Heroes of Philippine tourism

Have you seen the latest “Tara Na, Biyahe Tayo!” music video?

Like many Filipinos, whether here or abroad, I get goose bumps and the hair on my arms rises whenever I hear the song or watch the video of the original Tara Na, Biyahe Tayo! music video featuring 21 top Filipino artists.

It tugs at the heart and brings out the proud Filipino in anyone who listens to it. So far the video has reached more than 500,000 hits on YouTube.

Its success can be attributed to its enticing lyrics and melody that bring the inherent pride in being a Filipino and ones love of country to the fore.

The Tara Na, Biyahe Tayo! was a domestic tourism advocacy campaign of the Department of Tourism, Bonamine, and our very own OPM artists during the time of Sen. Dick Gordon.

REMAKE OF TARA NA, BIYAHE TAYO MTV. Sec. Lim with Mike Villegas, artist who led the musical arrangement (leftmost), Rene Nieva, Chairman and CEO of Perceptions, James Bernas, and Danny G. Corpuz, Usec for Tourism Planning and Promotions.

A few weeks ago (early August), the Department of Tourism (DOT) held a media preview of the revived version of the music video with 57 OPM artists.  Can you imagine so many celebrity heroes doing their part in helping promote our country?

A few days ago, they launched it by uploading it via the Pilipinas, Tara Na! page on Facebook. It was produced in cooperation with Perceptions, Inc. and Smart Communications.

Smart has always been a generous benefactor of Philippine tourism. From the time of Sec. Ace Durano to the present.

In support of the Pilipinas, Tara Na! domestic advocacy program, SMART offered P50 million in values this year which includes 60- and 30-seconder television commercials production and airtime promoting 10 local destinations and Filipino cuisine, and outdoor advertising appealing to the Filipino audience. DOT recognizes the support of SMART with total media values of P41 million, for the television commercials alone.

Private sector support for tourism promotions is crucial for creating awareness about the Philippines and our prime tourist attractions.

Tourism Secretary Alberto Aldaba Lim expressed his gratitude to companies that have given their support to the domestic tourism advocacy program of the DOT by adopting travel and tourism themes in their advertising campaigns.

The DOT chief especially thanked SMART Communications, Inc., Globe, and Johnson & Johnson for their support in promoting domestic tourism.

Globe Telecoms partnered with DOT and Duty Free Philippines for the Pinoy Homecoming balikbayan program which encourages overseas Filipinos, particularly Filipino organizations and business groups to come home for vacation, family reunions, missions, or conferences. TV placements sponsored by Globe were aired over The Filipino Channel.

Johnson & Johnson’s launched its Bonamine travel advocacy campaign this year with the Basta Pinas Biyahe Tayo program in support of the DOT’s domestic tourism efforts. The campaign includes print advertorials featuring celebrities endorsing a particular destination with accompanying article on what the place is all about. Members of the media and press were invited to participate in their Romance of Travel Media Tours which visited destinations in Luzon, Visayas and Mindanao. Online promotions are also used through their Basta Pinas Facebook fanpage and website. DOT acknowledges the support of J&J with total media values of P11.4 million and total advertising values of P3.8 million.

We need more corporate heroes to follow in the footsteps of Smart, Globe, and J&J.

Other companies should take the initiative and do the same as their way of contributing to getting the marginalized out of their poverty situation especially in the countryside and far-flung areas.

Tourism creates jobs and livelihood opportunities that improve the lives of local communities hosting our country’s natural assets.

LAKBAY TV CORE GROUP. (from left): Caloy Abrera (deceased and since replaced 

by Emily Abrera), Manuel Hizon, John Carl Magno, Mike Reyes, Hernando T. Neri, Sonny Hernandez. 

I remember how the country benefited from Lakbay TV, a travel channel of ABS-CBN dedicated to promoting domestic tourism more than a decade ago. For the first time, viewers saw what only moneyed travelers enjoyed. It was like being there in the destination themselves.

As a result, domestic tourism grew as patronage for places that were featured by Lakbay TV increased tremendously. Some say that Lakbay TV was able to achieve what a whole government agency was not able to accomplish.

For that we have the group of the late Caloy Abrera, Mike Reyes, Sonny Hernandez, Hernando T. Neri, Manuel Hizon, and John Carl Magno to thank. This same Lakbay TV heroes are now continuing their advocacy thru CCI Asia Group’s Living Asia Channel.

Another group of heroes led by Charie Villa have “Choose Philippines” on Facebook. It is very informative, inspiring, and makes you feel proud you are Filipino. Of course, there are countless of other online heroes, like Brian Ong and Jewels Travels, who help promote the country in their own little way -- but very big on mileage.

The good news is … any one can be a hero of Philippine Tourism. Decide to be one – now!

Why Bertie Lim? Because tourism is not all about promotions.

