The heroes of Philippine tourism

By PAUL EDWARD P. SISONFiesta Islands

MANILA, Philippines — Have you seen the latest Tara Na, Biyahe Tayo! music video?

Like many Filipinos, whether here or abroad, I get goose bumps whenever I hear the song or watch the video of the original Tara Na, Biyahe Tayo! music video featuring 21 top Filipino artists.

It tugs at the heart and brings out the proud Filipino in anyone who listens to it. So far, the video has reached more than 500,000 hits on YouTube.

Its success can be attributed to its enticing lyrics and melody that bring the inherent pride in being a Filipino and one’s love of country to the fore.

The Tara Na, Biyahe Tayo! was a domestic tourism advocacy campaign of the Department of Tourism (DoT), Bonamine, and our very own OPM artists during the time of Sen. Dick Gordon.

Last week, the Department of Tourism (DoT) held a media preview of the revived version of the music video with 57 OPM artists. Can you imagine so many celebrity heroes doing their part in helping promote our country?

A few days ago, they launched it by uploading it via the Pilipinas, Tara Na! page on Facebook. It was produced in cooperation with Perceptions, Inc. and Smart Communications. Smart has always been a generous benefactor of Philippine tourism from the time of Sec. Ace Durano to the present.

In support of the Pilipinas, Tara Na! domestic advocacy program, SMART offered P50 million in values this year  which includes 60-and 30-seconder television commercials production and airtime promoting 10 local destinations and Filipino cuisine, and outdoor advertising appealing to the Filipino audience. The DoT lauds the support of SMART with a total media value of P41 million, for the television commercials alone.

Private sector support for tourism promotions is crucial for creating awareness about the Philippines and our prime tourist attractions.

Recently-resigned Tourism Secretary Alberto Aldaba Lim expressed his gratitude to companies that have given their support to the domestic tourism advocacy program of the DoT by adopting travel and tourism themes in their advertising campaigns.

The DoT chief especially thanked SMART Communications, Inc., Globe, and Johnson & Johnson for their support in promoting domestic tourism.

Globe Telecoms partnered with DoT and Duty Free Philippines for the Pinoy Homecoming balikbayan program which encourages overseas Filipinos, particularly Filipino organizations and business groups to come home for vacation, family reunions, missions, or conferences. TV placements sponsored by Globe were aired over The Filipino Channel.

Johnson & Johnson launched its Bonamine travel advocacy campaign this year with the Basta Pinas Biyahe Tayo program in support of the DoT’s domestic tourism efforts. The campaign includes print advertorials  featuring celebrities endorsing a particular destination with accompanying article on what the place is all about. Members of the media and press were invited to participate in their Romance of Travel Media Tours which visited destinations in Luzon, Visayas and Mindanao. Online promotions are also used through their Basta Pinas Facebook fanpage and website. The DoT acknowledges the support of J&J with a total media value of   Emil Yap lll, Felix Ang, Jan Agoncillo, Ed Higgs, and Emy Arcilla11.4 million and total advertising value of P3.8 million.

We need more corporate heroes to follow in the footsteps of Smart, Globe, and J&J.

Other companies should take the initiative and do the same as their way of contributing to getting the marginalized out of their poverty situation especially in the countryside and far-flung areas.

Tourism creates jobs and livelihood opportunities that improve the lives of local communities hosting our country’s natural assets.

I remember how the country benefited from Lakbay TV, a travel channel of ABS-CBN dedicated to promoting domestic tourism more than a decade ago. For the first time, viewers saw what only moneyed travelers enjoyed. It was like being there in the destination themselves.

As a result, domestic tourism grew as patronage for places that were featured by Lakbay TV increased tremendously. Some say that Lakbay TV was able to achieve what a whole government agency was not able to accomplish.

For that we have the group of the late Caloy Abrera, Mike Reyes, Sonny Hernandez, Hernando T. Neri, Manuel Hizon, and John Carl Magno to thank. This same Lakbay TV heroes are now continuing their advocacy thru CCI Asia Group’s Living Asia Channel.

Another group of heroes led by Chari Villa have Choose Philippines on Facebook. It is very informative, inspiring, and makes you feel proud you are Filipino. Of course, there are countless  other online heroes, like Brian Ong and Jewels Travels, who help promote the country in their own little way -- but very big on mileage.

The good news is anyone can be a hero of Philippine Tourism. Decide to be one now
!