How can we define love? How can we consider something as love? How can we love? In these trying times, love is indeed hard to find and give. More so, when it is dictated and vague. Just like the "Love the Philippines" tourism campaign of the Department of Tourism (DOT).
The latest campaign slogan aims to promote the tourism sector of the country. But how can we promote our country's tourism if the clips used in the promotional video consist of stock footage that showcases itineraries that are not even in the Philippines? This deceptive cue seems to reflect how the tourism department wants to portray our country to tourists. A country filled with power-hungry, incompetent, and pretentious government officials.
Although the Philippines consists of picturesque scenery, a diverse and rich culture, and abounding natural resources, the desire to leave the country still reigns. Its beautiful pieces are being shattered by the daily struggles that every Filipino has to face: grumbling stomachs, tight budgets, labor abuse and exploitation, broken educational system, and the government's incompetence, to name a few.
It has been a year since the Marcos administration took office. But what did we get? Overflowing country's debts that the Filipino taxes need to pay. The haste to pass the Maharlika Investment Fund, an investment that will be funded by the masses' social security contributions. The killing and detention of those who dare to fight this rotten system.
It is not just the Marcos administration but also those past administrations that failed to fulfill all their promises to the nation. Building high walls are the reasons why this country is hard to love. Making the Filipinos serve their best in the world instead of their own hometown.
If the residents of this country are having a hard time finding reasons to still love it, how can you encourage others to do the same?
Adding to that is the deafening silence of the DOT in making comments about the fiasco. The carelessness shown in this tourism campaign is a reminder of how the country's leaders spend millions of our state's taxes on half-baked and messy services and projects.
Aside from that, if the tourism campaign aims to empower tourism in the Philippines, DOT must learn what certain words mean to various people. The word 'love' being a universal thing, can also be defined as something sorrowful in someone's mind. Additionally, the structure of this campaign embodies how this country asks for love from others. When it should be us making it lovable.
If DOT really wishes for locals and foreign tourists to love the Philippines for its own beauty, they must exert an effort to make sure that, beyond tourism and the profit it can earn, the tourist attractions and landmarks in our country are maintained to their best.
One core value that is taught to us is the core value of patriotism. We must love our country the same way we love people, God, and the environment we live in. But, it does not mean that we should romanticize the incompetencies of the Philippine government in order for it to sell from people’s points of view.
Love may be found in this country. But, as the clouds of despair, hunger, and poverty reign in the Pearl of the Orient Seas, we cannot insist on others that it is as lovable as before.
The failures of this campaign call for the DOT and the Marcos administration to exert an effort to make the Philippines back to its beauty. It also invites them to do better and listen to the Filipino people, especially to the continuing struggles that need concrete and comprehensive solutions.
Article: Alexa S. Franco
Graphics: Ashley Alba
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