Discover PH wonders in malls, DOT urges

The Department of Tourism (DOT) has launched in Manila an “experiential exhibit” which seeks to convince mallgoers to consider hanging out in the country’s travel destinations.

Tourism Secretary Bernadette Romulo-Puyat led the launch at SM City San Lazaro of the “Juan Fun Adventure” campaign, which features “photo pods” composed of life-sized dioramas and blown-up images of travel destinations with benches where mall-goers may sit to have their pictures taken.

Among the photo pods were scenes from popular tourist spots such as Mayon Volcano, Calle Crisologo in Vigan City, a durian farm in Davao, the Puerto Princesa Underground River, and Cebu’s Sirao Flower Farm, dubbed the country’s “Little Amsterdam.”

“We hope this immersive photo pod installation will encourage the public to venture outdoors and discover the country’s myriad tourist attractions. At the same time, we also expect that this experiential project will create further awareness for the DOT’s long-term advocacy, the promotion of sustainable travel,” Puyat said.

She said the visual exhibit, which will tour various SM malls, targets families as well as millennials who frequently go to mall.

“In the age of social media, the decision on where your next vacation will be often coming down to how good the destination looks in photos,” she said.

For his part, Howard Lance Uyking, DOT’s assistant secretary for branding and marketing communications, said the exhibit also capitalizes on shopping.

“We hope that people visit this mall to shop or work, and they might see this exhibit, and somehow inspire them to travel domestically and visit the country’s less-known destinations,” he said.