So they marched on to the halls of the Philippine International Convention Center, these representatives from government agencies, various local government units (LGUs), several tourism councils, numerous tourism schools, an excellent mix of tri-media and the different travel trade sectors including airlines, tour operators and travel agencies, hotels and resorts, convention and exhibition venues, transportation companies and restaurant establishments. All were determined to put their act together, bound by the desire to bring the tourism industry back to life and make it live up to its important role as a major dollar earner and a great provider for jobs.
There were two major components of the TRICON II: the plenary session presentations and cluster seminars and workshops. The goals were to strengthen the linkages between the national and local governments and intensify the involvement of the private sector in the development and promotion of both international and domestic tourism.
The multi-sectoral meeting underscored the active participation and the total assistance of the local government units in the realization of the vision, goals, programs and projects of the Department of Tourism.
Day one kicked off with Tourism Undersecretary Oscar Palabyab giving his overview of the industry and its impact on LGUs. He stressed the role of the LGU in building a healthy tourism environment and its responsibility and accountability to the tourism industry. A position paper prepared by Governor Hermilando Mandanas of Batangas gave examples of how the province took the initiative in tourism development and promotion while DOT director Betty Nelle discussed how the LGU should start its very own inventory of its strengths and weaknesses as a destination, including elements such as cultural traditions, folklore, arts, crafts and skills and tourism infrastructure to be able to determine whether it meets the criteria for a potential destination.
Among the subsequent speakers on ways to prepare a specific area, Alice Pañares, executive officer of the National Commission for Culture and the Arts (NCCA), spoke on how culture can be integrated into an LGU’s development effort, while Antonio Florentino, a consultant for the Vigan Master Plan Project, touched on the preservation of history and culture with Vigan as model. The still-preserved old Spanish town is an excellent example for it has been officially named as one of the world’s cultural treasures and included in the United Nations Educational, Scientific and Cultural Organization’s (UNESCO) coveted World Heritage List which has the Great Wall of China and the Pyramids of Egypt. A case study on outsourcing funds for the implementation of its plans and programs using Marikina as another sample was likewise presented. On the other hand, DOT director for Region III Ronaldo Tiotuico shared the results of the Mt. Pinatubo Kabuhayan sa Turisma Project as an exemplification of environmental tourism.
Other topics dealt on the preparation of the LGUs in their new role in the business of travel and it included "The Making of the Ati-Atihan Festival" by Art Alejandrino, consultant of the Ati-Atihan Festival Foundation; "Creating of a Brand Image for Your Destination" by Gil Yuzon, chairman emeritus of Hemisphere Leo Burnett; "LGUs Working with Tourism Industry Partners" by Arnie Bayag, vice president-general manager of Marsman Tours and Travel Corporation; and "Going to Market–Destination Marketing" by Congresswoman Gabrielle Calizo of the lone district of Aklan and member of the Committee on Tourism in the House of Representatives.
The action plans generated from the workshops on the Culture of Tourism Advocacy Drive, which intends to create a consciousness that hopefully will uplift the dignity and livelihood of all Filipinos, and the WOW Philippines marketing campaign, which aims to encourage our people to see the awesome sights to experience our rich cultural activities around our isles and possibly demonstrate how domestic tourism may increase the tourism movement and stimulate economic activity in the countryside, were presented at the plenary session at the end of the day.
The opening presentation on the second day of the congress was a revelation to not a few attendees. Simply labeled "WOW Philippines," it was a musical revue that showcased the nation’s wealth of wonders in song, dance and visual imagery. Directed by Tony Espejo, it featured top artists such as the internationally renowned Grace Nono, consummate jazz singer Mon David and theater actress Jenine Desiderio.
The Makiling Ensemble – with musical arranger Toti Fuentes on the keyboard, and Bo Razon on percussion– provided an eclectic mix of classical and indigenous instrumentation. Creations by leading fashion designers Patis Tesoro, Rajo Laurel, Rhett Eala, Randy Ortiz, Michi Calica and Gerry Katigbak focused on their highly interesting interpretation of the various costumes of our land. For the finale, the three singing artists – in a plea to preserve the country’s intriguing traditions, the natural scenic beauty and existing wildlife – sung: Iduyan Mo, Mahal and Nais Ko and ended it with a rousing rendition of Wow Philippines, the tourism theme song.
And sooner than immediate, it was back to business.
Alejandra Clemente, president of the Federation of Tourism Industries of the Philippines, presented the message from the private sector. Secretary of Tourism Richard Gordon delivered his keynote speech, driving home the point that the industry is all systems go for Visit Philippines Year 2003.
Prithpal Singh, vice president of Hotel Properties of Singapore and director of Region Air, shared an outsider’s perspective on the challenges and opportunities for Philippine tourism post September 11, 2001. Representative Edgar Chatto of the first district of the province of Bohol updated everyone with the legislative initiatives for tourism.
The afternoon session began with a detailed explanation of the DOT’s marketing and promotions program by Undersecretary Rolando Reyes, followed insights on what our competitors are busy doing by Christopher Beshouri Associate Principal of Mckinsey and Company. The question – what are we doing and where are we headed as far as marketing and promotions are concerned – was addressed squarely by Felix Christopher Alegre III, president of the Philippine Tour Operators Association on the World of Wow tour packages; David Guerrero, chairman and executive creative director of BBDO/ Guerrero and Ortega which did More Than The Usual promotions campaign; and Dr. Ricardo Quintos, vascular and endovascular surgery specialist on health and medical tourism with assurances that we will take care of our visitors.
For tourism services plans, speakers included General Edgardo Aglipay, director of the National Capital Region Police Office, and Dante Lantin, chairman of the Land Transportation Franchising Regulatory Board. There were likewise representatives from the Metro Manila Development Authority, Bureau of Immigration and Deportation and Manila International Airport Authority.
Undersecretary Evelyn Pantig pointed out the trends and progress on the planning and product development. More contributions came from the Department of Transportation and Communication master plan on airports and seaports and the NAIA International Passenger Terminal 3 Project.
Also featured during the Second Tourism Related Industry Congress were eye-catching exhibits of promotional materials pertaining to the Wealth of Wonders Philippines campaign and the Culture of Tourism Program.
The well-attended congress ended with a commitment to make the Philippines a tourist destination of choice which it rightfully deserves by making it a better place for the future generations of Filipinos.
For the closing presentation, performers Jeffrey Hidalgo and Sylvia Gomez, accompanied by the Coro Angelito of the Isabelo de los Reyes Elementary School, led the singing of Pilipinas Ang Bayan Ko and Paraiso but not before the raffle of Philippine Airlines tickets for the qualified V-12 Volunteers the signing of a Memorandum of Agreement between the DOT and the Bank of the Philippine Island (BPI) Card Finance Corporation as sponsor of the WOW Philippine Package and other DOT-PCVC projects, and the farewell cocktail reception which launched the Ninay dolls.