Tourism is the answer to address poverty and unemployment.

Thus says an International Labour Organization (ILO) report that urged governments to invest in the travel and tourism industry to address poverty and unemployment because the industry will soon make up more than a third of the total global services trade. It said tourism contributed at least 9 percent of total GDP and provided more than 235 million jobs in 2010, representing 8 percent of global employment.

GMA News Online reports that ILO expects the travel and tourism industry to create 296 million jobs by 2019, which is definitely good news for the Philippines because the country intends to double last year’s tourist arrivals from three million to six million in 2016.

The think tanks, the joint foreign chambers, and the current administration know this. That is why we are very fortunate that our tourism czar is someone who can deliver. One who could put mechanisms in place to ensure that our annual visitor arrivals count will substantially increase to 6.6 million by 2016. This translates to 5 million new jobs and Php 1.3 trillion in revenues from tourism.

The silent operator that he is, Tourism Secretary Bertie Lim is focused on doing just that.

People in the industry … those who are genuinely involved in primary tourism enterprises … those who have been in tourism and travel for decades … say that, as someone who once belonged to their ranks, Sec. Lim’s understanding of intricacies of the industry is of great value to the Aquino administration.

They say that people have to realize that tourism is not just about promotions.

That is what the DOT secretaries before him concentrated on. The problem is … what happens when tourists arrive here and realize that the product is sub-standard? Can you imagine the damage that will cause by simple word of mouth alone?

Bertie continues with promotions but is diligently working on the product.

Unfortunately, that’s something which people do not find sexy. People are so used to seeing tourism as all hype and hoopla that anything else is relegated to the background and not given much weight.

What ordinary people do not know is that product development is necessary for tourism to grow. Look at any Thailand and Malaysia – they poured money in developing the necessary tourism infrastructure. Investments and more tourists followed.

Ask any marketing expert and they will say that promotions is only a fraction of the marketing mix. Traditionally, the marketing mix is made up of the 4 P’s : Product, Placement, Promotions, Price. The marketing audit determines what mix among the 4 is prioritized.

Bertie is a no-nonsense workhorse. He is decent and hardworking. That is why he will not pander to please the whims of those with vested interests. He is not one who will show what people want if he knows that it is not what is needed at the moment. He is not one who will throw away good money in promotions if the product (our country and its destinations) is not yet ready.

He knows what he is doing. For the sake of our country … trust him.

The secretary has accumulated at least 20 years direct experience in tourism.

He was president of the following companies and institutions involved directly in tourism: ANSCOR Travel Corp. (travel agency), Tours Specialists Inc. (local tour and tourist transport operator), ANSCOR Tourism Development Corporation (general sales agency), ANSCOR Aviation Corporation (air charter operator), Ten Knots Development Corporation (El Nido Resorts operator), Ten Knots Philippines Inc. (Palawan land holding company), Palawan Tourism Council (regional tourism promotions council), El Nido Foundation (social development agency and partner of resort owner).

Aside from these, Bertie has been a member of the following bodies involved in tourism: National Ecotourism Development Council, Palawan Development Council, Southern Tagalog Tourism Council, El Nido Protected Area Management Board, among others.

So you see, the man knows his craft.

He is also an academic heavyweight: an economics graduate from Ateneo, a Master in Business Administration from Harvard Graduate School of Business, and a Master in Public Administration from Harvard University’s Kennedy School of Government.

So, when he says that we need to improve our product first by improving access and infrastructure in cooperation with other agencies – it is what’s best for our country.

Thus, the pocket open skies policy, pushing for new international airports, repair of existing airports, and other tourism infrastructure projects. We will expound on this later once the tourism road map has been approved by President Aquino.

Alberto Aldaba Lim will definitely add on to the family legacy enshrined by his mother Estefania Aldaba Lim and sister Cheche Lazaro.

So, when people ask “Why Bertie Lim?” It is because we need someone credible to show us that tourism is not all about promotions.


Please email your comments to paulsison@ideasman.ph

PH: Home to the world | The Manila Bulletin Newspaper Online

PH: Home to the world | The Manila Bulletin Newspaper Online

PH: Home to the world
Fiesta Islands
By PAUL EDWARD P. SISON
July 31, 2011, 8:00am

MANILA, Philippines — A wise old man from Liwasang Kalayaan in Marikina Heights, who we shall call Mr. T for purposes of anonymity, always says, “Sa Pilipinas lang genuine ang ngiti natin sa mga bisita. Sa ibang bansa, fake lahat yan.”

What he really means is -- it is very natural for Filipinos to be hospitable to tourists compared to our Asian neighbors who have to put up a front. He attributes this to something which we have considered all our lives as a negative trait and weakness as a people – the fiesta mentality.

