slogan about philippine tourism

#TravelThrowback: Philippine tourism slogans and campaigns through the years

By Kara Santos Published Aug 30, 2022 2:10 pm Updated Aug 30, 2022 3:13 pm

Slogans play a large part in promoting a travel destination and attracting tourists not only within the country, but all over the world.

Just think of "Incredible India," "Amazing Thailand," and "Malaysia, Truly Asia." These slogans immediately bring images of the destinations to mind. Some country’s tourism slogans are just so timeless and have great recall value that tourists know exactly what to expect.  

For the past 10 years, the Philippines has been using “It’s More Fun in the Philippines” as its main tourism slogan. But with a new administration in place this year, the campaign could soon change. 

In a report by PhilStar.com earlier this month, current Tourism Secretary Christina Frasco said that the Department of Tourism (DOT) was considering replacing the slogan with a new one anchored on making the Filipino brand more “distinct.”

The tourism chief said the new branding campaign will “take into consideration the change in circumstances, citing that amid the COVID-19 pandemic, people are now in search for substantial and immersive experiences anchored on cultural experience.”

While the tourism agency is still brewing up a new campaign, since travel borders are reeopning, now seems like a good time to take a look back at some of the hits and misses in tourism marketing of the Philippines.

The country has had its fair share of different promotional slogans through the years. A Wall Street Journal article published in 2001 pointed out that for years, the country struggled to find a catchy slogan. The report cited campaigns in the past including "Philippines: Where Asia Wears A Smile," " Fiesta Islands Philippines ," "Rediscovery Philippines" and the almost-apologetic "Consider the Philippines." 

In an official proclamation, then-president Cory Aquino declared 1989 as the Philippine Fiesta Year. A national council was also created to promote the country as the Fiesta Islands of 1989. 

However, it was two decades ago when one of the most memorable slogans in local tourism was born.

WOW Philippines (2002)

WOW Philippines was used as the campaign and tagline for tourism from 2002 to 2010. The tagline, which had the sub-slogan "More Than the Usual” was conceptualized by then Department of Tourism secretary Richard "Dick" Gordon in 2002 under the term of Gloria Macapagal-Arroyo. 

The promotional campaign was reportedly based on the 24-month Visit Philippines 2003 campaign by the World Tourism Organization, which aimed to encourage overseas Filipinos to visit tourism destinations in their home country. The slogan was also an attempt to rebrand the Philippines to highlight tropical white-sand beaches and diverse attractions to counter the country's negative portrayal in the media due to political instability and conflicts during those times.

The logo, which used mainly primary colors of red and blue, incorporated unique elements of Philippine culture including a jeepney and festival mask, as well as a sun, coconut tree, diver and boat to reflect the tropical beaches and landscapes. 

WOW actually doubled as an acronym, referring to several different aspects about Philippine travel including “Wealth of Wonders” (tourist attractions), “Warm Over Winter” (beaches), “Wild Over Water”(water-based adventures), and “Wacko Over Wildlife” (for the country’s rich indigenous flora and fauna), among others. 

The WOW Philippines campaign was considered highly successful and managed to put the Philippines on the world tourism map for the first time. Incidentally, the former tourism secretary also used "WOW Dick" as his campaign slogan when he ran for senator, banking on the campaign's popuilarity. 

Pilipinas Kay Ganda (2010)

Pilipinas Kay Ganda (which literally translates to "Philippines, So Beautiful") was a short-lived campaign launched by DOT back in 2010 which (thankfully) failed to take off. Initially aimed to replace the WOW Philippines campaign, the logo and branding used similar colors and elements as the former logo including a sun and coconut tree (with a smiling face), a tarsier, and wavy lines to signify the beach and tropical island vibe. 

Unfortunately, the slogan and associated logo received a lot of flak from the Filipino public when it was first released, prematurely to the public, according to the advertising agency Campaigns & Grey, which supervised the design. A controversy arose because the logo bore a similar look to the logo of the Polish tourism campaign, Polska in terms of style, colors and font design used. 

The widespread criticism led to the eventual scrapping of the new slogan by no less than President Benigno “Noynoy” Aquino III and the resignation of the country's then-Tourism Secretary, Alberto Lim.  

It’s More Fun in the Philippines (2012)

In 2012, the DOT started a brand new campaign that aimed to brand the Philippines as the perfect destination for beach bums and dive lovers. The slogan "It's More Fun in the Philippines" was conceptualized with the help of BBDO Guerrero and Proximity Philippines under then Tourism Secretary Ramon Jimenez Jr., an advertising executive.

The punchy slogan aimed to show what sets the country apart from others in terms of the “fun factor” and entice foreign visitors to visit our shores. The colorful logo showed recreated the Philippine map in a textile type weave, while the official AVP highlighted the diverse islands, beaches, tourist sites, festivals and food of the country. The visuals, set to fast-paced music, were dynamic and exciting and highlighted the unique aspects and culture of the country that adventurous foreign tourists could look forward to.

The “More Fun” slogan caught on and became wildly popular with Pinoy users submitting their own photos and reasons why the Philippines was "more fun" with the help of an online meme maker. The user-generated ads that channeled the pride of millions of Filipinos managed to gain a lot of traction in promoting the country overseas, resulting in higher tourist arrivals for the country. 

The Tourism Promotions Board also collaborated with world renowned artist and Philippine Tourism Ambassador Apl.de.Ap for one of the promotional campaigns.

Under this campaign, from 2011 to 2016, tourist arrivals and revenues almost doubled, and the Philippines improved 20 places in a tourism competitive index among nations.

Experience the Philippines (2016)

In 2016, there were talks that the “It’s More Fun” slogan would be replaced to reflect then President Rodrigo Duterte’s goal to institute reforms in the country.

At one point, former tourism secretary Wanda Teo planned to scrap the campaign in 2017 and replace it with “Experience the Philippines,” a more emotional approach that aimed to tug at the heartstrings of viewers. The minimalist logo retained the monochomatic colors in the Philippines text and a smaller "It's more fun in the Philippines" tagline in a smaller white font right below.

Right in time for Philippine Independence Day, the Department of Tourism l aunched the TV commercial "Sights" produced by McCann Worldgroup Philippines which featured a Japanese retiree wearing a tourist hat and dark glasses named M. Uchimura touring the different destinations in the Philippines. The ad, which eventually revealed that the retiree was visually-impaired, ended with a voice-over saying, “here, you don’t have to see the sun to discover radiance. You don’t have to see colors to experience vibrance. You don’t have to see smiles to know you are safe.” 

At the time, the campaign drew mixed reactions on social media, with many netizens skeptical about promoting the Philippines as a PWD-friendly destination, and pointing out all the negative events happening around the country. Netizens were also quick to draw comparisons to the “Rediscover South Africa” advertisement, which shared a similar concept and plot twist, and criticize the campaign's lack of originality.  

It’s More Fun in the Philippines / More Fun Awaits (present)

Bernadette Romulo Puyat decided to retain the “More Fun” campaign when she was appointed DOT chief mid-2018. However, the former logo was given a slight makeover and got refreshed with a custom-made Philippine-inspired font called Barabara, inspired by lettering seen on jeepneys. The Philippine map logo got simplified with just a few lines. 

The new design was said to be more “rooted in traditional motifs and colors” while the new logo was inspired by local woven textiles, and is considered as the “core of a fresh graphic identity system” symbolizing the DOT’s fun, contemporary, and more sustainable offerings.

During the pandemic era when travel borders were closed, DOT also launched its "More Fun Awaits" campaign with the same look to promote newly-developed products and packages featuring different activities, experiences, destinations and attractions for tourists to discover and enjoy in the country once it's safe to travel again.

The new ads were notably not as fast-paced and frenetic as the earlier “It’s More Fun” ads, and highlighted mainly the outdoor attractions and safety and health protocols of travel during the new normal.

Which of these tourism slogans is your favorite? Do you think it's time for another tourism campaign makeover now that travel borders everywhere are starting to reopen?

TAGS: travel tourism Tourism slogans

Kara Santos

Kara Santos is a freelance writer and photographer based in Manila. Her blog at www.traveling-up.com is where she writes about travel, motorcycling, and food trips.

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DOT Unveils New Tourism Slogan: “Love the Philippines”

The Department of Tourism (DOT) has revealed the country’s “enhanced” tourism campaign slogan, “Love the Philippines,” marking the end of the 11-year-old slogan “It’s More Fun in the Philippines.” Speaking at the launch event during the DOT’s 50th-anniversary celebration, Tourism Secretary Christina Frasco emphasized the significance of the campaign as a call to action for Filipinos.

