[1] On June 29, 2010, President Benigno Aquino III picked him as his Secretary of Tourism.

[3] Before being appointed by Benigno Aquino III to the Tourism secretary post, Lim was the president of the Makati Business Club, a group known to support Aquino even before the latter's campaign started.

[4] In appointing Lim, Aquino said: Tourism is seen as one of the key venues for increasing jobs in the country.

[4] After 2010 Manila hostage crisis ended with the death of eight hostages on a tourist bus, Lim was appointed with Soliman by the president "to provide everything necessary for the recovery and return home of the survivors".

Lim was criticized for the tourism slogan Pilipinas Kay Ganda on the basis that foreigners did not understand clearly what it meant even though they were the supposed object of the campaign message.