Jimenez may upgrade 2016 tourism target

Newly-installed Tourism Secretary said the country may do better than what his predecessor originally targeted.

Asked in a press conference if he would be keeping the 6.3 million tourist arrival target set by former Tourism chief Alberto Lim, he said: “We think we can do somewhat better than that…”

He did not explain further, noting only that he is still in the midst of polishing the National Tourism Development Plan that he hopes will be approved by President Benigno Aquino III sans hitches.

“My objective is to complete the proposal…I will keep as much as I can, but I saw some areas that need tightening and refocusing. I hope it will soon land in the President’s desk,” he said.

He said the industry will be adjusting to bigger goals, but has to work with a small budget.

“To tell you very frankly, no (the budget is not enough), but that doesn’t bother me…The weakness of my budget is also my strength because then I have a case to put in front of other agencies to achieve my goals with their help,” he said.

He noted he wants to have a budget similar to Malaysia’s, but, “I’m Filipino. I’m not good when I have much money…Ask the Dragon Boat people, they know.” He is referring to the Philippine Dragon Boat Federation that brought home 7 medals from a recent international event even with a tight budget.

‘Wow Philippines’

Jimenez reiterated a new campaign will be ready before Christmas. “That is a big deal…It’s important that we are taking that exercise seriously. We are in the middle of the process.”

He said the “best of the best” in the advertising industry are putting their heads together to come up with the program. Jimenez himself is a pioneer in the advertising industry.

Part of this is a slogan that will serve as the rallying cry for the country.

The slogan introduced by his predecessor, “Pilipinas Kay Ganda”, has caused a furor among stakeholders. Some quarters believe that the “Wow Philippines” slogan made popular by former Tourism chief Richard Gordon was more reflective of the industry’s enthusiasm.

Jimenez said this is one of the most successful campaigns, “but every campaign has its purpose and time. Our objectives are far more ambitious, in my opinion, than what Wow Philippines was designed to achieve.”

He stressed, however, that he has not formed any preconceptions about the campaign. “I’m allowing the process to proceed as planned and if, for some reason, it crops up as a recommendation, we will look at it very objectively.”

Social media

He said the department and the industry as a whole would be frequently tapping social media to promote tourism endeavors. “Can you imagine if the 22 million Filipinos in Facebook did the same thing [promoting the industry]…It’s one of the things we will execute.”

He said he will also use alternative mechanisms to pursue his goal to counter the negative publicity the country has acquired, including travel alerts and crime.

“What I can promise you today is what I can deliver tomorrow. I urge you to focus on what we have,” he said.

“[Just] imagine an expat who has lived in the country for 2 years, he goes to the same bar, etc…By now, he would have 100 Filipino friends. He has been asked to become a ninong in weddings. He has visited the homes of his barkadas,” he said.

He said the Philippines has a lot to offer that nobody has highlighted before, such as: “We have the best butlers in Asia, the best musicians, the most comprehensive cable programs. CNN is not censored in Manila.”

For every negative comment one can make of the Philippines, Jimenez said he has a positive answer for rebuttal.

Source - abs-cbnnews