This post by Filomeno St. Ana III on Vicky Abad Kerblat’s book, Jawid sawen nu Vatan!, brings me back to one of my best Philippine holidays ever, in the practically untouched yet progressive province called Batanes. Allow me to share with you this retro post, published exactly a year ago, about the group of islands that I believe every Filipino should visit at least once in their lifetime.

Fundacion Pacita, the bed & breakfast that used to be the artist's workshop of author Vicky Abad Kerblat's late sister, the renowned visual artist Pacita Abad | Photo by NTZ, January 2011

Untouched, Unspoiled Batanes

Originally published in Manila Bulletin on January 30, 2011

It was going to be a different year, I told myself. For starters, I would do away with the usual loud and head-cracking New Year revelry and stay where my husband and I could breathe clean air, fall asleep to the sound of crickets and the crashing waves, and have 360-degree views of Mother Nature at her best. We would figuratively and literally unplug ourselves from my gadgets and from the toxicity of a frenetic urban life, and begin 2011 in a place that is pristine and virginal, removed from the excesses of the life that we had gotten accustomed to in chaotic, cacophonic Metro Manila.

For that purpose, there was no other place on our mind but Batanes, that almost-mystical group of islands that has been likened to Scotland or New Zealand but which remains very much in touch with its Ivatan roots. Years ago, people scoffed at the thought of flying to Batanes because of the impression that it was too “backward.” (“We hated flying there,” I had been told by a former flight attendant. “There was nothing to do!”)

"Nothing much to do" in Batanes except admire its unrivaled beauty and serenity | Photo by NTZ, January 2011

Now, however, with sustainability on everyone’s minds, and with a collective call to reimagine the way we live and adopt a back-to-basics approach in our lifestyles, people are training their eyes on Batanes not only as a superb getaway destination where they could (quite literally) throw their cares away, but also—and more importantly—as a model for a sustainable, reimagined Philippines.

Cows graze freely on "Racuh a Payaman", also known as "Marlboro Hills" or "Marlboro Country" | Photo by NTZ, January 2011

An "honesty" coffee shop? Only in Batanes! | Photo by NTZ (January 2011)

Proud of their culture

Imagine this: Even from thousands of feet above the sea, the sights that will greet your eyes will already be enough to declare the majesty of the Batanes Isles deep-green mountainous islands stand proudly against the azure waters of the South China Sea and the Pacific Ocean, their lush mountaintops showing no signs of erosion or human intervention. Only three (Batan, Sabtang, and Itbayat) out of the eleven islands comprising Batanes are inhabited by some 17,000 people, leaving plenty of space for vegetation to grow, for cows to graze lazily, and for Mother Nature to unfurl her virtuous best. The rest of the islands remain untouched and unspoiled by human hands.

A tour around the islands shows how the Ivatans take pride in their collective history and culture. Centuries-old churches remain preserved and stand proudly in the middle of the town, their clean exteriors belying the fact that they had borne witness to the wars, disasters, and struggles that have helped to define a people. In Savidug and Chavayan villages in Sabtang Island, even the ruins of the old stone houses bore the marks of quiet dignity and pride. I wondered about the stories behind these walls and the secrets that they kept, observing that even in the chilly winter weather and in the pregnant silence of the tour, the villages were not eerie at all but seemed to exude the quiet elegance of a grand old matriarch.

Century-old stone houses like this are common across Batanes' different islands | Photo by NTZ (January 2011)

Chavayan Village in Sabtang Island is a UNESCO-nominated village, owing to the preservation of its stone houses and the Ivatans' traditional way of life | Photo by NTZ (January 2011)

Imagine if more towns in the Philippines could show this much respect for history and culture: What would Intramuros or Binondo look like today?

Read the rest of the post HERE.

Here’s an email I got this weekend:

“Felicity, booked my flight to Manila! Is it really more fun in the Philippines? I want to commute there and have the world’s awesomest status update and climb those badass rice paddy stairs. Tell me where to go. Will I see you there in February?”

