Showing posts with label philippines. Show all posts
Showing posts with label philippines. Show all posts

Saturday, June 15, 2013

Promote destinations one at a time

SKYJET CEO, Dr. Joel Mendoza, and his BAe-146 (British Aerospace) jet service to our sociocultural destinations.

A top official of the country’s youngest airline appealed to tourism officials and stakeholders to come together for the sake of the country and pool resources on a focused approach at marketing new destinations.

Dr. Joel Mendoza, chief executive officer of Skyjet Airlines, said that our country has more exotic destinations aside from Boracay and Palawan that the world has yet to discover.

“Caramoan was just another one of our taken for granted gems until Survivor raved about it. Many foreign travel wholesalers believed in its potential and we now have more foreigners coming over,” said Mendoza, lamenting the fact that foreign travelers are more aware about Caramoan’s allure than Filipinos in our own country.

The young airline executive believes that our country would be able to expand our market base faster if the world hears about and sees more of our other national assets than the usual Boracay.

“We have 7,107 islands! There is more to the Philippines than Boracay and Palawan,” Mendoza said, adding that we can decongest these destinations by promoting new ones.

The Skyjet CEO appealed to Tourism Secretary Mon Jimenez to cure this imbalance by promoting new destinations by focusing on a particular destination one at a time, “Why don’t government, the private sector, and media agree on coming together for the greater good of our country and use shared resources to focus promotions on let’s say Caramoan next year, Siargao in 2015, etc?

Mendoza believes that this is one way to achieve the much-touted inclusive growth of the Aquino administration where more communities benefit from our country’s national assets. Recent employment data released by the government showed that economic growth did not trickle down to the poor and did not translate to more jobs for the unemployed.

It is said that tourism has a domino effect because it produces more jobs and livelihood opportunities for the communities that hosts tourist attractions. More visitors mean more people needed to service them, more food consumed, more places to sleep in, more souvenir items to buy, and so on and so forth.

Skyjet offers jet service to Batanes, Virac, Busuanga, and Surigao using a fleet of BAe 146 “whispering jets” which are capable of Short Take Off and Landings (STOL). Skyjet also flies to Caticlan and Catarman soon.

Monday, August 29, 2011

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

Saturday, July 30, 2011

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

Thursday, November 6, 2008

Beyond the Usual Asia


Why is it that expatriates who initially resent being assigned to the Philippines 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?

The country’s renowned attractions like the powdery white sands of Boracay, the diving sites of Coron in Palawan, the adventure paradise of Siargao, and the variety of other experiences are comparable, if not better, than what the rest of the world has to offer. But what is it about the Philippines that really makes it a “must visit” for travelers?

Little known facts about the Philippines

Here are some interesting “beyond the usual” trivia, as lifted from the Philippine Department of Tourism’s travel sales manual, that even Filipino migrants in America and Canada might not be aware of.

The largest fish in the world, the Whale Shark, regularly swims to Philippine waters. Donsol, a fishing town in Sorsogon province, serves as a sanctuary to a group of 40 whale sharks (Rhincodontypus), which are considered as the largest fish in the world, measuring between 18 to 35 feet in length and weighing about 20 tons. Locally known as "butanding", whale sharks visit the waters of Donsol from November to May. They travel across the oceans but nowhere else have they been sighted in a larger group than in the waters of Sorsogon.

The world’s longest underground river system accessible to man can be found at the St. Paul National Park in the province of Palawan. It is 8 kilometers long.

The biggest game preserve and wildlife sanctuary in the Philippines is located on Calauit Island in Palawan, which has the largest land area among the Philippine provinces.

The world’s shortest and lightest freshwater fish is the dwarf pygmy goby (Pandaka Pygmaea), a colorless and nearly transparent species found in the streams and lakes of Luzon. Males have an average length of 8.7 mm. and weigh 4-5 mg.

