DOT welcomes Dimples Romana’s support for tourism efforts

MANILA — Efforts to promote tourist destinations in the Philippines are always welcome, the Department of Tourism (DOT) said on Wednesday.

DOT Assistant Secretary Roberto Alabado III made this remark after his agency announced that actress Dimples Romana, known for her role as Daniela in an afternoon soap opera “Kadenang Ginto”, will be joining tourism promotion efforts.

Romana’s alter ego, “Daniela the explorer” has turned into viral memes where she is seen traveling different tourist destinations as well as unlikely places such as farms, markets and even flooded areas.

“It’s very exciting to see that even TV personalities or showbiz personalities are also showing their support to the programs of the Department of Tourism,” Alabado said in an economic briefing in Malacañang.

Alabado said their heightened support shows that more Filipinos believe in the agency’s “It’s More Fun in the Philippines” brand and slogan.

He said aside from celebrities, other sectors have expressed interest to co-brand with the agency.

“I think the Department of Tourism right now is getting a groundswell of support from all sectors. We have a lot of companies and co-branding with us. We have a lot of support from the airlines, to the malls, to the telecoms, to food products, fast food, everything,” Alabado said.

“Mahal nila ang Pilipinas at nakikita nila na (They really love the Philippines and they can see that) when we talked to them, they were seeing the best of the Philippines by going around. So, we want to share it to the whole world,” he added.

It’s More Fun in the Philippines was launched in 2012 under the term of President Benigno Aquino III but Alabado said he does not see it being replaced anytime soon.

“It would be very difficult if we would change our branding and our slogan from time to time because if we’re going to look at our neighbors, they have been using their own logos and taglines for the past decades and it has improved the recall of that brands,” Alabado said.

“Even our stakeholders, our private stakeholders from hotel business to the tour operators, they love the logo and it’s easy for them to just inject the natural fun that Filipinos can always put in their tours,” he added.

On Monday, the DOT posted photos showing Romana meeting DOT Tourism Secretary Bernadette Romulo-Puyat at the DOT headquarters in Makati City.

According to the caption, Romana, describes herself as “an art-enthusiast and self-confessed museum-lover” who will be collaborating with the agency to promote lesser-known tourist destinations, museums, heritage sites, and advocate for sustainable tourism.