He’s one of countless foreigner friends who’ve hit me up for travel tips to Pinas in the last year, but his e-mail was the most intriguing. Living in China, I rarely have access to Facebook and Twitter, and it was through a Briton that I found out about this new slogan. Ahlavet.

Granted I’ve seen really clever mockups of ads made by a satisfied/hyped up netizenry, I haven’t followed the twitter and banter online or in the news about the new slogan beyond my tagged-on-Facebook wall. So here is my un-FB/Twitter-ized view on the slogan. It’s brilliant. Who cares if Switzerland used it 60 years ago? The delivery and the message is spot-on.

(One of the photos even got my ocean-and-large-aquatic-life-averse boyfriend wanting to go swimming with the butanding, two seconds after I showed him the new website. Donsol here we come…)

In my experience as an expat in three continents, I’ve never had such a wave of rave reviews about the Philippines until I moved to China.  Living in Europe and America, I was such a go-to-the-Philippines promoter sabi ko dapat bayaran na ako ng DOT. It felt like work getting people hyped up to go. But that was 12-17 hours away from Manila. 5 hours away? I feel like a Philippines sounding board, where people posted their comments, photos and asked for advice. I just had to say “I’m from the Philippines” and the conversation turns to when’s the next holiday, because it’s time for the most fun under the sun.

Why is this?

1.     The expat population is expanding exponentially in China, as is the number of nouveau-riche and can-affords in this country. They’re all looking for a place to get away. This is an excellent, and growing, market to tap. Southeast Asia is the number one choice for nearby holidays and quick getaways, and roundtrip flights to the Philippines are by far the cheapest. I can fly home and back in time for work for the same price than if I went on a weekend trip to Shanghai (about CNY 1200), and much less than to Hong Kong (about CNY 2500 if you’re really lucky) at the cheapest possible rate. Trips to ASEAN favorites like Bali, Phuket, KL, Singapore, Phnomh Penh and Hanoi are at least twice, even 3-4 times the price than to Manila. Foreigners and China’s new rich are catching on to this. PAL and Cebu Pac are always packed with vacationers when I travel home. The accessibility and affordability is but the icing on the cake.

2.     When they come back, Word of Mouth works like magic. Nearly all the foreigners I’ve ever spoken to here have been to, are booked for, or are planning to go, to the Philippines. When I ask “Have you been?” I’m no longer surprised to hear “Oh yeah, many times.” They like going back. “Underrated” is a word I hear a lot. For those who are about to go or are planning to go, they always – and I mean always – say “I’ve heard amazing things about it.” And here are the three amazing reasons we’ve been hearing, and they come as a package response:

a.     It’s beautiful. Makes (insert typical vacation spot here) look like a cheap holiday.

b.     It’s not a tourist trap. Or, we were the only ones there/it’s like the island was all mine for a week. Or, Who knew someplace like this existed?

c.      Everyone spoke English, they’re always smiling, they’re so helpful, the people made my vacation feel like an actual vacation. I didn’t have to worry about anything.

Now these three, 9 times out of ten, came topped with a variation of one of the following, with palpable excitement:

a.     How was I supposed to go back to (insert crummy place of residence here) after this?

b.     I had such a blast, where can I go next time?

c.      I’m booked to go again on so-and-so-date.

d.     I love your country. Don’t tell anyone else about it please.

Oftentimes prefaced by the word: “Ohhhmmmyyygggggoooooddddd.”

Chinese New Year is just around the corner. That’s a whole week of holidaymaking here. People are busy making plans, and all I have to say now is “It’s more fun in the Philippines.”

Well, I try to, but it’s become redundant. Unscientific survey says, all my expat (and some local) friends who can afford to go on holiday are already booked for one (or two) of our 7,000 islands. Let the good times roll.

I had been to Bohol twice—both times within the context of work, and each time bound to an itinerary that just offered bite-sized portions of Bohol’s many charms without actually letting us savor the full portions of its delectable fare. But I am a creative soul in frequent need of inspiration, and I find that, of the places in the Philippines that I’ve been to so far, Bohol is one of those locations where I’d like to be a frequent flyer.

