Going beyond hype
This is my column today. If we are to believe Tourism Secretary Ace Durano, the Philippine tourism industry is making great headway, supposedly even more so now that we’re making a bid to become the medical tourism destination in the world. I hope we’re not staking our fortunes on Vicky Belo and the Calayans, though. I’d hate to elevate to the global community the question of whether or not Boy Abunda is fit to become an endorser of beauty. Of course this latest development is a little confusing because it seemed only yesterday when we were making a pitch for ecotourism. And just before that, we were proclaiming to the world (remember Wow Philippines?) the wonders of our mainstream tourism spots—Boracay, Palawan, Chocolate Hills, etc—and gloating about how they were better than other more popular tourism destinations in other countries. But I’m not going to quibble with marketing messages in this piece although I am of the belief that a more consistent, a more integrated, and perhaps a