PAGBABAGO

Let me add a few thoughts on the recent tourism “love” campaign that turned sour because of what the Department of Tourism admits was an “unfortunate oversight.” It’s quite an expensive mistake and I hope we shall truly learn our lesson. I think most of us know that it would come sooner or later. How could  the DDB Group Philippines, the advertising agency that conceptualized the campaign commit such an “indefensible act,” asked annoyed  citizens. I can understand why, and I’m not at all surprised. In fact, it has been happening except in earlier cases, the stakes were not too significant.  Earlier actions were either not aimed at a mass audience and  did not cost our treasury  ₱49 million. The situation is that many of us have been brought up to see the world from a foreign lens. Some may not be conscious of this, but a large majority of our countrymen have not yet been able to shed their predilection for things western, imported or brought in from outside our shores. As they say, our values, and mindsets have been shaped for about four centuries by a “convent” culture and another five decades of Hollywood. And while the government is doing it, it is taking so much time to wean us from the past. This reminds me of a story about how the Japanese nurture their citizens from early birth. It is said that when a baby is born, the first thing he sees when he opens his eyes are images of the majestic Mount Fuji. Thus, the need to start developing  the consciousness of our children early in life. Instead of movie idols on the walls, we should perhaps start having images of some of the magnificent scenery of Palawan, Boracay, Mayon, Chocolate Hills, and other beautiful spots in the country. Guillermo “Ige” Ramos, a culinary heritage historian and award-winning book designer has something to say on where tourism should start  —  from “ground up” by doing something about our infrastructure and upgrading our existing resources, especially our rich cultural heritage. He says: “First is to confront the current state of peace and order, especially in the underserved parts of Mindanao. We need to clean our markets and encourage hyperlocal food stalls and artisan producers to make heritage food products in environmentally friendly ways. We must develop our airports and seaports. Accountability from all officials is necessary.  We could do more if we really love the Philippines.” We must use the slogan to address ourselves first, for until we truly and fully love our country we will be unable to give it what is necessary to attract visitors. When the time comes, the images that would come to our mind would not be those from Thailand, Indonesia, Switzerland, or Egypt but of the familiar and incredible icons in our country – Tubbataha Reefs, Siargao, Caramoan Islands! Or the kind of sustainable tourism that former tourism secretary Mina Gabor had been advocating – community-based rural tourism, organic and urban farm tourism, and tourism that contributes to building sustainable communities through environmentally friendly strategies. ([[email protected]](mailto:[email protected]))