There are 12,000 or so species of seashells in the Philippines. TheConus Gloriamaris or "Glory of the Sea" is the rarest and most expensive in the world.

Of the 500 known coral species in the world, 488 are found in the Philippines.

Of the eight species of marine turtles worldwide, five are reported to be found in the Philippines: the Green Turtle, Hawkbill, Leatherback, Olive Ridley, and Loggerhead.

Of the eight known species of giant clams in the world, seven are found in the Philippines.

The world's largest pearl was discovered by a Filipino diver in a giant Tridacna (mollusk) under the Palawan Sea in 1934. Known as the "Pearl of Lao-Tzu", the gem weighs 14 pounds and measures 9 1/2 inches long and 5 1/2 inches in diameter. As of May 1984, it was valued at US$42 million. It is believed to be 600 years old.

The world's second deepest spot underwater is in the Philippines. This spot,  known as the Philippine Deep or the Mindanao Trench, is about 10,497meters or 34,440 feet below sea level. The Philippine Deep is in the floor of the Philippine Sea. The German ship Emden first plumbed the trench in 1927.

Both Tridacna gigas, one of the world's largest shells, andPisidum, the world's tiniest shell, can be found under Philippine waters. Tridacna gigas grows as large as one meter in length and weighs 600 pounds while Pisidum is less than 1 millimeter long.

Lake Lanao is the second largest lake in the Philippines, probably the deepest in the country and is considered one of the major tropical lakes in Southeastern Asia. The lake is home to the endemiccryprinids, the species found only in the lake and nowhere else in the world.

Calbiga Cave – The Philippines’ biggest karst formations and one of the largest in Asia, the 2,968-hectare cave system is composed of 12 caves with wide underground spaces, unique rock formations and subterranean watercourse.

The Cagayan River or Rio Grande de Cagayan is the Philippines’ mightiest watercourse – the longest and widest river in the country. Small streams originating from Balete Pass, Cordillera, Caraballo and Sierra Madre Mountains meet other streams and rivers and flow to the Cagayan River.

The Philippines is home to some of the world's most exotic birds.

One of the most endangered species is the exotic Kalangay or the Philippine cockatoo (Cacatua haematuropygia), which belongs toPsittacidae or the family of parrots. Some cockatoos can live up to 50 years. They are known for mimicking human voices. Most of them measure 33 centimeters in length and weigh 0.29 kilogram.

Palawan bearcat is neither a bear nor a cat. Known in Southeast Asia as binturong, the bearcat is a species of its own, with population in the forests of Palawan, Borneo, Burma and Vietnam. It belongs to the family of Viverridae (civets). The Palawan bearcat has a long body and a pointed face leading to the nose. Its head and body measure 61 to 96 centimeters in combined length while its tail is almost as long. It weighs 9 to 14 kilograms and lives up to 20 years.

Calamian Islands, north of Palawan province, keep a species of deer that cannot be found elsewhere. Scientists referred to the hog deer in the islands as Calamian deer in order to distinguish them from other hog deer in the world. An ordinary Calamian deer measures 105 to 115 centimeters in length and 60 to 65 centimeters high at the shoulder and weighs about 36 to 50 kilograms. It is said to have longer and darker legs, compared with other hog deer.

The Philippine mouse deer, the world's smallest hoofed mammal, is found only in the Balabac Islands, south of Palawan. Locally known as Pilandok (Tragalus nigricans), this ruminant stands only about 40 centimeters at the shoulder level.

Flying Lemur, one of the most distinct creatures on Earth lives in the Philippines. It doesn't have wings but it can glide across 100 meters of space in a single leap. Like the lemurs of Asia, it moves around at night. Its head resembles that of a dog while its body has similarities with the flying squirrel of Canada. In Mindanao, people call it "kagwang". Around the world, it is known as colugo or the flying lemur.

The Philippine Eagle is the second largest bird on the planet(next only to the American Condor).

