Alberto Lim is a Filipino businessman. He was a former Philippine Secretary of Tourism. On June 29, 2010, President

Benigno Aquino III Benigno Simeon Cojuangco Aquino III (; February 8, 1960 – June 24, 2021), also known as Noynoy Aquino and colloquially as PNoy, was a Filipino politician who served as the 15th president of the Philippines from 2010 to 2016. The son of ...

picked him as his Secretary of Tourism. He, however, quit his post on August 12, 2011, due to personal reasons.

Background

Before being appointed by

to the Tourism secretary post, Lim was the president of the

Makati Business Club The Makati Business Club is a private non-profit business association in the Philippines founded in 1981 to promote the role of the business sector in national development efforts. Counting senior executives from some of the Philippines' largest ...

, a group known to support Aquino even before the latter's campaign started.

Tourism Secretary

He took over the helm of the Tourism Department from

Joseph Ace Durano Joseph Felix Mari "Ace" Hotchkiss Durano (born April 3, 1970) is a Filipino politician who served as Secretary of Tourism under President Gloria Macapagal Arroyo. He was also general manager of the Philippine Tourism Authority (PTA), being appoi ...

. Early speculations also pointed to showbiz talk host

Boy Abunda Eugenio Romerica Abunda Jr. (; born October 29, 1960), popularly known as Boy Abunda, is a Filipino professor, television host, publicist and talent manager. Early life and education Boy Abunda was born as Eugenio Romerica Abunda Jr. in Boro ...

as the new head of the Department of Tourism (DOT) but Abunda declined the post. In appointing Lim, Aquino said: Tourism is seen as one of the key venues for increasing jobs in the country. We need someone who has proven competence in this field". After 2010 Manila hostage crisis ended in blood, Lim was appointed with Soliman by the president "to provide everything necessary for the recovery and return home of the survivors". It is the first challenge faced by Lim after his appointment. Lim was criticized for the tourism slogan ''

Pilipinas Kay Ganda Pilipinas Kay Ganda () was a short-lived advertising campaign made by the Department of Tourism to promote tourism in the Philippines. Launched in 2010, it replaced the WOW Philippines campaign that was launched in 2002. The tourism slogan ...

'' on the basis that foreigners did not understand clearly what it meant even though these people were the supposed object of the campaign message. Many notable people asked for his resignation until he finally decided to resign in August 2011.

References

Living people 21st-century Filipino businesspeople Secretaries of Tourism of the Philippines Benigno Aquino III administration cabinet members Year of birth missing (living people) Filipino politicians of Chinese descent {{Philippines-politician-stub