CNN Philippines — Former Tourism Secretary Ramon Jimenez has died, incumbent Tourism Secretary Bernadette Romulo-Puyat confirmed Monday. He was 64.
“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,” Puyat said in a statement.
Jimenez served as Tourism Secretary from 2011 to 2016 under President Benigno Aquino III. He is credited for having crafted the tourism slogan “It’s More Fun in the Philippines,” which is still in use to this day.
Puyat also credited him for policies in the Department of Tourism which helped shape the National Tourism Development Program for 2016 to 2022.
Prior to working in Aquino’s Cabinet, Jimenez had decades of experience in marketing and advertising, having worked with brands such as San Miguel Beer, Cebu Pacific and Jollibee.
He is survived by his daughters, Sassa and Nina Jimenez.