A new online advertisement launched by the Department of Tourism (DOT) last June 4, 2022, placed “people” as the highlight, with movements from hundreds of dancers and sounds recorded from 23 locations all over the country.
“What makes it more fun in the Philippines? For years, we have shone the spotlight on the country’s stunning beaches and landscapes, its marvelous heritage sites and natural attractions. This one has no sweeping drone shots, no special effects, no stunning sunsets, and not a single beach,” according to the post accompanying the two-minute video.
“We want to show how, almost literally, it’s the people who make the destination. As tourism begins to pick up anew, we recognize the people who have always made our destinations more memorable and more fun—our tourism workers.”
Reactions and comments from netizens were glowing, with most noting that for once, it is truly the talent of the Filipinos that was showcased, as dancers contorted their bodies to form an image of top tourist destinations such as the Banaue Rice Terraces, Intramuros, Mayon Volcano, La Union waves, etc.
It concluded with, “They—you— are what truly matters to the industry, and for that, it’s been our honor to be at your service.”
All sounds used were recorded in 23 locations all over the Philippines, from crashing waves in Samar to mountain hikes in the Cordilleras, T’boli instruments from South Cotabato to the drumming of Dakila Garcia, La Union’s best percussionist.
The new DOT ad also has a version for “immersive listening experience” for people to hear the soundtrack in 360-degree spatial audio.
Also at the same time, the DOT also launched “It’s More Fun for All,” an inclusive campaign highlighting three programs: Tourism Integrates, Supports and Minds Women’s Rights and Child Safety (TouRISM WoRCS); Barrier-free Tourism (BFT); and the Filipino Brand of Service Excellence (FBSE).
In a video, DOT Secretary Berna Romulo-Puyat, said, “Through this campaign, we believe that our advocacies on women empowerment, persons with disability, and the protection of children in tourism, will get the much-needed support from our local governments and tourism stakeholders in making our industry more inclusive, accessible, safe, and fun for all.”
The campaign features a video series on stories and case studies of actual tourism workers who have benefitted from the DOT’s advocacy programs. Among them are the Association of Boat Operators president Ka Tung Samson, community tour guide Rubelyn Sarigumba, weaver from Ilocos Sur Virignia Dominguez, community tourism worker of Zamboanga Isang Ibrahim, Manila deaf tour guide Emerson, chief of the Boracay Investigation and Detective Management Section Police Lt. Maricel Guevarra, and Museo ng Muntinlupa.
TouRISM WoRCS aims to educate tourism stakeholders on their role in eradicating women and children abuses within the tourism sector. This involves educating tourism stakeholders on the laws protecting women and children, as well as government policies and programs on anti-human trafficking. Also included are training courses that empower women in the tourism industry.
The BFT advocacy program enables travelers with accessibility needs, such as PWDs, senior citizens, and pregnant women to participate in and enjoy tourism experiences with utmost comfort and convenience. It also encourages physically challenged individuals to be part of the tourism industry.
The FBSE program is envisioned to enhance and uplift the quality of tourism services in the country. It is designed to promote service excellence in all tourism establishments by capacitating the country’s tourism workforce with a unique and exceptional way of delivering customer service.
“The DOT’s advocacy programs are envisioned to represent everything that is good about our tourism industry. They serve as a guide to all our partner agencies and stakeholders in properly dealing with all kinds of tourists, providing opportunities for all kinds of people, and protecting the vulnerable groups of the sector," Puyat said. “This is making tourism and travel inclusive and accessible for all.”