Angono Petroglyphs – This cultural heritage site dates back to circa 3000 B.C. and is the most ancient Filipino, or more aptly,prehistoric Filipino work of art. Besides being the country’s oldest “work of art” it also offers an evocative glimpse into the life of our ancestors. The site has been included in the World Inventory of Rock Art under the auspices of UNESCO, ICCROM and ICOMOS and nominated as one of the “100 Most Endangered Sites of the World.”

Camiguin province holds the distinction of having the most number of volcanoes per square kilometer than any other island on earth. It is also the only place in the Philippines which has more volcanoes (7) than towns (5).

Magapit Suspension Bridge is the first of its kind in Asia. It spans the Cagayan River at Lallo and is 0.76 kilometers long. The hanging bridge links the first and second districts of Cagayan going towards the Ilocos Region via the scenic Patapat Road on the Ilocos Norte-Cagayan Inter-Provincial national highway.

The Basilica of San Sebastian is the only steel church in Asia and was the second building to be made out of steel, next to the Eiffel Tower in Paris.

The largest bell in Asia hangs at the belfry of the 221-year old Panay Church. It is 7 feet in diameter and 7 feet in height, and weighs 10.4 tons. Its tolling can be heard as far as 8 km. away. It was casted from 70 sacks of coins donated by the townspeople as a manifestation of faith and thanksgiving.

At the Immaculate Conception Cathedral can be found the only existing pipe organ in Mindanao. The second largest pipe organ in the Philippines, the huge instrument took 2 years to built and was brought over by sea from Germany in 23 crates.

Lipa City in Batangas is dubbed as the “Rome of the Philippines” because of the number of seminaries, convents, monasteries, retreat houses, and a famous cathedral located in it.

Basilica of St. Martin de Tours in Taal, Batangas built by Augustinian Missionaries in 1572, is reputed to be the biggest catholic church in East Asia. It is so huge that it can house another big church.

Filipinos celebrate the world’s longest religious holiday. The Christmas season begins on September 1st, as chillier winds and Christmas carols start filling the air, and ends on the first week of January, during the Feast of the Three Kings.

Paskuhan Village in the province of Pampanga is Asia’s only Christmas theme park and the third of its kind in the world.

A smiling and caring people

Even if we still add on to this long list of reasons for tourists to visit the Philippines … nothing would be more compelling and worthwhile than to meet our people of 90 million smiling and caring Filipinos and be pampered by our homegrown hospitality right in our own backyard.

In a world that has become one small global village yet separated by indifference and self-centeredness, people from highly developed countries that live the rat race on a daily basis discover the smiles and affection of our kind and compassionate people refreshing and infectious.

Follow your heart and visit the Philippines. Be touched and rejuvenated by our beyond the usual warmth and share it with your loved ones back home.

Kayangan Lake at the end of the rainbow


Kayangan Lake was like finding gold at the end of the rainbow. It was an arduous trek up a hundred steps and down several more to get there but it was certainly worth all the huffing and puffing. This thermal lake was a paradox of water alternating between hot and cold while we swam. The grandeur of tall karst formations competed with the tranquil scene below. It was like swimming in an underwater amphitheater complete with eerie chambers from where schools of small elongated fish called tunggao by the locals emerged like gladiators out to do battle with the thin small scorpion-like shrimps which also abound in the lake. I remained transfixed for a long time while snorkeling and relished the vivid impact of being in the middle of floating leaves in various levels 1 to 6 inches from the surface. The curtain of brown, beige and green spattered leaves floating all around me served as an upper layer in deep contrast to the teal water and the natural rock formations below. It was a pity that our companion,Allan Lumbo of Turismo Mismo, stayed at the fringes afraid to venture into the middle of the lake because he said he was not a good swimmer. He missed all of these.


The group agreed that Kayangan Lake was definitely an experience of a lifetime. Little did we know that our hosts had another treat awaiting us at Twin Lakes.