Tourism Secretary Ramon “Mon” Jimenez’s formula to sell the Philippines to the world seems clear enough: Make every Filipino a tourism secretary at heart.
Jimenez, a former advertising executive who rose to own his own advertising agency, looks at Spain as his template for the ultimate tourism success story — 24.8 million tourists visited Spain in the first half of 2011 alone!
“Every Spaniard is an agent of tourism because every Spaniard believes that Spain is beautiful,” said Jimenez at the Bulong Pulungan lunch forum at the Sofitel Philippine Plaza, when asked which country he admires most for its tourism campaign. He says Spain has had its share of internal conflicts, but it rose above them to project itself as a dream destination and it enlisted its people, whether formally or informally, to be agents of their tourism campaign. (I particularly like Spain’s new tagline, which simply declares: “I need Spain.”)
Aside from being salesmen of their country’s tourist spots, Filipinos should also be spokesmen of what is irresistible and good about the Filipino.
“You know, I’ve learned a lot from the success of our BPO industry,” Jimenez says. “I was told that BPOs want their business here because even if it is 3 a.m. in the Philippines, the person calling from Norway 6,000 kilometers away can tell that the Filipino at the other end of the line is smiling.” It’s in the Filipino’s voice, which reflects his earnest, inborn desire to please others.
“Every Filipino has the burning need to make sure his guest is cared for and comfortable. You cannot buy that,” he adds.
Asked if the way Shamcey Supsup conducted herself in the Miss Universe beauty pageant in Brazil was a boost to the tourism industry, Jimenez lit up and said, “We have to let the world know that in the Philippines, Shamcey is typical.” Beautiful, brainy, charming and principled.
Jimenez targets 10 million in tourist arrivals, which is about three times more than the present number. He aims to make tourism the fourth biggest source of revenue for the country.
This UP Fine Arts grad also wants to turn each tourist in the Philippines into a Russian.
Why?
“Because Russian tourists stay the longest when they’re in the Philippines,” he points out. “They stay up to two weeks!”
Naturally, the longer a tourist stays, the more he spends (about $700 a day). Unlike the Russians, a typical tourist in the Philippines stays for only three days.
Jimenez believes Manila shouldn’t be bypassed by visitors for the beaches and the mountains and is determined that efforts to upgrade the country’s tourist facilities and images should include Manila.
“Manila should be the test of our convictions,” he emphasizes. He announced that P3 billion has been earmarked for tourism infrastructure nationwide.
Intramuros, once the crown jewel of our Spanish heritage, is being spruced up and revitalized, with many of its centuries-old buildings up for restoration, like the Ayutamiento and the Palacio del Gobernador.
* * *
What is Jimenez’s biggest headache as the brand new tourism chief?
He thinks long and hard before responding, “The early-morning flag ceremony because I live all the way in Muntinlupa.” The Department of Tourism offices are in Manila.
Before being named tourism czar, he spent most of his professional career as writer, creative director or executive for the country’s top advertising agencies, even founding and serving as CEO of JimenezBasic. Before his appointment, he was Joint Chief Executive Officer and Senior Consultant at WOO Consultants, sharing his expertise with a number of successful corporations.
His biggest challenge at the Department of Tourism?
“Presiding over a process that is very much awaited — the coming up of a new logo for our tourism campaign,” he sighs.
Though he has been in the field of marketing communications for a total of 35 years, and is considered one of the pillars of Philippine advertising, Jimenez feels the pressure of coming with a campaign that will sear into the consciousness of every potential tourist, and be as catchy as such logos as “Incredible India,” “Amazing Thailand” and “Malaysia, Truly Asia.” See, I myself remember them by heart.
The last logo unveiled by the Department of Tourism, “Pilipinas Kay Ganda” not only got a frosty reception, it was also criticized for being a copycat of Poland’s tourism logo.
At the Bulong Pulungan, Jimenez received a thousand and one suggestions, not only for the new logo but also regarding strategy and he took them all appreciatively. He seems to be consensual — after all, he did say that he believes every Filipino, like the typical Spaniard, should be an agent of tourism.
Many know that Jimenez and his wife Abby supported President Aquino’s presidential election campaign and helped coin his “Tuwid na Daan” campaign. It was a campaign Noynoy himself led them to when he compared himself to a farmer at the end of a long day’s work at the fields. He had a choice, whether to go home first, or bring his harvest directly to the people. Noynoy, according to Jimenez, wanted to walk the straight and narrow path and bring the bounty of the fields directly to the people in the shortest possible time.
But few know that Jimenez also helped in the late President Cory Aquino’s snap elections campaign, as part of her media bureau.
President Noynoy Aquino offered him the post of tourism secretary twice. The President also had to seek the blessings of Jimenez’s wife.
In the end, Mon and Abby Jimenez felt they couldn’t say no to President Aquino.
“Those of us who believe in people power now have to make it work,” the eternal communicator smiles.
(You may e-mail me at joanneraeramirez@yahoo.com)