Former Tourism Secretary Ramon Jimenez Jr. has passed away.

He was 64.

From 2011 to 2016, Jimenez served as Tourism chief after he was appointed to the position by then President Benigno Aquino III.

During his term at the DOT, he launched the “It’s More Fun in the Philippines” campaign.

When he was appointed to the post in 2011, he expressed belief that selling the Philippines should be as easy “as selling fried chicken.”

In a press statement Monday, Tourism Secretary Bernadette Romulo Puyat extended condolences to the loved ones of Jimenez on behalf of the tourism officials and employees.

“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.

She added that among Jimenez’s greatest contributions to the tourism industry were the country’s most famous tourism campaign, “It’s More Fun in the Philippines,” and the DOT policies that helped shape the National Tourism Development Program for 2016-2022.

Puyat stressed that the catchy campaign is retained by the DOT until now.

Jimenez was as an advertising industry veteran prior to his appointment to the government.

Further details on the death of the 64-year-old former government official were not disclosed./Stacy Ang