DOT. the big picture

Much has been said with regard to the Department of Tourism (DOT) slogan fiasco. I feel all this brouhaha is misplaced because I doubt that even the most dramatic, racy or sexy slogan will “sell” the Philippines as a tourist destination unless we are clear about the role of tourism in the life of our nation.

The “selling” of the Philippines must be part of a grand strategy, a NATIONAL strategy — one that will chart and give us a road map of where we are going as a country, our priorities, actions. The debate about the slogan belongs to just one aspect of the entire picture. If that National Strategy identifies tourism as a major revenue source, then the other departments and agencies should get involved to ensure the success of the effort.

The DOT CANNOT plant as if it were an island by itself. It needs the Department of Public Works and Highways (DPWH) for the infrastructure needed to access these tourist spots. It also requires collaboration with the Philippine National Police (PNP) for the protocols for security of the tourists, whether domestic or foreign. It also has to work with the Department of Health (DOH) to inform the tourist world about our medical tourism services.

The Philippine Retirement Agency (PRA) is another body it can work with since studies show the world is ageing and there are millions of elderly who have the time and money to visit our country.

The Technical Education and Skills Development Authority (TESDA) should offer programs that will service the tourism needs of the industry. The DOT can work with the Department of Education (DepEd) in planning a “See the Philippines” campaign for our young people who know only malls and computer shops during the long summer months.

And while we’re at it, recently, the Department of Social Welfare and Development (DSWD) came out with a study identifying seven million elderly Filipinos. Surely we can design a program/promo for them. How about getting government employees to Tour Now/Pay Later through the Government Service Insurance System (GSIS), or private sector employees through the Social Security System (SSS)?

Without a national strategy, any and all efforts will merely be a “Bara-Bara ‘Bay.”