Tourism Sec. Christina Frasco defended the decision to change the tourism slogan of the Philippines from 'It's More Fun in the Philippines' to 'Love the Philippines'.
Frasco said on Thursday, June 29, that the new slogan stemmed from a 'thorough market study' and data based on research at the global level, regional level, and local levels.
The Department of Tourism (DOT) chief explained that the preferences of travelers changed following the 2019 Coronavirus Disease (COVID-19) pandemic.
"Yung mga tao rather than simple sight-seeing or going to the beach and the like, they now search for substantial, cultural, and immersive experiences," Frasco explained during DZRH's Dos Por Dos.
"We are stuck at home for the last three years. What they would like is to have a feeling in themselves, evoke a sense of purpose, and positivity in general sa kanila pag-travel," she added.
Frasco further mentioned that other Southeast Asian nations capitalize on the strength and diversity of their culture for their tourism development plans, unlike the Philippines.
"Yung 'Love the Philippines' is an effort para naman mabigyan natin yung ating bansa na mabigyan naman ng pagkakataon na ma-market naman natin siya dito at sa buong mundo not just on the aspect of fun," Frasco stressed.
"Sinasabi lang natin na madami pang mga elemento sa Pilipinas that can be very attractive to our tourists," she said
The DOT secretary revealed that a survey showed that foreign tourists enjoyed their experience in the Philippines due to the Filipino people.
"They enjoyed the love and warmth that they enjoyed from the Filipino people. In social listening all over the world, the word most closely associated with the Philippines is actually love," Frasco shared.
Frasco said that the new tourism campaign of DOT also serves as a call for Filipinos to love the Philippines.
DOT unveiled the 'Love the Philippines' tourism campaign slogan during the 50th anniversary of the department on Tuesday, June 27 at the Manila Hotel, and it drew mixed reactions from the public.
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Frasco defends 'Love the Philippines', says new slogan resulted from research