The Department of Tourism (DOT) on Tuesday launched the Philippines’ new slogan in a bid to bolster the country’s tourism.
The "Love the Philippines" was unveiled as part of the department’s 50th anniversary celebration.
According to DOT, the new slogan tells the country’s story to the world through the story of love.
Tourism Secretary Cristina Garcia Frasco, who presided over the ceremony, stated that the tale of Filipinos has yet to be told and that the Philippines will disclose that hidden story by telling them the story of love.
She said the DOT developed the "enhanced" tourism slogan as part of its endeavor to "reintroduce the Philippines to the world."
The "Love the Philippines" touches every Filipino's heart with the special grace and kindness with which we welcome every person that comes to our borders, villages, and homes, said Frasco.
Recognizing the country's natural aspects, long and storied history, rich culture, and diversity, the DOT Secretary stated that "there is so much more to the Philippines than the fun and adventure that we have so far articulated to the world."
Love the culture, love the heritage, love the music, love the feeling, love the experience, love the friendships, love the smiles, and love the fun are all derivatives of the new tagline, Frasco said.
She added that the new phrase also intends to "highlight that the Philippines is a destination with a rich and diverse Filipino culture that can offer substantial, immersive, and purposeful experiences, perfectly matched with the love and warm hospitality of the Filipino people."
Meanwhile, President Ferdinand 'Bongbong' Marcos Jr. stated that the new branding will serve as a guidepost for the industry's quick revival.
He said the campaign is set to improve the complete experience of every tourist, including a goal list that promotes regional products, constructs more infrastructure for efficient travel, and advocates ecological movements.
In the past years, the DOT has employed slogans to promote tourism. The "Wow Philippines" was launched in 2002 while the "It's more fun in the Philippines" was introducted in 2012.
Marie Adriano, brand and strategic planning head of marketing company Doyle, Dane, and Bernbach Philippines, explained that the term "love" was the "positive thing associated with our country and is frequently mentioned in high volume globally" on social media.
She said while the term "fun" is still a "positive thing" for the country, it has a "low volume of mentions," adding that brand enhancement is essential to remaining competitive and relevant.
Adriano noted that passenger preferences have also altered, particularly during the pandemic.
Frasco previously stated that the department would "enhance" the country's tourism tagline to align it with the "country brand" concept of "We give the world our best" as developed by the Office of the Presidential Adviser on Creative Communications.
