
Tourism industry professionals I have been talking to are giving me the picture of a tourism industry that has gone adrift. I suspected as much and I pin the blame on the appointment of a Tourism Secretary who took an assignment that is way beyond her pay grade. I imagine that when she was appointed, President Duterte didn’t give it much thought. Tourism wasn’t on top of his list of priorities. He didn’t know what the job entailed in terms of a prospective appointee’s capability and experience. And he didn’t know too many people in the industry beyond a local travel agent. Puede na yan. Little did the President know that the job of Tourism Secretary required more than knowledge of booking tickets and taking visitors around tourist spots. It requires solid marketing experience and a level of sophistication that would allow her to sell the country in a very competitive tourism market. Luckily, the last Tourism Secretary did his homework very well. He came up with a road map for the development of the industry which includes very specific plans on things to do for a number of years beyond his term of office. He also invested in a catchy marketing campaign that can be as promising as the long term image campaigns of Thailand, Malaysia and India. It is really a pity if the current Secretary of Tourism is unable to follow through the gains of the past. Continuity is important if we want to realize dividends from Read More …