“Love the Philippines is not a mere branding campaign, but rather a call to action to every Filipino citizen to remember the beauty of our country, to honor our past, and to look forward to the future armed with the virtues, (and) values of being a Filipino,” Frasco said.

Marie Adriano, a strategic planner from marketing firm DDB Group Philippines, highlighted the positive association of “love” with the Philippines among global travelers and the evolving preferences of the modern tourist.

“Coming from a culture shift, naturally, changes in the consumers follow. Who are they? We call them the ‘changed traveler’ for the very reason that traveling has come to mean more than just leisure,” Adriano explained.

The DOT aims to capture the attention of these “changed travelers” by offering real-world experiences and curated activities that go beyond traditional leisure. The retention of the iconic “Barabara” type font from the previous campaign will ensure continuity and recognition worldwide.

Tourism Secretary Frasco expressed optimism about the campaign’s ability to sustain interest in the Philippines and showcase its diverse offerings. She stated, “We will continue to market the Philippines as fun all over the world, but we will also articulate that the Philippines has so much more to offer.”

The new slogan, “Love the Philippines,” aims to highlight the nation’s natural assets, rich history, cultural heritage, and unique flavors.

(Source: PNA)

Justin Aguilar

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Branding ng bayan: Tourism slogans for the Philippines through the years

MANILA, Philippines – The Department of Tourism launched a new tourism slogan on Tuesday, June 27, presenting the world with a new imperative: “Love the Philippines.” It’s the latest era in the constantly shifting identity of Filipino tourism campaigns, which, over the years, has straight-up invited visitors to travel around the country, painted the Philippines as a “wealth of wonders” and a country of smiles, put the spotlight on the country’s …

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‘Love the Philippines’ is country’s new tourism slogan — DOT

INQUIRER FILE PHOTO

MANILA, Philippines — “Love the Philippines” is the Department of Tourism’s (DOT) new slogan to promote the country, the department said on Tuesday.

Speaking at the DOT’s 50th anniversary celebration, President Ferdinand Marcos Jr. said that the new branding will serve as the country’s guidepost for tourism.

“I am affirming my commitment to advancing this country’s tourism industry. This prioritization goes deeper than merely stimulating economic activities and generating job opportunities. It springs from the genuine love, me and all of us have for the Filipinos. And what better way to express that love than directly incorporating it into our country’s newest tourism campaign slogan, ‘Love the Philippines,’” said Marcos Jr. during his address.

Commenting on the country’s post-pandemic tourism industry, Marcos Jr. said that the country is bouncing back.

“I call on the entire Filipino nation to allow yourselves to be our country’s tourism ambassadors. I enjoin you all to be our country’s promoters, advocates, and if I may borrow a coined term in this age of social media, be our country’s tip influences,” said Marcos Jr.

Marcos Jr. was also awarded a special plaque of appreciation in honor of his father, late dictator Ferdinand Marcos Sr. The DOT had been founded during Marcos Sr.’s time.

RELATED STORY: 

DOT: Bongbong Marcos OKs dev’t plan to make PH a ‘tourism powerhouse’

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New tourism slogan to highlight Philippine culture, people - Frasco

The Department of Tourism’s new campaign, which will succeed “It’s More Fun in the Philippines," will focus on the country’s assets that have yet to be maximized, such as its culture and its people, a top official said Wednesday.   According to Tourism Secretary Christina Garcia-Frasco, the new campaign is currently in the works, with the agency conducting a market study on the existing campaign along with global trends in travel and tourism following the COVID-19 pandemic.

The government has been promoting the country’s tourist destinations through the “It’s More Fun in the Philippines” campaign since 2012 .   “The enhanced tourism slogan will give our country an opportunity to market itself not just as a fun destination, which it will continue to be, but also as a destination for everything else that includes highlighting our culture and our people,” Frasco said during the Kapihan sa Manila Bay forum.   Last week, Frasco said the new slogan could be released “in the next few weeks,” following the approval of the National Tourism Development Plan for 2023–2028.   Citing data from tourism-related publications, Frasco said that trends after the COVID-19 lockdowns show that travelers and tourists now want to have substantive, immersive, and authentic cultural experiences.   “We are now in the process of enhancing; there are so many aspects of Philippine tourism that go beyond fun,” she said, but noted that the industry does not hinge on the campaign alone as product development is also needed.   “We recognize that we still have many destinations in the country that still require assistance in terms of accessibility,” she added, with the Philippines ranking sixth in the ASEAN region in terms of infrastructure.   Still, Frasco said the country could capitalize on the expected tourism boom as the DOT targets 4.8 million international tourists this year after hitting 2.65 million in 2022. It also expects a 100% recovery of domestic tourism.   “We can see how tourism, notwithstanding the recent reopening due to the pandemic, has proven itself to be a very reliable source of income for our fellow Filipinos and a reliable source of contribution to our economy,” she said.   The DOT is also set to launch a new mobile application where users will be able to match their interests to suitable destinations within the Philippines based on the existing database of the agency and the Tourism Promotions Board (TPB).   The soft launch is expected by June or July, with the application available for domestic and international travelers.  — VBL, GMA Integrated News

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Can new tourism slogan ‘Love the Philippines’ go beyond ‘more fun’?

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MANILA, Philippines – The Department of Tourism (DOT) retired the popular slogan “It’s more fun in the Philippines” after over a decade of viral campaigns, as Southeast Asian countries compete to lure millions of tourists in the mood for a revenge spending spree.

On Tuesday, June 27, Tourism Secretary Christina Garcia-Frasco unveiled the country’s new slogan: “Love the Philippines.”

Frasco said the rebranding is a timely response to the changing demands of the industry and shifting tourist preferences amid the pandemic.

“We are now in the process of enhancing; there are so many aspects of Philippine tourism that go beyond fun,” Frasco said.

Marie Adriano of DDB Group Philippines, the DOT’s partner for the campaign, said trends also point to going beyond leisure.

“Love is the positive theme they (tourists) associate with our country, frequently mentioned in high volumes globally. And while fun remains a positive thing…there’s less volume of mentions,” Adriano said.

‘More fun’ legacy

Frasco acknowledged that the “It’s more fun in the Philippines” campaign launched in 2012 was a success, adding that she will build on her predecessors’ work to further push the country as a premier tourism destination.

The old slogan, while simple, banked on Filipinos’ high social media usage and the rise of memes.

The DOT, then headed by the late Ramon Jimenez Jr., encouraged people to create their own campaigns by providing them with the right fonts and logos.

Filipinos reacted negatively at first, since the “WOW Philippines” brand which started in 2002 was already well-known.

But the rebranding came at a time when social media was taking off. BBDO Guerrero, the advertising agency behind the slogan, banked on Filipinos’ creativity and humor, as well as their ability to make memes go viral on social media.

In 2017, then-tourism secretary Wanda Teo planned to scrap “It’s more fun in the Philippines” and replace it with “Experience Philippines.” But the tourism branding video was widely criticized, with people saying it was  similar to a South African tourism ad . McCann Worldgroup Philippines took full responsibility for the video but said it did not intend to plagiarize others’ work.

Former tourism secretary Bernadette Romulo-Puyat retained the “more fun” campaign when she was  appointed DOT chief mid-2018 .

Last May, the government drew flak for using the tagline “We give the world our best” in an advertisement seen on a bus in the United Kingdom. The ad showed Filipino-British nurse May Parsons, who administered the world’s first approved and fully tested COVID-19 vaccine.

Frasco defended the slogan, which came from the Office of the Presidential Adviser on Creative Communications, while also clarifying that it was not the Philippines’ new tourism slogan.

“We don’t want to commodify our people, and we don’t want to be tagged as a labor-exporting country,” Senator Nancy Binay said at the time.

‘We don’t want to commodify our people’: Binay urges DOT to keep ‘fun in PH’ brand

Not just the Philippines

Back in February, Hong Kong launched its massive publicity campaign “Hello Hong Kong” to position itself as a more approachable destination. It then gave away half a million plane tickets a month after the slogan launch.

Singapore, which has used “Your Singapore,” also changed its slogan to “Passion Made Possible” in a bid to cater to all types of tourists.

