The Department of Tourism (DoT) is reviving an old jingle but adding a new twist to hopefully inspire more Filipinos to explore their own country, its wide range of historical attractions and unique cuisine.
A star-studded remake of the “Tara Na, Biyahe Tayo!” music video is one of the many efforts of the agency to boost domestic tourism, which last year saw about 23 million Filipinos touring the country, said Benito Bengzon Jr., assistant secretary for international tourism promotions.
Bengzon said the agency was rolling out various campaign initiatives as it wanted to push the number of local tourists to 35 million by 2016, or before President Aquino’s term ends.
“This is a huge number that will keep hotels, resorts and spas operating, provide employment to bus drivers, banca men and those selling souvenirs,” he told reporters at a forum in Manila late last week.
Currently on the drawing board, the music video would carry “Pilipinas, Tara Na!” the department’s new campaign brand for domestic tourism and would feature 51 celebrities, endorsing familiar and lesser-known tourist spots throughout the country, said Bengzon.
While the revived music video will still highlight the country’s core attractions such as Intramuros and Rizal Park for Metro Manila, Magellan’s Cross for Cebu, and Mayon Volcano for Albay, it will also feature new and lesser known destinations.
Bengzon disclosed the DoT has allotted P25 million for print and TV advertisements to advance the campaign, excluding the cost of the video remake.
“Part of our vision is to get Filipinos traveling again, not only to main gateways like Cebu and Manila but also to other destinations from Region I to Mindanao,” said Bengzon.
Of the 23 million Filipinos who traveled around the country last year, 17 million went by air, making the Philippines one of the largest air passenger markets in Southeast Asia, he said.
The figure includes not only leisure and business travelers but also those who traveled to visit their hometown.
The agency said it observed a growing number of local tourists patronizing festivals in various provinces, and zip-line and white-water rafting destinations, among others.
Meanwhile, Secretary Alberto Lim is in the United States where he launched the Pinoy Homecoming Program, a promo that will run from 2011-2016.
“I saw how focused and untiring the secretary was in addressing the concerns of our kababayan and in promoting the department’s new and emerging tourist destinations during this grueling working trip which covered six cities in North America in two weeks’ time,” said Rep. Florencio T. Miraflores in a statement.
Miraflores, who is traveling with Lim, also supported Lim on the controversial changing of the rules and membership of the country’s tourism industry.
“The House committee on tourism, of which I am the chairman, has reiterated the powers of the secretary to amend the implementing rules and regulations of the Tourism Act of 2009, and has, in fact, urged him to do so during our last public hearing… This will necessarily affect the existence and membership of the present Tourism Congress. This may be the reason for the recent unreasonable attacks against Secretary Lim and his programs,” he said.