Pinoy Ka, Ikaw Ang Turismo

By Gil delos Santos

Face on the posters is not the main issue where hate is hyped and directed. Results should be the gauge of key performance and the appropriate subject for criticism.

Optics is just one aspect of Marketing. Marketing is just one aspect of the whole tourism operation. I could have applauded the face campaign if it did deliver great results—mainly in foreign arrivals for instance. Unang una, she's got a pleasing face. Pangalawa, she's got personality; lawyer, intellectual, at eloquent with great communication skills.

In otherhand, with the secretary's data presentation highlighting success in different areas of tourism: accolade, tourism receipts, gdp contributions; and the claimed advantage over other asian neighbors, there's big irony unmatching the realities of 34 travel alerts disfavored the Philippines.

One thing I'm convinced though is that the secretary is a hardworking cabinet member. She just happen to come from a political background with the same PR people around her doing the traditional politics style.

Though lacking emotional intelligence (based on the actions how they respond to criticisms), we can't discredit her intention to deliver and for public service. Her action to mandate all the tourism regional offices to remove and ban all optics bearing her face is a bold move of strenght—silent expression of remorse and apology. That's strength.

TO THE FILIPINO PEOPLE

Let's not stop being unkind to wrongdoings but let us stop spreading hate. We must condemn the wrongdoings and wrong actions but not curse or humiliate humans.

Most importantly, the world is a better place if we have individual judgment based on intellect—not based on emotions, not based on gaya gaya sa iba without being critical.

Lahat tayong Pilipino ay ambassador ng Philippine Tourism. Kaya galingan mo na din, kabayan, nasaan ka man; ano man ginagawa mo...dahil bawat isa sa atin ay parti ng Pilipinas. Parti na pwede maging rason para bisitahin tayo, o pwede maging rason para iwasan o kamuhian tayo.

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