MANILA, Philippines – The Department of Tourism (DOT) has wandered off the path of the usual tourism ads with its latest campaign video released this June, as it pays tribute to tourism workers.
The short video opens with “To make a tourism ad you won’t skip, we skipped the ordinary” – no models, no drone shots, no pop songs this time around. “What’s left is what truly matters,” it goes on to say.
Viewers will the find themselves watching what seems to be a scene from a Cirque du Soleil show, as performers contort their uniquely-painted bodies while taking their designated positions to complete the images of famous representations of the Philippine archipelago (the Philippine Eagle, Mayon Volcano, and the Manila Cathedral among others).
To add to its authenticity, the almost two-minute video employed sounds recorded from 23 locations all over the country, like the T’boli instruments from South Cotabato, crashing waves in Samar, and the drumming sound of La Union’s best percussionist.
DOT’s Facebook post says, “For years, we have shone the spotlight on the country’s stunning beaches and landscapes, its marvelous heritage sites and natural attractions. As tourism begins to pick up anew, we recognize the people who have always made our destinations more memorable and more fun—our tourism workers.”
As the pandemic took its toll on the tourism industry during the last few years, one thing that has remained and has truly mattered is the resilience of the people who worked behind the scenes to sustain the beauty that Philippine tourism has to offer.
From the natives who rise early in the morning to prepare well-loved kakanins to the tour guides or surfing instructors who ensure a fun immersive experience for visitors; the travel agency employees who continuously plan for safe and meaningful experiences for their customers to the locals who care for their environment and eagerly entertain guests with much hospitality, indeed, “the people make the destination.”
The latest campaign from DOT also tweaked its usual tagline, this time ending with “It’s more fun with you.”