Thailand retained “Amazing Thailand,” but created more ad campaigns branded as “Amazing New Chapters” to build on the current branding. – Rappler.com

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DOT’s enhanced branding is Philippines’ Love Letter to the world

MANILA, Philippines —On the celebration of the golden year of the Department of Tourism (DOT), President Ferdinand Marcos, Jr., together with Secretary Christina Garcia Frasco and other officials, led the unveiling of the country’s enhanced tourism campaign “Love the Philippines” as the highlight of the Department’s 50th founding year celebration at the iconic Manila Hotel, Tuesday (June 27). 

Proudly presenting “Love the Philippines” to a crowd composed of 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, Secretary Frasco described the enhanced campaign as timely for the DOT’s golden anniversary celebration. 

“ As we cap the last fifty years of the DOT and welcome this new era of tourism for the Philippines, it is but right that we welcome this opportunity to reintroduce the Philippines to the world, ” Secretary Frasco said. 

“ 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, ” she said, while noting that there is so much more to the country than “the fun and adventure” that has so far been articulated. 

“ 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, ” Secretary Frasco said. 

PBBM’s unequivocal support 

Gracing the milestone event for Philippine tourism, President Ferdinand “Bongbong” Marcos Jr. expressed his utmost support for “Love the Philippines”, saying that the enhanced tourism campaign “springs from the genuine love that you, me, and all of us have for the Philippines.” 

“ And what better way to express that love than by directly incorporating it into our country’s newest tourism campaign slogan, Love the Philippines. This new branding which we unveil today, will serve as our guidepost for the Philippine tourism industry moving forward. Allow me then to express my sincerest appreciation to Tourism Secretary Christina Garcia Frasco and for the DOT team, because aside from the promotion of the country’s tourist destinations, the campaign that you have conceptualized aims to enhance the overall experience of every travel, included in that list of targets are to promote regional products, build more infrastructure for ease of travel, and champion green movements, among others, ” the President enthused. 

Adjusting to the post-pandemic tourism landscape and changing trends 

With the ever-changing global tourism landscape post-pandemic, and the growing desire of travelers for more immersive experiences in their travels, the DOT viewed the enhanced brand as a timely response to the demands of the industry. 

In a recent survey conducted by the United Nations World Travel Organization (UNWTO) among its member countries, market repositioning, and rebranding strategies are among the priorities identified after the pandemic based on its Survey Findings on Member Priorities for UNWTO program of work 2024-2025. 

With an enhanced tourism campaign in tow, the DOT’s focus now is to show more of what there is to “Love the Philippines” as it works towards the realization of President Marcos, Jr.’s vision for the country to become a tourism powerhouse in Asia. 

“Indeed, if we are to compete with our neighbors in our effort as well to partner with them for Asia to become a powerhouse tourism region in the world, the time has come for us to add to the value proposition of the Philippines by telling the world how much more we have to offer, ” Secretary Frasco said. 

“ We have multiple facets of tourism destinations that present a golden opportunity for we have only scratched the surface thus far, ” she added. 

Rosy prospects for Philippine tourism 

According to Secretary Frasco, the world has “the world has noticed that there is so much to love about the Philippines.” 

This, as 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. 

Further, the tourism sector is regarded as a stalwart as far as contribution to gross domestic product (GDP) is concerned. According to the 2022 Philippine Tourism Satellite Accounts (PTSA) the Tourism Direct Gross Value Added (TDGVA) share of the sector to the Philippine economy, as measured by the Gross Domestic Product (GDP), was estimated at 6.2 percent and amounted to PHP 1.38 trillion in 2022.  

The Philippines is also seeing a boost in tourism-related enterprise employment, with 5.35 million estimated tourism employment last year. 

As she rallied their support for the DOT’s vision of showcasing the best of the Philippines to the world under the Marcos administration, the Secretary said: “As we usher in this golden era for tourism, for our fellow Filipinos, for our beautiful country, let us find it in our hearts to have that burning pride of place for the Philippines, to Love the Philippines, to usher us into the continued recovery and vigorous comeback of the Philippines to the world.”  

Published:June 27, 2023

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Philippines’ FIBA hosting boosts hotel occupancy, visitor arrivals – Tourism Chief

1st Philippine Tourism Dive Dialogue unites Dive Industry: 37B raked in 2022

Boost in PH medical tourism seen with public-private convergence

Philippines wins “Asia’s Leading Dive Destination” at prestigious World Travel Awards 2023

DOT affirms support to peace and security efforts under Marcos administration

Frasco cites PBBM’s policies, programs for the industry at PTM 2023

DOT inks deal with Cebu LGU for more Tourist Rest Areas, “Heritage City” Carcar thanks DOT for TRA

DOT in full support to FIBA World Cup Opening Day

DOT, TESDA ink deal to expand tourism education, reinforce tourism training opportunities

DOT, NCIP ink partnership to empower indigenous peoples, protect and promote cultural heritage through tourism

Lawmakers laud tourism initiatives, bat for higher 2024 budget for DOT

PHL records Php 286B tourism receipts from January to July; Frasco bares efforts to support tourism in Central Visayas

PBBM’s prioritization makes tourism among top drivers of economic growth– DOT Chief

DOT inaugurates first Tourist Rest Area in Mindanao; Frasco bares plan to build 15 more TRAs across the country

Dot records more inbound flights to phl, increase in domestic air routes.

Tourism Chief highlights Culinary Tourism in PHL at World Chefs Asia President Forum 2023

NMP-Cebu to spur tourism development in Visayas Region—Frasco

DOT Chief welcomes e-Visa system for Chinese tourists

DOT positions PHL as one of Asia’s most LGBT-friendly destinations

From courtside to paradise: DOT supports FIBA World Cup hosting with Philippine Tour Packages

DOT bares tourism milestones under PBBM’s first year in office; Secretary Frasco optimistic on exceeding industry targets for 2023

PHL int’l tourist arrivals breach 3M mark; tourism receipts surge at P212.47 billion

Frasco inaugurates first ever DOT Tourist Rest Area in PHL

Pbbm trusts frasco, tourism chief gets widespread support.

Frasco launches Philippines Hop-On-Hop-Off for Manila

DOT chief grateful for continued support from lawmakers, employees

Love the Philippines draws widespread support

Batanes joins UNWTO International Network of Sustainable Tourism Observatories inclusion is a manifestation of Philippines’ successful sustainability efforts in local destinations – DOT chief

The Philippines elected as Vice President of UNWTO General Assembly after 24 Years, nabs Chairmanship of Commission for East Asia and the Pacific

DOT eyes increased arrivals from Cambodia

DOT welcomes positive tourism figures for FY2022; vows sustained industry recovery drive under the Marcos administration

Ph vies for six nominations for the wta 2023.

DOT rallies support of tourism stakeholders on digitalization initiatives

Heritage and Arts Tours in San Juan City get support from DOT

Tourism chief, Deputy Speaker Frasco donate for education of Pagsanjan boatmen’s children

Tour Guides to get more livelihood with Digital Bookings

DOT commits full support on Laguna’s local tourism resurgence; vows for more tourism projects in the province

TWG convened to drive up CRK utilization; travel and tourism to remain ‘spark of hope’ for Clark – Secretary Frasco

Philippines wins Emerging Muslim-friendly Destination of the Year Award (Non-OIC)

Dot supports malacañang heritage tours.

The country’s colorful marine life takes the spotlight in DOT’s Anilao Underwater Shootout

DOT, DND, DILG forge pact to make Mindanao a peaceful and viable tourist destination

DOT, PRA ink partnership

DOT lauds Rosquillos Festival’s showcase of local culture, contribution to local tourism

PHL participation in int’l, local travel and trade fairs yields more than P3 billion in business leads—DOT Chief

More than 43k workers receive dot training on the filipino brand of service excellence (fbse).

DOT vows support to SOCCSKSARGEN, Mindanao

Pbbm approval of phl tourism plan to spur tourism transformation, employment, philippines’ int’l visitor arrivals breach 2m.

