DAVAO CITY – The Department of Tourism in Region 11 (DOT-11) launched Friday the "Amping Kita" campaign as the agency’s response to tourism stakeholders' call to bring back travel confidence.
In a statement, DOT-11 Director Tanya Rabat-Tan noted that for months, the pandemic has interrupted what was supposed to be a banner year for Philippine tourism, seen as one of the country's primary economic drivers.
Instead, Tan said the coronavirus disease 2019 (Covid-19) pandemic has crippled the economy following movement restrictions imposed by the government to contain the virus.
"The campaign is our response to the call of our regional tourism stakeholders to bring back travel confidence. We also strive to properly communicate our message of safe and responsible travel in the new normal," Tan said.
She said that with the "Amping Kita" (roughly translated as "let's be careful), DOT-11 intends to espouse "regional renewal" to renew public confidence in the local tourism industry.
“It also declares our identity and is more endearing, closer-to-heart, and thoughtful. It is a phrase bundled with a silent prayer, hope, and love. It is simple yet powerful and caring at the same time," she added.
Tan said DOT-11 aims to begin planning for recovery by taking stock of the lessons gathered from the pandemic, "without losing sensitivity to reality."
“The campaign also intends to advocate support for local tourism and bring back our pride of place. With digitalization at heart, it strives to minimize critical touchpoints in the traveler's journey to restore confidence while keeping them enlightened, connected, and safe," the DOT-11 chief said. (PNA)
