Department of Tourism Sec. Christina Frasco at the Kapihan sa Manila Bay, May 24, 2023. (Photo by RYAN LEAGOGO / iNQUIRER.net)
MANILA, Philippines — The Department of Tourism (DOT) on Wednesday said that its new tourism slogan – which will focus more on showcasing the country as a “treasure trove” of culture and history — is still under development.
The campaign will succeed the current “It’s More Fun in the Philippines” slogan, which was launched back in 2012.
“We’re grateful for the gains that have been made by the previous administrations in terms of pushing for the existing slogan,” Tourism Secretary Cristina Frasco said in the public forum Kapihan sa Manila Bay.
“But at the same time we would like to give our country an opportunity to reintroduce itself to the world not just as a fun destination, which it will continue to be, but also as a treasure trove of culture, of heritage, of history, of love and warmth and the sheer talent of our artisans, makers, small and medium enterprises, as well as the burning private place of our fellow Filipinos regionally,” she added.
“The stories of Filipinos have yet to be told in full, and we intend to do that with an enhanced branding campaign,” Frasco added.
According to Frasco, the DOT is still conducting a “white market study” on the existing tourism campaign and is still in the process of enhancing the campaign — which she stressed would not be launched without consulting stakeholders.
“So this is literally in the works right now,” said Frasco.
However, Frasco clarified that the country’s tourism would not hinge on the DOT’s branding campaign alone, highlighting the importance of product development and improving aspects of the Philippine tourism industry, especially when compared to its neighbors in Southeast Asia.
She also recognized the necessity of tourism investments, reiterating that the country remains open for such, especially after President Ferdinand Marcos Jr. opened the country to investment and pledges.