By Noreen Jazul

Former Tourism Secretary Ramon “Mon” R. Jimenez Jr. passed away on Monday, April 27. He was 64.

In a statement, Tourism Secretary Bernadette Romulo-Puyat confirmed Jimenez’ passing and expressed her condolences to his family.

“On behalf of the officials and employees of the Department of Tourism (DOT), I would like to extend our sincerest condolences to the bereaved loved ones of former Tourism Secretary Ramon “Mon” Jimenez, Jr. who recently passed away,” Puyat said.

Puyat also paid tribute to Jimenez and his “immeasurable contributions” to the tourism industry, including the country’s popular tourism campaign, “It’s More Fun in the Philippines,” and the “DOT policies that helped shape the National Tourism Development Program (NTDP) for 2016-2022.”

“Today, we mourn the loss of Mon Jimenez but we will be forever grateful to him for the growth of the tourism sector, and for promoting the Philippines as a place that is wonderful, joyous and fun,” she said.

Albay Representative Joey Salceda was among the first people to send their condolences on the passing of the former DOT chief.

“Rest in peace former Tourism Sec. Mon Jimenez,” Salceda wrote on Facebook Monday.

Senator Francis N. Pangilinan, for his part, said Jimenez loved and served his country well, in or out of government,

Pangilinan said many would remember Jimenez as the man behind the famous campaign that took the world by storm.

The campaign, “It’s more fun in the Philippines,’’ resonated everywhere because he knew the heart of the Filipino, Pangilinan added.

Jimenez served as DOT secretary from 2011 to 2016.

Under his leadership in the DOT, the Philippines improved its ranking in the Travel and Tourism Competitiveness Index of the World Economic Forum, jumping from 94 in 2011 to 74 in 2015.

The World Bank said Jimenez was able to transform the DOT “into a primary selling unit whose ultimate goal is not only to improve statistics but also to ensure that every tourism success would include and benefit as many Filipinos as possible.”

Prior his appointment at the DOT, Jimenez worked in the field of advertising for 35 years.

Jimenez worked for advertising companies such as Ace-Saatchi & Saatchi Advertising, where he served as vice-president and executive director.

The Pacific Asia Travel Association (PATA) dubbed Jimenez as “one of the pillars of the nation’s advertising industry.”

Jimenez was also a recipient of the Lifetime Achievement Award from the Creative Guild of the Philippines for “his contributions to creative excellence.”

Jimenez was a graduate of the University of the Philippines Diliman with a degree in Fine Arts Major in Visual Communications. (With a report from Mario Casayuran)