do you really think people will buy Malaysia’s come-ons if they are not assured that all will be well during their stay in that country? The truth is, we can have all the natural wonders in the world, but if we cannot guarantee safety, comfort and convenience, nobody will come.

 We, therefore, cannot claim “It’s More Fun In The Philippines” with a straight face if global monitors and watchdogs refer to us as a very dangerous place for one thing or another. We need to correct our real image before we can start branding ourselves.

 For how worthwhile do you think it will be to a foreign tourist on his way to cavort in the clear blue waters and fine white sand beaches of Boracay if right after setting foot at the airport he gets fleeced by somebody in uniform?

Again, ours is a very beautiful country. And there is a real need to project it as such. But the Philippines is not just Boracay, Chocolate hills and all things bright and beautiful. We also have our ugly underside. And unless we do something about it, there is no real step forward.