In time for its 50th year, the Department of Tourism (DOT) has unveiled a new enhanced tourism slogan, “Love the Philippines.” Whether one agrees with the new slogan or not, the video accompanying the campaign truly showcases the awe-inspiring wonders of our country plus all the reasons why tourists all over the world love the Philippines.  “Love the Philippines” aims to encourage both domestic and international travelers to discover the country's breathtaking landscapes, vibrant communities, and rich cultural heritage while fostering a sense of environmental stewardship and responsible tourism. A screengrab from the video (courtesy of the DOT). "Love the fun, adventure, flavors, colors, rush, moments, culture, heritage, sounds, feeling, experience, friendships, and smiles," says the campaign video. When the slogan and video were launched at the Manila Hotel last June 27, 2023, the President himself was heartened by the positive tourism indicators and optimistic recovery of the industry after the onslaught of the pandemic: “The genuine warmth of the Filipino people is indeed our greatest asset. The hospitality that we extend to visitors—both local and foreign—is a unique characteristic that is innately embedded in the social fabric of being a Filipino, and it is something that we should all be very proud of.” “Love the Philippines,” the President said, will serve as a “guidepost for the Philippine tourism industry moving forward.”  “It springs from the genuine love that you, me, and all of us have for the Philippines. And what better way to express that love than by directly incorporating it into our country’s newest tourism campaign slogan.” The President also expressed his appreciation to all those who have been involved in strengthening our tourism industry through the years: “To everyone in the industry who offers their services to our guests; to our travel agents, hotel staff, airline crews, boat operators; everyone who welcomes our tourists with their warm and bright smiles to make certain that they have a great and memorable experience—*maraming, maraming salamat sa inyong lahat*.”