For its size the Philippines has long been punching below its weight in terms of attracting tourists but now hopes that is all about to change.
The Department of Tourism has lauded the offer of boxing icon Manny Pacquiao to be a tourism ambassador for the country.
Pacquiao is now a Philippines Senator and still remains the country’s most recognisable personality around the world.
"Senator Pacquiao is a living hero who has earned the world’s admiration and reaped so much honour for the country. He personifies the Filipino’s resiliency with a big heart and our people’s genuine hospitality," DOT Secretary Wanda Tulfo-Teo told local media.
DOT believes it is a big coup for the ministry which has traditionally spent much less on tourism promotion than many other ASEAN nations.
"This is a great Christmas gift to the DOT from ‘Pacman,’ a living legend, especially as preparations are now in full swing for the country’s hosting of the prestigious 2016 Miss Universe Pageant," Teo said.
Last month tourism ministry officials announced a $13 million budget to refresh the long running ‘It’s More Fun in the Philippines’ campaign and tagline, which began in 2012.
