July 3rd, 2023
House Ways and Means Chair Joey Sarte Salceda (Albay, 2nd district) after a series of statements on the DOT’s Love The Philippines campaign video, says that “the country must gain something productive from these heated discussions,” suggesting “nationwide consultations with tourism stakeholders on how to really rebrand and restart the country’s tourism sector.”
“The back-and-forth of statements was good for revealing what needs to be improved. But we have to move forward. Let’s genuinely sit down and talk,” Salceda said.
“We used to do that a lot in the past. We did Sulong Pilipinas for the general direction of the country’s government. That shot off to Sulong Agricultura and Sulong Edukasyon, where government agencies would consult their stakeholders closely and seriously. At the end of each consultation, you had actionable points that were submitted to the President to be given the highest priority.”
“That’s how Dutertenomics was born. That’s where Build, Build, Build came from. Comprehensive Tax Reform Program, Ease of Doing Business Act, Rice Tariffication, the Universal Health Care Law – all came from those consultations,” Salceda added.
Sulong Pilipinas, was “an annual consultative conference that brings together different stakeholders from all over the country.”
The previous administration explained it as “a platform through which the government can provide updates on our country’s achievements. More importantly, Sulong is a way through which the administration receives feedback on its proposed plans and programs.”
“Let’s do Sulong Turismo. Let’s consult the stakeholders nationwide on the six As of tourism: Attractions, Accessibility, Amenities, Available Packages, Activities, and Ancillary Services. If I may add two particular points: Airport and Airlines. All our fiercest competitors have beautiful airports and top-tier airlines,” Salceda added.
Salceda says that the branding campaign of the DOT must “reflect improvements in what this country offers tourists.”
“If the experience doesn’t change, the impression will not change. So, beyond rebranding, we need to make genuine improvements in key areas in the sector. Remember, the pandemic reset the whole global tourism sector.”
“You need to set the agenda before you set the brand. Branding is a fool’s exercise without a good product to sell. A promising slogan without real improvements in the fundamentals is a false pretense. As a slogan, “Love the Philippines” is demanding enough on a foreign tourist’s first date with this country. Let’s at least give them reasons to do so.”