By Alec Go
The Department of Tourism launched “Love the Philippines,” a new tourism campaign slogan to reintroduce the country to the world during its 50th year anniversary.
Tourism Secretary Christina Frasco explained the new slogan recognizes Filipino hospitality, the country’s history, and the diverse local cultures and assets.
“There is so much more to the Philippines than the fun and adventure that we have so far articulated to the world,” she said, citing the country’s megabiodiversity, cuisine, culture and history, and local creative communities.
“These complexities and nuances of the Philippines have yet to be fully articulated to the world, for indeed, the story of the Filipino has yet to be fully told, and we shall tell the story by telling them the story of love,” she continued.
In his speech, President Ferdinand R. Marcos Jr. said the new slogan is a “guidepost” for the tourism industry, in line with the recently approved National Tourism Development Plan 2023-2028.
This, as he vowed to continue promoting Philippine tourism and making it a powerhouse in Asia.
“Because aside from the promotion of the country’s tourist destinations, the campaign that you have conceptualized aims to enhance the overall experience of every traveler,”he said.
“Included in that list of targets are to promote regional products, build more infrastructure for ease of travel, and champion green movements, amongst others,” the President added.
‘Influencers’
The chief executive called on Filipinos to be the country’s “ambassadors” and “influencers” in introducing the country as a “top-tier tourist hub.”
“The genuine warmth of the Filipino people is indeed our greatest asset. The hospitality that we extend the 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,” he said.
Marcos thanked the DOT, the private sector, and all tourism and hospitality workers in promoting the country as he urged them to continue sustaining the momentum of the tourism industry.
