The Philippine Department of Tourism (DOT) announced on Tuesday, September 24, that the country has earned three prestigious nominations at the Asia Best of Best Awards. This global program celebrates excellence and outstanding achievements across industries in Asia, with a focus on travel and tourism.
The Philippines secured nominations in three categories: Best Marketing Campaign for the “Love the Philippines” branding, Best in Service – Customer Support for the DOT’s Tourist Assistance Call Center, and Best Woman Leader for Tourism Secretary Christina Garcia Frasco.
Tourism Secretary Frasco expressed her gratitude for the recognition, stating, “The Philippines is blessed with breathtaking natural beauty, a rich cultural heritage, and, most importantly, our people. Our mission is to ensure the world experiences these treasures. These nominations reflect the dedication of the entire tourism industry in promoting our country and enhancing the visitor experience, as guided by President Ferdinand Marcos, Jr.”
Showcasing “Love the Philippines” Campaign
Launched in June 2023, the “Love the Philippines” campaign, nominated for Best Marketing Campaign, reintroduces the country’s charm, grace, and hospitality to the global tourism market. Built on four key pillars, the campaign highlights the Philippines as one of the world’s 18 mega-diverse nations, showcasing its stunning landscapes, vibrant festivals, and rich culinary traditions.
“The ‘Love the Philippines’ initiative tells the story of our nation’s heart. It showcases our people’s warmth, our natural wonders, and our deep cultural history through festivals and cuisine. We want every visitor to leave with a piece of the Philippines in their heart,” said Secretary Frasco.
The campaign has received overwhelming support from both the government and private sectors. Within 24 hours of its launch, social media monitoring tool Sprinklr recorded over 59.1 million positive reactions. The campaign continues to expand internationally while regional rollouts across the Philippines foster collaboration with local governments and tourism stakeholders.
Excellence in Service: Tourist Assistance Call Center
The DOT’s Tourist Assistance Call Center (TACC), nominated for Best in Service – Customer Support, plays a crucial role in revitalizing the tourism industry. This 24/7 multi-platform hotline offers real-time travel information, emergency assistance, and support for both local and international tourists.
“Our hospitality begins even before a tourist arrives in the Philippines,” said Secretary Frasco. “The Tourist Assistance Call Center ensures visitors have access to the support they need at every stage of their journey, from planning to their return home.”
As of September 22, 2024, the TACC has handled more than 10,000 inquiries through various channels, including email, voice calls, live chat, and social media. Most inquiries came from the Philippines, followed by the U.S. and India. The TACC maintains an average customer satisfaction rating of 84%, highlighting its commitment to exceptional service.
Celebrating Leadership: Secretary Frasco as Best Woman Leader
Tourism Secretary Christina Garcia Frasco is nominated for Best Woman Leader, recognizing her as one of Asia’s top women in leadership. Under her guidance, the DOT has consistently been ranked among the Philippines’ most trusted government agencies. A survey conducted by the RP-Mission and Development Foundation in July 2024 gave Secretary Frasco a 90% approval rating, among the highest for cabinet officials.
Frasco has spearheaded several initiatives, including the award-winning Tourist Rest Areas, the TACC, the Philippines Hop-On Hop-Off program, and enhancements to the Travel Philippines mobile app. “We are transforming Philippine tourism into an inclusive, sustainable, and globally competitive industry,” she noted. “Our goal is to promote our top destinations while developing emerging ones, making our tourism accessible to all travelers.”
Her leadership has also driven the expansion of dive tourism and infrastructure improvements, particularly in airports and seaports. The 2023-2028 National Tourism Development Plan, which Frasco led and was approved by President Marcos, outlines a vision to position the Philippines as a tourism powerhouse in Asia.
Support the Philippines at the Asia Best of Best Awards
You can support the Philippines by casting your vote in the Asia Best of Best Awards through their official website or by scanning the provided QR code. Voting is open until September 30, 2024.
The Asia Best of Best Awards, organized by Golden Tree Events in Dubai, U.A.E., are part of the World Best of Best Awards program, which honors exceptional achievements across various industries. Winners will be announced at the gala ceremony on November 9, 2024, at The Westin Dubai Mina Seyahi Beach Resort & Marina.
