Mongaya: More fun in the Philippines

Sunday, January 8, 2012

SWITZERLAND used the slogan “It’s more fun in Switzerland” in 1951 and www.visitphilly.com says “A weekend is more fun in historic Philadelphia.” But does this make the new Philippine tourism slogan “It’s More Fun in the Philippines” untrue today?

Why do more tourists flock, even return to Cebu every January since the `80s, for instance? Are they discouraged by our inferior tourism infrastructure, the abusive taxi drivers or the bandits in Basilan, the potholes, the non-international standard airport terminal? Or are they attracted by our Christian heritage or colorful photos of the Sinulog parade?

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I bet my peso that they believe they would enjoy their vacation more because of the fun during the Sinulog season. And those who return or even decide to stay are proof that this is true.

The new DOT slogan might be copied from Switzerland or Philadelphia, as some ranted online. Our tourism marketing geniuses might have goofed in their research (or they should have pointed out the similarities when they unveiled the slogan).

Still, the statement “It’s More Fun in the Philippines” rings true today for many Filipinos and our visitors. If it’s effective in mobilizing majority of Filipinos who are active in Facebook, Twitter, and thousands of blogs to invite more visitors to our country, why not use it?

I have to admit that I liked the former “Wow Philippines” slogan a lot. It was effective in attracting millions of tourists through the years using advertisements. But can we compete with the kind of advertising budget Thailand is pouring, for instance, into its “Amazing Thailand” campaign?

Based on statements by Tourism Secretary Mon Jimenez, he wants to tap a Philippine resource that only needs to be mobilized for tourism marketing–the millions of Filipinos here and abroad who are active in social media. Just imagine millions of Filipinos worldwide becoming Philippine tourism evangelists. And a slogan that goes trending in Twitter immediately proves that Jimenez is on his way to achieving this.

Let’s admit, though, that there are also thousands who do not agree. The copycat line will provide fuel to their rants online and offline. Will this stop the momentum of the new slogan? Perhaps.

But Secretary Jimenez has a good response that is in line with online marketing. The new slogan is true and we Filipinos can own it. That’s if millions of Filipinos would decide to just use and own the slogan “It’s More Fun in the Philippines.”

As of the moment, the Twitter hashtag #itsmorefuninthephilippines continues to trend in the Philippines. If this momentum continues, we could practically overwhelm well-budgeted tourism campaigns of other countries.

Of course, successful social media memes mutate. Already, we can see photos shared on Facebook like that one of our drunk national heroes (Jose Rizal, Juan Luna, Trinidad Pardo de Tavera, and Felix Resureccion Hidalgo), which shows we Filipinos indeed know how to party and get wasted. (Kuyaw nga mangguwa nya atong mga hulagway nga hubog sa Facebook. I already saw one with PNoy in a drinking session.) Or photos of sex workers could be used by more unscrupulous individuals to push sex tourism.

Still, it is definitely more fun in the Philippines, especially during Sinulog. Pit Senyor!

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The public deserves to know about the properties of Chief Justice Renato Corona, who refuses to show his statement of assets and liabilities. I can’t understand why some senators would want information like this under wraps. Are they not for transparency in government? Are they afraid that someday, others would start exposing their own properties not listed in their SALN?

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The past week saw leaders of the mining industries in the country denying the role of mining and logging in the Sendong tragedy in northern Mindanao. They said leftists are the ones linking the floods that killed over a thousand to mining and logging. They added that there are no mining and logging areas in Cagayan de Oro and Iligan.

They conveniently forgot that Archbishop Ledesma of CDO himself was among the loud voices condemning mining and logging. Are they saying that he is a leftist too?

They omitted the fact that the wide watersheds of rivers that overflowed include several other provinces where there are large mining and logging activities. They likewise failed to comment on the wide northern Mindanao coastline now littered with cut logs.

Perhaps, the Aquino administration should just replicate what Mayor Hagedorn of Puerto Princesa is doing. Instead of allowing mining and logging, he instead focused on eco-tourism. This should make the Philippines a place of more fun than tragedies.