The WOW Philippines Tourism Campaign Program was a successful tourism campaign launched by the Philippine government to promote travel and tourism in the country. It was an initiative that aimed to showcase the best of what the Philippines had to offer to foreign and local tourists alike.
Background
The campaign was first launched in 1991, during the administration of former President Corazon Aquino. The idea behind the campaign was to create a brand that would represent the Philippines as a prime tourist destination in Southeast Asia. At that time, the country’s tourism industry was not yet fully developed, and it needed a boost to attract more visitors.
The Launch
The official launch of the WOW Philippines Tourism Campaign Program happened on January 26, 2002, during the term of former President Gloria Macapagal-Arroyo. It was an event attended by various government officials, private sector representatives, and members of the media.
The launch showcased various aspects of Philippine culture, including traditional dances, music, food, and fashion. It also highlighted some of the country’s popular tourist destinations such as Boracay Island, Palawan Island, and Puerto Galera.
The Objectives
The WOW Philippines Tourism Campaign Program had several objectives. Firstly, it aimed to increase foreign tourist arrivals by at least 10% annually.
Secondly, it sought to promote domestic tourism by encouraging Filipinos to travel within their own country. Thirdly, it aimed to create more employment opportunities in the tourism industry.
The Impact
The campaign proved to be successful in achieving its objectives. The number of foreign tourist arrivals increased from 1.8 million in 2001 to 2.1 million in 2002 – a significant jump for just one year.
Moreover, domestic tourism also increased as more Filipinos began exploring their own country’s destinations instead of going abroad for vacations. This trend helped generate more income for local businesses and communities.
Conclusion
In conclusion, the WOW Philippines Tourism Campaign Program was a game-changer in the Philippine tourism industry. It successfully promoted the country’s natural beauty, cultural richness, and warm hospitality to the world. Though the campaign officially ended in 2010, its legacy continues to inspire new generations of tourism initiatives that aim to showcase the best of what the Philippines has to offer.
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