Please enlighten us about what the Tourism Promotions Board is. How does it differ in function from the Department of Tourism as a whole? What is its main goal and how is the goal achieved?
The difference between the DOT and the PRB, as mandated by law, is the policy and formulations agency and the TPB, by law, is the DOT’s implementing arm for marketing and promotions. We handle marketing and promotions for both domestic and international, including the specialized tourism product called MICE (Meetings, Incentives, Conventions, Events).

Prior to joining TPB, what agencies have you served and how have these experiences enriched your role now in TPB?
I’ve come full circle. I’ve served in the tourism industry for a long time. This is my first and only job. I started in tourism in the 1980s (at the) Philippine Tourism Authority. I served as a Senior Public Relations at that time from 1980 to 1986. (In) 1987, when we formed the PCVC, Philippine Convention and Visitors Corporation, it was a merger of the Convention’s Bureau, and the promotions of DOT. From PCVC, it became TPB, and in 2000 I was assigned overseas. I was tourism attaché for 15 years. I was based in Europe. When I came back n 2015, I was appointed as regional director for CAR. I served as such for three years. In my appointment for CAR, I was also the marketing and implementing officer for North Philippines and Palawan until my appointment at chief operating officer of TPB.

How long have you been with TPB and what for you were the most urgent challenges that had to be taken care of as soon as you got in charge?
I came in at a most challenging and trying time, I came in on a transitional arrangement, and having been part of the TPB, the former PCVC, it wasn’t really difficult for me to transition, the only difference is that things have changed. Even global travel and tourism has changed, the paradigm has shifted. I needed to craft a marketing strategy that adopts to the global, technological and external (factors) and do this on a national and international level. I was in the market for 15 years serving as an attaché and I served in the national (level) as a regional director. Having that perspective of market and product, I already (got) it. This is where the heart and soul of marketing and promotion is, anyway. So, it was not really difficult for me to put them all together and provide that momentum to the marketing strategy because I already know the needs of the market. It was a matter of marrying the product to the needs of the market.

So far, what can you count as the most significant improvements in TPB, implemented after you took leadership of it?
To me the most important aspect of managing a huge corporation is looking after the human capital. The workforce needs to align with my thoughts. To be able to do that, they need to shift to how I think. Coming from both international and local experience, I needed to capacitate and start to re-tool the manpower and to align to the strategic directions we are setting for the TPB and make sure they are all in synch. When that thought process started to jell, it wasn’t difficult for me anymore. The tourism industry is a service industry, first and foremost, I needed to instill this also on the people. We are not there to be served, we are there to serve. Everybody needs to breathe that. Even the way we answer the phone (will) reflect our corporate principles. I believe I have brought a new perspective (of) how tourism should be perceived and how it should be marketed and promoted.

Since the establishment of TPB, what would you count as its greatest contribution to Philippines tourism?
We take care of strategic markets, so we contribute 80% of arrivals in the Philippines. We have to have high spend(ing tourists), extended stay and optimal experience. From sense of arrival to sense of departure, it’s complete.

What are the biggest long-term plans of TPB? What TPB projects can travelers look forward to?
It’s not about numbers, we have to look at people who really care about the environment, about culture, care about our heritage. We should not be after mass tourism. In fact, even in MICE, we cannot build humongous convention facilities where you bring in huge numbers because it takes its toll on the environment. It takes its toll, also, on our people. To me, we should be very careful. If there are problems we (will face in the future, solutions) have to be adopted now. The policies have to be in place now. So, we are a special destination. We shouldn’t be competing. Travelers demand beaches. But there is more to the Philippines than just beaches. We should start looking at attached strengths. As I said before, culture is very important. Start developing new products to sell. So, we at our communities out there can be part and parcel of the value chain. Our heritage, our history, our food, our crafts, [even] our musicality as a people, we look at the creative economy. Why can’t that creativity build an economy. Two of the UNESCO Creative Cities are already here: Baguio and Cebu. Creative Cities are part of the 17 Pillars of Sustainable Development.

What destinations in the Philippines would TPB be focusing on in the next couple of years, as part of short-term or immediate projects?
The traditional destinations are already there for the taking. No need to overly promote them. Look at Boracay, Palawan, you have to have a balance, we have to look at the carrying capacity and its sustainability. Overly marketed, overly promoted, we have to start maintaining them. [We] also look for other experiential aspects that [can] be done and that can be marketed. For instance in Baguio, we’re promoting ESL (English as a Second Language). The ESL centers are in Cebu and Baguio. There are universities that teach English. But the big pull of attracting ESL in the country is also tourism, value chain. You make sure that all of these institutions that provide also put there into their package an immersion into the culture, heritage and tourism sights of the Philippines. They are studying in the city of Baguio, one hour and a half you’re in La Union, and you can learn how to surf. You put added value on the time. These are the things we should be doing. You can even immerse yourself in farm tourism or you can pick your own vegetable and [have them for dinner]. All of these are experiential and immersive. That’s the way to market.

Let’s talk a little bit more about you and your personal travel experiences. Personally, in what part of the Philippines have you had your most memorable trip and why?
Every place I go, there is always a learning experience. I find something really experiential and special. For instance, in the Cordilleras, I never realized, growing up in Baguio, it was only when I become regional director that I appreciated the heritage, the culture of the people. When I was in Iloilo, I was traveling to Miag-ao along the route, we found a couple boiling shells as big as capiz, and for P20 and some sinamak vinegar, we had a feast eating these delicious shells. What an experience! To me, that’s travel.

Aside from natural beauty, our man-made structures have a character of their own. Which Philippine architectural landmark are you personally proud of to show to your foreign friends, and why?
The rice terraces. It is a feat of humanity, it’s an engineering marvel. It has withstood time. But it’s in peril. We need interventions in that area and to me it’s a monument to humanity, it is not carved by slaves, unlike the other edifices in the world which were built by slaves. Until now it is still being used for agriculture.

Do you love to eat when you travel? Which local spots do you go to for a food trip adventure? What dishes do you seek when you go to these places?
I love seafood. I love markets. Every time I travel, markets have always been of interest to me. So everywhere I go, that’s the heart of my every destination. I feel this is where you learn a lot about the people, about the culture of any locality.

Is there still a part of the Philippines you have not been to and you very much would love to visit someday? What place is this and what attractions do you plan to check out there?
Tawi-tawi. I’ve always been interested to go down south. It’s a dream. Before Gina Lopez passed away, we were talking about aligning our advocacies together. One of these days I will go and visit her projects there.