An up-close moment with Tourism Attaché Susan del Mundo

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‘How can tourism strengthen the Balikbayan program?’ Photo: Boyet Loverita

By Cristina DC Pastor

Susan del Mundo will travel anywhere in the Philippines, and the world, by boat, bike or on foot if it means exploring new places and learning from them.

She has spent almost 37 years with the Department of Tourism in the Philippines, has visited more than 80 percent of the vast archipelago that stretches north to south, and is serving her 20th Kalihim ng Turismo, Bernadette Romulo-Puyat. As Tourism Attaché to New York, her mind is constantly conjuring, creating projects that will draw foreigners to the Philippines and its 7,000-plus islands. Top of mind right now is Secretary Puyat’s program on agri-tourism and how Susan could execute it for the East Coast market.

One of Susan’s ideas percolating is for Manila to host once again the American Society of Travel Agents conference. Contemporary political history will not forget how 38 years ago, the ASTA conference in Manila was bombed by the April 6 Liberation Movement of anti-martial law activists. Close to 20 people were wounded, and Ferdinand Marcos was able to escape unharmed.

Susan had made initial contact with ASTA, and “they’re excited to be back,” she gushed in an interview with The FilAm. “It’s going to be historic!”

Another project more in the immediate future is the GFNY (owned by Gran Fondo New York) cycling marathon where international participants travel from country to country to compete. The Philippines becomes part of the world series of GFNY in a week-long competition with participants from 93 countries and 42 American states. It will kick off in the province of Bohol on the third weekend of January 2019.

“We will be ready to welcome and host cyclists to take advantage of our conducive friendly cycling terrain, warm and hospitable people, good accommodation facilities. This event will greatly benefit the local economy and promote healthy lifestyle for the Philippines to appreciate,” explained Susan.

Another idea – but one that has a slightly remote chance of being realized — is the expanded Balikbayan project. It requires the passage of an executive proclamation or directive because there may be other agencies involved.

“I wish to address the challenge on how the tourism industry can revitalize its strategic position to strengthen the Balikbayan program? The balikbayans are here to stay with about 10 million spread all over the world. It will be significant to the next generation of overseas Filipinos,” she said.

Projects. That’s what Susan, 60, does best. She has been developing projects since she became Division Chief of the Travel Trade Sales Department of the Philippine Convention & Visitors Corp. in 1987. Before that, she was a budget and numbers cruncher.

“That’s what I do,” she said. “I conceptualize high-impact projects that are feasible and would allow tourism to grow.”

She remembers her father’s words of wisdom: ‘Always appreciate the people who work with you.’

Her father, her idol
The Philippine Convention Bureau (now Tourism Promotions Board) is her first job. From the time she graduated with a bachelor’s degree in Commerce in 1978, Susan joined DOT as a contractual employee, also working in the same agency as her father, Paulino del Mundo, whom she admired and adored. He was the auditor then at the Philippine Tourism Authority.

“He was well loved by all ranks. I always keep in my mind and heart his words of wisdom – ‘Education is the only legacy I can leave to you, and you will never go wrong in life,’ ‘Maintain your integrity and honor at all time’ and ‘Always appreciate the people who work with you.’”

It was through him that she imbibed a love of travel. She remembered a family trip to the Cordilleras when she was still in college. DOT was opening a hotel and the family came along. Up in the mountains where the rice terraces seemed to kiss the sky, she discovered “heaven.” To this day the Cordilleras is one of her favorites spots to visit, one she keeps coming back to even on personal visits. But it saddens her to see the deteriorating condition because the “younger generation don’t plant rice anymore.”

Her mother, Rafaela Japor, a businesswoman died much earlier at age 59. Hardly able to finish formal education, she was a rice dealer who operated 21 rice stores across Metro Manila.

Susan visiting Silay City, Negros Occidental (left) and the Angkor Wat in Cambodia.

“With 12 offspring to take care of, our parents hurdled their combined earnings to bring us to the best universities and colleges and earned our diplomas,” she said. “I must say, most of my siblings looked up to me as the ‘ate’ (older sister) even if I am the seventh child. I looked after their welfare, being single, but our parents taught us to consult one another on family meetings, a practice we frequently do especially on crucial matters.”

Rising through the ranks, she was able to prove her mettle, the ability to sell a country that couldn’t seem to rise above its serious image problem with poverty, drugs, crime, and terror.

In London, where she was the Tourism and Cultural Officer of the Philippine Embassy for six years, she provided assistance to the Tourism Attaché handling promotional programs for the UK, Ireland and Scandinavian markets.

Forgot to get married
As a matter of fact, the business and pleasure aspects of traveling have been a lifelong passion that Susan, in wry self-deprecation, admitted she “forgot to get married.”

“Why not?” she reasoned. “When you love your job, and you are surrounded by family and great friends.”

A year ago, she came to New York to become Tourism Attaché, a position that has been in limbo for some time. She is totally smitten.

“Before, I didn’t like New York. It’s too cosmopolitan, too fast-paced for me. I liked London which is more conservative,” she said.

But she came to admire New York’s Filipino community, finding them “aggressive,” “dynamic,” and always creating activities even when there are not a lot of resources. She is particularly impressed by the second-generation FilAms who are proud of their traditions.

“The second-gen, they want to discover their roots and their heritage,” said Susan. “They are curious of their identity and want to know more. I think they want to visit the country.”

There she goes again. Back to her habit of inviting people to visit the Philippines where “every guest is treated like family.”

© The FilAm 2018

Susan is the seventh in a family of 12 children.

With older sister Yolanda, a businesswoman, who lives in NYC.