DOT lauds PATA’s initiative to rebuild tourism communities in Laguna, Pagsanjan Falls

Filipino tourism frontliners recognized during DOT’s 50th founding anniversary celebration

DOT supports new country brand under the Marcos administration

DOT welcomes the resumption of chartered flights to PHL top destination Boracay

Medical Tourism pushed by Marcos Administration with strategic global partnership – DOT Chief

Frasco meets US filmmakers, media execs to promote Philippine tourism

Record number 1,400 Koreans arrive to Filipino welcome led by Tourism Secretary Frasco

Tourism chief Frasco dives in Puerto Galera, provides alternative livelihood to Oriental Mindoro

Philippine-Turkiye air service deal to boost tourism- DOT Chief

DOT-DOLE Tourism Job Fairs offer more than 8K jobs; 3rd leg set in May

DOT, DOTr jointly conduct inspection at NAIA T2 ahead of Holy Week break

More than 6k jobs up for grabs at DOT’s PHL tourism job fair

Go Negosyo, DOT mount Tourism Summit in Cebu

Business as usual in Puerto Galera; DOT to train tourism workers affected by oil spill for alternative livelihood – Frasco

DOT holds Philippine visa reforms convergence

Philippines hits 260M negotiated sales, bags recognition at the ITB Berlin 2023

DOT chief unveils National Tourism Development Plan (NTDP) 2023-2028 at stakeholders’ summit

Frasco meets with Central Europe tourism players, vows prioritization of tourism under Marcos Administration

Philippines comes back with biggest delegation to ITB Berlin, bags sustainable tourism recognitions

Oil Spill affecting tourist sites – DOT Chief

DOT issues guidelines pushing for more openness for tourism enterprises

Tourism chief to lead biggest PHL delegation to ITB Berlin 2023

PHL feted Best Dive Destination anew

New Flights from Clark to boost tourism, decongest NAIA

Frasco lauds Ilocos Norte’s Tan-Ok festival as manifestation of the Philippine Experience’

Frasco: Panagbenga Festival touts Baguio’s tourism resurgence

DOT extends ‘free accreditation’ for tourism establishments

DOT Chief launches Tourism Champions Challenge’ to spur tourism development in LGUs

PHL secures back-to-back nominations at the 2023 World Travel Awards

Frasco convenes first TCC meeting, forecasts full domestic recovery in 2023

Frasco leads groundbreaking of new tourist pit stop to boost Palawan tourism

Frasco leads grand welcome reception for cruise passengers, says ‘PHL aims to be cruise hub in Asia’

Japanese stakeholders bullish of PHL tourism prospects

PBBM, Tourism chief engage Japanese tourism stakeholders in high-level meet in Tokyo

Tourism chief affirms DOT’s support to PH Dev’t Plan 2023-2028

Chinese tourists receive warm welcome from PHL; DOT foresees swifter tourism recovery with Chinese outbound group tour

PHL, CHINA ink tourism implementation deal

PHL breaches 2.6M arrivals for 2022; DOT chief bullish of 2023 projections

DOT lands on Top 3 Highest Approval Rating among Government Agencies; bares targets for 2023

DOT, DICT ink deal for improvement of connectivity in tourist destinations, digitalization of services

DOT, DMW launch newest incentivized tourism promotions campaign

DOT, TIEZA launch 7th Tourist Rest Area in Pagudpud’s Saud Beach

Tourist Rest Area to rise in Bohol

Luzon’s First DOT Tourist Rest Area to Rise In Baguio City

DOT strengthens PHL-Saudi Arabia tourism relations, engages industry key players

Statement of Tourism Secretary Christina Garcia Frasco on the Launch of the e-Travel System

Filipino hospitality, Philippine sustainable tourism highlighted at WTTC Global Summit Saudi Arabia

Frasco welcomes Uzakrota World’s Leading Country Award, PHL destinations’ citations

Frasco eyes more urban parks in the Philippines

DOT’s Frasco is among best-performing cabinet officials- RPMD Survey

Frasco hails first-ever North Luzon Travel Fair as critical to revitalizing tourism; reiterates the Philippines’ readiness for visitors

DOT welcomes long holidays for 2023; PBBM signing of Proclamation No. 90 important stimulus to PHL domestic tourism in 2023: DOT chief

PHL visitor arrivals reach 2M; tourism revenue hit 100B – DOT Chief

Philippines hailed as World’s Leading Dive and Beach Destinations

PHL Tourism Chief initiates tourism cooperation talks with Italian Tourism Minister

Palawan cited “Most Desirable Island” in 21st Wanderlust Travel Award

Outlook for Philippine tourism positive – tourism chief

DOT launches 1st North Luzon Travel Fair

Tourism chief to lead PHL contingent to WTM, brings listening tours to FILCOM in UK

PBBM oks easing of stringent travel restrictions

PHITEX 2022 yields record high 173M sales leads

One Health Pass replaced with PHL’s ‘simpler’ eARRIVAL CARD system

Philippine Experience Caravans to roll out 2023 – Frasco

DOT relaunches Philippine Tourism Awards

DOT exceeds 2022 target arrivals; PBBM rallies support for tourism as admin’s priority sector

Siargao, a priority for Tourism Development — Frasco

STATEMENT OF TOURISM SECRETARY CHRISTINA GARCIA FRASCO

DOT bares tourism wins under PBBM’s first 100 days

Tourist Rest Areas for PHL’s top destination – Cebu

Tourist Rest Areas launched in Mindanao

FY 2023 DOT budget submitted to plenary; Senators press for higher tourism budget

DOT celebrates Philippines’ back to back wins at Conde Naste Traveler Readers’ Choice Awards; Boracay claims spot as top island in Asia anew

Frasco secures CA nod as Tourism Chief

DOT receives HOR nod for P3.573 B budget for 2023

First ever DOT-DOLE nat’l tourism job fair opens

Tourism Chief tackles plans to revive industry, entices foreign investors in New York briefing

PBBM pronouncements at UN meet an “excellent representation” of PHL – Secretary Frasco

DOT-DOLE 1st Philippine Tourism Job Fair pre-registration now open, more than 7k jobs available to tourism job seekers- Sec. Frasco

STATEMENT OF TOURISM SECRETARY CHRISTINA GARCIA FRASCO ON THE LIFTING OF OUTDOOR MASK MANDATE IN THE PHILIPPINES

DOT muling pinarangalan ng Selyo ng Kahusayan sa Serbisyo Publiko 2022

DOT Chief welcomes IATF recommendation to make masking optional when outdoors

Phl scores back to back win in WTA Asia; Intramuros hailed as Asia’s Leading Tourist Attraction of 2022

Frasco lays out DOT plans and programs for industry recovery; lawmakers bat for higher DOT budget

More than 1,500 tourism jobs to be offered in joint DOT-DOLE job fair

Dot to ink tourism job fair program – trabaho, turismo, asenso with dole; domestic, international jobs to be available to tourism job hunters.

Thailand to offer tourism job opportunities to Filipinos– Frasco

PHL tourism chief pushes for increased connectivity, interoperability of vax certs, equalization of opportunities, and sustainability in APEC tourism ministers’ meet

Philippines strengthens tourism ties with Thailand

DOT TRAINS BOHOL VENDORS ON FILIPINO BRAND OF SERVICE EXCELLENCE

20 intl, local dive and marine experts take centerstage at PHIDEX 2022

Measures in place to ensure safe travel to PHL – Tourism Chief

FRASCO OPTIMISTIC OF PH TOURISM RESURGENCE, LAUDS CEBU TOURISM SUCCESS

Frasco eyes visitor-friendly, “distinctly Filipino” air, seaports in PHL

DOT celebrates Philippine Accessible Disability Services, Inc. (PADS) Dragon Boat Team historic four gold medal haul

DOT to facilitate interagency effort to strengthen Filipino Brand of Service

DOT to coordinate on quake-hit tourist destinations, heritage sites

PBBM cites tourism as top-priority; orders infra development, enhancement of Filipino brand

DOT chief takes “Listening Tours” to Luzon

DOT Chief affirms support to National Museum of the Philippines; proposes inclusion of museums in tourism circuits

Boracay, Palawan and Cebu hailed World’s Best Islands; DOT celebrates back-to-back accolades for PHL destinations

Marcos push for Tourism Infra strengthens industry, raises PHL global position – DOT Chief

DOT lauds Boracay’s inclusion in TIME’s 50 World’s Greatest Places of 2022

DOT lauds Cebu-based group win in int’l dance competition

Statement of tourism secretary christina garcia frasco on banaue.

Tourism Chief Frasco kicks off listening tours in VisMin, encourages officials to reach out to LGUs, stakeholders

Tourism chief Frasco to go on ‘listening tours’ starting this week

Dot reports increase in domestic tourism in 2021.

