Harnessing our assets for soft power
AT A GLANCE
Considering the level of hospitality and care our people provide, why is our brand of service treated differently? Why do people who come to our shores feel appalled when we raise prices for services, for which many would willingly pay five times more in Europe?
Every year, we get a good number of publications talking about the best practices of different countries when it comes to soft power. This, as kids say on Tiktok, is my Roman Empire—a topic that lives rent free in my head and something that I tend to judge countries on. Who’s doing well, who’s failing miserably, and who’s missing out on certain opportunities? It’s also the diplomacy journalist in me that tends to raise an eyebrow at people who look down at soft power and want to prove how wrong they can be about it.
While diplomacy has its harder, tougher side—and that’s definitely important—it’s soft power that truly makes a mark on a greater number of the population. Not everyone can be a major geopolitical player but it’s soft power that can somehow level the playing field a bit. How do the Japanese see Filipinos? What comes to an American’s mind when they think of the Philippines? What do Germans know and read about the Philippines?
For the longest time, we’ve suffered from an image problem. Someone has to say it. A huge part of this is undeniably being dealt the most unreasonable of cards. Being in the typhoon belt meant we were often visited by the strongest storms. Being in the ring of fire meant we have beautiful volcanoes that have the tendency to throw catastrophic tantrums. We also have earthquakes and climate change. We had a tumultuous history and quite a list of “missed opportunities,” as politely described to me by an ambassador still posted in Manila during a private conversation.
All these make branding the country and letting people see all the good it has to offer quite the daunting task.
Selling the Philippines is a tough gig, which is why I have such high regard for people in our foreign affairs and tourism departments. As a journalist, I get frustrated that some of these efforts are not picked up abroad. Recognition often favors the established players. The big countries that have always had a good reputation despite whatever political turmoil they go through. And that’s the opposite end of the spectrum, right? Some countries have it easier. France managed to maintain stable tourist arrival numbers despite societal unrest last summer. Despite violent footage in the news, people still see Paris as the city of romance and the French way of life aspirational. To be clear: This isn’t a dig on the French. It’s just me lamenting how certain countries will always survive such events while we in developing nations don’t have the same luxury. That’s the beauty of well-established and enduring soft power.
It’s not all doom-and-gloom
Not all hope is lost as we do have a lot going for us as well, but to harness them, we must show our beautiful beaches, warm hospitality, such colorful indigenous culture and traditions, and a widespread diaspora.
I enjoy reading about what’s being done in the soft power scene as of late. Not to be biased but the Philippines does have some of the most creative minds now working on this and putting plans to action. I had the chance to see the Philippine Tourism Promotions Board’s community-based tourism program first hand in Kalinga, putting our indigenous culture on the forefront and taking a step back from what’s mostly of our colonizers. One of the items in the Department of Tourism’s agenda is the equal promotion of all destinations with no destination or aspect of the culture left behind.
That’s just one of the many examples of what’s being done. But one thing I want to touch on is how we as a people are seen abroad. The Irish remain my favorite example of how a diaspora can help elevate the status of a nation. Our own diaspora has played instrumental roles in various societies, saving lives during and beyond the pandemic, caring for children, keeping households running, contributing immensely to multinational companies, and even providing representation for fellow people-of-color in Hollywood. And yet, one is left wanting when it comes to respect and validation given to our people. It always feels like everything comes with a tinge of pity when what people need the most is dignity.
One such country that often does well in soft power surveys is Switzerland. The survey often cite the quality of service one gets on a visit that truly sticks to one’s mind. Considering the level of hospitality and care our people provide, why is our brand of service treated differently? Why do people who come to our shores feel appalled when we raise prices for services, for which many would willingly pay five times more in Europe?
And then it hit me. Service and hospitality can be heartfelt without being subservient. Maybe it’s something we need to start telling our diaspora. That there is dignity in work and no one is “just a helper” or “just a cleaner.” If we want respect from the international community, then respecting ourselves should come first. While our people need these jobs, these countries need our people equally, maybe even more. So maybe it’s time we start owning that and behaving the way we should—a people that deserves much respect.
Don’t even get me started on our geopolitical importance starting with our location. Small country? Think again.
