A Nation's Call: Why We Must Seriously Consider a Charo Santos-Concio for the Department of Tourism

Wazzup Pilipinas!?

A compelling conversation has captured the public's imagination: the idea of appointing Ms. Charo Santos-Concio as the new Secretary of the Department of Tourism (DOT). This proposition is more than just a rumor; it reflects a deep-seated public desire for change and truly effective leadership, particularly in a sector vital to our economy and national pride.

The public's disappointment with the current DOT campaign is undeniable. Despite a multi-million-peso budget, Secretary Christina Frasco's "Love the Philippines" campaign has failed to resonate. The criticism goes beyond aesthetic shortcomings; it speaks to a lack of soul and a shallow understanding of what truly makes the Philippines beautiful. The campaign seems to have no "aura," no "vibe," and, most importantly, no significant impact in attracting foreign tourists.

In stark contrast, we have an inspiring masterpiece born from the heart and experience: "Piliin Mo Ang Pilipinas." This campaign, personally spearheaded by Ms. Charo Santos-Concio, proved that creating effective and engaging promotions doesn't require a massive budget or forced enhancements. Its simple yet powerful message, accompanied by a captivating song and authentic stories of Filipinos, went viral and left a lasting impression on millions. It affirmed that the Philippines' true beauty lies in its people, culture, and natural wonders—a message seemingly forgotten by the current administration.

So, why Charo Santos-Concio? Her resume is more than impressive. As a veteran of the media and entertainment industry, she knows how to build a story and deliver it to the masses. Her success as President and CEO of ABS-CBN Corporation, where she led various award-winning programs and campaigns, attests to her capability. Furthermore, her experience with "Maalaala Mo Kaya" gave her a profound understanding of the stories of ordinary Filipinos—a crucial ingredient for a successful tourism campaign.

However, a major challenge remains: Ms. Charo Santos-Concio herself appears hesitant to enter government service. This is where a crucial lesson comes into play: change requires action, not just hope. As the saying goes, "All it takes for evil people, in this case inept people, to succeed is for good people to do nothing." If Vico Sotto had not run for Mayor of Pasig, the old system would have remained. His candidacy offered hope and proved that good governance is possible. In Charo Santos-Concio's case, a collective call to action from the public and her industry peers is needed to convince her to accept this challenge.

Serving as DOT Secretary is not just about being knowledgeable in business or marketing. It's about being the nation's storyteller. We need a leader who can translate the beauty of the Philippines into a narrative that moves hearts and invites the world. Based on her experience and success, there is no doubt that Charo Santos-Concio has the ability to do this.

The call for a Charo Santos-Concio at the DOT is not merely a desire to replace an official. It is a plea for a paradigm shift in how the country's tourism is managed—from forced and soulless campaigns to one that genuinely embodies the Filipino spirit. It is time for "good people" to step up and lead the change. Let's hope this call is heard.

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