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Tourism Secretary Christina Frasco said on Tuesday that an “enhanced tourism slogan” promoting the country’s “best of the best” would be unveiled in the next few weeks, finally replacing the “It’s More Fun in the Philippines” campaign that has been in use since 2012.
“The main change first of all is that the focus of the Department of Tourism (DOT) will be to highlight the heart and soul of the Filipino that is evident in our culture, our festivals, our food, the local products of our small and medium enterprises, our living cultural heritage, everything that makes us diverse and unique and a proud Filipino people that gives us pride of place,” Frasco said at a Palace briefing.
“We are putting forth the best of the best of the Philippines to the world because it cannot be denied that we do give the world our best and while the [DOT] has not yet come out with an enhanced tourism slogan as that is a country brand, I assure you you’ll love it,” she added.
According to Frasco, tourism stakeholders will be consulted on the new slogan “as their opinions matter very much to us.”
Last year, the country generated P1.74 trillion in tourism revenues, resulting in 5.2 million jobs for Filipinos. From Jan. 1 to March 15 this year, it recorded 1.15 million international tourist arrivals.
With regard to reports about a slight increase in COVID-19 cases in some areas of the country, Frasco urged people not to worry and to go on with their “revenge travel” plans while observing basic health protocols.
“While we continue to support the Department of Health’s measures as far as ensuring the health and safety of our fellow Filipinos [is concerned], the direction of the Philippines is forward and that is to ensure that we continue to open up the country to travel and tourism—that is the direction set by our President,” she said.
In the same Palace briefing, Frasco said that President Marcos on Tuesday approved the government’s national tourism development plan for 2023 to 2028, which was aimed at turning the country into a “tourism powerhouse” in the next five years.
Last week, the government unveiled a new country branding to promote the talents and skills of Filipinos abroad.
Billed as “We Give the World Our Best—The Philippines,” Presidential Adviser on Creative Communications Paul Soriano said the campaign would be a long-term country branding initiative “in line with the heart of the President to uplift the Filipino name and reputation in and around the world.”
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