The country's new tourism slogan "Love The Philippines" has drawn mixed reactions from some government officials and the general public, with some leaving a positive note on the new campaign while others explaining that it is not catchy enough compared to the previous "It's More Fun in the Philippines."
The "Love the Philippines" was unveiled as part of the Department of Tourism's 50th-anniversary celebration on Tuesday, June 27.
Tourism Secretary Cristina Garcia Frasco said their department developed the "enhanced" tourism slogan as part of its endeavor 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," Frasco said.
Give it a chance
Senator Francis "Chiz" Escudero urged the public to support the new campaign, asking them to give it a chance.
"While I believe in the saying ‘if it ain’t broke, why fix it?’ I am willing to give it a chance,” Escudero said in a statement.
“The last thing I want is for our country and people to be seen bickering about our slogan in front of foreigners or tourists—our putative market. I refuse to be part of any such thing until we have given it a chance,” he added.
For Escudero, “Love the Philippines” has captured these qualities, citing the tourism slogan of India as an example.
“My personal favorite is ‘Incredible India.’ This slogan, for me, works well because it is simple, memorable, and accurately captures the essence of the destination it represents,” he said.
Question of timing
While she appreciates the DOT's initiative, Senator Nancy Binay cannot help but question the timing of the new slogan.
"We appreciate the initiative of the DOT to enhance its marketing pitch to kickstart tourism... Pero, for me, it's a question of timing," the senator wrote on Twitter.
"Laging may kakambal na gastos ang pagbabago ng slogan —and it would entail a huge amount of US dollars to start and sustain a new campaign. Sa dami ng mga kailangan nating unahin at i-prioritize na pagkagastusan, we don't have sufficient funds to finance a rebrand," she continued.
The country's previous slogan “It’s More Fun in the Philippines” generated around 4.47 million tourist arrivals in 2013 and 8.26 million before the COVID-19 pandemic.
"Kaso, nandyan na nga ‘yan. ‘Ika nga, ‘pag love mo ang isang tao o bagay, tatanggapin mo anuman ‘yung kanyang kakulangan, and willing ka pa rin bigyan ng chance—with the hope na mag-work out," Binay stated.
Catchy and easy to recall
Philippine Red Cross chairperson and CEO Dick Gordon, who launched and popularized the slogan "WOW Philippines" during his term as Tourism secretary, said he supports the government's new tourism campaign.
"It is catchy and easy to recall! Connects easily with the long spelling of the Philippines. It also serves as a double meaning call for Filipinos to love the country because we are well endowed with natural beauty and sights, and people share excellent traits, such as being welcoming, happy, and kind,” he said in a news release on Wednesday.
"Second, it is a statement of appreciation for the Philippines experience by tourists. Of course, the slogan will be meaningful if land, air, and port infrastructure are continuously enhanced for pleasant access and the totality of our people remain honest, responsible, and pleasant to all folks, foreign and domestic."
Netizens react
On Twitter, netizens also can't help but express their opinion on the newly-announced slogan.
Here are some of their reactions:
“Love the Philippines”
— ezrawr (@ezra_mane) June 28, 2023
IN THIS ECONOMY???????
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” is more a sign off than a greeting w/c makes sense for a country that claims its best attribute to be the labor it exports. “Good bye, migrant workers! Love, the Philippines”
— Alfonso Manalastas (@not_alfonso) June 28, 2023
Love The Philippines
— KAR VIC (@karvic_) June 28, 2023
Mahal ang Pilipinas 💸💸💸
Mahal ang mga bilihin
Mahal ang pamasahe ✈️
Mahal ang mga bayad sa net 💻
Mahal ang…
😭😭😭
haaayyy, I swear this gov’t. just keeps digging its own grave.
— Vincent (@VinQuilop) June 28, 2023
Design critique upcoming!!! Lemme preface this by saying “don’t fix what’s not broken” sumth sumth and these are all personal daldal. Add on to this if you want.
Okay lezzdodis. (kunwari may brain cells ako) pic.twitter.com/q2NRB6gjAe
