DOT secretary must have full working knowledge of marketing
“IT’S a marketing job for those whose qualification is obtained from conventional school, and a handson experience from an amalgam of unorthodox orientation.”
Right from the beginning of the Duterte administration, I was telling friends who cared to listen that his choice as secretary of the Department of Tourism (DOT) was crucial – he must have a full understanding of what is marketing. But most preferably he must possess a working experience in that profession.
I was looking at an executive in a multi-national consumer goods company who had started as a brandman and is now a marketing director of that conglomerate.
The DOT job is certainly not just selling. It is not just inserting a fullcolor one-page advertisement in the World Traveler magazine or in The New York Times. Nor is it just contracting one-minute commercials in CNN or CBS.
Being a tourism secretary is not just telling the outside world that the Philippines has the most powdery sands found in a beach called Boracay; the most lovely and graceful folkloric dancers in the universe – they are so beautiful many of them easily win the Miss Universe title. And, of course, the job is more than just convincing worldrenowned chef Anthony Bordain that we have the tastiest roasted pig produced in any griller or oven on earth.
And on a typical day, the work of the DOT chief does not end after speaking before an international travel convention.
It’s an awesome responsibility that is definitely not a walk in the park viewed from any distance!
Tourism marketing necessitates knowing well our markets and where they are, knowing what countries have vibrant economies whose citizens have disposable income and are predisposed to travelling.
Concentrating our tourism campaign in wrong countries will be costly to us
It is incumbent upon our tourism agency to know the ideal time of year to stir the interest of, say, Europeans to come for a visit. This is during wintertime when their bitter cold and mountains of snow keep them inside their home or office.
The most appropriate sales and information drive to launch to these shivering countries is during their winter season. This is the best time for us to sell to them our sun, our beaches, and our seafood.
And what to sell to Western Europe?
We should boast of our folkdances and our striking fashion creations.
On the other hand, we should never sell our Filipino foods to Thailand and even Vietnam. They always maintain that their dinner fares are far better than ours.
And to a critical market like the United States?
The best product is our worldfamed hospitality. They also have a keen sense of compassion. Many Americans are aware of the Philippines’ participation in two world wars, with Filipinos fighting side by side with them.
Incidentally, our propensity of the English language and our style of conversation – appeal to their own which is rude, brazen, and sometimes irreverent.
Those and more are the stuff needed in reaching out to the world market of travelers and pleasure-seekers and draw them to our shores. And the new DOT secretary must master these realities.