Incoming tourism chief receives warm welcome from employees, vows to bring “LGU perspective” to DOT

DOT’s Philippine International Dive Expo (PHIDEX) returns to Manila next month

First Davao Dive Expo slated on June 24

DOT touts ‘future farms’ as new and sustainable tourist attractions

DOT pitches PHL as ideal retirement destination in Japan Expo

DOT positions New Clark City as premier tourism investment hub

PH’s significant recovery in travel and tourism hot topic in Routes Asia 2022

DOT’s KAIN NA! takes foodies to a multi-sensory adventure

DOT Presents “Escape: Stories from the Road” Podcast

Second (2nd) Online Master TESOL Certification Course

DOT, MMC Foundation partnership brings ER bikes to three Metro Manila tourist sites

DOT spotlights PWDs and women in tourism with new “It’s More Fun for All” campaign

Media release from the department of tourism.

PHL scraps COVID pre-departure test for fully vaccinated, boostered tourists

DENR, DOT and DILG unveil Year of Protected Areas (YoPA) Campaign marking 90th anniversary of Protected Area establishment in the Philippines

Department of Tourism and Mickey Go Philippines introduce Pinoy Mickey Funko Pops

DOT launches “Keep the Fun Going” sustainable tourism campaign with gamified challenges

DOT reminds AEs on proper flag etiquette

DOT 49th Anniversary speech of the Tourism Secretary

DOT pushes for 100% vaccination of active tourism workers

DOT calls for lowering of testing price cap, certification of more saliva test facilities

PHL may be next filming location as Tourism Summit brings in Hollywood execs

WTTC Investment Tour Highlights Viable Opportunities in Clark, Central Luzon

WTTC lauds PH successful hosting of Int’l tourism Summit

Closing and Congratulatory Message during the Closing Ceremony of the 21st WTTC Global Summit of the DOT Secretary

WTTC: ‘Astonishing Recovery’ for Philippines’ tourism sector

World Travel & Tourism Council (WTTC) Exhibition Booths

WTTC Opening Ceremony Welcome Remarks of the DOT Secretary

WTTC bullish on PH tourism recovery amid Covid-19 pandemic

PHL Foreign tourist arrivals breach 200k mark – DOT Chief

DOT, partner agencies celebrate Filipino Food Month

WTTC announces speakers for its 21st Global Summit in the Philippines

DOT seeks return of Korean tourists, PH’s top market

DOT inks partnership with PNP, PDEA to beef up security in tourist destinations

DOT Launches Digital Travel Magazine “7641”

PHL says “All systems go for full reopening on April 1”; Removes EED as entry requirement

Phl logs more than 100,000 visitor arrivals since feb. 10 reopening.

DOT meets with Japanese tourism execs to boost inbound tourism arrivals

Statement of the DOT on hotel rooms occupancy guidelines

PH opens doors to all foreign tourists with easing of arrival requirements starting April 1

Travel to PHL is “easier”, more fun – Puyat

DOT Launches “Sounds More Fun in the Philippines” Playlist on Spotify

DOT hopeful on higher tourism growth with downgrading of NCR, 38 areas to Alert Level 1

Intramuros visitors up by 132% in February

DOT bares higher tourist influx since reopening

Dot welcomes iatf approval to accept the national vaxcert of 12 additional countries.

PH receives 9,283 inbound tourists; DOT upbeat on higher arrivals in months ahead

Puyat: Walk-in booster shots available for Boracay visitors

All systems go for PHL reopening for international travel- Puyat

Kids’ vaccination to make family travels safe, more fun

DOT lists requirements and protocols for arriving foreign leisure guests

Save the date for the World Travel & Tourism Council Global Summit in the Philippines

DOT: PH to accept fully-vaxxed tourists from visa-free countries starting Feb. 10

DOT supports ‘Pharmacy and Drive-thru Vaccination Sites’ rollout in Baguio City

DOT Launches “ASMR Experience the Philippines” Project

Dot to hold 2-day conference on english as second language (esl).

PH cities, hotels bag ASEAN tourism awards

Booster shots rolled out for fully vaxxed tourism workers; 50% of NCR hotel staff already “boosted”

DOT trains over 30,000 tourism professionals amid pandemic

Dot welcomes eased travel movement between gcq and mgcq areas for tourism revival, hotel in ‘poblacion girl” fiasco suspended, fined, intramuros gives vulnerable population a breathing space, dot launches website with exclusive travel deals for balikbayans.

Anilao Underwater Shootout stages a successful comeback

DOT’s KAIN NA! makes a comeback in Tagaytay

Dot earns unwto citation for have a safe trip, pinas ad.

Brgy. Bojo in Aloguinsan, Cebu bags UNWTO best tourism village award

More than 95% of tourism workers in dive establishments already vaccinated against covid-19: dot.

DOT: PHL to welcome Int’l tourists soon

Dot welcomes shortened quarantine days for balikbayans, dot asks lgus to simplify entry requirements in tourist spots, miceconnect 2021 positions boracay as asia’s premier bleisure destination, dot releases latest list of domestic destinations waiving rt-pcr tests for fully vaxxed visitors, dot grants incentives to fully vaccinated individuals visiting intramuros.

Statement of the DOT on waiving RT-PCR requirement to Boracay for fully vaxxed tourists

Anilao underwater ‘shootout’ is back

Puyat, dot execs pitch ph tourism in japan travel mart, dot welcomes eased restrictions in mm under alert level 2, free swab tests for domestic tourists starting nov. 1, dot lists destinations without testing requirement, with projected 100% inoculation rate by next month, boracay will soon waive rt-pcr testing for fully vaxxed visitors.

Domestic Travel Welcome-Back: DOT, TPB launch ‘It’s More Fun with You’ ad and ‘Have a Safe Trip, Pinas’ Viber Stickers

22 divers pass dot guide training in anilao.

PH cited Asia’s top beach and dive destination anew in 2021 World Travel Awards

Dot bullish on camiguin’s reopening, boosts covid-19 vax drive, dot clarifies travel guidelines for ncr residents under alert level 4, alert level 3, good for tourism jobs and businesses as holidays near – puyat, 2nd tourism & technology forum: readying for a different future.

DOT vaccination drive for tourism workers continues in Pampanga

Dot welcomes easing of age restrictions for interzonal travel, less quarantine days for travelers an ‘encouraging development’ for tourism industry – puyat.

Vaccination of Rizal tourism workers crucial to industry’s recovery — DOT

Dot welcomes siargao, palawan and boracay win in int’l travel mag awards, over 43k safety seals issued as more businesses apply, dot backs call to shorten quarantine of fully vaxxed travelers, dot calls for cooperation to ensure success of expanded operational capacity of restaurants in ncr.

DOT lauds Samar LGU vax drive for tourism workers

Message of secretary berna romulo-puyat on the celebration of world tourism day, dot ensures compliance of accredited hotels, resorts to new iatf alert level system guidelines.

Cebu vax drive for tourism workers gains traction with more than 50% inoculated

Puyat bares phl hosting of international tourism conference in march 2022.

DOT and TikTok launch #GandaMoPinas Campaign as local borders reopen

Dot invites esl teachers to free online master tesol certification course.

DOT launches “More Fun Awaits” global campaign to showcase travel preps

Statement of the department of tourism (dot), statement of the department of tourism on the inclusion of palawan in t+l’s top islands in asia, world list, more than 50% of country’s tourism workers vaccinated against covid-19 – dot chief, intramuros site visit of dot secretary berna romulo-puyat.

Intramuros sites and Rizal Park to reopen September 16

Philippines boosts participation in expo 2020 dubai, highlights pinoy food, local tourism businesses receive dot, tpb philcare kits.

DOT, partner agencies drive up promotion of Filipino food experience

More than 7.5k tourism workers in Baguio have received Covid vax – Tourism Chief

Dot, tpb distribute p19m worth of materials to promote safety protocols.

DOT, NTF bring vaccination rollout for tourism workers in Siargao Island

DOT: 95% of tourism workers in NCR vaxxed vs Covid-19

Sustainability is key to tourism industry’s recovery — puyat, dot lauds private sector for vaccine rollout in el nido.

PHITEX 2021: Beyond Business slated for September 19-23

Puyat leads vaccination drive for Pampanga tourism workers

More than 75% of Bohol tourism workers eyed for inoculation with second vaccine roll-out

More than 70% of tourism frontliners in metro manila vaccinated vs covid-19 — puyat.

DOT and TPB SUCCESSFULLY STAGED FIRST-EVER HYBRID EDITION OF THE REGIONAL TRAVEL FAIR

Dot, bpos to hold job fair, statement of the department of tourism.