Here’s a rundown of the things I’ve enjoyed, the things I’d like to go back for, and the things I’d like to try (in no particular order):

1. Bluewater Panglao is a perfect getaway for couples or for intimate groups of friends. It is a 30- to 45-minute ride from Tagbilaran Airport and is a great hideaway if all you want to do is relax, take a breather, and take long, meditative walks on the lush, landscaped garden leading up to the dining area. I found myself waking up early just to try taking a “Zen meditation walk” along the garden’s pebbled pathways, but I found the scene too picturesque not to photograph and tweet about. There went the Zen. Next time, I’ll make sure to have enough time to walk, meditate, and then go back for photos.

And I almost forgot: the swimming pool looks absolutely gorgeous! I wasn’t able to take a dip and sunbathe on the lounge chairs right in the middle of the water. That certainly deserves a try.

2. Bohol Bee Farm is not just a charming bee farm with great produce and great food—it’s a bed & breakfast, too! Bohol Bee Farmis another of the biggest reasons why I’d like to go back to Bohol. If I had the opportunity to do so, I’d stay a night or two in its quaint, country-style accommodations and enjoy more of its healthy but filling fare. The dishes I enjoyed the most were the Mixed Green Salad, Seafood Lasagna (an absolute must-try!), and its Honeyglazed Chicken. For dessert, try the Spiced Ginger and/or Malunggay ice cream.

Sumptuous, healthy fare at Bohol Bee Farm (Thanks to Nikka Sarthou for lending me her camera!)

(Then, while you’re there, make sure to shop for pasalubong since there’s plenty to choose from. What I’d like to take home next time are the Chocolate Spread, Pesto Spread, and, of course, some honey.)

The ice cream flavors at Bohol Bee Farm. Try Spiced Ginger and Malunggay!

3. You will never run out of great accommodations by the beach. I’m also saving another trip just to savor Bohol’s ultra-luxury resort, Eskaya, and also to try the more modest accommodations along Alona Beach. It’s a bit like Puerto Galera without all the gay noise—or, like a friend said, like Boracay 25 years ago.

Alona Beach in the afternoon

4. I have yet to sample traditional Boholano fare! While my trips to Bohol have allowed me to taste gluttonous breakfast buffets and healthy options with lots of vegetables and fish, I feel like I haven’t yet truly sampled the best of traditional Boholano fare. I’d like to know more about the island’s cuisine, and I’d like to do this as close to home-style cooking as possible.

5. Café Lawis deserves a sunset date. We discovered Café Lawis while walking around the Dauis Church Complex and then wandering into a picturesque tree-lined street with a 19th-century-inspired structure. Café Lawis, as we discovered, serves European-style pastries and delicacies (such as paninis and soufflé cakes) but with a tinge of Filipiniana. The interiors are as Filipino as it gets, though, and the building also has a generous space for a mini-“museum” of Dauis life and a showcase of Boholano handicrafts.

The real treat here, however, is the expansive garden that opens up behind the café—and the breathtaking view that you will enjoy from there. The focal point of the garden is a large tree whose leaves form a laced canopy, and, since we went there in December, was adorned with beautiful rectangular capiz lamps. The mystical effect was not lost on me, and at some point I imagined hearing Enya singing in my head. As you can imagine, this view is best shared with a loved one—or else a really good camera. (I, however, had to content myself with a Blackberry.)

I’ve got more reasons to visit Bohol coming up. Stay tuned for Part 2!

Disclosure: My most recent trip was made possible by a media fam tour organized by Philippine Airlines and Allied Bank, in partnership with Bluewater Panglao, under the Mabuhay Miles program. For more information on Mabuhay Miles, visit <www.mabuhaymilesmastercard.ph>

I like labels. It caters to the obsessive-compulsive in me and it works to establish order and boundaries. One of my favorite childhood activities especially during the grade school years, was labeling all my school supplies using Dymo (revealing my age, yes) and those different colors of Dymo labels.

