Deputy Speaker and Batangas Rep. Ralph G. Recto said for tourists, the Philippines’ major draws are sun, sights, sea and shopping. 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,” he added.
Recto said the advantage of a catchy and clever tourism brand instantly evaporates 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. A rose by any other name would smell as sweet. As a travel destination, Philippines is a garden of roses,” Recto emphasized.
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, he concluded.
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