DOT targets increased inoculation of tourism workers in more destinations

Puyat: More vaccines coming for Palawan tourism workers

Dot statement on nesthy petecio’s silver medal finish in the tokyo 2020 olympics, rizal park drive-thru vax site opens; puyat hails manila’s anti-covid initiative, dot gets highest coa rating for 2nd straight year, statement of the department of tourism on the passing of heritage and cultural tourism advocate mr. ramon hofileña, statement of the department of tourism (dot) on the heightened community quarantine level implementations in ncr, more tourism workers in boracay to receive covid-19 jabs – dot, dot reiterates call for safe travel amid stricter quarantine measure, dot reminds hotels, resorts that room sharing for quarantined families is allowed, dot celebrates siargao inclusion in time magazine as one of the world’s greatest places of 2021, dot launches halal food tourism, dot backs gov’t infra program to boost tourism, dot backs iloilo bid for ‘creative city of gastronomy’ recognition from unesco, statement of the department of tourism on iatf decision allowing children five years old and above, and fully vaccinated seniors to visit outdoor areas, dot partners with viber to promote kain na foodfest, dot: 3,000 boracay tourism workers to receive covid vax, dot, tpb continues to support lgus with digital transformation projects, dot teams up with scarlet belo and cartoon network to take safe trips, dot statement on the activities of the taal volcano, bakuna by the sea: dot hails davao’s innovative approach to travel, hospitality workers, dot, tpb to roll out 2nd phase of rt-pcr financial subsidy program through pcmc, dot unveils region 1 tourism recovery plan, statement of the department of tourism on the drop of tourism contribution to gdp, dot to co-stage virtual fête de la musique june 18-21, more ncr tourism workers receive support through dot-dole program, travel for tourists of all ages from ncr plus to boracay, other mgcq areas extended to june 30, dot eyes inoculation of 5,000 bohol tourism workers, museums in ncr plus to reopen on limited capacity – dot, dot turns food tourism to high heat with 2021 kain na, terms for tourism business loans eased, dot bares tourism recovery plans for bulacan, dot and tiktok launch #sarapmagingpinoy campaign to promote local food tourism, dot launches five-year plan to develop tourism professionals, dot celebrates world environment month, highlights responsible marine wildlife interactions, statement of the department of tourism (dot) on the rt-pcr requirement for leisure travelers under iatf-eid resolution 118a, statement of the dot on iatf-eid resolution 118a, more than 16k bulacan tourism workers get dot-dole cash aid, dot orders stricter monitoring of staycation hotels and aes in gcq areas following new iatf guidelines, dot lauds inclusion of frontline tourism workers in a1 priority group, dot hosts pata summit for first hybrid mice event in 2021, over 1,400 golf workers in metro manila get dot-dole cash aid.

Central Luzon to Showcase ‘Flavors of Pampanga’, readies tourists for gastronomic experience

Dot lauds ph hotels recognized with the 2021 tripadvisor awards, 3,390 tourism workers in marinduque approved to receive p16.95m dot-dole cash aid, puyat bares tourism recovery plans for marinduque, dot proposes ‘green lane’ for fully vaccinated travelers, dot hails expansion of priority vaccination to a4 cluster, including tourism frontliners, 5,986 staycation rooms open for guests from ncr plus, intramuros to open fort santiago, baluarte de san diego to visitors may 17, dot statement on the proposed vaccination center in nayong pilipino, dot welcomes iatf decision to ease travel in ncr plus, 221m cash aid approved for 44k tourism workers in western visayas, statement of the department of tourism (dot) on the collected garbage from the waters of samal island, davao del norte, statement of the department of tourism (dot) on the reported violations of a hotel in davao city, dot to host hybrid pata annual event for adventure travel, p1.5m cash aid approved for 295 intramuros tourism workers, updates on the vaccination of tourism workers, labor day vax for tourism workers, more than 400k displaced tourism workers get dot-dole cash aid, philippine tourism and mice industry to bounce back with the hosting of wttc global summit, dot, manila lgu ink mobile hospital deal, dot-accredited establishment staysafe.ph-users, eligible for safety seal certification, dot grants the wttc safe travels stamp to 33 more hotels nationwide, dot welcomes proposals to convert tourism sites to temporary medical facilities, dot lauds repurposed hotels, calls for ‘bayanihan’ vs covid, dot approves use of burnham green and quirino grandstand in rizal park for temporary mobile hospital and drive-thru vaccination site, dot celebrates saud beach inclusion in the 25 most beautiful beaches in the world list of travel and leisure, 67k displaced tourism workers of ncr+ receive dot-dole cash aid, statement of the department of tourism on the vaccination facility in nayong pilipino property, statement of the department of tourism regarding the alleged birthday “super spreader” event in boracay, dot eyes adoption of covid-19 digital travel pass, dot statement on ecq extension in ncr plus, phl, dot nominated at asia edition of 2021 world travel awards, dot pushes for inclusion of other tourism workers in priority group a4, strict new guidelines set for hotels under ecq; lenten ‘staycations’ within ncr plus suspended, dot statement on ecq for ncr+ areas, dot statement on holy week, rizal park and paco park adjust visiting hours, remain open for physical exercise, dot statement on biatf measures for boracay, tpb philippines spearheads tourism and technology forum (ttf), dot statement on coron tourist with falsified travel documents, dot supports rizal tourism circuit on food, faith, art, adventure and nature, the ‘fun’ continues: philippines joins digital itb berlin, dot to spur domestic tourism in rizal, dot’s stdp program to enhance resiliency of phl destinations – puyat, dot sustains online presence with ‘wake up in ph’ campaign and safety travel advisories, dot greenlights partial operations of hotel restaurants on june 15, dot eyes tourism recovery as more destinations may reopen, domestic travel to drive recovery of tourism industry, says survey, dot hails revival of tourist cops, tourism will recover well, dot chief vows, dot celebrates hidden beach, palawan’s inclusion in cnt’s best beaches in the world, tourism industry hikes share in gdp to 13%; puyat sees strong recovery from pandemic, dot pushes stringent guidelines for stakeholders across the nation, biatf denounces travelers’ breach of entry protocol to boracay, dot lauds partnership model for safe and sustainable tourism in boracay, dot issues guidelines on tourist land transport services, iatf–eid resolution reiterates ‘dot certificate of authority’ as requisite to operate, dot issues protocols on restaurant operations under the new normal, dot welcomes ph ‘rising stars in travel’ citation by forbes.com, dot, dti to roll out health and safety guidelines, digital solutions for restaurants, dot, attached agencies promote digital tourism, tourism chief reminds hotels, resorts: no dot certificate, no business operations during mgcq, dot assists 36,000 tourists during covid-19 crisis, dot webinar tackles digital as the new normal, dot welcomes the resumption of tourism operations in areas under mgcq, trust and health safety key to phl tourism recovery – dot chief, puyat on reopening tourism: ‘do it slowly but surely’, dot brings home 84 tourists stranded in eastern visayas, dot supports coron’s sustainable tourism development to bounce back, dot welcomes puerto princesa reopening to domestic tourists, dot urges for more wttc safe travels stamp applications, boracay’s white beach, el nido’s nacpan beach among tripadvisor’s top beaches in asia, dot statement on uniform travel protocols, dot supports the safe reopening of negros oriental, puyat affirms support for siquijor’s reopening, dot statement on el nido’s swift action against tourists with false covid test records, dot supports dilg’s streamlining of travel requirements, dot assists 98 stranded tourists in western mindanao, dot assists 246 tourists stranded in bicol, dot response team assists 1004 tourists stranded in caraga region, statement of tourism secretary bernadette romulo-puyat, dot8 springs stranded tourists, total assisted travelers now at 11,000, dot assists stranded tourists in central luzon, dot response teams assist over 10,000 travelers, dot announces the guidelines on hotels and other accommodation establishments during the enhanced community quarantine, dot chief: innovation to spur food tourism in new normal, dot webinar tackles heritage site conservation and use amid pandemic, dot banners “filipino brand of service”; assists over 35,000 tourists amid pandemic, dot to jumpstart domestic tourism under stricter protocols with iatf and lgus, dot partners with wttc to share experts’ tourism outlook, recovery plans, dot regulates hotel food deliveries, dot: tourism industry up to tough challenges on path to recovery, more than 155,000 tourism sector workers receive first tranche of dof wage subsidy program, dot mounts sweeper flights; brings home 1000 stranded domestic tourists, dot webinar tackles recovery, future of phl’s m.i.c.e., statement of the department of tourism (dot) on the iatf–eid authorization to mount sweeper flights, statement of secretary bernadette romulo puyat on the passing of former dot secretary ramon jimenez, jr., dot–ncr assists 24,000 in–transit nationals amid ecq of luzon, dot and ssi support philippine food producers in online philippine harvest, dot provides virtual backgrounds for video calls to encourage “travel from home”, dot offers online “enhanced opportunity” training for tourism stakeholders, dot-region 6 delivers filipino brand of service in crisis, dot outlines tourism response, post–covid 19 recovery plan to aid private sector, dot issues guidelines defining “new normal” for accommodation establishments, 24,836 hotel rooms reserved for ofws’ quarantine, bpo staff use – dot chief, stranded tourists welcome extended stay in batanes, dot welcomes lifting of travel ban for outbound passengers, recovery flights, tourism transport to continue for stranded passengers, statement of the department of tourism (dot) on covid-19 local transmission, dot statement on the curfew recommendation for lgus, dot, turkish airlines form partnership to increase philippine tourism from europe and mediterranean source markets, dot celebrates first run of the philippine international hot air balloon fiesta in calabarzon, puyat convenes tourism council; 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A Hit or Miss? Netizens Are Iffy About the New ‘Love the Philippines’ Tourism Slogan

