PR for “tourism”

JEERS TO The Daily Tribune for publishing a report that sounded like a press release from a government agency, and which also promoted a shopping mall.

The June 23 report “More tourists visit RP” was on a Department of Tourism (DOT) release on tourist arrivals for the first quarter of 2015. It reported that DOT was expecting another increase in the number of tourists due to delegates for this year’s Asia Pacific Economic Cooperation meetings and that DOT was aiming to reach ten million tourist arrivals by 2016. The article appeared on page two of the newspaper.

However, the report also promoted the country’s top tourist destination spots. Its spiel on “world-class beaches and resorts, cultural and historical landmarks, centuries-old churches, beautiful sceneries, world-class products and goods as well as tropical fruits” and “friendly, hospitable, amiable, fun-loving” and multilingual Filipinos is eerily reminiscent of the department’s ads and campaigns.

The Tribune article then devolved into a blatant advertisement for a shopping complex in San Juan City which the article described as a “favorite shopping destination” and a “bargain mecca catering to people from all walks of life.” It even included an invitation for “tourists, foreign shoppers, bargain hunters, and budget-conscious buyers” to attend the mall’s upcoming 25-day trade fair.

Reports in other broadsheets focused on the tourism industry’s effect on the country’s economy. The Philippine Star (“Tourist arrivals pick up 7% to 1.81 M,” June 18, 2015) simply summarized DOT’s report and compared it with last year’s figures while the Manila Bulletin (“DOT expects PH tourism to generate 5.4M jobs,” June 22, 2015) reported on the possible jobs generated by the expected tourism boom.  Malaya Business Insight (“PH may miss 10M tourists goal,” June 22, 2015) and Interaksyon.com (“Philippines cuts tourist arrivals outlook, sets sights on high-yield markets,” June 22, 2015) quoted DOT Assistant Secretary Benito Bengzon Jr.’s suggestion to focus on revenues rather than the number of tourists.