Tourism slogans play a crucial role in attracting visitors to the Philippines, but they are only effective if they are supported by the infrastructure and convenience that travelers need. It doesn’t matter how much money is spent on the slogan or how much it is debated on social media; if tourists struggle with airport procedures and transportation systems, and feel unsafe while exploring the country, the reputation of our attractions will suffer. We must ensure that our marketing campaign and the actual experience align closely, so that visitors feel they are getting their money’s worth without any disappointment.
The Philippines must also address its tendency to change marketing campaigns every time a new administration comes into power. Instead, key stakeholders, including government officials, private sector experts, and representatives from the tourism industry, should collaborate on crafting a campaign that effectively markets the country abroad. Careful consideration should be given to every detail of the campaign to avoid any criticism. Once the campaign gains traction, officials should resist the urge to make unnecessary changes. These campaigns need time to establish themselves and become associated with the nation’s public image in the foreign market. Constantly changing campaigns every six years is a waste of public funds and prevents the campaigns from reaching their full potential.
Ultimately, our tourism product, the Philippines as a travel destination, must meet the standards expected by international travelers. Despite having stunning beaches and other attractions, our tourist arrival numbers lag behind our neighboring countries. This is because the beauty of our beaches means nothing if tourists face difficulties and long travel times entering and leaving the country. Even with successful slogans like “Wow Philippines” or “It’s More Fun in the Philippines,” our tourism numbers remain stagnant. No slogan can fix the problems with our airports, sea transport, mass transit, or taxi services. Our focus should be on substance rather than form. While a catchy tourism slogan is nice, it is far more important to provide visitors with an exciting, convenient, and safe experience.
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