The Department of Tourism (DOT) in the Philippines has launched a new tourism slogan called "Love the Philippines" to push the country to greater heights in the tourism industry.
The ongoing campaign has a very ambitious goal of making the Philippines a "tourism powerhouse". By promoting the country's rich nature, cultural heritage and diversity, the campaign aims to attract more travelers to explore the beauty of the Philippines.
By improving the country's image and promoting its diverse destinations, especially its stunning biodiversity, the campaign changed the face of tourism in the country after 11 years, replacing the previous slogan "It's More Fun in the Philippines".
The P49-million campaign also had an indirect positive impact on all stakeholders in the tourism industry, including small and medium enterprises. As of mid-2013, the Department of Tourism recorded 2.67 million international tourist arrivals, of which 2.44 million were from overseas. This figure is half of the target of 4.8 million foreign tourist arrivals this year.
In addition, this innovative slogan aims to inspire Filipinos' love and pride for their beautiful country while encouraging them to honor the heritage of the past and look forward to the future with virtue and excellence as proud Filipinos.
DOT Secretary Christina Frasco said that this campaign is much more than just a branding exercise. It is a call to action for every Filipino to appreciate and celebrate the beauty of their country.
Frasco also explained that the new slogan gracefully replaces the previous slogan, "It's More Fun in the Philippines," which has been an iconic rallying cry for travelers for over a decade. Now, 'Love the Philippines' emerges as the new uplifting successor.
According to CNN, the Department of Tourism is also planning to launch the Travel Philippines app soon, which will provide travelers with up-to-date information on tourism activities across the country.
With the app, travelers will have easy access to complete details of travel agencies, tour operators and guides available for their chosen activities. The information provided will help travelers plan and organize their trips more efficiently.
Behind this attention-grabbing launch, mixed reactions and responses spread among netizens, creating discussion and excitement within the community.
With the "Love the Philippines" campaign, the Department of Tourism hopes to significantly contribute to the growth of the country's tourism sector through the promotion of the Philippines' rich nature, cultural heritage, and incredible diversity.