In commemoration of the Department of Tourism’s (DOT) golden year, President Ferdinand Marcos Jr., alongside Secretary Christina Garcia Frasco and other officials, led the momentous unveiling of the Philippines’ enhanced tourism campaign, “Love the Philippines.” This unveiling took place as the highlight of the DOT’s 50th founding year celebration at the iconic Manila Hotel on Tuesday, June 27.
With great pride, Secretary Frasco presented “Love the Philippines” to an esteemed audience comprising former DOT chiefs, officials, employees from the Department’s central and regional offices, government agency heads, cabinet secretaries, members of the House of Representatives, tourism stakeholders, and media representatives. She described the enhanced campaign as a timely initiative to coincide with the DOT’s golden anniversary.
“As we conclude the last fifty years of the DOT and usher in this new era of tourism for the Philippines, it is only fitting that we seize this opportunity to reintroduce the Philippines to the world,” Secretary Frasco remarked.
“Love the Philippines” resonates deeply with every Filipino, embodying our unique grace and hospitality with which we welcome visitors to our shores, communities, and homes. It recognizes our natural wonders, rich history, diverse culture, and more,” she stated, emphasizing that the country’s appeal goes beyond the “fun and adventure” commonly associated with it.
“The Philippines is a powerhouse of mega-biodiversity, being one of only 18 mega-biodiverse countries globally. It is a treasury of culture and history, a hub of flavors and gastronomy, a tapestry of indigenous peoples and creative communities whose craftsmanship has preserved the dignity and integrity of the Filipino identity. This is who we are. These intricacies and nuances of the Philippines have yet to be fully showcased to the world. The story of the Filipino, indeed, needs to be fully told, and we shall tell that story through love. Love the Philippines,” Secretary Frasco expressed passionately.
PBBM’s Wholehearted Support
Gracing this significant event for Philippine tourism, President Ferdinand “Bongbong” Marcos Jr. wholeheartedly expressed his support for “Love the Philippines.” He stated that the enhanced tourism campaign “springs from the genuine love that you, me, and all of us have for the Philippines.”
“What better way to express that love than by directly incorporating it into our country’s newest tourism campaign slogan, Love the Philippines. This new branding, unveiled today, will serve as our guidepost for the Philippine tourism industry moving forward. Allow me to express my sincerest appreciation to Tourism Secretary Christina Garcia Frasco and the DOT team because, aside from promoting the country’s tourist destinations, the campaign you have conceptualized aims to enhance the overall travel experience. It includes promoting regional products, developing infrastructure for smoother travel, supporting environmental initiatives, and much more,” the President enthusiastically declared.
Adjusting to the post-pandemic tourism landscape and changing trends
In light of the everchanging global tourism landscape following the pandemic and the growing demand from travelers for more immersive experiences, the Department of Tourism (DOT) has recognized the need for an enhanced branding approach as a timely response to industry demands.
A recent survey conducted by the United Nations World Travel Organization (UNWTO) revealed that market repositioning and rebranding strategies are among the priorities identified by member countries in the post-pandemic era, as highlighted in the Survey Findings on Member Priorities for UNWTO program of work 2024-2025.
With the implementation of an enhanced tourism campaign, the DOT aims to showcase the multitude of reasons to “Love the Philippines” as it works towards realizing President Marcos Jr.’s vision for the country to become a tourism powerhouse in Asia.
“In order to compete with our neighboring countries and to forge partnerships with them, transforming Asia into a tourism powerhouse globally, it is essential for us to amplify the value proposition of the Philippines by highlighting the vast array of offerings we possess,” Secretary Frasco emphasized.
“We have a wealth of tourism destinations with multiple facets that present golden opportunities, and thus far, we have only scratched the surface. It is time for us to unveil the Philippines in its full glory,” she added.
The DOT is committed to leveraging the enhanced brand to unlock the Philippines’ tourism potential and position it as a must-visit destination, captivating travelers with its diverse attractions and enriching experiences. By embracing this new branding approach, the Philippines aims to solidify its standing as a premier tourism destination in Asia and beyond.
Rosy prospects for Philippine tourism
Secretary Frasco acknowledges that the world has taken notice of the Philippines’ numerous attractions, stating, “There is so much to love about the Philippines.”
This is evidenced by the country’s tourism numbers, with 2,641,993 visitors recorded from January 1 to June 26, 2023, inching close to surpassing the 2.65 million arrivals achieved in 2022.
The tourism sector continues to be a vital contributor to the country’s gross domestic product (GDP). The 2022 Philippine Tourism Satellite Accounts (PTSA) reported that the Tourism Direct Gross Value Added (TDGVA) accounted for 6.2 percent of the Philippine economy, amounting to PHP 1.38 trillion in 2022.
Furthermore, tourism-related enterprises have been instrumental in generating employment opportunities. Last year, an estimated 5.35 million jobs were provided by the tourism sector.
Secretary Frasco rallies support for the Department of Tourism’s vision under the Marcos administration, emphasizing the importance of showcasing the best that the Philippines has to offer to the world. She urges fellow Filipinos to develop a deep sense of pride and love for the Philippines as the country enters a golden era for tourism. This collective enthusiasm and passion will drive the continued recovery and robust resurgence of the Philippines on the global stage.
