Pilipinas Kay Ganda….duh?



The Philippine Department of Tourism is changing the Tourism Tagline of our dear country. For years now (since the time of former DOT Secretary Richard Gordon) Wow Philippines has created the interest of many tourists worldwide as surely the Philippines has a lot of Wow offers.  The Tourism Department under new Secretary Alberto Lim will introduce the tagline “Pilipinas Kay Ganda” (Philippines so Beautiful) in all tourism related Marketing and PR endeavors.

They claimed that many foreigners have lauded the new slogan which is the opposite of how Filipinos feel which mostly are not receptive of this idea (this blogger included)!.  They said the result of the research made since July show that many foreigners know Pilipinas than Philippines including Europe which knows the country as the only Latin country in Asia.

That being said plus the very well known fact that the country is indeed beautiful, they don’t see any more appropriate brand to tag our country than Pilipinas Kay Ganda.

Well I generally don’t oppose using Filipino term as I believe our language is unique. However, we are talking about international initiatives to lure tourists. The government claimed that in terms of budget and avenues to promote visuals, we cannot compete with Malaysia and Thailand as they have very good materials that has been repeatedly shown in various forms. Check.

So if we are already disadvantaged by lack of budget for tourism promotions, then it will surely create a lesser impact if we have to change the brand which may be quite difficult for a foreigner to remember or pronounce?  Shouldn’t we just utilize existing meager budget to promote this brand “Wow Philippines” which I can say has been quite popular and has been existent for many years.

Launching a new brand in the market must entail a lot of budget, hard work and initiatives to become well known and trusted by consumers. Having said this, the government must shove huge sum of monies to promote the country globally.  My worry is that if a new government comes in and dislike the Pilipinas Kay Ganda tagline as well as rolled-out plans to promote this brand, then they have to change and start all over again.

Though Pilipinas Kay Ganda sounds unique, it doesn’t have as much impact and international appeal as Wow Philippines or taglines of other countries. Pilipinas Kay Ganda is almost similar to Umagang Kay Ganda (the morning show on ABS-CBN).  Hope it’s not ABS who suggested that tagline…hmm…

Just for the purpose of comparison, below are the various taglines of countries/cities  in terms of their Tourism Initiatives. Judge for yourself if Pilipinas Kay Ganda can compete.

Incredible India
Amazing Thailand
Malaysia Truly Asia (or now called 1 Malaysia???)
Uniquely Singapore
El Salvador Impressive!
Discover Peru
Brazil Sensational!
I heart New York
Maldives Sunny side of life

We need not say more that our country is a real beauty. I’ve been to many parts of the Philippines and each destination I’ve been to has a unique thing/attraction to offer. Let’s just hope we are able to showcase to the world (and that they will remember) the Philippine brand of natural beauty and hospitality.


Pumasyal sa Pilipinas kahit puno na ang Jeep…

Many Tourism promotions always highlight that the Philippines has 7,107 islands…Too many islands to explore right? But the million peso question is “Where are all the Tourist gone?”  According to a tourism report, tourist arrival grew to 5.2 million. This is actually a positive sign if compared to the past years but I believe this figure includes Balikbayans or Overseas Filipinos visiting Philippines for Holidays. So even with the positive figure, why does it sound like I am whining?

Thailand enjoys over 14 Million visitors a year, Singapore in March alone enjoyed a brisk arrival of 928,000 and projects tourist arrival to 12.5 million at the end of this year especially with the opening of new Integrated resorts like Resorts World Sentosa and Marina Bay Sands. Malaysia tops the list of SEA countries in terms of visitor’s arrival at about 21.5 Million in 2009.

Figures don’t  lie ayt?

Why am I highlighting these facts? Simply because the Philippines has all the factors to be the Tourism Haven in Southeast Asia (perhaps even whole Asia).

1.) We are the 2nd largest English-speaking nation in Asia (2nd to India). Everywhere you go even on the boondocks, locals can more or less communicate or understand English. Very Tourist friendly. In Thailand, some of those working in the hotels or restaurants cannot converse fluently in English. But Tourist still flock.

2.) We have the Sun, Sea, Sand and smiles. Activities and attractions are endless. Boracay still remains a big draw to tourist with its talcum powder-like sand and party atmosphere all day and night. Palawan is simply the best and so is Bohol, and Batanes, and Camiguin and Cebu and Davao..the list goes on and on.

3.) We are a melting pot of cultures. It’s true some countries have very strong and easily recognizable culture and heritage like that of China, India, Japan, Thailand. However our uniqueness lies on so many cultures and traditions to explore and experience at such a smaller place than the former mentioned places.

