Photos by ALI VICOY and the author

LOVE THE PHILIPPINES Unveiled during the event, the latest ad campaign of DOT with the slogan, LOVE the Philippines

After a decade of hearing about how it’s more fun in the Philippines, the Department of Tourism (DOT) has recently unveiled the next step of its ad campaign for the country’s tourism sector—the new slogan “Love the Philippines.”

What started as a night celebrating the 50th anniversary of the Department of Tourism at the Manila Hotel slowly built up toward revealing the new identity. Much of what was being presented beforehand showcased numerous traits and values about our country and just what makes it so beautiful, from its culturally rich festivals to its untouched tropical getaways. There was also an emphasis on how strong the tourism industry is, accounting for the employment of 5.35 million Filipinos throughout various tourism sectors within the country. Much of the videos presented also showcased how we as Filipinos are also the main draw of what makes our country so lovable.

LOVE THE HISTORY The Philippines is rich with cultural heritage sites and has plenty of stories to tell about its past

“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,” said President Ferdinand R. Marcos Jr. as he graced the event. He also called on the Filipino people to act as “tourism ambassadors,” referring to the Filipino people as the “top influencers” for spreading out love for the Philippines.

WORKING TOGETHER President Ferdinand R. Marcos Jr. and DOT Secretary Christina Frasco were both present at the celebration of the 50th anniversary of the DOT

President Marcos was also presented with a special plaque of appreciation on behalf of his late father, former President Ferdinand E. Marcos, for the latter’s contributions to creating the DOT. Before then, the DOT was operating as the Department of Trade and Tourism to oversee the growth of the tourism industry as a source of economic benefit for the country.

LOVE THE BEACHES The Philippines was named the World's Leading Beach Destination for 2022 by the World Travel Awards

A great portion of the event was also laid out in recognizing the past efforts of our country’s previous DOT secretaries. After all, it was their groundwork that laid out the foundation for much of the boom in our tourism sector to date. Present at the event were former secretaries Alberto Lim (2010-2011), Wanda Corazon Tulfo-Teo (2016-2018), Richard Gordon (2001-2004), Roberto P. Pagdanganan (2004), Gemma Cruz-Araneta (1998-2001), Rafael Alunan III (1991-1992), Vicente J. Carlos (1992-1995), and siblings Reggie and Aida representing the late Jose Aspiras (1973-1986).

But, more important, what does the public think about the change?
Receptions appear to be mixed online. Many were quick to question the need for rebranding. After all, the previous slogan, “It’s More fun in the Philippines,” had already proven effective across social media. Some find the new approach rather lacking or too basic. One tweet even pointed out how a single comma could’ve improved the campaign by a significant margin by using “Love, the Philippines” instead, symbolizing our country as a love letter to the world. Others shared optimistic thoughts about the change. Some point out that such changes are needed to keep the country’s tourism campaign fresh and engaging as newer travel markets open up. Given how fast trends come and go, it’s essential to keep the marketing aspect of the country’s tourism industry up to speed with things. It’s fitting that a key aspect of this new campaign focuses on catering to the Gen Z traveler, a generation heavily ingrained with the speedy social media culture.

LOVE THE FOOD The Philippines is home to several exquisite dishes such as sisig and lechon, both of which are included in Taste Atlas' list of Best Pork Dishes in the World

One thing is certain, despite the mixed response, tourism remains one of our country’s largest assets. From all our award-winning beach and diving destinations to our world-renown traits of being resilient and hospitable people, what might be the easiest way to keep that positive image going? It’s simple. Love the Philippines.