The case of Manila's NAIA: How airport experience shapes a nation's brand

Airports are more than transit points; they serve as gateways that shape a traveller's perception of a nation. From design and efficiency to cultural representation, an airport can communicate a country's identity and aspirations.

Manila's Ninoy Aquino International Airport (NAIA), often criticised as one of the world's worst airports, illustrates how these hubs influence national branding and global perception of countries such as the Philippines. Experts argue that its persistent issues - such as congestion and inefficiency - could not only frustrate passengers but also weaken the Philippines' global image.

To explore this connection, we spoke with marketing and branding experts. In a region where world-class airports in Singapore, Thailand, and South Korea set the benchmark, some believe that NAIA's state paints the Philippines as a laggard rather than a rising power.

Donald Patrick Lim, president and chief operations officer at DCME Holdings, stresses the weight of an airport's branding. "An airport serves as a country's front door, shaping the first and last impressions of travellers," he told MARKETING-INTERACTIVE. "Unfortunately, NAIA's reputation as one of the world's worst airports has tarnished the Philippines' brand, reinforcing perceptions of inefficiency, congestion, and subpar infrastructure."

The impact, he added, extends beyond mere inconvenience - tourism and investor confidence suffer as visitors question the country's competitiveness. "Our dismal tourist arrivals reflect the consequences of an airport that fails to inspire confidence and comfort," said Lim, who is widely regarded as the father of digital marketing in the Philippines. 

A 2024 study shows that NAIA has once again earned the title of the worst airport in the world, ranking last among the busiest global gateways. That year, the Philippines recorded around 5.4 million international visitors, far behind Thailand's 35.5 million and Malaysia's 27.3 million. Other factors, such as Thailand's visa-free policies for Chinese and Indian travellers, also play a role.

Converting advocates or cementing damage?

Raymund Sison, founder and creative chief of Lennon Group, echoes Lim's sentiment, saying that NAIA - the largest airport in the country - is many travellers' first experience of the Philippines. "It forms the important first impression. It also is the travellers' last moments with the country. So it makes the first impression last." 

A positive airport experience, he explained, turns visitors into advocates, encouraging repeat travel and positive word-of-mouth. A poor one, however, damages the national image, potentially deterring tourism and investment.

"Any traveller's perception can shape the overall brand of a country. The brand is a living breathing thing that is shaped not just by what you say about you, but more especially, by what people say about you," Sison said.

Nur Komaria, a researcher at Indonesia's Institute for Development of Economics and Finance (INDEF), said that these impressions are often "influenced by the speed of service, cleanliness, architectural design, integration with other transport networks, and cultural touches that make an airport more distinctive. A strong first impression can then extend to other aspects, particularly tourism."

For NAIA to overcome its poor reputation, a comprehensive overhaul in branding and service is essential. Lim has outlined key strategies to achieve this transformation.

A crucial step is the appointment of a chief experience officer to ensure every passenger touchpoint is optimised for service excellence, he said. Enhancing efficiency and reliability is also a priority, with plans to modernise immigration processing, baggage handling, and security systems to streamline operations.

Incorporating Filipino identity into the airport experience is another key initiative, integrating local culture through design, music, and customer service. Technology-driven solutions will play a vital role, including AI-powered customer support, digital check-ins, and advanced security measures.

Once these improvements are in place, a global rebranding campaign should be launched to reshape public perception and position NAIA as a world-class travel hub, Lim added.

Sison emphasised that branding should be intentional and traveller-centred, incorporating thoughtful details that enhance the passenger experience while maintaining a strong and consistent identity.

Is privatisation the answer?

In September 2024, the New NAIA Infra Corp. (NNIC), led by San Miguel Corporation and Incheon International Airport Corporation, officially took over the management of NAIA. The consortium has committed 170 billion pesos (US$2.9 billion) to modernise the airport, aiming to increase passenger capacity from 43 million to 62 million annually and improve air traffic movement.

Initial improvements within six months would include functional escalators, stable power, faster processing, and upgraded baggage handling. Longer-term plans involve runway upgrades, a new terminal to accommodate 35 million more passengers, and connections to the Metro Manila Subway.

However, experts believe the recent takeover of NAIA's operations presents both opportunities and risks. Lim expresses optimism, noting that privatisation could accelerate modernisation efforts, improve customer service, and elevate NAIA's international standing.

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On the other hand, he also warns of potential pitfalls: "Potential high costs for passengers if not properly regulated, brand dilution if not aligned with Philippine culture, and public resistance if transparency is not maintained." A balance must be struck between private sector efficiency and maintaining affordability for travellers, the experts noted.

Privatisation isn't a magic bullet, cautions Elisa Sutanudjaja, executive director of the Rujak Center for Urban Studies. Even in India, where Mumbai Airport is privatised, results are mixed, she said. In 2006, Mumbai Airport's management was transferred to a private consortium, and the airport is now operated by Mumbai International Airport Limited, a joint venture between Adani Enterprises and the Airports Authority of India.

Despite so, Lim believes that privatisation is the best path forward. Similarly, according to Komaria, collaboration between public and private sectors is key - but with a warning. Privatisation can bring efficiency and innovation, but if profitability overrides passenger experience, the risks outweigh the benefits.

"If progress remains stagnant, collaboration and privatisation could be viable options. This is crucial for advancing technology and should not be seen as disregarding local communities but rather as an investment in the nation's future," Komaria added.

Lessons from other countries

A world-class airport is more than just efficient - it is a cultural statement. Lim argues that beyond modern infrastructure, NAIA should reflect the warmth and hospitality of the Filipino people. "An airport is more than just a transport hub - it is a statement of a country's culture, values, and aspirations," he said. "This means integrating Filipino art, music, and design while also delivering seamless customer service."

Sison also believes that a strong national identity should be embedded in the airport experience, from architecture to cuisine. "There is an opportunity for NAIA to showcase national identity and local culture through its architecture, furniture, art and design, and little cultural nuances in the overall experience."

Sutanudjaja pointed to Terminal 2 of Jakarta's Soekarno-Hatta International Airport as an example. "It used to offer a strong sense of Indonesian culture, from its layout to detailed design. It felt like coming home," she said. "In contrast, Terminal 3 is modern but lacks identity. It could be anywhere in the world."

She also highlights the branding implications in other countries, reflecting on her own experience: Gulf countries, for instance, use airports to showcase wealth and ambition. Meanwhile, US airports often project inefficiency at immigration counters.

Comparisons with regional counterparts highlight NAIA's urgent need for transformation. Singapore's Changi Airport consistently ranks as the world's best due to its seamless passenger experience, innovative design, and cultural integration.

Meanwhile, Bangkok's Suvarnabhumi Airport balances modernity with Thai aesthetics, creating a unique sense of place, Lim said. South Korea's Incheon International Airport is renowned for its efficiency and cleanliness. These airports demonstrate that with the right investment and management, national branding through airport experience is not only possible but also economically beneficial.

"Their success stems from strong government-private sector collaboration, continuous investment in infrastructure, and a customer-centric approach," Lim noted, adding that many ASEAN countries have successfully turned their airports into national symbols of pride.

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