It’s no longer “more fun” in the Philippines. The Department of Tourism has unveiled “Love the Philippines” as the country’s latest enhanced tourism campaign. The new tourism slogan was revealed as the highlight of the Department’s 50th founding year celebration at the Manila Hotel, Tuesday (June 27).
In attendance were President Ferdinand Marcos, Jr., together with Secretary Christina Garcia Frasco and other officials, former DOT chiefs, officials and employees of the Department’s central and regional offices, heads of government agencies including Cabinet Secretaries, house representatives, tourism stakeholders, and the media.
According to Tourism Secretary Frasco, the enhanced campaign welcomes a “new era of tourism” for the Philippines, and is a chance to “reintroduce the Philippines to the world.”
“Love the Philippines goes to the very heart of every single Filipino with the distinct grace and hospitality with which we welcome every guest that comes into our shores, our communities, and our homes. Love the Philippines is a recognition of our natural assets, our long and storied history, our rich culture and diversity,” said Frasco.
The tourism secretary noted that there is so more to the country than “the fun and adventure.”
“The Philippines is a powerhouse of mega biodiversity, being only one of 18 mega biodiverse countries in the world, a deep well of culture and history, a profound burst and taste of flavor and gastronomy, a tapestry of indigenous peoples and creative communities by whose work of their hands have safeguarded the dignity and integrity of the Filipino identity. This is who we are. These complexities and nuances of the Philippines have yet to be fully articulated to the world for indeed, the story of the Filipino has yet to be fully told, and we shall tell that story by telling them the story of love. Love the Philippines,” she added.
According to Secretary Frasco, “the world has noticed that there is so much to love about the Philippines.”
The Philippines has recorded 2,641,993 visitors from January 1 to June 26, 2023, and is close to breaching the 2.65 million arrivals it recorded for 2022.
According to the 2022 Philippine Tourism Satellite Accounts (PTSA),
tourism contributes to 6.2 percent of the country’s Gross Domestic Products (GDP), amounting to P1.38 trillion in 2022. The country has also seen a boost in tourism-related enterprise employment, with 5.35 million estimated tourism employment last year.
Along with the slogan, the DOT unveiled an AVP for the latest tourism campaign featuring top tourist spots around the country.
Take a look back at the previous tourism slogans of the Philippines here.