Tourism slogan

One June 27, a new tourism slogan, “Love the Philippines”, was launched by the Department of Tourism (DoT). As is customary, debates on its appropriateness raged on.  Advocates say that it is apt because there are much (people, places, food, etc.) to love in our country. On the other hand, while there were not much critics at the start, the fiasco over the use of stock photos of other countries by the advertising agency the DoT engaged doubled their number. Consequently, some senators are even calling for a change in the slogan.

Actually, apart from the issue of using stock photos, there is nothing new about this. To recall, when the slogan, “It’s more fun in the Philippines”, was unveiled, debates on its appropriateness raged for months as well. While the DoT’s leadership then stressed that it was people-focused, that it emphasized our innate ability to connect, critics argued that it was just so bland for a slogan, not catchy at all. So, we may ask, what is it in a slogan, by the way.

Slogan, a battle cry then of a Highland clan in Scotland, is now generally accepted by the English dictionary as a word that connotes a motto, a saying, a jingle, a catchphrase or a watchword. To some extent, it is a rhythmic or cyclical expression of an idea.

For all intents and purposes, however, a slogan is an advertising phrase. As such, investments poured into such advertising effort or promotion will only translate into profits if the products or services offered approximate the representation it makes. Otherwise, sustainability is not even an issue worth delving in. It is practically dead from the very beginning.

However, before we get carried away by the controversy of our new slogan, let’s take a look with objectivity at the better performing neighboring Southeast Asian countries and see whether the catchiness of their slogans alone catapulted them to where they are right now. Undoubtedly, Singapore, Thailand and Malaysia are this region’s leaders.

Singapore brags about its “Uniquely Singapore” slogan. Thailand surprises everyone with its “Amazing Thailand” catchphrase. While Malaysia flaunts immeasurably its “Malaysia. Truly Asia” tagline. Notably, all these countries are performing well. Well, some of us have visited these countries. The question is, were you there because their slogans were enticing or because of the products and services they were offering.

Frankly, just like what these countries did, there are three significant areas that the tourism department must work on. These are (1) product development, (2) adequate infrastructure and (3) promotion and marketing.

As we have all observed, among these areas of concern, promotion and marketing has always been taken cared of substantially.  Sen. Richard Gordon started it through his WOW Philippines promotional campaign and Sec. Durano sustained it. Likewise, all the other succeeding DoT czars did it with their respective slogans. Yet, we are still lagging behind.

Apparently, therefore, the issue is not more on the slogan or on promotions and marketing but what kind of tourism products and services are we promoting. Thus, it is imperative for DoT, in coordination with the private sector and LGUs, to develop products and places of interest. Hand-in-hand with other line agencies, this government should take the initiative of making these products and places of interest reachable by providing the much-needed infrastructure. Let us leave the promotions’ augmentation to the private sector. We all know too well that the private sector (especially, hotels, travel and tour organizers), profit-oriented as they are, can always find ways of letting the world know how great our products and spots are.

Yes, they will, as the tourism industry brings in a lot of money to their businesses.  Needless to say, tourism favorably affects many industries. It also offers a lot of employment opportunities in the service industries associated with it. However, just because there is a huge market is not enough reason for us to join the bandwagon. A huge potential market doesn’t assure us of success. This potential market is knowledgeable enough to know where to spend their time and money.

Finally, let not the controversy of the present slogan be made a flimsy excuse or used as shield for our inadequacies in product development and infrastructure. Otherwise, we will simply salivate on the prospect of having millions of tourists while our neighboring Southeast Asian countries are feasting on them.