However, it is one thing to label personal property and another to label natural wonders and cultural treasures such as, say, a volcano. Especially if it’s the Taal Volcano–one of the Philippines’ most recognizable landmarks and considered a protected landscape by the UNESCO.

According to the entry on Taal Volcano in the UNESCO website:

Taal volcano has a unique geological history.  Formation-wise, it cannot be compared with other volcanoes because it was formed through one major eruption at the center of the lake, and since the lake itself is the crater of a prehistoric volcano. The vista from the rim is unrivaled.

It bothers me to the core (pun intended), then, that a natural creation of unparalleled history might soon be subject to man’s clumsy hands and shallow reasoning, thanks to this Hollywood-esque suggestion by the Batangas Governor-Star for All Seasons herself, supported by Batangas Vice Governor Mark Leviste II.

This report by the Philippine Daily Inquirer stated that “Leviste said the signage would help establish the identity of the lake and volcano as part of Batangas—and not of Tagaytay City, which lies within the neighboring province of Cavite.”

“He said the volcano was often mistakenly identified as part of Tagaytay, a mountain resort city which offers a picturesque view of Taal,” the news report continued.

CAPTION IN INQUIRER WEBSITE READS: HOLLYWOOD, HOLY COW! This is how Taal Volcano would look from the Tagaytay ridge once a giant “Batangas” sign is put up on the island as approved by the Hollywood-inspired Batangas provincial government. The idea was conceived by movie star-Gov. Vilma Santos-Recto. PHOTO FROM THE OFFICE OF THE VICE GOVERNOR OF BATANGAS

Is it really that big a deal where tourists think the Taal Volcano lies? Isn’t it that whatever income is derived from tourism goes to the correct provincial government anyway? Isn’t it true that, even long before the concept of branding became popular, tourists have been flocking to Taal Lake anyway–simply because of the way it was and how it looked? Wouldn’t it just be better to save the money that might otherwise be budgeted for the construction of this horrendous sign, for more important conservation efforts? What on earth are these government officials thinking??

And as expected,  not long after news of this (utterly uneducated) proposal broke out on social media, memes have been coming out to show more Philippine landmarks being “labeled.” Check out this photo that I found on Facebook, thanks to Jim Paredes and many others who shared it:

Let's label the Philippines | Photo shared from Jim Paredes' Facebook post

A lot of us are laughing over this now, but it seems that the proponents of this preposterous idea are serious. And they intend to spend serious taxpayers’ money to erect a copycat sign that will supposedly “easily attract attention and even visitors to the area.”

So if we go by their logic, why don’t we just use the “Hollywood-izing” of our major tourist attractions a main tourism strategy? Yes, let’s go trigger-happy and label everything that we’d like to brand and promote! Maybe someday, this is the sight that will greet tourists before they land on Philippine soil:

A "Hollywood-ized" Philippines from the air

In a disconcerting double-whammy, the Philippines’ Ninoy Aquino International Airport was voted the worst airport “for sleeping in” on the same week that Air France-KLM announced a phasing out of its Manila-Amsterdam route.

A report by Philstar.com said, “Last year, NAIA was voted the worst airport in Asia and the fifth worst in the world. It was the seventh worst airport in the world in 2009, according to the website <sleepinginairports.net>.”

Meanwhile, Business World Online reported that the country’s only direct connection to Europe will be discontinued “due to issues with the country’s taxes.”

* * *

This comes at the heels of what has been largely perceived as a positive development in the tourism sector, just shortly after the appointment of advertising “rock star” Ramon Jimenez as tourism secretary. Jimenez’s teams have been credited for some of the Philippines’ best advertising campaigns (he cites “Love yourself” by Selecta as one of his favorites), and he himself had expressed confidence the Philippines can attract up to 10 million tourists annually by 2016.

During the October 8 episode of Boy Abunda’s Bottomline, when I had been fortunate enough to join the discussion as a “Bottomliner”, the panel asked Sec. Jimenez a lot of its burning questions about branding the Philippines, about different aspects of tourism, and about his plans as tourism secretary. (Watch the online version HERE; just make sure to hide the ads to view the video.) His responses showed a clear understanding of the product he was trying to sell, the markets he was trying to tap, the communication vehicles we were going to use, the changing contexts of global tourism, and the demands of heading the tourism bureaucracy.

