Acting Tourism Secretary Ramon Jimenez Jr. has been officially sworn into office in simple ceremonies in Malacanan Palace yesterday. Secretary Jimenez' appointment comes in the heels of Alberto Lim's controversial resignation from the Tourism Department's top post which took effect last Tuesday, 31, August, 2011.
With a new head honcho in place, it is expected that the Tourism Department will go all out in promoting the country as prime destination hub globally. This is in line with Secretary Jimenez' view that "tourism is the people's business." His first thrust is to carry on the policies left behind by Secretary Lim and to push it forward for a more lively tourism industry. In a country with 7,107 islands, we have bragging rights with our natural wonders and tourist sites aside from being the center of endimicity as far as marine and coral species are concerned. And yet, we get a trickle of what neighboring countries like Thailand, Malaysia and Indonesia in terms of tourist arrivals.
One gets the feeling that the newly-appointed secretary is on the same page as P-Noy's strategy to establish the Philippines as a BRAND. Sec. Jimenez' vast expertise in Marketing and Advertising is quite a hefty background for his new job as he quips "selling the Philippines is as easy as selling Chicken Joy..." However, I feel it's a little more complicated than that... Although he may have the resources at his fingertips we all hope he doesn't do a hatchet job of the promotions aspect like the now famous POLSKA fiasco.
Some bloggers are at the offensive this early, particularly one backpacker who disliked a previous comment of the newly appointed secretary that backpackers leave lots of trash behind in the destinations they visit... Ooooh... that must hurt!!! He counters by saying that the first thing the DOT should do is fix their website... with outdated information (some done by hired copywriters) and oh-so-user unfriendly programs...
It has taken me all of two months to try and upload my re-accreditation as a Mabuhay Guide... To date, I'm still unsuccessful!
All in all, things are looking on the up-and-up. We have yet to get to the point where we can boast of our Ads like Malaysia Truly Asia or Sparkling Korea or Incredible India. We may not have the millions of dollars to spend on advertising the way our neighbors do... I'm hoping Sec. Jimenez can address that too.
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