With the help of singing sensation Charice and boxing champion Manny Pacquiao, the government is reviving a campaign that will entice more locals to travel around the Philippines.
On the sidelines of the opening of the 18th Travel Tour Expo 2011 on Friday, Tourism Secretary Alberto Lim told reporters that the government will launch by summertime the "Pilipinas, Tara Na" campaign, which will replace the previous "Tara, Biyahe Tayo."
Lim said the Tourism Department intends to get Charice, Pacquiao, and other Filipino singers to participate in a music video that will be shown on television and social networking sites.
He said the private sector is urged to partly finance the government's campaign, in line with the Aquino administration's public-private partnership initiative.
The Tourism Department is expecting 25 million Filipinos to travel locally this year, up from 23 million last year, the department head said.
Lim said the department is looking at increasing this year's target number of foreign visitors.
The initial projection of 3.7 million tourist arrivals this year could be easily surpassed, given the 3.5 million foreign tourists who visited the Philippines last year, he said.
The campaign — which will promote Philippine regions and festivals — is still being developed, according to Lim.
The Tourism Department's "Pilipinas, Kay Ganda" slogan drew flak last year.
Lim said the Bicol Region, Palawan, Visayas islands such as Bohol and Boracay, and Northern Mindanao are being eyed as the tourist spots that would be given prominence in global promotion efforts. (report from JE/OMG, GMA News)