More than all these, he showed a clear and sincere love for his country that sometimes seems absent from tired and jaded government bureaucrats. His eyes would sparkle whenever he spoke of our gifts as a Filipino people (and you would see this on-screen), and his voice seemed to exude confidence and, as I had relayed to my fellow Bottomliners then, wisdom. I also remarked that Sec. Jimenez’s statements were nakakakilig in that he seemed to know how to woo his market. He was a well-versed, well-armed suitor, and he was ready to take on the job of romancing the market.

Philippine Tourism Secretary Ramon Jimenez in ABS-CBN's "Bottomline" (October 8, 2011)

However, tourism is not just about romance. It is not just about the allure of a locale (whether based on a glossy brochure or on word-of-mouth), or the hospitality and warmth of its people, its culinary treasures, or its many shopping and dining haunts. It is more than just the sum of its natural wonders and its UNESCO World Heritage Sites. If tourism were just about all the beautiful things that a country had to offer, we would be top on any traveler’s list–because we DO have EVERYTHING that a tourist would want to enjoy on a well-earned vacation.

Unfortunately, we also have MANY of the things that would drive ANYONE away from ANY country: an inefficient bureaucracy, a horrible public transport system, heavily polluted streets, chaotic urban areas, beggars and street urchins loitering on the streets, crime, corruption–name it, we probably have it.

When my turn came to ask a “Bottomline question”, I asked this (and I paraphrase for clarity):

A lot of the challenges to our tourism experience here are peace and order, public transportation, immigration, airports, taxes, pollution, and the destruction of our natural and cultural treasures. These do not fall within the mandate of the Department of Tourism. How does he intend to bring together all of the other stakeholders outside of tourism to address these concerns that affect tourism in the country? 

There wasn’t enough time to delve on this question, but Sec. Jimenez’s short answer to this was that if the tourism department does its job well enough to bring in the demand (of tourists), then the other departments would wake up to the reality that they had to do their jobs well enough to keep the tourists coming back.

I wasn’t too happy about not having time to talk about this issue, but I’ll go back to this point later and first show you a different example.

* * *

At the recently held 1Malaysia Gala Dinner, Malaysian Tourism Minister Dato’ Sri Dr. Ng Yen Yen spoke to a Philippine audience of tour operators, airlines, travel agents, and media about the many things that make Malaysia a great travel destination. She spoke–in a truly engaging and electric manner, I might add–about the cultural diversity that makes “Malaysia, Truly Asia”, about its many world-class destinations and facilities, its colorful and vibrant festivals, its focused and targeted events, among many others.

“We would like to see more Filipino tourists to come to our country to study, to visit, to spend their honeymoon, to hold meetings here, to just simply get away and even to retire. I invite you all to visit Malaysia and witness sights and sounds that make Malaysia truly Asia.”

“The Time is Now, The Place is Malaysia,” she concluded.

On the microphone and all across the room, Dato’ Sri Dr. Ng was like an astute salesman–knowing exactly what to say at the right moment, captivating your attention and holding it at the palm of her hand, then  going for the close. She wanted to get YOU to come to HER country to spend YOUR dollars (or ringgit) there, and she knew EXACTLY what she wanted to say that would make your mouth WATER over Malaysia. From the way she looked to the way she spoke and delivered her message, Dato’ Sri Dr. Ng was clear and focused, her message, compelling.

YB Minister Dato' Sri Dr. Ng Yen Yen during her product presentation at the 1Malaysia Gala Dinner | Photo courtesy of Tourism Malaysia

But there’s more to Malaysia than a great tourism slogan and a great marketing package that has brought in over 24 million tourists to its doorstep in 2010–almost close to the number of its own population of over 28 million people. Its various programs are cohesive and well-packaged–from Education, Sport, and Agro-Tourism, to Malaysia’s “Go2Homestay” program, to its “Malaysia My Second Home” program–over 300 categories of goods are classified as duty-free, and there’s a consistency of policy that makes the business of travel predictable and convenient for any traveler.

