Gabor cites need for Philippine tourism brand in Subic confab

By Malou Dungog

SUBIC BAY FREEPORT, Zambales, Feb. 9 (PNA) -- Former tourism secretary Mina Gabor has urged the creation of a council that would tackle the branding of the Philippines as a tourism destination.

“We need to start a Philippine Branding Council,” said Gabor, who is now consultant to the World Tourism Organization, and considered as one of the most powerful women in the field by “Travel Agent,” a newsweekly published in New York.

“The Philippines needs to create a Philippine Branding Council that will put the country’s tourism industry back on the right track, and establish a respectable brand that we decide for our country,” she said.

Speaking before the more than 300 delegates during the four-day MICE (Meetings, Incentives, Conventions and Exhibitions) 2010 Congress held at the Subic Bay Exhibition and Convention Center (SBECC) here, Gabor said the council will be composed of individuals of diverse disciplines, who will “seriously study the nation’s global image.”

The experts will also take into account “all the important talents and treasures of the country,” she said.

Gabor recounted that in preparing for the Subic convention, she called up some friends in Europe, Japan, the United States, Australia and Canada and asked, “What do you think of the Philippines today?”

“Sad to say, Imelda’s (Marcos) shoes still topped the list. The rest mentioned disasters, terrorism, corruption, domestic helps, and poverty,” she said, adding that in Spain, “Filipino” is a biscuit with chocolate and mocha flavor, while “Filipina” means a domestic helper.

Gabor said “Filipino” must be synonymous with talented actors and actresses — the likes of Lea Salonga, as well as for excellent health care, human resources, and fine embroidery, among others.

“Because of this, we need to start a Philippine Branding Council,” Gabor stressed.

“And it will take political will from our government leaders, and the tourism sector which have the vigor, courage and the aggressiveness to continue implementing our decided Philippine brand,” she said.

Gabor also said that the Philippines should stage global events to make the country “known, respected and influential.”

Among the events that has caught international attention, Gabor said, are the hot air balloon festival in Clark, the street cafes in Manila, and the Christmas village in Pampanga.

“And we need a very supportive media,” she said.

“Until then, we can only dream of a Philippines that is a top tourism destination,” she added.

Meanwhile, Rosvie Gaetos, chairperson of the Philippine Convention and Visitors Corporation (PCVC), expressed her full confidence that the Subic Bay Freeport will rise to be one of the most popular MICE destinations in the country.

Gaetos made the assessment during the welcome ceremony for the MICE 2010 Congress at The Marina Lighthouse Resort and Hotel on Thursday.

Noting that MICE is all about excellence, commitment and passion of the high level of tourism experience, Gaetos said the Subic Bay Freeport could qualify.

“There are only two places in the Philippines that are certified MICE destinations in the country — Manila and Cebu,” she declared.

“And it is time to go out of Manila,” she said. “Hopefully, after this congress, Subic would be considered as the third best MICE destination.” (PNA)
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