The Department of Tourism unveiled the new campaign slogan “Love the Philippines” at the iconic Manila Hotel’s 50th anniversary celebration on Tuesday (June 27)
The tourism secretary said the new campaign slogan is well suited to reintroduce the Philippines to the world as it welcomes the Philippines to a new era of tourism to the world.
Say there’s more to this country than fun and adventure, “Love for the Philippines runs deep in the heart of every Filipino and we welcome every guest to our shores, communities and homes with unique grace and warmth. Love for the Philippines is a love of our natural assets, long and storied history, Recognition of rich culture and diversity.”
“The Philippines is a biodiversity-rich powerhouse, one of 18 biodiversity-rich countries in the world, rich in culture and history, rich in flavors and cuisines, and a wonderful place for indigenous peoples and creative communities whose Efforts have been made to preserve the dignity and integrity of the Filipino identity. This is who we are. These complexities and nuances of the Philippines have not yet been fully elucidated to the world because, in fact, the Filipino story has not been fully told, and we will do so by telling them the love story Come tell the story. Love the Philippines,” said Transportation Secretary Frasco.
Adapt to the post-epidemic tourism pattern and changing trends
With the changing global travel landscape post-COVID-19 and travelers’ growing desire for more immersive experiences while travelling, the Department of Transportation sees the enhanced brand as a timely response to industry needs.
A recent survey by the United Nations World Tourism Organization (UNWTO) of its member states reveals that market repositioning and rebranding strategies are based on the findings of its Survey of Member State Priorities for the UNWTO Work Program 2024-2025 One of the post-pandemic priorities.
With the intensification of tourism activities, the Department of Tourism is now focusing on showcasing more “Love the Philippines” content in an effort to realize President Marcos Jr.’s vision of making the Philippines a tourism powerhouse. Asia.
“In fact, if we are going to compete with our neighbors and work with them to make Asia a world tourism powerhouse, now is the time for us to increase the value proposition of the Philippines by telling Filipinos. What else can we do for the world How much to offer,” Minister Flasco said.
“We have a multifaceted tourism destination that presents us with a fantastic opportunity because we’ve only scratched the surface so far,” she added.
Positive outlook for Philippine tourism
“The world has noticed that there is a lot to love about the Philippines,” Secretary of State Frasco said.
From January 1 to June 26, 2023, the Philippines received a total of 2,641,993 tourists, which is close to exceeding the 2.65 million in 2022.
Furthermore, tourism is seen as a backbone in terms of its contribution to the Gross Domestic Product (GDP). According to the 2022 Philippine Tourism Satellite Account (PTSA), the direct total value added (TDGVA) share of tourism in the Philippine economy (measured as gross domestic product (GDP)) in 2022 is estimated at 6.2%, an amount of to 1.38 trillion pesos.
Employment in tourism-related businesses in the Philippines also increased, with an estimated 5.35 million employed in the tourism sector last year.
As she rallied support for the Department of Transportation to present the world with the best of the Philippines’ vision under the Marcos administration, the secretary said: “For our fellow Filipinos, for our beautiful country, as we usher in a golden age of tourism. , let us have a strong sense of pride and love for the Philippines deep in our hearts, and lead us to the continued recovery of the Philippines and a strong return to the world.”
