“Incredible India,” “Remarkable Indonesia,” “Malaysia Truly Asia.”
These are among the catchy tourism slogans that bombard our sensibilities as we watch CNN. Like many of you, I watch with growing impatience about when we would come up with our own such catchphrase, knowing well (bias notwithstanding) that the Philippines can more than be able to compete on even terms with any country in the tourism arena. We did have “WOW Philippines,” which was okay, but perhaps just that—okay, but not compelling. And, of course, “Pilipinas Kay Ganda” was stillborn for good reason.
Now along comes “It’s More Fun in the Philippines.” Can that be pulled off, the alleged copycatting from the Swiss notwithstanding? I honestly think so, even if obviously not by itself. I could suggest “improvements” like “Funtastic Philippines,” or “It’s More Fun in the Filiffines,” although the latter may not sit well with my dear friends from Famfanga. But “It’s more fun in the Philippines” is more than just typical chest-beating to be expected of any country. It just happens to be a simple statement of fact and I don’t need eight articles of unimpeachable proof to rest the case. Three will suffice—Places, Amenities/Customs and People.
Article 1. Many places in the Philippines are world-class. I’ve been to Blue Grotto on the Isle of Capri, but with all due respect to romantic Capri, it’s not quite the Underground River of Palawan. That’s probably why the latter, not the former, is now recognized as a “world wonder.” Also, many countries in the region focus on the development of an island as a centerpiece of their tourism strategy—i.e., Bali in Indonesia, Langkawi in Malaysia, Jeju in Korea, Phuket in Thailand, Hainan in China, Goa in India, etc. Sorry, fellas, I’ve been to all of these but none of them can compare with the breathtaking scenery and sheer variety of nature’s bounties that are found in Palawan or Bohol. As for beaches, don’t get me started! If you can find one in the region as good as Boracay, it’s probably also in the Philippines.
Article 2. The Philippines’ amenities/customs are hard to beat. For one thing, what country on earth starts Christmas in September and carries it on until close to Valentine’s Day? Where else in the region can one carry on a conversation, official or otherwise, without interpreters that can make the exchange at least twice as long? Furthermore, it’s a fact stated frequently by our Japanese and Korean friends, among others, that it’s cheaper (and more fun) to fly to the Philippines to play golf than to do so in their own countries. A typical golfer in Japan (say in Tokyo) would probably have to get up at 3 a.m. to take a train trip of more than an hour standing up in a crowded coach, to get to a golf course and wait for at least another three hours to be able to tee off for a game that would cost the equivalent of at least $300, without a caddy. Such suffering is unheard of here.
Article 3. We are by nature friendly, hospitable and charmingly self-deprecating. It’s part of our DNA. What other adults or even senior citizens on the planet would unabashedly introduce themselves with nicknames like Babyboy, or Bimbo, or Dong, not to mention Dingdong, Bongbong or Tingting? What do we care? A rose by any name will be as sweet. Even an impeachment is more fun in the Philippines. What other prosecution team would fantasize about “a small lady” at a time when a real live “little lady” is most likely the ultimate target of the whole exercise? Where else would you find a head of state going hammer and tongs after the corrupt while simultaneously gracefully (pun intended) engaging in a pursuit of the latest apple of his eye with roses and perfume? Such remarkable multitasking is worthy of adulation, admiration and perhaps even emulation, as contrasted with the multitasking of Bill Clinton at the height of his cigar prowess or Berlusconi’s in your face (pun also intended) peccadilloes.
Case rested. Let others find themselves submerged in health-challenging, dog-eat-dog material pursuits. They will all, sooner or later, need to restore their equilibrium and revitalize their spirits. And we will welcome them with open arms in our fun paradise for that purpose. That’s our nature. So let’s go with the flow. There are, at any point in time these days, about 500,000 Korean tourists in the Philippines. That’s only about 1 percent of the South Korean population. Apply that percentage to the Chinese population and there is a virtual tsunami of 13.4 million potential tourists to deal with.
This is not farfetched. Japan’s tourism program started to rise in the late 1960s when its economic strength was just beginning and its total population was only 100 million. It didn’t take long before swarms of Japanese tourists following little flags became commonplace worldwide. Chinese economic strength is on the rise and a similar tourism phenomenon is both imminent and inevitable in far greater numbers.
So “It’s more fun in the Philippines” as the fighting theme? You bet! You have it spot-on, Secretary Ramon Jimenez. Go for it. Your Philippine tourism strategy deserves the support of everyone.
Roberto F. de Ocampo is a former finance secretary and was Finance Minister of the Year in 1995, 1996 and 1997.