DOT banks on PAL, LGUs to boost tourism

MANILA, Philippines - The Department of Tourism is banking on the strategic role of flag carrier Philippine Airlines (PAL) and the local government units (LGUs) in putting a human face on the country’s tourism brand It’s More Fun in the Philippines.

Tourism Secretary Ramon Jimenez Jr. said the roles of PAL and the LGUs have become all the more important in the ongoing campaign to promote the 10 countries of the Association of South East Asian Nations (ASEAN) as one tourism destination.

The campaign runs on the platform of the ASEAN Tourism Forum (ATF) 2016, staged in Manila last January 18-22, with thousands of delegates from all over the world participating.

“What makes them (PAL and LGUs) important in this ATF campaign is their role as the face of Philippines and ASEAN tourism.  The DOT is counting on them in two paradoxical ways – to enhance the distinctiveness of Philippine tourism so as to make it retain its individuality while contributing perceptively to the diversity of ASEAN, and to make such diversity the commonality or the collective USP (unique selling point) of the region’s overall tourism brand,” Jimenez said.

PAL, along with a good number of LGUs, is supporting the ATF 2016, according to DOT marketing arm Tourism Promotions Board (TPB).

“Led by PAL as the official flag carrier, also supporting ATF 2016 are BMW, CNN and TIEZA as platinum sponsors, along with the provinces of Albay, Bohol, Cebu, Ilocos Norte and Palawan; the cities of Davao, Lapu-Lapu and Puerto Princesa; and the town of Banaue as supporting LGUs,” said TPB chief operating officer Domingo Ramon C. Enerio III.

PAL and all other airlines operating in the Philippines provide the front and back ends of tourism, while the LGUs that serve as host communities validate and reinforce the brand experience of tourists in staying in the country.

DOT Undersecretary and ATF 2016 Philippine Host Committee chairman Benito C. Bengzon Jr. expressed confidence in PAL’s capability to measure up to the task.

Citing PAL’s route network, Bengzon hailed the flag carrier’s tangible and intangible assets as an iconic representation of the “fighting heart and smiling face” of the Filipino.

Bengzon also cited the recent launch of the flag carrier’s catchphrase “Get That Star!” as proof of PAL’s determination to rise from a full-service, three-star international airline to a five-star, and gain a slot in the Skytrax World’s Top Ten Airlines, or win any of its prestigious World Airline Awards.

Earlier, PAL president Jaime J. Bautista also launched the rebranded Mabuhay Miles, now with a new logo and larger fonts “signifying bigger and better things (new facilities, new program offerings, and the strengthened values and renewed commitment of the entire Philippine Airlines family) to come for both members and partner establishments.”