The Department of Tourism (DOT) has unveiled a new tourism slogan which it said encapsulates the true meaning of being Filipinos, particularly on the aspect of hospitality in dealing with guests which the country is renowned for.
From "It's more fun in the Philippines", the DOT will now carry the "Love the Philippines" tourism slogan, the announcement was made during the department's 50th anniversary celebration at the Manila Hotel on Tuesday, June 27.
In changing the tourism slogan, Tourism Secretary Christina G. Frasco said the Philippines is more than fun and adventure.
“‘Love the Philippines’ goes to the heart of every single Filipino with the distinct grace and hospitality with which we welcome every guests that comes to our shores, our communities and our homes,” Tourism Secretary Christina G. Frasco said in her speech,
“There is so much more to the Philppines than the fun and adventure that we have so far articulated to the world for the Phiippines is a powerhouse of mega biodiversity being only one of the 18 mega diverse countries in the world,” she added.
The DOT chief said ‘Love the Philippines’ slogan is a recognition of the Philippines’ natural assets, its long history, and its rich culture and diversity.
In May, Frasco said that there was going to be a change in the country’s marketing strategy, saying that the main change would be that “the focus the DOT will be to highlight the heart and soul of the Filipino that is evident in our culture, our festivals, our food, the local products of our small and medium enterprises are living cultural heritage.”
The “It’s More Fun in the Philppines” tourism campaign was launched by the DOT in 2012. The slogan, according to then Tourism Secretary Ramon Jimenez, is clear and truthful, answering the simple question, "Why should I go to the Philippines?".
Such tourism slogan change dropped the "Wow Philippines" which was launched in 2002.
The 50th anniversary of the DOT was graced by President Ferdinand “Bongbong” R. Marcos Jr, former heads of the tourism department, and other government officials.