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