Former Tourism Attache To Beijing Named New DOT Media Director

Former Philippine tourism attache to Beijing Jazmin Castro Esguerra has been named as the new director for Media and Communications Service (MCS) under the Department of Tourism (DOT), the agency announced on Thursday.

During the oath-taking ceremony, DOT Secretary Ramon Jimenez Jr. urged Esguerra to build on the enthusiasm of the public that drove the momentum behind this industry.

Jimenez also congratulated Esguerra and highlighted the important role of communications in every tourism success.

“The enthusiasm of the press is what drives the tourism business,” Jimenez said, noting that the noticeable shift to travel stories on weekends was a welcome development.

“We should aim to propagate good stories and be proud about the work we do because every time we succeed, somebody gets a new job,” he added.

Esguerra has held several positions in the DOT in the past 34 years. In 1995, she headed the first DOT overseas office in Paris, serving a full term until 2002.

She was also appointed chief of the China market task force under the Bureau of International Tourism Promotions (BITP) upon her return to the home office.

Later, she was assigned to head the first Philippine tourism office in Beijing in 2004, a post she held for 11 years, surpassing three tourism chiefs and two government administrations.

Director Esguerra played a key role in steering the Chinese market amid a challenging political atmosphere into becoming one of the Philippines’ top tourism markets.

Prior to her London, Paris and Frankfurt postings for the Philippine Convention and Visitors Corporation (PCVC), now Tourism Promotions Board of the Philippines (TPBPHL), she also served as division chief of its press relations for three years. (PNA) SCS/ANP