In the beginning, my primary hope for the new DOT slogan was that it resonates with international audiences. Now, it may be my hopes are a bit higher, and broader, than before.
Looking back a bit, the fundamental flaw with regards to WoW Philippines was precisely that it did not resonate internationally. The gaudiness of the advertisements, the inherent lack of message in the tagline (you think #itsmorefuninthePhilippines is bad now, imagine how much fun netizens would have had with WoW Philippines), spelled its doom internationally.
Let’s face it, while there are serious flaws in our tourism policies and products (what products?), our inability to create internationally resonant branding also spelled doom for our tourism community. I still believe this is why our government began the whole domestic tourism campaign (and movable holidays): We were failing to attract inbound tourists, so we had to promote internal tourism.
Of course, the rarely spoken point is that we ignored culturally and historically significant tourism product development. Now, one critique I have heard is that heritage tourism is flawed because it focuses on international audiences. I think that ignores the broader importance of heritage conservation rooted in the surrounding environment. As well, other countries have demonstrated that historical preservation and conservation, far from creating pockets of cultural affluence, redound positively throughout and environment. It connects the denizens of that area to their history, it creates communities. And economically speaking, preservation and the leveraging of those artifacts positively impacts the development of localities. It attracts tourists, it encourages capital infusions and development; properly harnessed it can be a boon for social entrepreneurship endeavors. Urban renewal does not require new structures, it can happen with the proper preservation and restoration of old built heritage. Tourism, whether domestic or international, is not just about attracting visitors; properly harnessed, it can be about social, cultural, and economic development. Tourism is just like any other industry, it has its issues and possibilities. But in a country like ours, it can be a major force for positive growth and development. What it comes down to is how we go about promoting that development, not only in how we package it. Because, and this cannot be said enough, our heritage is amazing, it’s gorgeous, and it’s compelling.
On a broader social note, some of the brouhaha surrounding the tagline seems to be grounded in non-constructive wellsprings. For example, the prevalence of binary thinking in our society; the idea that because there are social ills extant the entirety of the Philippines is disreputable. The negative portions of the country should not, should never, obscure the positives. Just because we have poverty does not mean we lack in natural beauty. Just because there are cultural flaws, does not mean we aren’t a vibrant and attractive country. Culture is not an either or proposition; yet in many ways our modes of thinking are rooted in precisely that.
As well, it seems that we have a tendency to demand change, and yet refuse to accept change; arguing that (amorphously I might add) it’s not the change we want. Well, what exactly is it we want to change then? Moving forward as a country is not an instantaneous event. Projects, programs, changes, whatever should be evaluated on their own merits, within their own context, and whether or not they will positively impact the country over time (not just now). Our continuing desire to demand socio-economic reforms, or anti-corruption measures, or new tourism campaigns, then reject them out of hand when presented is a flaw that contributes to stymying the evolution of the nation. There is a distinct difference between taking a principled, intellectual, and critical stand on an issue (whether for or against) and continuing to reject or accept any all attempts immediately. The idea of oppositional politics and modes of thinking (again going back to the binary) is so deeply embedded in our public discourse that it is difficult to distinguish between constructive criticism and just plain bitching. We have this both romanticized and simplified idea of what a public intellectual is: Essentially, it has become someone who just denigrates, no matter the issues or position. Even if it might contradict a position that person took in the past, or be incompatible with their ‘political and social philosophy’ (if they have one that is). We admire the contradictory, without even questioning the fundamentals in terms of philosophy or thought behind the opposition. Take a stand; be principled, critical, and incisive. That, I truly believe, will be a boon to the country. It very well may be that the latest campaign does fail. But at the very least, we should try and make sure that it does succeed. Failure is an option, but it should only be an option. It only becomes an eventuality when we as a country prefer to endlessly chase our tails rather than try and contribute to shared success.
As I said earlier, my initial reaction to the latest tourism slogan was negative. I thought it trite and more than a little superficial. But after my early trepidation, I saw what they were trying to say and how they were trying to say it. And I must say I have had a slight change of heart. Yes, I still think there are serious shortfalls in our tourism product development plans and policies; yes, I think it might leave itself open to ridicule (Sex Tourism. #itsmorefuninthephilippines), but I appreciate what they are trying to do. I can see the possibilities. That does not mean I am a dyed-in-the-wool evangelical convert. It does mean that I can see the possibilities and how it can actually be of benefit to the Philippines. And at least optimistically believe that we might finally have a quality, internationally resonant campaign.
Somewhat surprisingly, this campaign indirectly touches on something that remains unaddressed in public discourse. One of the continuing issues in the Philippines has nothing to do with our culture, our economy, our geography, or politics; it’s about how we view ourselves. It’s about our identity. The idea of ‘fun’ in the Philippines speaks to that issue, it’s about changing mindsets and allowing the Filipino to have a stake in how our country is viewed and appreciated. Not only that, in doing so, in offering new ways to see our country, it offers Filipinos the opportunity to see their country in a new light. Yes, it is fun in the Philippines, and because of who we are and what we are blessed with, it can be more fun in the Philippines.
Lurking beneath the initially apparent superficiality, that is quite a powerful message indeed. One that strikes at the very heart of who we are as a people, and what we might become. I always go back to it, but I truly believe that James Fallows was wrong. Our culture is not flawed or broken. What needs to be addressed is how we see, how we appreciate, our culture and country. It’s our identity and how it is constructed that needs remedying. I don’t think it necessarily begins with thinking of ourselves as ‘fun’, but maybe it can. Sometimes it takes little steps in the right direction.
I think I am going to be contrary: I do believe it is much more fun in the Philippines.
