"Tourism is the Business of the People", says DOT Secretary Ramon Jimenez

Newly-appointed Tourism Secretary Ramon Reyes Jimenez, Jr. called on the Filipino people to participate in government efforts to promote the country as one of the top tourist destinations in the world as he shared the idea that “tourism is the business of the people”.

In a press briefing at the Palace on Thursday, Secretary Jimenez stressed the important role of the citizenry in promoting the tourism programs of the government as he expressed gratitude to President Benigno S. Aquino III for his new role in public service.

“It is with great humility that I accept the role of Tourism secretary to President Benigno Aquino III… my thanks for the trust and confidence… in accepting this role, I am keenly aware that I will succeed only if I begin rallying the DOT team, tourism practitioners, the government bureaucracy and the general public around one very simple idea: tourism is the people’s business,” Jimenez said.

He said that as the new tourism chief, his job entails not only increasing the numbers of tourist influx in the country but most importantly, the generation of employment opportunity for the people.

“Ang turismo po ay negosyo ng taumbayan (Tourism is the business of the people)… as such its ultimate goal is not merely to improve statistics on tourist arrivals, its real goal is to generate fulfilling and profitable income and employment for our people in an area of endeavor where Filipinos tend to excel…” Jimenez noted adding that his expertise in marketing communication will help a lot in promoting the Philippines as a tourism hot spot.

“I have much to contribute in terms of bringing strategic discipline to the challenge of promoting and developing the Philippines as one of the world’s most exciting destination brands,” Jimenez said.

Jimenez vowed to exert all his creative juices in promoting the country to the rest of the world, taking part of the Aquino government’s goal of effecting progress and development to the country.

“I will do my best to make tourism a hallmark of President Aquino’s drive to bring our people to the road… to a richer and prouder future,” Jimenez noted.

“We are one of the top ten most beautiful countries in the world, there is no reason we can’t succeed,” he added.

When asked for a message to the Filipino people, Jimenez called for the people’s cooperation in pursuing the responsibilities upon his shoulders as the new tourism chief.

“Ang turismo ay negosyo ng taumbayan (Tourism is the business of the people)… so if you believe that as I do, help me achieve that,” Jimenez noted.

President Aquino confirmed the appointment of Jimenez to the tourism post during his tete-a-tete with Filipino reporters at the China World Hotel, Wednesday night at the sidelines of his State Visit in China.

Jimenez is currently the senior consultant and joint chief executive officer of WOO (Winning Over Obstacles) Consultants with his wife Annabelle "Abby" Lee-Jimenez.

He helped build JimenezBasic Advertising into the largest creative advertising agency in the country during his stint as joint CEO from 1989 to 2008. His work at the agency has been closely associated with the rise of Philippine brands such as Jollibee, Selecta Ice Cream, Safeguard, San Miguel, Cebu Pacific and Ivory Soap, among others.

Prior to that, he was vice-president and executive creative director at Ace-Saatchi & Saatchi Advertising from 1988 to 1989.

Jimenez studied at the University of the Philippines (UP) from elementary school to college. He majored in visual communications at the UP College of Fine Arts.

His predecessor, businessman Alberto Lim, resigned as tourism chief last month, citing his need to spend more time with his family.


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