Before “Love the Philippines,” there were “WOW Philippines,” “It’s More Fun in the Philippines,” Pilipinas Kay Ganda,” and many more colorful slogans that all aimed to attract more tourists while projecting in just a few words what the country offers to the traveler. Tourism slogans are used to represent what a country is all about – its energy, culture, and natural wonders. From white sand beaches and pristine dive spots, to rice terraces and cultural heritage sights, the country continues to attract tourists through the use of slogans.

Love the Philippines

In June, 2023, the Department of Tourism (DOT) unveiled a new tourism slogan – “Love the Philippines.” *Love the Philippines (Photo from DOT Facebook page)*
“’Love the Philippines’ is a recognition of our natural assets, our long and storied history, our rich culture and diversity,” said Tourism Secretary Christina Frasco during DOT’s 50th anniversary celebration at Manila Hotel.

It’s More Fun in the Philippines

Before “Love the Philippines” was “It’s More Fun in the Philippines” campaign which was launched in 2012. That was one of the country’s most popular and recognizable slogans as it branded the country as a perfect destination for tourists looking for the best beaches and adventures, according to DOT. (Photo from officialgazette.gov) The slogan’s directness enabled it to be used as the country’s primary slogan for over a decade, with multiple spin-offs through the years, such as “More Fun Awaits” in 2018, and “Experience the Philippines” in 2016 that highlights Filipino family values. Gathering a few international awards, the slogan was used until the first half of 2023. The “Pilipinas Kay Ganda (Philippines, So Beautiful)” campaign from 2010 was short-lived as the campaign’s logo, colors, and even the font design was widely criticized for being similar to the style of tourism campaign of Poland, according to news reports.

WOW Philippines

Launched in 2002, the “WOW Philippines” campaign and its sub-tagline “More Than the Usual” was regarded as a highly successful attempt to rebrand the country as a haven of white-sand beaches and unique attractions contrary to conflicts and political instability the country was facing at the time.
The slogan was used until 2010.
The word “WOW” from the slogan was also utilized to refer to what the Philippines has to offer, from “Wealth of Wonders,” “Wild Over Water,” “Wacko Over Wildlife,” and “Warm Over Winter,” among many others. Its logo used the colors red and blue with unique elements reflecting Philippine culture, such as a festival mask, jeepney, coconut tree, diver, and a boat. Spin-offs from the campaign aimed to boost domestic travel were produced such as the “Pilipinas, Tara Na!” that even had a music video featuring popular Filipino artists and musicians.

Other slogans

The country’s tourism slogans each carried a distinct charm. Here’s a few more: “Fiesta Island Philippines,” “Philippines: Where Asia Wears A Smile,” “Rediscovery Philippines,” and “Consider the Philippines.” Slogans aim to capture attention and curiosity of people. (

Pancho Parian

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