The Department of Tourism (DOT) announced on Wednesday that the new tourism tagline, emphasizing the country as a "treasure trove" of culture and history, is still in the works.

In a public forum in Kapihan sa Manila Bay, Tourism Secretary Cristina Frasco said they are thankful for the gains that the previous administration made in terms of pushing for the existing slogan.

Frasco explained that they would also like to give the country an opportunity to reintroduce itself to the world as a treasure trove of culture, heritage, history, love, and warmth, as well as the sheer talent of artisans, makers, small and medium enterprises, and even the burning private places of fellow Filipinos regionally.

According to Frasco, the DOT is still conducting a "white market study" on the existing tourist campaign and is working to improve it, which she underlined would not be launched without involving stakeholders.

However, Frasco underlined that the country's tourism will not be dependent solely on the DOT's branding effort, emphasizing the importance of product development and strengthening components of the Philippine tourism industry, particularly when compared to its Southeast Asian neighbors.

She also acknowledged the importance of tourism investments, underscoring that the Philippines remains open to such investments, particularly since President Ferdinand Marcos Jr. opened the country to investment and pledges.