The need to brand ‘Philippines’

No amount of recall or a generated effort (advertising monies) to establish a presence to improve our tourism will succeed, unless we begin to brand the Philippines with an integrity the world can see and experience. The catchy, however, duplication of the advertising campaign “It’s more fun in the Philippines” or the new “Choose Philippines” will not succeed until we Filipinos change our ways.

Who in his right mind will commit themselves to a holiday should they be made vulnerable during their stay. From the monies extracted by dubious airport personnel as one arrives, to the taxi’s they hail and the pick-pockets along the way is enough to deter one’s optimism. Then there are the astronomical fees charged to foreigners as they book themselves outside the over-priced five-star hotels considering the value for money paid for. The culture of corruption is obviously imbedded into our culture and no matter what the government does, it cannot seem to shake it. Possibly the problem stems out of government making the citizenry cynical either way.