New DOT head Jimenez will focus on PH brand communication

I watched the just concluded Palace press conference of the newly appointed Philippine Department of Tourism Secretary Ramon Jimenez.

Well, the gist of Jimenez strategy is communicating the PH tourism brand, understandable for a man who described himself as a marketing-communication person.  He "will harness" the DOT resources just to sell if not shove the PH brand.

A number of times in the presscon he inadvertently spilled out his brain on what his focus is or will be: more talk, less if not nil on how the customers can be satisfied.

Makes me wonder how different his communication strategy would be from the many failed, expensive, past PR-marketing-talk strategies?

If that is Jimenez' pulse, then I fear for the worse for this industry.  In my view, Aquino III and Jimenez do not really get it or perhaps refused to see it, that what we lack is not marketing talk but the appropriate tourism infrastructure.  For how could you have a repeat order for a product as delicious as "chickenjoy," but served in a smelly, fly infested, inaccessible, scam-ridden, terrorized environment?