Bara-bara: Wanda Teo?s P850M tourism marketing programs can?t be measured for success ? COA
You can?t manage what you don?t measure.
Former Tourism Secretary Wanda Teo?s appeared to have ignored this old management adage when she splurged P847.2 million on tourism promotion and branding programs in 2017.
In an annual audit report, the Commission on Audit said that Teo, who was forced to resign last May, gave no concrete indicators that would indicate if the programs and projects she embarked on achieved the Department of Tourism?s goals.
The DOT programs with no reliable success and sustainability indicators include ?English as Second Language? campaign and cruise ships and scuba diving promotion. It spend P547.2 million on these programs.
COA said DOT used tourist arrivals as the main indicator in evaluating the effectiveness of its spending on the branding campaign for which it spent P300 million.
COA said DOT merely used the arrival and departure cards data collected by a DOT personnel in the airport.
?This indicator does not readily measure the success of the branding pr0ojects. It only aims to identify the long-term benefits of the project, but not its short term benefits,? said COA.
?Assessing as to whether to continue, revise or discontinue the PAPs would prove to be difficult if no sufficient monitoring tool is provided to evaluate its short and medium term accomplishments in achieving the agencies mandate of increasing tourism arrivals and promoting Philippine tourism,? COA added.
In response, DOT management has agreed to conduct workshops this year to come up with standard measurable performance indicators and targets that would identify the return of investments on each project.