Bad PR and human cost

Bad PR and human cost | Daily Tribune

When a government official says tourists avoid us because “they don’t feel safe,” that’s just bad PR that hits working-class Filipinos where it hurts most. In what should have been a routine speech on the tourism industry, Interior and Local Government Secretary Jonvic Remulla dropped a bombshell that would haunt us.

“I truly believe that we have a beautiful country, [and] we have the best people in hospitality all over the world. But why are [foreign tourists] not coming here? I have to admit it is our fault. It is the government’s fault. It is the Interior Secretary’s fault. People do not want to come to the country because they don’t feel safe. They are afraid. There is cynicism in all the bad news that goes on here, and in the political atmosphere, and killing seems an ordinary activity, [so] people become afraid,” he was quoted as saying during the recent Hotel Sales and Marketing Association’s Sales and Marketing Summit.

It was a startling admission that was an offhand remark and an official surrender notice posted at our nation’s doorstep. While framed as honest self-criticism, this reckless rhetoric threatens to undo years of tourism recovery efforts and confirms our worst regional ranking in the most damaging way possible.

When officials talk down about our safety, there is an inevitable human cost. The street food vendors, the PUV drivers, the hotel housekeepers — they’re the real victims when tourism suffers. With 5.7-million jobs dependent on visitors, reckless words from officials can mean: fewer customers at carinderias, shorter work hours for tour guides, smaller tips for massage therapists, and lower sales for souvenir shops.

The ASEAN tourism numbers Remulla cited reveal a devastating truth: with just 5.95 million foreign visitors, we’re barely outpacing Cambodia (6.7 million), while Thailand welcomes six times more tourists. What he failed to mention is that Bangkok faced violent protests last year, and Cambodia’s recent history has been marked by political turmoil. Yet their officials never weaponized these facts against their own tourism industries.

Vietnam, which surpassed us years ago, dealt with similar crime rates but marketed itself as “Asia’s Safe Hidden Gem.” Leadership is about solving problems while maintaining confidence. Leaders must protect their country’s image to safeguard their people’s livelihoods.

Instead of confirming the fears, Remulla could have announced new tourist police at airports, shared that most visitors do feel safe, and promoted our safest destinations.

The Philippines has safety challenges, but so does every country. What we need from leaders isn’t brutal honesty — it’s smart solutions that keep food on Filipino tables.

If a restaurant manager warns, “Our kitchens might give you food poisoning,” or a bus company admits, “Our trucks might not be roadworthy,” trust collapses. As the President’s alter ego on peace and order, Remulla’s words carry equal weight.

Tourism contributes 12.7 percent to the Gross Domestic Product. His remarks validate negative perceptions, making recovery harder.

There’s a crucial difference between acknowledging challenges and amplifying them. Calling killings “ordinary activity” doesn’t just reflect the reality — it normalizes the danger.

Instead of highlighting efforts, he gave international media the perfect soundbite to discourage visitors. They won’t report on the improved police visibility, but instead quote the DILG Secretary saying, “We’re not safe.”

The world’s most visited nations didn’t achieve success by advertising their dangers — they overcame the challenges while projecting a sense of safety. If our own Interior Secretary can’t muster that basic confidence in our country, why should anyone else?