Traveling with a fresh perspective

By Bryan B. Garcia

March 26, 2011, 3:40am

Bantayan Island, Cebu

Traveling for some has become a passion, a calling so to speak, which is insatiable in every sense of the word. Travel also entails not just the experience but also a sense of discovery, a quirk that one gets in uncovering the truth or adding knowledge to one’s previously held ideas.

However, with the onset of modern technology and advancement in communication, nothing, or at least very little, is still left unknown in the modern world. No matter how far we get and no matter how remote a place we reach, chances are that someone has already laid claim to being wherever you are at the moment.

This creates a dilemma as the thrill of discovery is slowly being undermined by the accessibility of information that can be pulled up at any given time. Considering this, the challenge shifts from merely getting to a place to looking and experiencing it with a new perspective.

Sure, a lot of people have gone to Ilocos Norte, but have they visited its sand dunes or trekked to the Anuplig Falls in Adams? Cebu is a popular destination, but very few have visited Bantayan Island or have followed its heritage trail called the Suroy Suroy. Even Bicol has attracted quite a number of foreign and local tourists, but only a few have discovered the hidden surf spots in Baras, Catanduanes or the majestic Bato Church.

These are just some of the places and activities that have yet to be tried and explored. Although these destinations will always be there waiting for the next traveler, the first step to getting there is through information. That is why the Department of Tourism (DoT) has recently partnered with Bonamine to raise awareness and to promote domestic tourism.

“This is a good example of a private and public partnership wherein the goal is to help promote our common interest. It’s not just promoting a brand but helping DoT’s vision, and of course it helps the public learn about the many destinations in the Philippines,” says Tourism secretary Alberto Lim.

The travel advocacy of Bonamine carries the tag line “Basta Pinas, Byahe Tayo”, a follow-up to the same campaign the brand did in 2003 called “Tara Na! Byahe Tayo!” a project which could be best recalled for its jingle which encouraged travel within the country and sung by no less than 21 famous OPM artists.

“We’re very happy to be reviving the campaign again. Our slogan for the first campaign was to invite everyone to travel domestically. The second campaign is really about seeing the Philippines and experiences with a new perspective,” says Christine Balingit, marketing manager for Johnson & Johnson.

The DoT’s “Pilipinas, Tara na!” is an advocacy that was launched at the recently concluded Travel Expo. According to Secretary Lim, figures show that in 2010, the number of domestic tourists rose to a high of 26 million while attracting 3.5 million foreign tourists. This supports the fact that promoting domestic travel is an effective strategy in reducing poverty in far flung, yet pristine destinations in the country.

“Domestic tourism contributes to the re-distribution of wealth in the Philippines,” Secretary Lim pointed out. While a healthy tourism sector constitutes a healthy economy, it also builds the nation’s character. “It also helps Filipinos in our own education and social integration to find our national identity,” he adds.

Part of the thrust in encouraging local tourism is through the establishment of a “Basta Pinas” website which recommends destinations and provides information on how to get to these places. The website will also feature stories from travelers who have gone through their own experiences at various spots in the country. To make the information drive that much more enticing, the campaign also partnered with Chasing Light, an organization of landscape photographers who are lending their awesome images and unique perspectives to the website.

Aside from the website, the campaign also set up a “Write Your Own Ticket Contest”. The competition is open to all journalism practitioners with a simple requirement of sharing any published or aired features with the theme: “Philippines through a fresh perspective.” Entries will be judged by the DoT and Johnson & Johnson representatives as well as media practitioners.

The goal of the campaign is to promote the beauty of the country and let Filipinos experience it for themselves. Although the objective is pretty straightforward, the benefits from the success of this advocacy is widespread, from the community which stands to gain from the boost in economy to the simple traveler looking for his or her next adventure. (Photos by Chasing Light Landscape Photography)

When in Cebu City, please visit gregmelep.com for your real estate and retirement needs.

For more information on the advocacy as well as guidelines on the “Write Your Own Ticket Contest” visit the “Basta Pinas!” website, www.bastapinas.com.ph or check out facebook.com/BastaPinas.