The Philippines has so much to offer, but its infrastructure and security issues mean it is a perennial "wish it could" on the international travel circuit.
Every country needs a tourism ambassador like Manny Pacquiao who just won't stop talking about how great the destination is, no matter the context.
Nothing says welcome to visitors from around the world like easy connectivity.
Every boom is followed by a bust. But before that bust is total and complete, things tend to get a little crazy.
The Philippines doesn't need a repeat of last year's disaster.
Now that it has help from the UN, maybe the Philippines' tourism bosses will rethink their role.
Turning the Philippines into a major cruise destination would be great news for the 61,700 Filipino crew members who already work for Carnival, Royal Caribbean and Norwegian, the new-hires to come, and the local economy.
The easier the visa regime, the more visitors will come.
The upgrade decisions in the U.S. and Europe are big steps toward airlines in the Philippines being able to expand their networks after safety-ratings downgrades.
"You should hire a security guard" is likely the least effective tourism slogan since "Come See Belarus."