REVIEW OF RELATED LITERATURE
Despite Crises, Wow Philippines Campaign Made 2003 Tourism Succeed In 2003, 1.9 million tourists arrived in the Philippines compared to 1.93 million in 2002. The slight drop of .03% was a result of the Oakwood mutiny, the threat of Severe Acute Respiratory Syndrome (SARS), the Iraq war, political turmoil, and the unhelpful travel advisories from different countries
However, tourism revenues for 2003 kept balance with 2002 revenues because of the Department of Tourism’s (DOT) Wealth of Wonders (WOW) Philippines the tourism promotional slogan, which kept the energy of tourism success steady. WOW Philippines is former Tourism Secretary Richard J. Gordon’s idea to encourage tourism and to motivate a culture of tourism between Filipinos.
Tourism improved in September when the World Health Organization (WHO) removed the country from SARS-infected list with 140,652 tourists’ arrivals for a 2.5% boost. October added the improvement with 167,573 tourists or an 11.3% increase. A 17.6% pour in November with 170,921 tourists. December had the leading increase for the year with 24.7% or 238,316 tourist coming. In December 2003, the largest number of tourists comes from the United States. With 55,165 tourists visiting the Philippines regardless of the travel advisories and the state of terrorism alert of their government.
The WOW Philippines campaign aimed 2.4 million tourists’ arrivals in 2003. In spite of the said difficulties of the year, it is an honor to the DOT’s WOW Philippines program that catches the attention of 1.9 million tourists and received close to $1.5 billion in revenues to help increase the Philippine economy. http://www.scribd.com/doc/52724942/Despite-Crises-WOW-Philippines-Campaign-Made-2003-Tourism-Succeed
Critics: DOT's 'Pilipinas Kay Ganda' not so pretty
The DOT start a new tourism campaign which focuses on the beauty of the Philippines but it turned out to be not so beautiful as start for them....