This is a re-posted op/ed piece.
An advertising man has replaced a businessman as the country’s tourism chief. This indicates that President Aquino sees the secretary of tourism as the Philippines’ chief marketer. Regardless of the reasons for the selection of Ramon Jimenez to replace Alberto Lim, the full support of the President is crucial for the success of any tourism program.
Lim, who ran a high-end resort in Palawan and was involved in tourism promotion in the province before joining the government, resigned shortly after presenting to the President a comprehensive plan that focused on the development of so-called tourism clusters across the country. Considering the realities of the country’s tourism infrastructure and other travel-related concerns, his plan aimed to double tourist arrivals in the past 12 months, which totalled over three million, by the end of the President’s term in 2016. Jimenez has given no indications that he will push through with the plan.
He will have to deal with feuding factions in the travel industry. Considering his background, he is surely aware that marketing can only do so much in selling a product. The product that he is now tasked to market to the world has many attractions, including world-class beaches as well as diving and hiking areas. Spa services are abundant and affordable.
His job will be hampered by perceptions that the country is not safe for tourists. Correcting this perception is beyond his jurisdiction. So are the many other problems that bedevil the travel industry, among them the sorry state of the country’s airports, the limited number of direct flights to the Philippines, insufficient road networks, and the lack of personnel with sufficient training in tourism.
Dealing with many of the problems will require a nudge to the concerned agencies by the President himself. Jimenez will soon learn that the basic requirement of keeping tourists safe can be snagged by his lack of supervision over law enforcement agencies. Tourism has the potential to become a major source of revenue; even China is intensifying its tourism promotion. But the secretary of tourism cannot do it alone. Jimenez will need the support of the public, industry players and other stakeholders. Equally important, he will need the support of the President himself.
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Source: The Philippine Star, Editorial, Sept.3 2011
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