• Posted on Jun 29, 2023
• 3 minute read
• Edgardo Toledo

Jun 29, 2023   •   Edgardo Toledo

A country as beautiful and fascinating as the Philippines only deserves the best tourism campaign to showcase what makes every trip around the country worthwhile. That’s why many raised their eyebrows after the Department of Tourism’s (DOT) latest move to change the tourism campaign slogan. Here’s what netizens have to say after the new slogan was unveiled:

No more ‘It’s More Fun in the Philippines!’

The DOT unveiled its newest tourism slogan, “Love the Philippines,” during its 50th-anniversary celebration. It marks a new era for the country’s tourism marketing campaigns, replacing the “It’s More Fun in the Philippines!” slogan that’s been in use for over a decade .

“The campaign Love the Philippines is not a mere branding campaign, but rather a call to action to every Filipino citizen to remember the beauty of our country, to honor our past, and to look forward to the future armed with the virtues, (and) values of being a Filipino,” Tourism Secretary Christina Frasco  said  during the launch.

She also said that the slogan “is a recognition of our natural assets, our long and storied history, our rich culture and diversity.”

Netizens are on the fence about the new tourism slogan

Although the new tourism slogan launch went smoothly, it seems many netizens aren’t welcoming it with open arms. Some called it lazy, comparing it to the tourism slogans of neighboring countries such as Singapore (“Passion Made Possible”), Thailand (“Amazing Thailand”), and Malaysia (“Malaysia, Truly Asia”).

Bukod sa ang lazy ng concept, sobrang walang substance compared sa neighbor countries. Singapore – Passion Made Possible Thailand – Amazing Thailand Malaysia – Malaysia, truly asia They all depict experiences. They give audience a glimpse of what the country can offer. https://t.co/WblThkgTVD — Japheth #BringBazooHome (@japtobias) June 27, 2023

The netizen argued that the other countries’ slogans have more substance because they all describe experiences and give the audience a glimpse of what the country can offer.

Other netizens pointed out that the slogan felt like a command, rather than an invitation.

“Love the Philippines” IN THIS ECONOMY??????? — ezrawr (@ezra_mane) June 28, 2023

“Love the Philippines” Ph: Pick me, choose me, love me pic.twitter.com/Ub7P3m3URN — pag may tiyaga may (@porknielaga) June 28, 2023

Not the  Grey’s Anatomy  reference! 😭

But apart from the new tourism slogan itself, netizens feel the money spent on the campaign would be better used for the maintenance of our airports which have faced a lot of issues recently .

Money spent on this new PR campaign would be better spent as added budget for the maintenance of our airports. — Mark Rehas (Parody Account) (@EltonJanMarini) June 27, 2023

Netizens Defend Manila Against Viral Tweet Saying Its Culture Is ‘Non-Existent’ Netizens Defend Manila Against Viral Tweet Saying Its Culture Is ‘Non-Existent’ Kyzia Maramara | Apr 12, 2023

Maybe a little tweak would make a huge difference

Other netizens have been giving suggestions on how to make the new slogan better. Some say that the new slogan’s just missing a punctuation mark:

Maganda sanang concept yung parang we are writing a love letter/postcard to the world, like “we can’t wait to welcome you here,” and then sign off with “Love, The Philippines.” May concept na agad, and love letters/postcards have an old school nostalgic vibe. — ryan balisacan (@ryanbalisacan) June 28, 2023

“love, the philippines” would have been great. “love the philippines” just sounds needy. — regina (@EnJillRaz) June 27, 2023

One netizen proposed changing one word:

Feelippines or Feel the Philippines would have made a bigger splash IMHO. “Feel” is more than just “see”, “hear” or “taste.” Connotes a deeper appreciation for what our country has to offer to the world. Although baka meron nang may ari ng trademark na ganito? — Carlo Trinidad (@hellokidneyMD) June 29, 2023

Or just don’t change it at all

On the flip side, others think DOT should’ve kept the former tourism slogan “It’s More Fun in the Philippines!” because why bother changing something that’s been working for years, right?

When a slogan is catchy, vibrant, and FUN. YOU KEEP IT. It’s More Fun in The Philippines > Love the Philippines https://t.co/atRGbQZ16z pic.twitter.com/VYpcZ6pGC9 — Doc with a Heart (Gorz) (@DocGorz) June 27, 2023

What are your thoughts on the new Philippine tourism slogan?

Check us out on  Facebook ,  Instagram ,  Twitter ,  TikTok , and  YouTube , to be the first to know about the latest news and coolest trends!

Related Topics

• Department of Tourism
• Love the Philippines
• philippines

Edgardo loves to write. When he's not busy staring at a blank document, you can find him drawing illustrations or eating fried chicken.

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Philippine tourism slogan scored for creativity lack

By Kyle Aristophere T. Atien za, Reporter

THE PHILIPPINES’ new tourism slogan has failed to capture some of the country’s best qualities and does not give tourists compelling reasons to come, according to brand analysts.

“Love the Philippines,” which replaced “It’s More Fun in the Philippines,” sounds like a command and lacks flexibility in terms of brand execution, they said.

“The imagery used right now, while colorful and playful, is a bit too much and might not be as cohesive,” Martin Cervantes, brand manager for Smart Philippines, Inc.’s prepaid home wifi, said in an e-mail.

He said most tourism campaigns use adjectives “because in the fewest of words, they are able to make people visualize or imagine what is in store for them in one go.”

“It’s something that ‘It’s more fun in the Philippines’ captures succinctly — set alongside the one image of the Philippine map using the strands of a weaved banig , which also became a clear symbol of culture, experiences and values that solidify the slogan,” Mr. Cervantes said, referring to the previous slogan.

The Department of Tourism has been drawing flak since it launched the campaign, which cost P49 million, on June 27.

“It’s more fun in the Philippines” was launched in 2012 by the Tourism department under the late President Benigno S.C. Aquino III and Filipinos loved it instantly. It also won international awards during its lifetime.

It replaced “Wow Philippines,” which was launched in 2002 under then President Gloria Macapagal Arroyo and which also easily got the thumbs up of many Filipinos.

Aside from sounding like a command, the new slogan is also being criticized for its lack of creativity.

Paolo Herras, co-founder of Komiket, Inc., said the new slogan is prone to negative feedback because it “commands or demands love.”

“It’s clear the Department of Tourism wants foreign and local travelers to love the Philippines, so they choose to travel here,” he said in a Facebook Messenger chat.

“But anyone who’s ever fallen in love knows — you cannot command or demand love. You have to earn it, give many reasons to believe in it and commit to it, so people stay in love,” he added.

Any brand’s claim has to be a true experience, said Mr. Herras, who used to work in advertising as a creative director. “‘Love the Philippines’ is only partially true if we’re completely honest.”

‘DISTURBING’ He cited the Philippines’ poor tourism services — from the hassles at airports, the high cost of tourism activities in various destinations and the lack of incentives for tourists.

