CEBU, Philippines — Members of the Makabayan bloc have filed a resolution in the House of Representatives calling for an investigation into the controversial promotional tourism video of the Department of Tourism that used stock images taken from other countries.
Reps. France Castro of ACT Teachers, Arlene Brosas of women’s group Gabriela, and Raoul Manuel of Kabataan party-list want to exact accountability on who is at fault with the fiasco.
They specifically want the House committees on tourism and that of good government and public accountability to conduct an inquiry in aid of legislation.
The militant and progressive lawmakers apparently want to dig deeper into the controversy despite a statement from DOT public affairs and advocacy director Ina Zara-Loyola that said damaging video is “not part” of their contract with DDB Philippines.
The DOT has already terminated its contract with the ad agency and insisted that no public funds were wasted in the production of the promotional video.
Lawmakers, led by Albay Rep. Joey Salceda - chairman of the House committee on ways and means - spared Tourism Secretary Christina Garcia-Frasco from accountability, saying she acted right away by terminating the contract, adding that she also remains “competent”.
President Ferdinand “Bongbong” Marcos, Jr. also has declared that Frasco still has his trust and confidence. Another administration lawmaker, Rep. Salvador Pleyto of the sixth district of Bulacan, also vouched for the integrity of Frasco.
“I, along with many other neophyte lawmakers, give our support for Secretary Frasco. She has been very helpful to us. She doesn’t deserve this.”
However, Salceda said that for a tourism slogan to be successful it has to be realistic.
“Once the controversy about this passes, we will still need to fix our airports, our accommodations, our accessibility,” he said.
“As a slogan, it is demanding enough on a foreign tourist’s first date with this country. Let’s at least give them reasons to do so.”
“You need to set the agenda before you set the brand. Branding is a fool’s exercise without a good product to sell. A promising slogan without real improvements in the fundamentals is a false pretense,” Salceda added.
Better infrastructures are the key to match the country’s real brand - and not just reliance on mere slogans, Salceda said.
Problems like recurring power outages in the country’s gateways like airports, and repeated delays in massive infrastructure projects may only make matters worse for the government that is trying to boost its tourism industry, a House leader also warned.
“Airport, infrastructure can negate tourism brand. For tourists, the Philippines’ major draw are sun, sights, sea and shopping,” House Deputy Speaker Ralph Recto said in reaction to the DOT’s new slogan “Love the Philippines.”
“A slogan by itself is not a powerful lure that will prompt a traveler to pack up and go, unless it fully captures our many splendored attractions. It is only as effective as what it is marketing,” the former senator added.
To demonstrate, the congressman from Batangas pointed out that such “catchy and clever” catchphrases “instantly evaporate in the heat of a congested airport, in road traffic which does not move, in restrooms which cannot be found.”
“These are harsh realities no hot advertising copy can cure. If the country is beautiful, no tourism slogan is needed. El Nido, for example, has beauty beyond words. If the country is bad, not even the best slogan would suffice,” Recto emphasized.
“A rose by any other name would smell as sweet. As a travel destination, Philippines is a garden of roses,” he added, at the same time assuaging speculations he may be against the new DOT brand.
“I support the DOT’s new slogan. But the focus should be on the infrastructure and security which would lead tourists to rave and not rage about their time here - matters which are outside DOT's jurisdiction,” the senior administration lawmaker said.