Ramon Jimenez ’72, (1955-2020) former Tourism Secretary

The UP Artists’ Circle Fraternity on Monday mourns the death of former tourism Secretary Ramon “Mon” Jimenez (1955-2020).

Photo: CNN Philippines

“We, the members and alumni of the UP Artists’ Circle, would like to extend our sincerest condolences to the bereaved loved ones of our esteemed brother and former Supreme Master, Ramon ‘Mon’ Jimenez, Jr. ’72.”

Brod Mon Jimenez is known to be behind the country’s tourism slogan, “It’s more fun in the Philippines” which was launched by the DOT and BBDO Guerrero, one of the country’s most awarded advertising firms, in 2012. He led the Department of Tourism from 2011 until 2016 under President Benigno Aquino III. 


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 to his appointment at the DOT, Jimenez worked in the field of advertising for 35 years. He worked for advertising companies such as Ace-Saatchi & Saatchi Advertising, where he served as vice-president and executive director until he launched his own firm, Jimenez Basic which was the largest locally-owned advertising firm until it merged with French multinational company Publicis.

Ramon Jimenez
Photo: UP High School Yearbook

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.” 

The son of a prominent labor lawyer, Jimenez chose a career in arts, and graduated from the University of the Philippines Diliman with a degree in Fine Arts Major in Visual Communications in 1977. In 1972, he was part of the first batch of members of the newly formed UP Artists’ Circle Fraternity, (AC) the oldest existing organization in the College of Fine Arts of the University of the Philippines, which will celebrate its 50th Anniversary in 2022. From 1973-1974, he served as Supreme Master or President of the AC and was an active officer at various capacities of its Alumni Foundation established in 2003.

Read the Statement of former President Benigno S. Aquino IIII here.