4.) We have several of the biggest shopping malls in the World. The newly renovated SM City North EDSA is the 3rd biggest mall in the world. SM Mall of Asia, SM Megamall and many others are also included in the biggest mall list.  Why simply can’t we be the Shopping Haven of Asia? Why are so many Pinoy businessmen into retail business buy clothes and accessories in Bangkok, Hong Kong or mainland China?

5.) Our country has the geographic advantage.  We are in the heart of Asia and the Pacific. Easily accessible to the rest of the world.

On the other hand, there are also critical reasons why we do not get the numbers that we want:

1.) Lack of infrastructure- our Airports and sea ports cannot compete with our neighbors. Singapore, Bangkok, Hong Kong, Incheon Airports are highly recognized for efficient service, cleanliness and all the awards you can think of. Not to mention the size of these airport are simply humongous. Our road network also needs face lift. Few years ago, I was on the way to the Underground River in Puerto Princesa. The scenery is simply breath taking if not out of this world. Imagine a river traversing under a mountain and tourist is underneath this mountain for about 45 minutes going in and another 45 minutes going out. Really awesome. But to reach that spot, you have to travel by land for about 2 hours from the city and an hour of which is on a very bumpy road. The tour guide would always joke it is a natural body massage cos you are literally shaken and twisted by the rough road. Even thousands of tourist flock the Underground River, the road badly needs cementing or even asphalt for many years now.

Our public transport like MRT, LRT and even Bus or Jeepney transport are not tourist friendly. Either it is too crowded, or needs to be pulled to the garage especially a lot of public Buses and taxis.

2.) Lack of Promotion. Some months ago, I was dining in a Seafood Restaurant in Bangkok with a friend and beside our table are a couple of Hong Kong citizens. We tried to be friendly and asked if it is their first time in Bangkok and what is the purpose of their trip. We were surprised on their answer. They said it was not their first time and the purpose of their trip is just to eat Seafoods! WTF! Eating seafoods but you have to spend on airfare, hotel and travel 3 hours? But it is understandable because seafood in Hong Kong is very expensive. They can enjoy seafood dinner ever day or night while they are in Bangkok but the price is nothing compared to having just one full seafood meal in their country. And Thailand is actually earning a lot on Culinary Tourism. Cooking schools in Chiang Mai are very popular. Thai cuisine has been one of the factors why tourist visit this country.

Malaysia is very good in their PR campaigns to promote their tourist spots. Every time I meet a foreigner and I told them I am from Philippines or Manila, they usually ask me, what can you do in Manila or Philippines? Is Manila in an Island or near the beach? Many other questions. It is due to the fact that our Tourism related campaign is either insufficient or lacking of magnets to lure the tourists.

3.) Traveling in the Philippines is expensive. It is good now that Cebu Pacific has started the trend of budget airfare across the country which paved the way for the healthy growth of Domestic Tourism. Hotel accommodations in tourist spots in the Philippines are very expensive and so are foods and souvenirs in these areas. Going back to my story earlier about the couple traveling to Bangkok just to eat, I believe many of our fresh sea foods are being exported to Hong Kong, Japan, China and nearby countries wherein the prices if served on the table are triple or quadruple than the local price before being sent overseas. If we can only find a way for these seafoods or even fruits to be enjoyed here in the Philippines and no need to be sent for export, not only will the prices be cheaper but everyone will be able to enjoy (tourist and locals alike). If tourist go to the Philippines, airlines will be full, hotels will be occupied, restaurants can cook. Many establishments will benefit.

There are many more advantage and disadvantages. Maybe my blog is not enough. However, I still believe our country is great and we can show it to the world. The Aquino administration is coming in and there was a recent controversy about a rumor that President-elect Noynoy Aquino is considering Talent Manager, Boy Abunda to become the next Department of Tourism Secretary which got some nods and some flak from supporters and critics alike. But come to think of it, why not put former DOT Secretary Richard Gordon in this post again? Not so familiar if the law would allow it, but if this is possible then he is the best man for this post since he is outgoing Senator anyway and I believe he performed well during his stint in the DOT or even at Subic Bay Metropolitan Authority. Btw, He was my Presidential bet. Unfortunately, he lost.

Tourism is very important. Tourism creates business. Tourism brings money to our coffers and contributes to our GDP. I just wish the time would come that tourist arrivals will full our sights to the rafters similar to the picture above..and so us OFW will not have to work abroad cos many jobs are waiting for us.

So bring in the millions (of tourists).  🙂