"It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to heaven, we were all going direct the other way.”
This opening line is from the novel A Tale of Two Cities by Charles Dickens, but it is as relevant and appropriate today as it was back in 1859, when the novel was first printed.
With the gloom of the global recession hovering over all four corners of the world, slowing down even the countries that have heretofore always gone full speed ahead on the highway of economic growth, it may seem impossible for anything to develop and progress.
A bright spot in the gloom
It wasn’t the case, however, when the Philippines was invited to be the featured country in the recently concluded MuBa short for (Muster-Basel) 2009 in Basel, the biggest consumer trade fair in Switzerland. Held during one of the worst winters the Swiss have ever experienced in many years, with the much feared recession crippling the economies in Europe, North America, and everywhere else in the world, MuBa could have been too grand a goal. But, as we all know by now, it takes a lot to dampen the Filipino’s unwavering spirit.
The Department of Tourism (DoT), under the leadership of the indefatigable Sec. Ace Durano and his dynamic team that includes Undersecretary for Tourism Planning and Promotions Eduardo Jarque Jr. and head for DoT Team Europe Verna Buensuceso, accepted the invitation to showcase the very best the Philippines has to offer—from the prime tourist destinations to world-class Filipino arts and crafts, from the mouthwatering cuisine to magical music and dance. As expected in any event that has that unique Filipino touch, warm smiles, and world-famous Filipino hospitality made the fair successful and extra special. Did I mention the Filipino word “Mabuhay!” (or welcome) instantly became the word for the day during the opening of the fair? In his opening remark, Sec. Durano said that “mabuhay,” which comes from the root word “buhay” (life) is not only a way of showing hospitality but also a wish for long life. Most important, “mabuhay” is an invitation to live life to the fullest, which, if the loud applause was any indication, was the winning statement that put sparkle in the eyes of the people present during the opening.
“There is greater value added in our participation because there are tourism, trade, investment, and real estate development. The premium of being here is we have monopoly as the Philippines is the only country being featured in this fair,” said Sec. Durano in an interview. “In Europe, travel is part of the people’s lifestyle. When there’s an economic slowdown, people look for more value. And we have never positioned the Philippines as a cheap destination. We have always positioned the Philippines as a value destination. The best strategy in times of uncertainty is diversification. We are putting more emphasis on growth markets such as India, China, and European countries like Russia and France.”
A value destination
Although the winter chill plunged now and then below freezing point, making everything look white hot or painfully grey, MuBa 2009 was like a ray of warm sunshine, at least in the entire duration of its 10-day run. Under the theme “100% Natural, 100% Philippines,” MuBa 2009 has just become one of, if not the most successful and biggest endeavors DoT has undertaken. MuBa highlights a guest country annually in one big pavilion spanning 1,700 square meters at Hall 1 of the main building. It then becomes a great opportunity for the guest country to showcase its economy, major exports in products and services, tourism, culture and arts, among others, to over 300,000 visitors expected at the fair, mainly from all over Switzerland, Germany, and France. And that golden opportunity became a shining moment in the unraveling of the true beauty of the Philippines in the eyes of world tourism.
The exhibition hall was sprinkled with the whole gamut of Filipino colors and flavors—from the grace and vigor, not to mention talent and skills, of the Bayanihan National Folk Dance Company, who performed the Philippine National Dance “Tinikling,” among other folk dances, to the healing touch of a gentle masseuse offering complimentary traditional massage called “hilot.” Best of all, and probably one of the biggest surprises of all, was the restaurant inside the trade hall that resembled a typical Filipino carinderia, with a myriad of native dishes such as lumpia and kare-kare on the menu specially prepared by chef Marilu Rodriguez-Neumann, who hails from Cagayan and now lives in Germany. The long lines of visitors, composed mainly of Swiss eager to partake of the feast, proved that, yes, Filipino food could please European, if not international, palates.
The Filipino experience was enhanced even more while the images showing the many travel destinations in the Philippines were emblazoned on a huge, panoramic screen plastered on the wall. As DoT Undersecretary Jarque said, “We wanted to highlight the Philippines’ unique culture through our folkloric dances and a sampling of our delectable cuisine.” Indeed, it was very well executed and highly appreciated, too.
Tropical paradise
Despite the recession, tourist arrivals from Switzerland posted a six percent growth rate last year, ranking number five on the list of the Philippines’ largest markets in Europe. After the MuBa 2009, do we see more and more Swiss visiting or even retiring in the Philippines soon? Well, who could have resisted the deals proffered by Ayala Land and SM Properties, both of which were active participants at the trade fair, promising not only value-for-money real estate developments but also the chance to live in a tropical paradise?
Now, going back to Charles Dickens’ famous opening line in A Tale of Two Cities, we are truly living in the best of times and in the worst of times. Bad times, after all, are only opportunities in disguise. It’s the best time for the Philippines to strategize and expand in key markets. The Philippines’ participation at the MuBa 2009 wasn’t exactly a shot in the dark. On the contrary, it was an open and shut case for us to progress when others tend to regress: We have, after all, always acknowledged our exceptional skill at spotting the silver lining on the darkest cloud. And MuBa is proof of the pudding. A brilliant mind like that of Sec. Durano always looks for opportunities even in bleak times. There is hope in Philippine tourism industry, especially because we have so much more than just our 7,100 islands to offer. Only when Philippine tourism’s greatest potentials are realized can we truly be on our way to economic progress. After all, what are we a tropical paradise for?
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