Plus, the Minister said, taking a swipe at the Philippines’ peace and order situation, “Prosperity only comes with peace. In any country, conflict brings no prosperity.”

The numbers speak for themselves. In just over a decade, Malaysia has more than tripled its tourist arrivals, starting with 7.9 million tourists in 1999, when the “Malaysia, Truly Asia” campaign was launched, to 24.6 million in 2012. Tourism receipts have grown over seven times in a decade, from MYR8.6 billion (approx. USD2.76 billion) in 1999, to MYR56.5 billion (USD18.1 billion) in 2010. According to the Minister’s presentation, “tourism contributes USD330 million a week to the economy of Malaysia, making tourism the 2nd largest foreign exchange earner in Malaysia. In 2009 and 2010, Malaysia ranked 9th in the Top 10 Most Traveled To Countries, being only one of the two Asian countries included in the list released by the United Nations World Tourism Organization (UNWTO)”

And all this, Dato’ Sri Dr. Ng says, was achieved with a tourism budget that has remained unchanged since 1999.

* * *

Folks, our problem isn’t just branding; it isn’t just the lack of marketing bucks, either. The problem of the Philippines, as Sec. Jimenez himself had pointed out during the Bottomline interview, is this:  ”We haven’t really acted like a tourism country.”

We’ve got an airport that doesn’t look like it wants to welcome visitors and make them stay; we’ve got a terrible public transport system and public infrastructure that discourages people from exploring any town or city in this country; we’ve got a tax regime and a business climate that discourages investments; we tear down historical landmarks instead of preserving them; we’ve got corruption; we’ve got garbage. In short: aside from our innate creativity, our laughter, and the genuine warmth of our people, we’ve given foreigners many reasons to stay away from us, from the level of policy formulation all the way to policy execution. It’s poor governance over the last few decades that has made us a weak tourism brand.

This isn’t to say that we’re doomed to fail. We’re not. With an advertising legend like Sec. Jimenez at the helm of the Department of Tourism and a technocrat like Sec. Mar Roxas on top of the Department of Transportation and Communications, among some other bright spots in the bureaucracy, there IS hope for boosting Philippine tourism and for making it work for all of us. But we’ve got to get our acts together–and we’ve got to move as a “tourism country”, as ONE COUNTRY. Our government bureaucrats have got to let go of their little fiefdoms and start acting for the good of this one brand called “The Philippines.”

We’ve got a mountain of work cut out for us. But, well, I’ve always believed that if you wanted something badly enough, you’d be able to move mountains. We’ve GOT to want THIS one badly enough. I know I do.

The Department of Tourism published on their YouTube page, videos of the new Philippine Tourism branding.

Old Intramuros. Image from Wikipedia.

Ramon Jimenez unleashed a bevy of catchy soundbites, unsurprising given his well deserved reputation as a top ad man, during his press conference announcing his ascension to the Secretary of Tourism. The most lasting, and in some ways odd, was his assertion that the Philippines should be as easy to sell as Chickenjoy. Which, as we know, is one of the most popular items on the Jollibee menu.

While it was not his intention, and likely should not be viewed as such, I cannot help but feel that equating Chickenjoy with tourism marketing actually illuminates of the chief failings of previous Philippine branding attempts: Their kitschiness and subsequent failure to resonate internationally. For all of the adulation Wow Philippines seems to receive, it was a lousy campaign. Boring, uninspired, generic, and yes more than a little kitschy. While we may have liked it in the Philippines, internationally it barely made a blip. It offered little to no insights in the Philippines and failed to present a compelling vision of the country. To put it another way, what excites the Filipino may not impress the foreigner.

With Jimenez’s advertising experience I hope that conceptual shortfall will finally be addressed. Along side Jimenez was outgoing Secretary of Tourism Alberto Lim. Who, for all the criticisms hurled at him by the curiously constructed Tourism Congress, was one of the best men for the job. His focus was not on branding, but on developing both the infrastructure and product necessary for compelling branding to take place.

