When fun is no fun!
Last week, the Department of Tourism (DOT) unveiled its slogan “It’s more fun in the Philippines.” I agree with the DOT Secretary that the line connotes competition; its intention is to attract tourists to come to the country rather than for them to go somewhere else. The main attraction, as the DOT Secretary had said, is the Filipino people to which I initially had some doubts before finally agreeing.
People cannot be the main object of tourism – that was my first thought. If there’s anything that comes to mind when talking about tourism, people would be the last in my list. In fact, in my recent travels abroad, there were only 3 things in my list – accommodation, transportation and places to visit. To go with these 3 items, I should have 2 things – money to spend and a map of direction. If and when schedules allow, “friends and relatives” are also in my list and I consider them as “companions” rather than mere “people” – as the main object of tourism in those countries. In short, what I am saying is that tourists are no longer directly dependent on “people” (note: I am not saying “relatives and friends”) to make pleasure trips truly memorable.
On second thought, people could make or break tourism. It becomes a very important ingredient – not the main object – in making tourism something to enjoy, something that makes the taste buds salivate and crave for more.
The Philippines can offer a menu of places and activities which will surely make tourists come to the country. Name it and we have it – from Pagudpud in the north to Island Garden City of Samal in the south. From historical landmarks to natural landscape formation, from museums, old churches and cultural heritage areas to sophisticated high rise modern buildings, from ukay-ukay to branded or signature items, from Italian to oriental cuisines, from musicals to stage plays to theater shows, and from whatever-you-call-it to whatever-others-may-call-it. We have almost everything to satisfy the different tastes of the most exploring and adventurous tourists on earth. In fact, it would take at least a couple of weeks to explore and exploit the unique and exotic beauty of the Philippines.
For a long time now, we have all these, yet the tourism industry of the country has not really flourish as it should be. While there were increases in tourist arrivals over the years (thanks to “Wow Philippines!”), the industry’s share to the total gross domestic product of the country remains low (no thanks to “Pilipinas kay Ganda”!) compared to what it could potentially contribute.
To further develop the tourism sector, it is not enough that we have the exciting activities and festivities, the beautiful and majestic sceneries, and the ever-loving and hospitable Filipino people. Likewise, it necessitates not just international promotion and marketing. For me, it requires us to see our tourism industry with “FUN” so that at the end of the day, we could see that there certainly is more fun in the Philippines. The acronym FUN (according to my own dictionary) stands for:
F – for facilities and amenities. Clean, safe, convenient and comfortable facilities and amenities are essential to the industry. These include provisions for board and lodging, parking, convenience stores, health and wellness centers and emergency services accessibly located where tourists are expected to go.
U – for utilities and support services. Tourists that come to the country either on business or mere pleasure are mobile – they want to go places, and they would like their contact back home unrestrained. A must in the development of the industry are reliable, safe, convenient, comfortable, accessible and affordable transport and communication networks, and a reliable and safe power supply.
N – for nearby tourist attractions. Whether on business or pleasure trip, tourists always want to see something unique, awesome and extraordinary when they travel to a different place. They would like to have a good taste and a firsthand experience of what they hear about the country and everything that the country can offer them.
The challenge for the DOT now is to be able to lead, mobilize and engage the right people, not just the generic “us” in enjoining everybody to cooperate, to make everything possible. When I say the right people, I am referring to the private sector – the business people – who can help provide at the right place and at the right time the F, the U and the N to make the country a true destination where there is certainly more fun. Fun without the FUN is no fun.
