Philippines' tourism campaign goes to London

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InterAksyon.com
The online news portal of TV5

MANILA, Philippines – After putting out “It's more fun in the Philippines” ads in CNN to lure foreigners to our shores, the country launched its tourism campaign in London.

Now, the logo “It's more fun in the Philippines” can be seen plastered on the sides of the famed double-decker buses of London, as well as on its taxicabs.

Even Filipinos Reymund Enteria and Steven Cheung, Olympics torch bearers, also gave their support to the campaign.

The London ads cost the Philippine government only 10,340 pounds, or P707,256, said the Department of Tourism.

“The hall mark of the (Aquino) government is all about frugality. This is a very a frugal government,” said the Philippines' Tourism Secretary Ramon Jimenez Jr., adding it will continue to be the pattern.

What seems big is the country's tourism ad in CNN, which will be shown in Europe, Asia-Pacific and North America. The government paid P61 million ($1.5 million) to the international news network.

But the DOT said this is minimal compared to the $74-million budget of Malaysia for tourism and the $270 million spent by Thailand.

Jimenez said we have to spend “to maintain our share of the market ... to grow our share. We can spend only as we grow … just like any good business.”

The DOT estimated that the country earned $2 billion from tourism last year, and the revenue will possibly double this year.

“We are tracking about 16 percent ahead of last year. That means we are well on schedule to meeting the 4.6 million target this year,” the tourism czar said.

Former Tourism secretary Richard Gordon said putting out campaign ads is an effective strategy but facilities and infrastructure should be given priority such as improving our airports, which are already overloaded, and having our own airline.

Gordon said we should also focus on local tourism so that the Filipino will be the first to experience that “It's more fun in the Philippines.”  

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