In all of the on-going discussions about tourism, and contrary to certain ‘tourism’ advocates, it is not all about branding; at least not yet. That is where Bertie Lim was quite successful, and arguably ground-breaking. He focused on putting in place the structures necessary to develop tourism products, while at the same time fighting for easy access to them.

At the risk of being contrarian, we have the raw materials, but we have not developed compelling products; the type of attractions that entice people to fly halfway around the world to visit. And the ones that we do have, like for example Boracay, we have allowed to be become so over commercialized that they have become, well, unappetizing. If anything, Bertie Lim’s failures as a tourism secretary are precisely what Mon Jimenez can address: Communication. Jimenez is adept at concise, and inspiring rhetoric; an area where Lim struggled.

Though, what I hope lasts long after Lim’s resignation is the projects that were conceptualized, and put into motion in places like Intramuros. There they are attempting to revitalized the master plan, and approach tourism development, I would say, properly. Intramuros Administration is trying to connect with the locals to become tourism partners, while putting together plans to work with leading businesses and non-profit organizations to develop select sites in Intramuros. Other countries and cities, such as San Antonio in Texas, have aptly demonstrated that successful tourism development has to be a public-private affair. If done well, the re-development of Intramuros can act as a model for the rest of the country.

Nick Joaquin offered the idea that “Nationalism begins as a local piety.” To extend that thought, so does tourism. Much like good governance and a sense of national belonging, tourism development fails when it is imposed from the top; especially in the arena of heritage and culture. I would argue that are fixation on ‘national’ heritage has actually undermined heritage conservation and development on a local level. Joaquin believed that nationalism, the idea of an encompassing community, begins in the neighborhoods and localities. That, for example, is the enduring power of the fiesta in a locality; it forever connects the person to their hometown. The fiesta is one of those compelling tourist products, precisely because original fiestas in the Philippines tell the story of a locality. Whether it be the moriones or the ati-atihan, the history and development of the fiesta is intrinsically rooted in that place. However, as opposed to developing and supporting existing fiestas, we have seen the rise of ‘manufactured’ fiestas. Products that completely ignore that heritage, in favor of creating tourist ‘attractions’. One prominent example is Makati’s Caracol Festival, an event that began in 1989.

Developed to remind of the richness of the environment and promote its preservation, it became the official fiesta of Makati. In essence, a fiesta with barely twenty years under its belt and with little historical and heritage connection to Makati has become the focus of their festival calendar and tourism efforts.

While, on the other hand, fiestas that have existed for centuries in St. Peter and Paul Church are largely ignored or forgotten. For example, the Bailes de los Arcos is unique and quaint; a fiesta that reaches back to the very founding of Makati. It is heritage, it is beauty, and it is culturally rich. As a result, it has its own niche among fiestas in the Philippines. Yet, in its place is promoted a manufactured event, with meager cultural attributes beyond pretty colors and fireworks that go boom. By forgoing a long-standing heritage tradition in favor of a manufactured event, Makati ultimately has turned its back on its history. The Bailes de los Arcos could be an event, if properly managed, which would define Makati as a cultural center (along with other heritage resources). Instead their official festival is a generic event which offers little in the way of cultural and historical branding. It is bland and generic, like so much of tourism and tourism branding in this country.

Lost in the tourism discussion is an answer to a very complex question: What makes us Filipino? To phrase it other ways, what sets us apart? What makes us compelling? The typical answers usually encompass mindless platitudes: “We are nice” or “We have pretty beaches.” Well and good, but other countries have nice people (especially when public service can be taught, like in Hong Kong) and beautiful beaches abound.

Our efforts to ‘brand’ ourselves has to run deeper; it has to connect to the historical and heritage realities that set us apart on the world’s stage. That involves a difficult shift in perspective, but it is one that is necessary if we are truly going to create a compelling tourism vision for the Philippines. Because right now we are only thinking about our country, about who we are as a people and how we can export that vision, along wholly simplistic terms.

