The Department of Tourism’s (DOT) “It’s More Fun in the Philippines” campaign was able to reach a wide audience with little cost to the government, a senior tourism official said.
Domingo Ramon Enerio III, DOT assistant secretary for tourism planning and officer-in-charge of the Tourism Promotions Board, said the campaign is still in its early days but the catchphrase has spread “like wildfire.”
More Fun in the Philippines
”It has become a people’s campaign,” he said.
Enerio said the simple truth about the Filipino people is the secret to its success, saying the campaign’s message is easy to understand, speaks the truth about the Filipino culture and makes the locals proud.
“It’s a direct call to action for every Filipino,” Enerio said.
Because of this, Enerio said Filipinos were challenged to take part in the campaign.
Enerio, who attended the recent Tourism Congress in Cebu, enumerated the marketing efforts of the department, citing participation in several international travel shows and paid advertisements in international publications, networks and billboards.
They are also strengthening their online presence, with a dedicated website for the campaign, managing social networks and encouraging more bloggers to discuss the Philippines.
He urged Cebu, being a popular tourist destination, to take the lead in promoting tourism in the country to achieve its target of 4.6 million visitors this year and 10 million by the end of 2016.
Cebu Gov. Gwendolyn Garcia cited the people in the countryside as the best ingredient that led to the success of the “Suroy-Suroy Sugbo.”
She said the essence of the program is the act of traveling itself, the destination only coming in second.
The project, she said, instills in people “pride of place” and that they discover more about themselves as they try to find what is unique in their town of feature in the Suroy-Suroy program.
Garcia said small towns have reaped the benefits of tourism, with even barangays wanting to put up their own museums.
The Cebu Chamber of Commerce and Industry (CCCI) awarded Garcia with the grand tourism award for her “leadership in expansion of countryside tourism”, especially with the Suroy-Suroy Sugbo, sustainable eco-tourism and entrepreneurship tourism programs and “moral and maternal support” to the Tourism Congress.