‘Tourism is color-blind’
Tourism Secretary Bernadette Romulo-Puyat doesn’t think the abrupt change in leadership at the House of Representatives — and the unconventional unprecedented manner by which it was done before and after President
Duterte’s State of the Nation Address (SONA) — will affect the country’s efforts to attract tourists.
“Tourism and politics are separate things. Tourism is color-blind,” said the sunshiny tourism chief at last Tuesday’s Bulong Pulungan at the Sofitel Philippine Plaza.
“People come to the Philippines, for its beaches, its food and its heritage,” she added.
Instead, Berna was elated by the fact that the President made special mention of Boracay during his SONA, quoting him as saying: “Boracay Island, widely regarded as one of our country’s treasures and admired worldwide for its natural beauty, has sadly become the representation of the government’s negligence, including mine.
“I could not allow this decay to continue; decisive action has long been overdue. Recognizing that we are mere stewards of our natural resources, and I said enough is enough.
“We intend to restore its environmental integrity, alongside measures to alleviate those whose livelihood were momentarily affected. Environmental protection and ensuring the health of our people cannot be overemphasized; thus, our actions in Boracay mark the beginning of a new national effort.”
Berna was further buoyed by the fact that despite the closure of Boracay, tourist arrivals in the Philippines in June this year compared to the same time last year have increased by 11.35 percent. For the first six months of the year, official figures show that tourist arrivals hit 3.7 million. She told The Philippine STAR the yearend target of 7.4 million is “on track.”
“Numbers don’t lie,” said the former UP Economics instructor. She further revealed that the top tourist arrivals came from Korea, China, the US, Japan and Australia.
“The tourists have found alternatives to Boracay like Mactan, Bohol, La Union,” she said, and expressed gratitude to the private sector for packaging the best destinations in the country, citing travel executive Bobby Joseph and Philippine Airlines president Jaime Bautista, for their efforts to drum up interest in the country’s destinations.
Berna says the bedrock of her tourism policy is “sustainable and responsible tourism.”
And Boracay has taught not just local government officials but also resort owners and tourists alike “to police themselves.”
“They now know that government is not afraid to close down (tourist spots),” Berna, a widow in a relationship with Tarlac Rep. Charlie Cojuangco, stressed.
After all, tourism contributed 12.2 percent of the country’s GDP last year, compared to agriculture, which only brought in nine percent of the total GDP. Of the total tourist arrivals, there were 11 domestic tourists for every foreign tourist. She said “tourism” roads worth P30.9 billion are forthcoming.
*** Berna is not changing the current tagline of the Department of Tourism’s advertising efforts, “It’s more fun in the Philippines.”
Instead, she is meeting with representatives of top advertising agencies, who have offered to “refresh it” pro bono. “Pro bono” and “for Berna,” perhaps. Berna’s squeaky clean image and pedigree is apparently bringing in a wave of support for her.
Aside from the ad agencies, singers like Sharon Cuneta, Ogie
Alcasid, Rico Blanco, Noel Cabangon and Up Dharma Down have offered to sing jingles for the Department of Tourism. Why is everyone doing it for free, asked writer Chay Santiago.
“Because there are no funds in the Philippines,” she joked. Seriously, she added, “Everyone wants to help the country. It’s Filipino pride. It’s love of country.”
*** Berna says she and the low-key Charlie Cojuangco were drawn together by their shared grief over the death of their spouses. Her heart is content, she says, and jokes that Charlie may have to adjust to the fact that he’s “in a relationship with a DOT,” according to Finance Secretary Sonny Dominguez. DOT, of course, stands for “Department of Tourism.” And like a dot, Berna is here, there and everywhere. On her parents’ Bert and Lovely’s forthcoming 55th wedding anniversary, she will be attending a time-honored festival on the Rice Terraces in Banaue. Access to the festival is limited lest commercialization spoil its sacred beauty.
Berna says she and Charlie have no marriage plans, because at the moment, her children and her work are her priorities. Berna has two children, Maia and Vito, who recently graduated with the highest honors (summa cum
laude) from the University of Newcastle, where he obtained a degree in Pyschology.
“My home street address is Vicente Puyat, my work street address is Gil Puyat, and I’m puyat (sleep-deprived),” she laughs because she can only sneak in two hours of sleep daily.
But despite being a Puyat and puyat, Berna is driven to bring in the numbers, and to make sure the numbers work for the country, not against it. “We are just stewards of the country’s natural resources.”