By: Romeo Braceros Jr.

To remain appealing to its potential audiences as the preferences of the global market change, a location must rebrand just like Bohol.

This was the point made by Benito "Bong" Bengzon Jr., a renowned tourism expert considered to work as the Aumentado administration's tourism consultant.

To create the appropriate branding and marketing for a "product," he emphasized how international competition necessitates that a destination is aware of its target market.

Bengzon made these statements last Friday during their first meeting with Governor Aris Aumentado at the Philippine Travel Mart in Pasay City. 

The governor desires a more active marketing effort to promote the province to tourists.

Bengzon, who just completed a 35-year career with the Department of Tourism (DOT), emphasized his desire to support Bohol's tourism initiatives. 

He managed the overseas offices and the planning and policy team and was the undersecretary for tourism development.

Additionally, he served on the boards of the Philippine Commission on Sports Scuba Diving, Duty-Free Philippines, Tourism Promotions Board, and the Civil Aviation Authority of the Philippines (CAAP).