The fiesta mentality is all about putting our best foot forward. It’s about wanting to please our guests. It’s about giving up the best room in the house for our visitors to sleep in. How many of us have slept on the floor so our guest could have a comfortable sleep on our own bed?

Filipinos throw the best parties. Have you noticed that? Fiesta is about a whole community coming together as one to host a party where every home is open to everyone – even those you don’t know.

Mr. T believes that if we succeed in harnessing this newfound strength into a culture of tourism and make the whole world know about it – we can surpass all our neighbors in terms of visitor arrivals.

Why talk about destinations when we can talk about our people? Let’s face it, our impressions of places we visit linger in our consciousness for a while – but our impressions of people we meet in those places last us a lifetime.
Besides, our top destinations are superior to what the rest of the world has to offer. Even foreigners attest to this fact.

Have you ever wondered why is it that expatriates who initially resent being assigned to the Philippines and consider it initially as a hardship post eventually find it so hard to leave when their tour of duty is up? Why are nurses and caregivers from the Philippines very much in demand in different parts of the world?

It is because we are a nation of 90 million smiling, caring, and affectionate people. Taking good care of the needs of guests is second nature to us. Somehow, the racial mix brought about by centuries of being a colony of different foreign powers is now working in our favor.

The challenge now is how to harness this competitive edge and galvanize all tourism-related sectors behind this collective positioning.

Let us hope for the best and pray that Tourism Secretary Alberto Aldaba Lim will be able to triumph over adversity, caused by industry outsiders, to lead us into the 6.6 million foreign visitors mark he is targeting for 2016.

The poor secretary, the decent and hardworking person that he is, is at the receiving end of a harsh and brutal demolition job coming from outsiders posing as know-it-all tourism experts.

You know something is fishy when people assailing the DoT Secretary are not the ones from the primary tourism enterprises like travel agencies, tour operators, hotels, resorts, tourist transports, etc. – but, people from real estate and hospital services.

The real score is that one of the most aggressive turns out to be a losing bidder for the National Tourism Development Plan (NTDP). But he does not mention this. He allegedly tried to pull a fast one with his association’s board of directors but was rebuffed. So, looking around for an entity from where to launch his “advocacy,” he finally found an NGO that would legitimize his vendetta. He even wrote P-Noy with concocted tales to discredit the tourism chief.
We were informed that past officers of the association are poised to censure this wily fox for using the name of the prestigious association to further his personal agenda.

The two others, on the other hand, belong to a body that was described as “not in accordance with the intent and wordings of the law” by solons who authored the Tourism Act of 2009 and are asking that the body be revamped to conform with the law.

The NTDP is Lim’s contribution to President Benigno S. Aquino’s poverty alleviation agenda. It is the roadmap which translates the DoT chief’s vision into actionable programs and projects. It rationalizes the different priorities into a strategic framework and outlines action plans to guide the DoT and other stakeholders in the development of the tourism sector between 2011 and 2016.

The strategic vision is to become the “must experience” destination in Asia. For the sake of our country, let us pray that Sec. Lim and the DoT succeed.


For comments, please email paulsison@ideasman.ph

Panglao int’l airport soon a reality, says Lim

Panglao int’l airport soon a reality, says Lim

Long weekends benefit tourism, says DOT Sec. Lim

SIARGAO, April 29. Tourism secretary Alberto Lim welcomed the announcement of Malacanang declaring June 20 as a special non-working holiday.

Lim revealed that they are studying the possibility of reviving the holiday economics of the previous administration where holidays were adjusted to create long weekends that encouraged domestic tourism and resulted in higher visitor arrivals and more tourism revenues for favorite local destinations.

“We just have to avoid the abuses of the past,” said the DOT chief.

He explained that creating new holidays is counter-productive. But, there is no loss in productivity by moving holidays in the middle of the week to a Friday or Monday and it is good for tourism, “You are actually enticing consumers to take trips and spend their money elsewhere.”

Lim added that a two-day weekend is too short for people who have to travel out of town and having long weekends is good for communities with local attractions.

“We will forward our recommendation to the president once it has been thought out thoroughly and finalized,” said the secretary.

As per Official Gazette post, President Benigno S. Aquino III signed Proclamation No. 154 entitled DECLARING MONDAY, JUNE 20, 2011, AS SPECIAL (NON-WORKING) DAY THROUGHOUT THE COUNTRY.

According to the Proclamation No. 154, June 19, 2011 marks the 150th birth anniversary of Dr. Jose Rizal, thePhilippines national hero.

The proclamation further declared that to give all Filipinos the opportunity to commemorate Rizal’s patriotic deeds and sacrifices for the country, rekindle their admiration and respect for him, and to celebrate this milestone with appropriate ceremonies, the National Historical Commission of the Philippines (NHCP) requested that Monday, June 20, 2011, be declared as special non-working holiday instead of June 19, 2011, which falls on a Sunday.