We consistently look to successful models abroad, whether it be Malaysia, Thailand, Mexico, or Spain, and try to emulate their marketing, at how they sell themselves, and consider that the answer to all of our tourism problems. We ignore the heart and passion with which they embrace their national and regional histories; warts and all. And that is the key, reconciliation and love of self. When a people understands, accepts, and loves their heritage and culture that sense becomes tangible, and quite compelling. It is within the midst of those rich local connections that the building blocks for enticing international advertising campaigns are found.

Regionalism has long been touted as one of the key flaws in our national polity. And while that might likely hold true when it comes to politics, the opposite holds true in terms of tourism. Our multiculturalism is a strength and can be attraction for visitors. No one wants to visit a homogenous country; a quick review of the major tourist destinations in the worlds proves this.

And we are far from being a homogeneous nation.

Each of our regions has different flavors, fiestas, sights, ecology, even architectural influences. That means different encounters are readily available for a traveler. This situation marks us as a compelling tourist destination; if those differences are properly managed and exploited.

To be frank, there is little point or inducement to travel around a country when the cuisine in Bohol is the same as what is found in Manila or the shopping in Baguio is the same as Cagayan de Oro. Yet that type of homogeneity is exactly where the Philippines is moving towards.

In Baguio, Session Road has been killed and the primary shopping destination is SM Baguio (which also dominates the landscape). The same stores that are found in SM Makati are in SM Baguio, even the same restaurants. Malls have become the center of culture in the Philippines. Our concept of urban renewal revolves around malls: Build it and they will come. That is another perspective on a local level that has to change, else we will lose the multicultural experiences that makes the Philippines so rich and fascinating.

To move away from that, and avoid mistakes such as Makati, we need to start taking stock of our heritage resources on a local level. Those resources can be anything from built heritage (like churches and homes) to intangible heritage (like weaving, or epics). Regional cuisines, fiestas, all of it has to be catalogued, supported, preserved, and utilized in branding efforts. But that on-the-ground effort has to take place first and foremost. Only in pockets has it actually taken place.

In other forums I have advocated for the creation and development of attached cultural workers (an idea initially pushed by Felice Sta. Maria) on an LGU level. Cultural workers who are provided with the necessary tools to catalogue, evaluate, and preserve their locality’s cultural and heritage resources would be a boon. And from that base craft tourism master plans, in conjunction with private enterprise and national agencies, to preserve and utilize those resources.There are relevant laws out there, for example the recently passed National Cultural Heritage Law of 2009, that can aid in this process. But it remains unimplemented and relatively unknown outside of certain circles.

Ideas like heritage zones, listing of local heritage on national lists, and so on can change the landscape of our country’s preserved national patrimony. Cultural workers could act as mediators in this process. All of this talk of exciting and bringing tourism back to the people in concept is absolutely correct. We have to bring out heritage back to a local level; that process will positively redound in our tourism and branding efforts.

Taking a step back, we have the raw components necessary to craft the Philippines into one of the premiere tourist destinations in the world: multiculturalism, natural resources, and compelling heritage. So, while soundbites and ad man proclamations like “Chickenjoy!” are great for public relations domestically in the media, they do very little to address the realities on the ground. That is the backend development that the Department of Tourism needs to help push in cooperation with relevant government agencies and private groups. From what I have heard Jimenez seems to have the ability to grasp and handle both the front and back ends of tourism development. That is exactly what the Philippines needs at this juncture.

Tourism, as it has always been, is a multi-sectoral endeavor that must begin to develop on a local level. To create worthy and compelling branding we first have to have, not only the underlying product, but an intrinsic understanding of those products. Right now, and only in small pockets, do have we that. As I mentioned, Intramuros could well become a model. But so could Cebu, or Vigan, or Baguio, or Iloilo City, or Palawan. In a nation like ours, the possibilities are almost endless. Properly exploiting and leveraging these resources makes the job of the ad man even easier. That is when it becomes as easy to sell as fried chicken.