“Compared with other Southeast Asian destinations that also have beautiful beaches, tropical forests and hospitable people, the Philippines is not cheap in comparison, and with poorer services, that means less value for money,” he said.

The slogan could’ve have been so much better had a comma been used after the word ‘Love.’

“It would be as if we’re sending a love letter to the world,” Mr. Cervantes said. “That’s exactly what tourism is. We are after all wooing people to come over, not telling them to do something.”

At the weekend, the Tourism department faced another backlash after it was pointed out that the official video for the campaign had used nonoriginal clips taken outside the country.

In a statement, the agency said DDB Philippines, which won the bidding for the project, had assured them in previous meetings “that the originality and ownership of all materials are in order.”

The agency said it held a “competitive bidding” process for the campaign. The new branding campaign must introduce a Filipino brand that is “unique, attractive and creative” and spark “a sense of pride in our Filipino identity and rich cultural heritage through a country brand,” according to the terms of reference published in February.

Antonio Contreras, who used to teach political science at De La Salle University in Manila, lamented that the country’s tourism brand had been changed several times since the administration of Ms. Arroyo.

“The changing of brands is actually disturbing,” he said by telephone. “We have changed our slogan five times while other countries are retaining theirs.”

He cited Thailand, which he said kept its slogan “Amazing Thailand” despite a change in government.

He said Tourism secretaries in the Philippines have the penchant for getting the sitting president’s attention by proposing new tourism campaigns without considering the costs.

“The Department of Tourism should take the lead and first fix the customer’s experience from going through our airports, regulate the costs in tourist destinations, create tourist incentives and promote these benefits,” Mr. Herras said. “So it won’t just be more fun in the Philippines, we (including locals) will love the Philippines.”

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Today’s front page, Sunday, April 7, 2024

Love the Philippines, It’s More Fun in the Philippines:What we think of the new tourism slogan

• Joy Lumawig-Buensalido
• July 10, 2023
• 6 minute read

IT hogged the headlines and television newscasts—and set social media on fire—this past week. With scores of netizens joining the fray, and Cebu City’s local executives rushing to the defense of the embattled DOT Secretary, a good friend/editor asked me if I could write about the raging issue for this column.

I had not intended to, but she sent me a link to the interview by Karen Davila with Joey Salceda on the program Headstart, and I later came across a number of columns, editorials, and Facebook posts about it. So here I am giving my two cents’ worth (together with those of a few colleagues) on the recently launched “Love the Philippines” tourism campaign, which has been deemed a “fiasco” and a failure.

We members of IPRA Philippines comprise several PR agency owners, with some working as either heads of Corporate Communications or government relations or hold key management positions in their companies. A couple are with government agencies, and one is with the academe.

When I asked if anyone wanted to comment about this hot new controversy, most of them begged off, wary of how doing so could compromise their current work with government agencies—and a few were unwilling to make it any worse for the parties involved. It was highly understandable; after all, we all work and move in the local advertising and communications circuit and it could have easily been one of us who was embroiled in the tricky situation.

But for purposes of discussion (and I want to make it clear that we do not intend to judge or choose sides or point fingers at anyone), I posed two questions to several people who have undertaken major campaigns like this: what they would do under the same circumstances and what advice would they give to the Client if they were asked for their opinion?

Let me start with my own humble point of view and some thoughts:

If a Slogan Works, Why Change It?

I have always been an avid supporter of the last slogan “It’s More Fun in the Philippines” because it was, for me, the perfect description of everything that tourists and visitors can look forward to in the Philippines in terms of food, exotic destinations, events, the warmth and innate hospitality of our people.

Why, just watching the country’s political dramas morph into comic scenes affirms the fact that we are a fun-loving country! And as a people we love to laugh and make fun of ourselves, we show that we may use laughter to forget our troubles. Where else in the world would we find such creative memes and local witticisms as “Marites” and those endless dinosaur jokes about an aging ex-senator? We laugh to forget, which ultimately makes us more resilient in the midst of crises.

Aside from agreeing that “It’s more fun in the Philippines,” I also associate it with a very good friend, former Tourism Secretary Mon Jimenez, whom I and our entire industry still miss so much. I was fortunate to have worked with Mon during our early years in advertising, during which time I noted his fine character and creativity, and his impeccable work ethic. Like others who knew him, I considered his stint as head of the Department of Tourism as a great personal service to the country. Mon had earlier earned his stripes and had no further need for recognition or accolade.

My personal stand on this controversy, therefore, is: why did we have to change a slogan that (still) works incredibly well, has remained relevant, and has brought in sizeable results in terms of tourism numbers.

Furthermore, the Department of Tourism could have channeled their efforts to working with industry stakeholders in upgrading our airports, ensuring the security of foreign and local travelers and their mode of transportation, or simply training hospitality trade frontliners to be more honest and more service-oriented?

Looking at how this new campaign panned out and how it was obviously mismanaged, my impression is based on what I saw and gathered from the news and other comments of lawmakers and some observers. I believe that there has to be joint accountability between client and agency.

With 40 years of working with various clients on various PR campaigns, I have found that whenever things go south, it is always convenient to put the blame on the agency, which is tasked to keep their clients clean and looking good. If this can happen in the private sector, it can certainly happen in the government sector where officials expect to be kept clean while the agency is held accountable for errors of judgment.

To be honest, the government officials involved in this “fiasco” should at least offer to resign after terminating the agency’s services.

I will leave my opinion at that and discuss how other colleagues view the issue:

A longtime PR practitioner who has always worked on the Client side gave two perspectives about this issue. She named two major points:

‘Client-Agency Protocols’

It is good to understand the process and protocols in a client-agency relationship, especially how creative work is ideated, presented, revised, approved, and produced. Co-creation requires mutual trust and integrity. Approving creative work means one accepts accountability for one’s action and decision. This is how it should go:

Roles have to be clear—the client approves every step in the process and the agency produces based on the clients’ needs, standards and ethics.

The creative process goes through stages; each stage is presented to client for approval before it can proceed to the next.

It starts with ideation that produces an offline mood video or a creative study (a draft of sorts) with placeholder material that is presented to the client for approval/suggested revisions. From there, production of the final material ensues. The decision to shoot fresh materials or to use stock shots depends on the budget and which option client will approve.

As a Client, I have always scrutinized every detail and every frame (perhaps to the chagrin of the agency) but I always ask questions to ensure respect for intellectual property. Before giving final approval, I also make sure that those concerned have been heard, knowing fully that every single detail tells the right story of the institution I represent and impacts on the reputation and authenticity of the institution.

Expect ubiquitous fact checking and reactions from all audiences

We must accept and be ready for the reality that today, anyone can fact-check and comment on creative or “original” works, anywhere and anytime, given the vast reach of digital capabilities.  It is therefore important for us to be very cautious in using materials that are not original.

From another colleague who prefers to remain anonymous:

“I appreciate the effort of the DOT in launching a new Philippine tourism campaign with a world-class advertising agency, but all the hard work fell apart when stock images were used that were not real places and events in the Philippines. What an irony! It is not clear if the moodsetter AVP was meant only for an internal presentation but the accountability rests on both the DOT and DDB. While the agency was axed, someone in DOT should also be made accountable for approving and presenting a material that has not been vetted properly. They should have learned their lesson from previous fiascos!  When all is done, the ultimate losers are the Filipinos whose hard-earned taxes pay for the salaries of incompetent government officials whose standards of quality and excellence are very much wanting. That’s what we get when the administration appoints not the brightest people in that industry but someone who is a payback for political favors.”

From an educator:

Rowena Capulong Reyes Ph.D, former dean, Institute of Arts and Sciences of Far Eastern University and Ex-Officio, Philippine Association of Communication Educators VP of Corporate Affairs, FEU

“The current issue of using non-original materials is clearly a bad example for future communication practitioners whether in PR or advertising. One of the first things we teach our students, and eventually require them to practice, is to use original footage in their production. If and when they use stock or borrowed footage, they need to get consent and permission from the owners, copyright, and other holders.”

As I was wrapping up this column, two headlines I saw were: “DOT Keeping ‘Love’ Campaign Despite Mess” and “DOT Likely to keep ‘Love the Phl.” So what was all the hullabaloo for?

Like I said: “It’s more fun in the Philippines!”

PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior communications professionals around the world. Joy Lumawig-Buensalido is the President and CEO of Buensalido PR and Communications. She was past Chairman of the IPRA Philippine chapter for two terms.

PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to [email protected].

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